Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting, write that through branded content companies like Upstox, CNBC and Smallcase stand in the youth audience's shoes, see the world through their eyes, speak their language, highlight how young people think about money and then share nuggets of wisdom about money management

A panel discussion on “Global Perspectives on Magazines' Unique Positioning for Branded Content” at the Indian Magazine Congress 2023 shed light on the importance of branded content and its role in the media industry

Recently, the OTT landscape has witnessed growth in branded content. For this story, BuzzInContent.com spoke to leading Indian OTTs to understand how receptive is their audience to the same

In a free-wheeling chat with BuzzInContent.com, Gosalia, Founder and CEO at Terribly Tiny Tales, talks about the platform's journey, resurgence of long-from branded content, way forward for influencer marketing and more

Due to the high demand for branded content during the festive period, the number of pitches and inbound queries at agencies and content platforms also increase resulting in additional revenue for them

BuzzInContent showcases how brands touched upon different elements of fatherhood through branded content for the occasion

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write about the new trend in branded content where brands represent themselves as champions of craftspeople and not as adversaries

BuzzInContent spoke to publishers, brands and branded content experts to find out the thought process that goes on while any branded content piece is created

While there are several ways through which OTT platforms monetise from brands and ads, the pie of branded content in this revenue is only becoming larger over time

The digital broadcaster is aiming increased ad revenues through its multiple offerings in the branded content space

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write that it is crucial that the ambitious cause of sustainability and environment is tailored to audiences in branded content in a way that they identify their own smaller causes within it

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write how marketers could place integrated marketing communication, immersive experiences and branded content on a spectrum of initiatives to garner greater consumer attention and deeper consumer engagement with their brand

Hamsini Shivakumar and Kanika Yadav, of Leapfrog Strategy Consulting, write how Center Fresh could move on from the Dharma produced long-form TVC to creating engaging branded content around the “First Encounter” moment - both in popular and in lived culture

Hamsini Shivakumar and Kanika Yadav, of Leapfrog Strategy Consulting, write that precious metals brands need branded content to create a larger narrative where the metal in question is mystified instead of particular products. Such a context helps in forging new meanings and inter-connections that traditional marketing/advertising cannot have access to due to logistical limitations

BuzzInContent.com explores why the recovery in branded content pricing for digital news publishers is slow when all other forms of advertising have almost recovered

Intel's Gayatri Makhijani, Perfetti's Ritesh Sud, TVF's Pranav Thakker, and Nobel Hygiene's Kartik Johari discuss the challenges faced by brands and publishers while working on branded content and how one can overcome the same

These days, brands are often seen dumping branded content after developing enough awareness in the market. In this backdrop, BuzzInContent tries to find out if branded content strategy is losing relevance or still in the game

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting suggest how brands can take a position in the cultural space of festivals through branded content