WB consumer products brings commercial clip licensing to India

Warner Bros Consumer Products (WBCP) has identified India as a key priority for the company in 2014 in the area of commercial clip licensing, a practice booming around the world among advertising and marketing professionals.

WBCP is a pioneer of this practice globally, as the Studio’s vast library of iconic film, television and animation properties can be creatively integrated into advertising and marketing campaigns to help communicate brand messages to consumers across mediums.  In fact, the resource is growing as Warner Bros.’ beloved characters and familiar stories continue to resonate with audiences worldwide.  As part of this growth, WBCP India will begin focusing on commercial clip licensing initiatives by working directly with local advertising and marketing agencies, as well as in-house creative teams, to leverage WB’s first-in-class portfolio of film, television and animation titles for advertising and commercial uses.

“India’s media and marketing industry is a natural fit for the Warner Bros. Clip Library and there are many excellent creative campaigns coming out of the country with great potential for successful campaign partnerships,” said Preston Kevin Lewis, Managing Director of Warner Bros. Consumer Products, Australia, New Zealand and India.

“Indian consumers love the evergreen properties in the Warner Bros. stable and have grown up with these characters and their stories so the decision to focus on promoting our commercial clip licensing business to agencies in this country was an obvious one.”

Recent successful commercial clip licensing applications include a campaign in Australia with Bulla Dairy Foods, created by Melbourne agency The Bridge, which leveraged The Wizard of Oz from the Warner Bros. clip library for its Creamy Classics ice cream range to reinforce the heart-warming sentiment that “there’s no place like home.”

Bulla General Manager Marketing and Innovation, Helen Reece, said, “The use of the much loved characters from The Wizard of Oz gave the creative concept an immediate sense of warmth, familiarity and charm, which would have been more difficult to achieve through newly created protagonists.”

The subsequent campaign resulted in the largest increase in (non-discounted) sales ever recorded by the client. Advertising recall was higher than any previously tracked TVC by Bulla and 14 percentage points higher than other competitive brands. Brand equity measures also increased dramatically, with the number of people ‘recommending the brand’ tripling in size.

The Warner Bros. library is the largest of its kind in the entertainment industry and has been leveraged across categories as vast as finance, personal care, automotive, insurance, food and beverage, electronics, travel and hospitality, for brands such as Apple, Google, Hershey’s, American Express, Qantas, GE and many more.
Warner Bros. commercial clip licensing in India is managed by locally-based Warner Bros. Consumer Products agent, Dream Theatre.

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