EndemolShine India enters branded entertainment with Mediascope partnership

New Delhi: EndemolShine India, part of Banijay Entertainment, has announced its entry into branded entertainment.

The company has partnered with the agency Mediascope to lead the effort around brand integration and advertiser-funded programming (AFP).

With this move, EndemolShine India aims to create content solutions that integrate brand narratives, enabling advertisers to reach audiences.

The focus will be on developing content across formats and platforms, where brands become an integral part of the storytelling.

Rishi Negi, Group Chief Operating Officer, Banijay Asia and EndemolShine India, said, “As the media landscape evolves, brands are seeking more organic, immersive ways to connect with audiences. Branded entertainment sits at the intersection of storytelling and strategy, and that’s where we thrive. With our strong creative engine and Mediascope’s expertise in brand partnerships, we’re excited to build a powerful branded content ecosystem in India.”

Trevellyn Fynn, EVP and Head of Content Strategy, EndemolShine India, added, “Branded entertainment allows us to design narratives that audiences choose to engage with while giving brands a compelling, purposeful role in the story. With this partnership, we're bringing together strategic thinking and creative ambition to tell stories for and with brands in India."

Marzban Patel, CEO and Founder, Mediascope, added, “Branded entertainment lies at the heart of how brands build emotional resonance in the current media landscape. This isn’t just about visibility; it’s about creating stories that audiences genuinely seek out, where the brand plays a meaningful and lasting role in the narrative. EndemolShine India brings world-class storytelling and scale, and at Mediascope, we see this as a powerful opportunity to help Indian brands forge deeper, more nuanced connections with audiences.”

With this partnership, EndemolShine India aims to develop a slate of original IPs and content formats co-created with brands, leveraging Mediascope’s understanding of the advertiser landscape.