Whisper Media, a company that specializes in content integration services, has announced a partnership with Viacom18 to provide In-Content Advertising (ICA) on Viacom18’s network of entertainment channels, beginning with its Hindi GEC channel, COLORS. With this partnership, Whisper Media now has a total of 16 broadcast partners in 8 different languages offering ICA in India.
In-content advertising involves leveraging popular content on linear TV to connect with the audience when their attention is at its peak. By embedding brand communication in the audience’s favourite drama series at the post-production phase, Whisper Media’s method of ICA is deemed to be the most cost-effective and operationally efficient process in branded content integration. Whisper Media is the Global Leader in such integrations and began its India operations in January 2019.
Commenting on the announcement, LS Krishnan, CEO & Director – India, Whisper Media said, “The Hindi Speaking Market forms the largest share in the Indian GEC space where COLORS is one of the leading channels. We are glad to partner with Viacom18 and broaden our reach for brands to deliver messaging effectively across target markets. We have demonstrated that this format adds higher attention & visibility for the brand campaigns. ICA when added along with TVC improves the communication effectiveness.”
Commenting on the partnership, Vivek Mohan Sharma, Head – Branded Content, Viacom18 said, “The unique business model of the broadcast industry necessitates that we constantly think of ways to offer more touchpoints to brands . Brand integrations have always been one of the key media touchpoints in the industry but with technological advances, it is fast becoming an integral one. This collaboration with Whisper Media India is an attempt at integrating brand communications within content through technology. We are starting with In-Content-Advertising on our Hindi GEC COLORS and will soon expand to other channels as well.”
