Mudra steps up on branded entertainment, relaunches Videotec

MUMBAI: Mudra Videotec is now being relaunched to specialize in the areas of branded entertainment and entertainment marketing.


This entity will be an independent one within the Mudra Media and Content Services Group, which includes media agency OMS (Optimum Media Solutions), and specialist content production division Tantr.


Mudra Videotec will be headed by Jairaj Padmanabhan, who moves within the Mudra Media and Content Services Group from OMS, where he was regional director. Pritamjit Das also recently joined Mudra Videotec as business manager.


Mudra Group managing director and CEO Madhukar Kamath said, “In a time of media clutter and fragmentation, brands are looking at content and entertainment to build connections with customers. The entertainment space is incredibly exciting and offers lots of opportunity for creative and imaginative solutions for brands. We are reinventing one of the country’s pioneering content creation and marketing brands because we believe that it is of great relevance to marketers in today’s environment.”


Mudra Media and Content president Chandradeep Mitra added, “Mudra Videotec would operate in the growing area of convergence between branding and entertainment. Mudra Videotec would be present in two broad domains. On one hand, it would offer multiple communication solutions to marketers of brands leveraging various entertainment platforms. This would include a gamut of services like co-promotions of brands with films, merchandising, brand placements in films and TV serials, and conceiving, producing and airing advertiser funded programs (AFPs). On the other hand, it would offer branding and media solutions to entertainment and content creators. This would consist of providing media and branding solutions along with marketing consultancy to content creators.”


Padmanabhan has over 15 years of media, marketing, creative and production experience across organizations like O&M, Lintas, Homeland Networks and OMS. He has also written for TV serials (Hey Yehi Toh Hain Wohh) and written and directed a feature film called U Bomsi n Me.


To bring specialized knowledge and expertise about branded entertainment in the Indian context, Mudra Videotec is investing in research and tools for measurement. It has already completed a study on consumer attitudes towards brand integration within entertainment platforms. In association with OMS, it is in the process of completing a four-city consumer study on current multiplex viewing habits. Both are first-of-its-kind studies in the Indian context. Mudra Videotec will also be shortly launching its proprietary tool for valuation of brand associations with films, and a strategic toolkit for identifying and creating AFP opportunities.


In the past, Mudra Videotec has produced television shows like Buniyad, Udaan, Rajni, Manoranjan, Ados Pados and sponsored telefilms like Janam amongst others.