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Films productions and celebrity management company Approach Entertainment has forayed into branded content with a specialised production unit focusing on growing branded content segment. The company has recently signed an auto major for a branded content digital video with a standup comedian.

The fast-growing films productions house in Mumbai is also building its capabilities in digital marketing and content distribution apart from production.

The branded content division is being launched with the objective to offer integrated services in branded entertainment production. The company will offer entire production and distribution services to engage the audience in an entertaining way and delivering the brand message at the same time. The division will be headed by Writer, Director and Producer Sonu Tyagi.

Tyagi is a noted writer, advertising films director and producer based in Mumbai. He has been associated with bollywood in various capacities in production, creative, direction, marketing and line productions.

Before venturing out in the film world, he had stints with top advertising agencies in India as copywriter and account executive. He has been writing and directing advertising films for the last 6 years.

Tyagi said, “Approach Entertainment branded content division will offer Integrated services in branded entertainment. Our branded entertainment production unit will be working on new ideas and scripts focusing on brands message and delivering it to the audience in an entertaining format. We will have in-house capabilities in promoting the content to make it viral.”