Branded Content... The next big thing!!!Urmish Basu
When I first heard this term from my Mentor during my Summer Internship Days, I, like most others, was foggy as far as the concept was concerned.
Like What is Branded Content?! Why will it become the next big thing?! I mean, how is it different from the daily Television Commercials (TVC)?!
I am sure, there are many who is facing these kinds of doubts and dilemmas. Let me take a walk step by step!
In simple language, a Branded Content is a medium of promotion of a brand through a short story, keeping in mind, the positioning of the brand in a subtle way.
Yes, exactly. Gone are the days of a 30 seconds TVC, because the audience is getting bored with Direct Advertisements in the Television. The audience is ready to gulp stories having a good content, no matter how subtle is the brand promotion! Oh yeah, if the content has got a social cause, that will be an icing on the cake.
Well, I hope the “what” portion is clear. If not, the links below and the clipping will clear the doubts. Let us take an example. TVF’s “Permanent Roommates” is going viral nowadays. And we see how OLA Cabs are integrating in the content of the “Permanent Roommates”. OLA is not taking up separate seconds from the content to promote itself; rather it subtly uses “Purushottam” and is achieving its target.
I hope I can clear the concept of Branded Content to some extent. However, the best approach to have the concept crystal clear is going through more and more digital contents.