MAM
Laqshya’s Event Capital wins EEMAX global award
MUMBAI: Event Capital (a Laqshya Media company) has won the award for the ‘Best New IP’ and for the‘Best Integrated Marketing Communications for an IP’ for its intellectual property Bollywood Music Project (BMP).
BMP curates experimental Bollywood music through Bollywood’s biggest headliners for South Asian Hindi-speaking digital audience, globally.
In its debut season, BMP took place in Mumbai and Delhi on 30 September and 1 October, 2016, and 25 and 26 March 2017 respectively where over 100 of the biggest names in Bollywood music including Arijit Singh, Amit Trivedi, Vishal and Shekhar, Rekha Bharadwaj, Badshah, Raftaar, Neeti Mohan and Sachin Jigar, along with over 400 musicians performed to a crowd of over 50,000 in a multi-stage, multi-genre format.
Digitally, BMP has engaged over 80 million fans in Season 1.
The Event and Entertainment Management Association (EEMA) is an autonomous and non-profit registered body of companies, institutions and professionals operating within the events and experiential marketing industry of India.
The award in the ‘Best New IP’ category was received by Swaroop Banerjee (CEO, Event Capital), Deepak Choudhary (founder and director, Event Capital) and Tarsame Mittal (founder, TM Talent Management). The award for the latter was accepted by Megha Ghosh (vice president, Branded IP and Content and head of digital initiatives at Event Capital), Sahil Gupta (vice president and business head at Event Capital) and Alaap Gosher (entertainment consultant, TM Talent Management).
Brands
Summercool signs 10-episode Teen Taal podcast deal as presenting sponsor
Brand taps content-led marketing with seamless integrations on Aaj Tak show
NEW DELHI: Summercool Coolers has partnered with Teen Taal as the presenting sponsor for a 10-episode podcast series, marking its push into content-led marketing as brands increasingly look beyond traditional advertising formats.
The collaboration with Aaj Tak, part of the India Today Group, aims to tap into the growing influence of podcasts as high-attention platforms where audiences engage more deeply with content.
Instead of standard ad slots, the partnership leans on a content-first approach, with Summercool integrated directly into the show’s environment through studio branding, contextual mentions and visual cues. The idea is simple: be part of the conversation, not a break from it.
Early signs suggest the strategy is working. In the opening episode, the brand is woven into the discussion without interrupting the flow, offering a more natural recall compared to conventional advertising bursts.
Summercool Coolers director finance Abhishek Gupta said, “This partnership reflects our belief in engaging audiences where they are most attentive. By integrating naturally within a compelling storytelling format like Teen Taal, we are able to create authentic connections and drive organic engagement.”
Echoing this, India Today Group Digital CEO Salil Kumar said, “Podcasts today are not just content formats, they are high-attention environments. With Teen Taal, we’ve created a space where brands can participate in conversations, not interrupt them.”
Hosted by Kamlesh Singh, Kuldeep Mishra and Asif Khan, Teen Taal has built a loyal following for its mix of humour, satire and sharp takes on current affairs and everyday culture. That easy, conversational tone makes it a natural fit for brands seeking relevance without being overly intrusive.
With the first episode already live across platforms such as YouTube, Spotify and JioSaavn, the series offers a glimpse into how storytelling and subtle branding can go hand in hand. For Summercool, it is less about cooling the air and more about warming up to a new way of reaching audiences.
