This week, the Founder of Leapfrog Strategy Consulting analyses branded content created by Wakefit, Philips, Duroflex, Centuary Mattresses, Peps Industries and how it is helping them to create a habit of good sleep and set them up as shapers of culture and culture change
By Hamsini Shivakumar | April 08, 2021Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that stand-up comedy as branded content can only succeed when it is based on the fundamentals of what branded content is supposed to be — a way for brands to participate in culture
By Hamsini Shivakumar | February 17, 2021In her first weekly article this year, Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, points out learnings that brands can get from the D2C home and sleep solutions brand when they jump on to the branded content bandwagon without getting swept away in the plethora of content being created to woo the audience
By Hamsini Shivakumar | January 04, 2021The feature will soon be introduced in Live as well. A new workflow will also allow advertisers to create branded content ads without the need for them to post organically on Instagram first
By BuzzInContent Bureau | November 23, 2020Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting writes that hybrid format tends to mix up characteristics from ads and content, as per the perceived requirement and it makes more sense to the marketer who feels concerned about the ROI on a pure branded content film and sees this as a way to continue the product sell while making it less interruptive
By Hamsini Shivakumar | November 13, 2020Ferraz, Creative Director, says if it is to appeal to the emotions of consumers, create a connection with the audience, or convey the brand values, branded content is your go-to medium
By Akansha Srivastava | July 06, 2020BuzzInContent.com caught up with Chaitanya Ramalingegowda, Co-Founder at the direct-to-consumer mattress brand, and Sandeep Balan, Partner, Branded Content at Spring Marketing Capital, to understand Wakefit's lockdown content strategy
By Akansha Srivastava | May 20, 2020Branded content ought to add value to both the content creator and the brand. Sales and editorial need to empathise with each other's roles, taking complete ownership of preserving integrity and voice of the content. But do they understand this role? How is the industry evolving for both teams to work in synergy? How can the lack of coordination impact an initiative? BuzzInContent.com finds out
By Akanksha Nagar | January 21, 2020Digital platforms are full of sponsored, advertiser-funded and even purely subscription-based content. Brands want to be a part of all kinds of content. But does too much of branded content work with viewers or does it distract them? BuzzInContent.com analyses
By Akanksha Nagar | December 24, 2019Leo Burnett won a Bronze for the campaign ‘Jeep Democracy' in the Branded Content medium at the awards
By BuzzInContent Bureau | September 06, 2019People can see ‘Paid partnership' on all the creators' branded content posts, which is important for ad transparency. Branded content ads for feed will be available to all advertisers in the coming weeks and for stories over the coming months
By BuzzInContent Bureau | June 06, 2019In an interaction with BuzzInContent.com, Chief Content Officer and Head of TVF Originals shares what all a brand drives from branded content. He talks about the freedom of creators and how marketers and creators are evolving to make sure a brand isn't force-fitted in any branded content
By Akanksha Nagar | March 28, 2019The OTT platform launches its first branded content series, ‘Love Ok Please', for Too Yumm!
By BuzzInContent Bureau | March 26, 2019It is imperative to create branded content that doesn't portray the brand in the face of the consumers but it should also not be the case where it gets lost in the narrative. BuzzInContent.com explores the right balance of creating branded content that doesn't look like ads, and remains unique to the brand and compelling to the target audience
By Akansha Srivastava | February 27, 2019He will be responsible for branded content, brand integration, brand innovation and events along with daily special shows, weekend programmes
By BuzzInContent Bureau | February 11, 2019BBC Studios India partnered with the brand and Mindshare to produce a six-episode branded content series that was broadcast in December 2017. The series revolved around kicking the smoking habit. By creating a relatable reality show module, it avoided sounding preachy, and remained exciting and entertaining
By BuzzInContent Bureau | December 14, 2018In an interview with BuzzInContent.com, the Country Head of Dentsu Story Lab says branded content will transcend from branded videos and sponsorships to brand-owned intellectual properties with a longer shelf value. He feels that measuring the success of content based on views is not the right yardstick
By Akansha Srivastava | December 04, 2018The channel's branded content division MTV Brand Studio is all set to execute content projects according to demands of marketers. Viacom 18's Ferzad Palia is also very bullish on the content front
By BuzzInContent Bureau | October 09, 2018