| MUMBAI:
Ficci Frames invited speakers from the media industry to highlight the role of
embedded advertising and entertainment, which saw the reiteration of 'accountability'
that creeps up among advertisers when monies are put behind their business association
with films.
Lintas Total chief strategy
officer Raj Gupta interestingly admitted that when an advertiser talks of money
then automatically 'accountability' factors in. As opposed to other speakers on
the panel he said that embedded content was not about recall, because there are
more mediums that can fulfill that, but instead it becomes a glue for consumer
connection, a task that mass media fails to do. While key proponents that
highlighted the value that embedded content brings to the fore, GroupM South Asia
COO Vikram Sakhuja said that out of Rs 160 bllion spent annually on advertising
only Rs 500 million goes into film tie-ups. He returns to state that advertisers
continue to demand the delivery power of this medium and the valuation that follows
from that. Even though this medium is picking up pace, he highlights the fact
that advertisers fail to come back the second time for lack of the deliveries
it offers. Ad man Pralad Kakkar replaced Business World associate
editor Vanita Kohli as moderator for the session, while the other speakers on
the panel included BR Films Sanjay Bhutiani, Middlesex Universit Business School
senior lecturer marketing Sukbinder Barn and Reliance Communications president
application and content Mahesh Prasad. | 
