Brands
Second edition of Brands & Entertainment culminates on a high note
Mumbai: The highly anticipated ‘Brands & Entertainment’ conference, now in its second year, successfully concluded its two day run at Taj Lands End, Mumbai, leaving an indelible mark on the landscape of branded entertainment.
Organised by Create & Collab, the creators of the IP ‘All About Music’, the event attracted over 80 plus esteemed speakers and an impressive audience turnout in excess of 1,700 attendees from the industries of branded content, media, sports, and entertainment.
Following the triumph of its inaugural edition, the 2023 edition of the conference provided an unparalleled networking opportunity to influential creative curators and key decision-makers in the media industry to congregate on a single platform and exchange business ideas and engage in discussions on relevant industry trends and future policies.
With a long term vision of paving the path for branded content innovation, the conference proved to be a milestone event that presented an overview on the future of branded content by providing a platform for networking, knowledge-sharing and collaboration among diverse stakeholders in the field of branded content.
Professionals from diverse sectors, including marketers, advertisers, record labels, creative agencies, television channels, artists, film and production houses, OTT platforms, gaming & e-sports platforms, and more, converged at this dynamic meeting ground. Irrespective of their roles as entertainers, media buyers, producers, or content creators, attendees benefited from valuable bridge building opportunities, staying updated on industry trends, and forging effective collaborations.
The conference featured an impressive lineup of speakers, including industry leaders and influencers, who shared their insights and experiences, inspiring attendees with their expertise. Notable speakers included the likes of Absurdist Studios co-founder Abish Mathew, Amazon miniTV director Aruna Daryanani, Cultural Outreach VP head Jay Shah, Mahindra & Mahindra associate director marketing Kejal Parekh, Myntra, actor & content creator Prajakta, Moonshine Meadery co-founder Rohan Rehani, Mango Films & Productions artiste Sushant Divgikar to name a few and topics such as Brand building in the age of AI, Global trends in branded entertainment for 2023, What’s next for short-format and audio-based app: Reels, influencer marketing, and podcasts, Decoding brand spending strategies: Bridging the rural-urban divide, Ideas that don’t work in 2023, “Build to sell” “Why crafting an exit strategy is essential for startups” and many more.
One of the key highlights of the event this year was the Networking Lounge, a dedicated space where creators, brands, agencies, and production houses could connect and engage in cross-cultural conversations, fostering innovative collaborations.
Attendees availed the experience of networking opportunities with over 200+ prominent brands and organisations, including Bombay Shaving Company, Deloitte, Dolby, Fairplay Sports, Ghost Kitchen, Google, Heiniken, Maya Pistola, Meta, Mivi, Moj, Moonshine Meadery, and many more.
In the conversation with Pocket Aces Pictures Pvt. Ltd. co-founder & CEO Aditi Shrivastava, she emphasised on the growth and significance of branded content. According to her, “Branded content is experiencing significant growth in the industry. The audiences tend to perceive endorsements by Bollywood A-listers as less authentic, as they view influencers as individuals who are more relatable and similar to them. This perception leads to influencers providing better return on investment (ROI) for brands resulting in brands being more likely to opt for a multiple face influencer model, where they collaborate with several influencers, rather than relying on a single face for endorsement campaigns.”
Response at Bennett Coleman & Co. Ltd. president Partha Sinha Thought on Brand Building and ChatGPT: “Apps makes us smarter but that may not necessarily be the right goal.”
Coca-Cola India and SouthWest Asia VP of marketing Arnab Roy expressed his views on the creation of Coke Studio Bharat instead of Coke Studio India in an interview conducted by Devraj Sanyal, Chairman and CEO – India & South Asia, SVP Strategy, AMEA at Universal Music Group. Roy emphasised the significance of Bharat as a sensation and an extraordinary experience, aligning with Coca-Cola’s commitment to crafting remarkable experiences. He further highlighted the immense cultural growth potential of India, which is expected to emanate from its smaller towns. Roy acknowledged that “Digitalization would play a crucial role in unleashing the untapped talent residing in these regions, leading to a music explosion.” In his opinion, these smaller towns are the epicentre of music, where it thrives and resonates. Delving into the country’s history, Roy recognized the abundance of richness and potential, and the team at Coca-Cola India decided to seize this opportunity and make it a reality by launching Coke Studio Bharat.
Madison Communications partner and group CEO Media & OOH Vikram Sahuja, on Global trends in branded entertainment, “In today’s day, data is gold! Currently, I look at the marketing funnel. It is like an hourglass model. The awareness is very high and so is the performance while the consideration is pinched. The activities we do with branded entertainment, with the apt collection of data. We can make it from an Hourglass to an Onion.”
Jay Sean said, “I always have had the mindset that if I’ve come this far, I can take over the rest of the world too.”
YouTube Sales and Solutions of India head Shubha Pai, highlighted YouTube’s role in empowering brands and revolutionising entertainment in India, “Innovation happens at the Intersection with YouTube’s massive scale & a creative content ecosystem driven by love for these incredible creators.”
Artist Munawar Faruqui, who urged attendees to maintain their hunger for success, stating, “If you reach your destination, you’ll lose the hunger. It is very important to keep the hunger in you always alive.” Faruqui was interviewed by Nirmika Singh, Executive Editor of Rolling Stone India.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
