Total co-branded marketing spends for Hindi films reach Rs 100 cr a year
ESP Properties- the sports and entertainment programming specialist arm of GroupM, released the first edition of the entertainment marketing report Showbiz, The Indian Superpower. Segmented into three parts - film marketing, the celebrity aspect and content licensing - the first edition of the Showbiz report includes viewpoints of those who work to maximize brand value through film promotions.
The film entertainment industry is growing at 10% year on year in terms of the number of films released. This opens numerous marketing opportunities for brands through alliances and content licensing. In India, marketing budgets for films have grown from 5-6% of production budget, to 10-15%, which is closer to the global average. 20% of films released include brand associations, where brands also share a part of the marketing budget. There is close to 56 hours of entertainment promotion films playing cumulatively through the day across channels. Today producers are working closely with agency partners that help them achieve their marketing objectives efficiently, and drive footfalls into the theatres.
India, as a nation, attracts a large film audience, given the popularity of the medium. As the film market grows, the audience too has moved from linear, one dimensional advertising to a multi- channel and interactive dialogue with the film and brand communities. To create deeper engagement with the audience, brands and producers are exploring content licensing as an avenue to bring film characters and storylines into true life experiences. In India content licensing is growing at 7.4% year on year, which a higher than developed markets like the USA, UK and Canada (source: The top 150 Global Licensors report, License Global 2017) Another data point that the ESP entertainment report brings out is on Celebrity endorsers. In the last 10 years, 25% of brand advertising on television feature a famous face.
While we have seen peaks in ad creatives with celebrities during the summer and festive seasons, this trend is fast moving with the influx of digital avenues. And we see celebrities playing the role of active influencer to the brands rather than just endorsing them. As cinema remainsthe No.1 choice of entertainment in the country, the ESP Properties the entertainment marketing report is brief glimpse of the trends, ideas and insights into what will drive the industry.