Mumbai: EndemolShine India has officially forayed into branded entertainment, identifying it as a strategic growth vertical. To lead this ambitious initiative, the company has partnered with Mediascope, a prominent agency specializing in brand integrations and advertiser-funded programming (AFP).
This collaboration aims to deliver premium, high-impact content that weaves brand narratives seamlessly into storytelling — across genres and platforms — providing advertisers with innovative ways to connect with audiences through immersive and purposeful content experiences.
The move is in line with Banijay Entertainment’s global focus on branded content, following the creation of Banijay Branded Entertainment (BBE), a specialist division dedicated to producing emotionally resonant, brand-driven content across global markets.
Rishi Negi, Group Chief Operating Officer, Banijay Asia & EndemolShine India, said. “As the media landscape evolves, brands are seeking more organic, immersive ways to connect with audiences. Branded entertainment sits at the intersection of storytelling and strategy — and that’s where we thrive. With our strong creative engine and Mediascope’s expertise in brand partnerships, we’re excited to build a powerful branded content ecosystem in India.”
Trevellyn Fynn, EVP & Head of Content Strategy at EndemolShine India, added:
“Branded entertainment allows us to design narratives that audiences choose to engage with while giving brands a compelling, purposeful role in the story. With this partnership, we’re bringing together strategic thinking and creative ambition to tell stories for and with brands in India.”
Marzban Patel, CEO & Founder of Mediascope, said, “Branded entertainment lies at the heart of how brands build emotional resonance in the current media landscape. This isn’t just about visibility; it’s about creating stories that audiences genuinely seek out, where the brand plays a meaningful and lasting role in the narrative. EndemolShine India brings world-class storytelling and scale, and at Mediascope, we see this as a powerful opportunity to help Indian brands forge deeper, more nuanced connections with audiences.”
With this partnership, EndemolShine India is set to co-develop a slate of original IPs and branded content formats, leveraging Mediascope’s extensive advertiser relationships and strategic insight. The initiative will unlock value for marketers and content creators alike in an age where audience attention is driven by relevance, engagement, and authenticity.
The collaboration will also work in tandem with Banijay Live, Banijay Entertainment’s dedicated live events and brand activation unit, ensuring end-to-end value across both digital and experiential touchpoints.
