Mumbai, Sept 14: India’s leading tech driven media company – Whisper Media has become the first to lead the charge in entering a new era of In-Content Advertising (ICA) by seamlessly integrating brands into movies. Released worldwide on September 07, Shahrukh Khan’s – Jawan is the first Bollywood flick to feature a brand – Asian Paints through Whisper Media’s brand integration solutions via ICA. With a track record in utilizing innovative technologies, Red Chillies Entertainment partnered with Whisper Media for Jawan to leverage its tech expertise in digital brand integration to incorporate Asian Paints’s brands – Hydroloc and Royale Glitz in the post-production stage of the movie. The buzz around the movie is unparalleled and has already broken multiple records.
“Jawan is undoubtedly the most anticipated movie this year and we are certain the movie will have a reach like never before. In order to capitalise onto this mega festive launch, we planned a few brand placements across the movie in order to positively influence the brand saliency. We have ensured that we play up the frequency of exposures to break the clutter through the movie. Whisper Media ensured that we were able to do this efficiently and effectively. This also buffers the brand from fragmentation in consumption as we retain our presence across mediums,” says Mr Amit Syngle, MD & CEO, Asian Paints Ltd.
A global leader in ICA, Whisper Media utilizes extensive research and eye-tracking data to evaluate content for strategic brand placements in the post-production stage. This is done to ensure that the brand gets the best possible visibility that flows seamlessly without compromising on the narrative or interfering with the lifecycle of a production or disrupting the viewer’s experience.
“We open In-content advertising opportunities for brands and have pioneered this in the TV GEC space. Content, irrespective of the genre, is central to our offering and we are extremely excited in partnering with Red Chillies Entertainment on the mega premiere of Jawan. This also marks our entry into the Film industry. Asian paints and Madison World have been our key partners in the ICA journey and we are delighted to have them on our first movie project too!” says Guneet Anand, Global Revenue Head, Whisper Media.
Viewers’ attention spans are at an all-time low given the proliferation of media today. Whisper Media’s ICA enables brands to retain viewers’ attention while they are emotionally engaged with the content. With a technology-led, research-backed approach, Whisper Media entered the Indian market in 2019 and has since focused on dominating the broadcast television landscape, successfully delivering campaigns across broadcasters.
“Jawan is possibly the largest cinematic platform of the year and we are pleased to have found a way for Asian Paints to be part of it. Whisper Media’s technology and approach to ICA has made this partnership possible in a way that extracts the maximum benefit for our client and we look forward to several more such opportunities to showcase our clients,” concludes Abhik Banerjee, COO, Madison Infinity.
