New Burnett unit grabs $2m India movie contract

<p>MUMBAI: Leo Entertainment, a newly-established film advertising </p><p>division of Leo Burnett, has won the marketing business for four movies </p><p>in production in Bollywood, India's version of Hollywood. </p><p><BR><BR> </p><p>Set up six months ago, the agency has moved quickly to the forefront of </p><p>this new market for film-related advertising. The account, which </p><p>includes advertising, in-film brand placement, web design, promotions </p><p>and merchandising solutions, is worth more than US$2 million. </p><p><BR><BR> </p><p>Leo Entertainment's win includes Kaante and Kuch Na Kao starring former </p><p>Miss World Aishwarya Rai. Sanjay Bhutiani, head of Leo Entertainment, </p><p>said: "Our approach is quite distinct from traditional Hindi film </p><p>marketing - we start at the script stage, identify the main idea of any </p><p>film and then set out to maximise it across the range of communication </p><p>opportunities." Leo Entertainment, which is hoping to have up to 20 </p><p>movies under its belt by year's end, says it is the first multinational </p><p>agency to break into the industry. It plans to expand into music, </p><p>celebrity management and endorsement in the near future. Film </p><p>advertising is becoming increasingly popular. Coca-Cola and two local </p><p>brands have spent US$750,000 on ads and product placement in </p><p>Hindi film Yaade. </p><p><BR><BR> </p>

by | 08/31/2001