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Brand Street India (BSI), an integrated marketing agency, has integrated ‘Why? Stay! Calm!’ entertainment under their canopy. The new venture of BSI will focus on branded content for films and digital content production. Nirav Khandhadia, Business Head, ‘Why? Stay! Calm!’, will spearhead the vertical. He has been associated with the entertainment industry for the past 10 years and led marketing and client servicing for companies like Carat Media Services, ThinkTank Incorporation, psLive.

BSI believes that in today’s trending scenario, content is an important ingredient, not just because it works for building trust, generating leads, and cultivating customer loyalty, but because it has become the new normal from the consumer side. BSI, which is already in the experiential marketing domain, will now strengthen their expertise in creation and provision of branded content for movies and production of digital content for films and web series.

Brand Street has previously done movie-brand integrations like Phillauri-Uber, Jolly LLB 2-Lotus Herbals, Baahubali 2-Hike messenger, Badrinath ki Dulhania -Voltas Fresh Air Coolers and more.

Speaking on the new venture, Surendra Singh, Chief Business Officer, Brand Street India, said, “Owing to our previous experience and projects within the movie and entertainment sectors, we were looking for the right time to expand further into this segment and offer quality, content-centric brand integrations and digital associations for our clients.”

Commenting on the new division, Nirav Khandhadia, Business Head, ‘Why? Stay! Calm!’, Brand Street India, said, “Advertisers and brands are now looking towards more variety of brand integrations in movies, TV shows and digital productions. There is a positive trend in the industry and this gives us an impetus to offer better services to our clients. I feel privileged to have the opportunity to facilitate and catalyse this division of the company and scale our reach in this sector.”

With this new venture, Brand Street aims to expand and strengthen its roots in the entertainment segment by mid-2019 through several movie integrations which are already in the pipeline.

Brand Street India is based in Gurgaon with branches in Bangalore, Kolkata, Mumbai and Chennai. Consumer marketing through below-the-line activities, entertainment and content marketing, rural marketing, merchandising, out-of-home media marketing, events and digital engagement through mobile-based marketing techniques are some of the services that Brand Street India offers to its clients.

‘Why? Stay! Calm!’ has created content for approximately 45 films. The company’s key expertise lies in branded content via strategic partnerships and alliances with movies, digital content creation, AFP's and executing underwater shoots for films and television.