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Internationally largest marketing and communication company to open its entertainment marketing unit in India


Publicis Groupe is a French multinational advertising and public relations company, and is the oldest and one of the largest marketing and communications companies in the world, by revenue, headquartered in Paris. Publicis Communications is the creative communications hub of Publicis Groupe, bringing together the Leo Burnett, Saatchi & Saatchi, Publicis Worldwide, BBH, Marcel, Fallon, MSL GROUP and Prodigious networks.

Publicis India provides strategic creative and digital ideas helping clients to Leadthe market.Present in over 100 countries, Publicis Communications aims to deliver transformative work to its clients and to attract the best talents in the industry. Publicis Communications draws upon the expertise of over 30,000 employees.

Now, Publicis Communications has announced the launch of its branded content and entertainment marketing unit in India, Publicis Entertainment. 

The marketing unit was formally set up in the month of June this year. The new marketing unit will help all of its agencies namely, Leo Burnett India, Leo Burnett Orchard, Publicis Worldwide, Publicis Capital, L&K Saatchi & Saatchi, MSL Group, Indigo Consulting, Publicis Beehive, Digitas, SapientRazorfish, Prodigious India to collaborate with big players in the content and entertainment field by grasping social and digital marketing.

Brand integrations for film and TV series, IP creations, partnerships between brands and clients, and celebrity management will be the key area of Publicis Entertainment, which aims at being a one-stop-consulting for business solutions in the branded entertainment and entertainment marketing space.

Pranay Anthwal will head the unit as executive director at Publicis Entertainment, will be reporting to the CEO of Publicis Communications, India, Mr. Saurabh Varma.

While speaking about the launch of the new division, Saurabh Varma said, “Great storytelling is happening around us, even in an attention-deficit economy. We believe this is the biggest opportunity for our brands. We want the stories of our brands to intersect organically with the beautiful human stories already being told in popular culture. And we want to go beyond. Our unique model will unfold over the next 18 months. Pranay brings an incredible amount of expertise and passion to make our ambition a reality.”

Being a multiple award-winning branded content and entertainment specialist, Pranay Anthwal spoke about his new role. He said, “I am happy to be back to the Publicis family. For far too long, branded entertainment and entertainment marketing has been in the cost-per-deal space. This is because not many creative and strategy ad agency majors were involved in this process. So far it has been, and still is, a supply-side market model. We hope to play a role where we curate and recommend entertainment industry partnerships from a brand lens, in addition to focusing on brand objectives instead of deal objectives.”

Pranay added that “Our focus products for the first few years will be entertainment marketing, branded entertainment and co-creation of branded entertainment IPs for our big brands. We hope to move some big investments from the expenditure column to the assets column for some of our key clients.”

Publicis Entertainment is already associated with some brands such as Fox Star Studios, HDFC Life, and Avon Beauty, and other. Publicis Entertainment has already conceptualised and created a very successful social and digital campaign for blockbuster film Sanju for Fox Star.

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