Don’t apologise when you place a brand in content: Ram Madhvani

New Delhi: Filmmaker, ad man, and the creative force behind shows like Aarya and films like Neerja, Ram Madhvani is not one to mince words, especially when it comes to the future of branded content.

“Let’s not apologise for the brand,” he said in an interaction with BuzzInContent. He said, “Let’s make content that is brand-centred. Let’s go brand-first, and let’s say it proudly.”

In a freewheeling conversation, Madhvani opens up about how the lines between entertainment and advertising are not just blurring; they’re begging to be redrawn. 

At Equinox Films, the production house he runs with his partner Amita Madhvani, he’s spearheading a shift in mindset: from reluctantly inserting brands into content, to proudly building narratives around them.

In India’s fast-evolving OTT and digital space, Madhvani sees an urgent need to change the lens through which branded content is viewed, both by creators and by marketers. “We’ve been carrying this Western idea that the brand needs to be ‘hidden’ inside content. That audience will be upset. That’s not true,” he insisted.

He references Mere Dad Ki Maruti, a film proudly made for the brand. “That was fantastic, brand-first content. No apologies. That’s where we need to go.”

He also points to TVF Pitchers as an iconic example of what branded content can achieve when it doesn’t compromise on storytelling. “We at Equinox understand both languages—advertising and long-form content. “That’s rare,” he added.

But Madhvani also wants to do away with the term “branded content” altogether. “It smells different,” he said bluntly. “As soon as you call it that, it carries baggage.” 

His preferred terminology? Something like “bespoke brand stories.” He laughed at the lack of a perfect name but made it clear: “We need a new vocabulary. Because this isn’t just product placement. This is content made possible because of the brand.”

And he believes audiences get it. “The audience won’t mind as long as the story is worth watching.”

Despite his legacy in advertising, Madhvani has spent years mastering long-form storytelling, and he doesn’t believe creative agency folks should be boxed out of it. “Creative people can write great scripts. Sure, they need to learn the rules. But those rules aren’t rocket science. I learned them. Others can too.”

What’s harder, he pointed out, is managing the time it takes to do it well. “This isn’t a 30-day production. Long-form branded content needs months of planning. And more importantly, it needs commitment. Brands have to stay the course. You can’t have a brand manager change midway.”

That, he said, is the real bottleneck, not talent. “Talent, I take for granted. If you’re working with me, I assume you’re talented. What I’m looking for is hunger, work ethic, and honesty.”

At Equinox, Madhvani is working on multiple ideas that sit at the intersection of entertainment and brand storytelling. “We have ten concepts on the table right now. And yes, there is a team—we’re building it as we speak.”

He may joke about disliking the term “branded content,” but he’s dead serious about its potential. And he wants the industry to stop acting sheepish about it. “This is no longer about hiding logos. It’s about shaping stories with purpose and giving credit where it’s due.”

His message to OTT platforms and brands alike is clear: Stop acting like it’s a compromise. “Embrace the brand. Start from the brand. And let the storytelling flow from there.”

Because in Ram Madhvani’s world, the future of branded content isn’t a sellout. It’s a symphony.