MTV, HUL using the language of films to connect brands with audience

What was the idea behind initiating this concept?

I have always believed that content is a very powerful tool to connect brands with customers. And for large brands we need to look at avenues that go beyond advertising -- music, events, digital and films -- to be able to do so. Since we were talking to one of the largest brands in the country, we said why not figure out how to use the largest content platform -- films -- to create a connect for the brands with its audience.

How did you go about it?

It all started in October last year and what we have put together is a series of movies i.e. six films for six brands under the MTV Films banner. The most interesting part of this exercise was bringing in six big film directors who have looked at youth life in their aspect, in their own lens. So six people talk to one audience in six different routes and these are not product integrations but content through which brand messages have come alive. The first film Real FM by Anurag Basu screens on television towards the end of this month. This will be followed with films by other renowned bollywood directors viz. Abhinay Deo, Shoojit Sircar, Rohan Sippy, Nikhil Advani and Anurag Kashyap in the ensuing months under the MTV Films banner. This is the beginning of a very powerful franchise where we can use the language of films to connect brands with their audience.

How does one define this initiative in marketing and advertising terms?

I mean, loosely it is called branded content but to me it is really the art of story telling. Brands are all about telling human / emotional stories and people connect with them because there is an element of emotion. What we have put together are very powerful human stories that have come to life through the medium of films.

How is this approach different from product integration?

Product integration in films is something that's been happening for a while but we have gone beyond the product. It's not as if we are showing a Sunsilk bottle and people washing the hair with the shampoo and that's not the message our films are giving out. This is a never-before used approach and the message is about scripting your own stories, which is much bigger than the product. In fact, it is the very first time we are doing something like this for a brand.

How challenging is the execution of this concept?

We looked at directors who wanted to get out of their comfort zone and experiment with something new. While all directors are superstars in their own right, what they also like is the challenge of telling a story through a different means / platform that's interesting to them. With Unilever and Mindshare, we have done a lot of out-of-the-box activities that have been very successful. Besides, they have always looked at interesting ways and means to launch their brands into the market. And this was just another way of replicating the past successes.

What is the cost associated with this concept compare with traditional forms of advertising?

It is obviously an expensive approach, but we will not be able to discuss the specific numbers. However, if you see the film, you will realise the quality is of very high standards, features some known and fresh faces, songs, nice locations etc. There are lot of other aspects that make a great product and it doesn't necessarily have to be defined from the kind of budgets one may have. I always say, if you want results, you will have to invest behind the idea.