Head Lines
    Headlines
  • Telangana Assembly passes TSRTC merger Bill
  • 'Money Heist'-Inspired Cyber Criminals Arrested For Conning Noida Businessman
  • SC to monitor cases of crime against women in Manipur
  • Veg thali cost surges 28% in July amid soaring food prices
  • IIM Lucknow launches executive programme in AI for Business
  • Govt to open research park at top educational institutions to promote science & tech
  • US to send Ukraine first $200 million of arms freed by $6.2 billion 'error'
  • Reliance Retail says it is set to lead the retail industry in the coming decade
  • Karnataka High Court accepts petition challenging provisions of Real Estate Regulatory Act
  • ‘I’m doing this for Pewdiepie’: MrBeast challenges T-Series, will fight to become YouTuber with maximum subscribers

No, I don’t think so. Who in their right mind wants to sit through a 60-minute ad? We see a lot of it: brands given media deals or simply posting long-form content loaded with branding and product that goes on to die a sad and lonely death in some barren corner of a streaming service.

It’s not so much the branded bit that makes it bad; it’s the lazy, familiar ideas that are simply not good enough to compete with the incredible choice and creativity of brand-free programming available today. Martin Scorsese recently released a three-hour and 30-minute epic on Netflix featuring Robert De Niro, Al Pacino, Joe Pesci, Harvey Keitel, Anna Paquin, Ray Romano and Stephen Graham. Good luck getting people to watch your dog biscuit documentary.    

But what about brand-funded entertainment? A different model. At its best, a brand co-funds or fully funds an idea that is so good that people actively seek it out, watch it, talk about it and tell other people to go to watch it. This is not about crowbarring in product and messaging. It’s about a brand investing in creativity and engaging its audience with a story that they can own. Imagine that – someone willingly sitting down with your brand for an hour or so. It’s the stuff dreams are made of.  

 

comments

No Comments Till Now.

Write Your Story