Mumbai: Phantom Films & Reliance Entertainment have signed an exclusive contract with Bartle Bogle Hegarty (BBH) for Branded Entertainment & Partnerships for their recently announced film ’83, which is the story of India’s journey to win its first Cricket World Cup in 1983 at England. It stars Ranveer Singh and will be directed by Kabir Khan.
This is a first of its kind pact in India and internationally wherein a film studio, a production company and a creative agency will collaborate to bring branded entertainment and strategic partnerships to feature films.
As part of the pact, BBH will be the branding custodian for ’83 and will be offering a legion of entertainment marketing services that not only includes bringing in-film &co-marketing deals but also building strategic partnerships and creating intellectual property and merchandise. BBH will help brands get priority and unique access to film integration & actors and also help build long-standing co-marketing properties.
Madhu Mantena, Partner, Phantom Films said, “A film like ’83 lends huge creative opportunities for branded entertainment, across categories. We are happy to partner with BBH for the same and are confident that they will be able to exploit these opportunities, thanks to their global presence and a great network with brands.”
Subhash Kamath, CEO & Managing Partner, BBH said, “More and more brands are seeking to be part of popular culture these days. So we launched our Content and Entertainment initiative a few months ago to meet this demand. India has always been both a cricket and film crazy country. ’83 brings both these loves together to create what promises to be a huge blockbuster. Who can forget that hugely emotional moment when India won the world cup, against all odds. Imagine seeing that captured for the big screen! We’re very proud of our partnership with Phantom Films and will be soon reaching out to various brands to take part in this exciting journey.”
Pranay Anthwal, Principal Consultant Content and Entertainment, BBH, who will lead this, added, “Brands nowadays are wanting to get into popular entertainment. At the same time, they seek a strong ROI. A Blockbuster like ’83 gives us an ideal opportunity for innovation while delivering massive reach. We look forward to take this wonderful opportunity to the brand world.”