: Understanding the Blueprint of Entertainment Marketing in 2021 #IndiaNEWS #Indian Social Media In conversation with Social Samosa, brand and agency leaders shed light on the evolving landscape of

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Understanding the Blueprint of Entertainment Marketing in 2021 #IndiaNEWS #Indian Social Media
In conversation with Social Samosa, brand and agency leaders shed light on the evolving landscape of Entertainment marketing for a plethora of content that includes movies, OTT shows, and more.



The spectrum of entertainment marketing in India has expanded massively over the last five years. As entertainment content across channels vies for the attention of the audiences and their time, Pratik Gupta, Founding Partner, FoxyMoron & Zoo Media, Alisha Khanna, Sr. Marketing Manager, ALTBalaji, Shrenik Gandhi, Chief Executive Officer, White Rivers Media, shed light on what constitutes a blueprint of Entertainment Marketing in today’s day and age.



Entertainment Marketing 101



Entertainment content cohorts include classic Bollywood, OTT shows, Hollywood, music, and the last is GEC. With the dominance of OTT during the pandemic, the audience is spoilt for choices to consume quality content across channels. “As an OTT brand you cannot please everyone, as an entertainment brand, you need to identify your TG first�, explains, Gandhi.



With so many content IPs across innumerable OTT platforms, every content has its flavor, and marketers want their consumers to eventually connect with that content. For this, creators can help build interactions and generate curiosity amongst the users, share the panelists.



“Creators wants to create media properties of their own and want to have a long life with their consumersâ€?, highlights, Gupta.  



The Entertainment marketing strategies could be implemented in various ways. However, Gupta explains that once you know what to talk about, the content distribution becomes seamless. Context, Purpose, and distribution is very important



We also need to understand what drives the love for the brand basis the content offering for a specific TG, quips Khanna.



Entertainment Marketing: Tactics & Trends



With the evolving measurement metrics of social media marketing owing to the pandemic, entertainment marketing initiatives have become digital-first or digitally dominated as per the experts. Eventually, the idea is to increase word-of-mouth and generate conversations around the content, so that the user comes on the platform and consumes the content.  



Creating FOMO and word-of-mouth amongst friends is another way to increase curiosity around the entertainment content across platforms, shares Khanna.



With the creator economy and a plethora of influencers attempting to create quality content for the audiences, experts highlight that influencer collaborations and marketing do help increase word-of-mouth while bringing more consumers to experiment and watch newer shows.

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