The popular Star Plus daily soap ‘Anupama’ is ruling nearly each family TV display throughout India. The present has been topping the BARC scores each week. The advert charges to promote throughout the present are greater than some other basic leisure exhibits.
While many manufacturers are able to pay a premium to be seen in advert breaks throughout Anupama’s air time, one firm thought to financial institution on the present’s recognition, not by way of adverts, however content material, i.e Parag Milk Foods.
We have heard about brand placements very often, however in one of the biggest brand integrations on TV exhibits, two weeks in the past in episode 803 of Anupama, the lead couple Anupama (Rupali Ganguly), Anuj Kapadia (Gaurav Khanna) and their daughter Chhoti Anu had been seen visiting the Parag Milk Foods cheese brand Go Cheese’s manufacturing unit throughout a visit.
The 8-minute lengthy integration was facilitated by Madison Media and was accomplished in 15 days time.
Akshali Shah
Akshali Shah, Executive Director of Parag Milk Foods, advised BuzzInContent material that the firm needed to do brand integration in the present for a really very long time, however was ready for the proper alternative the place the firm’s brand could possibly be seamlessly built-in.
As half of the integration, Anuj, Anupama, Anu visited the manufacturing unit throughout a visit and learnt how cheese is made.
Shah commented, “It is one of the nicest integrations, to be sincere. Quite a bit of persons are unaware of how cheese is made. People go overseas and go to the cheese and chocolate factories of the world, however we have now one thing like this in India. Even Star Plus was very open and enthusiastic about this.”
Talking about the brand’s goal behind the integration, Shah shared, “The whole goal was to point out that we’re a totally built-in firm. We have a farm full of 5,000 cows. We have our personal procurement and manufacturing unit. The goal was to point out that the firm has full management from procurement to manufacturing and distribution. In truth, we additionally develop our personal meals for the cows.”
She added, “On prime of that, the sort of viewership and score Anupama has made the most sense for us to collaborate with Star Plus.”
Shah additionally identified that the characters of the present, Anupama and her daughter, are very relatable to the Go Cheese audience. Hence, it additional made sense for them to do brand integration in the present.
“Through the integration, we obtained to tell viewers that we have now our farms, develop meals for the cows, we have now our distribution channels and selection of cheese to supply. We collaborated with Star Plus’ Anupama as a result of of the characters. We needed to point out this mother-child bonding, which has similarities to our TG”, mentioned Shah.
When requested if Parag Milk Foods can be doing extra such integrations throughout different exhibits, Shah answered, “I don’t know if we’ll be doing extra such integrations however want to showcase our energy: our manufacturing, farms, the sort of work we do to make our merchandise come to life. We want to educate folks about cheese. Although persons are getting extra conscious of cheese and together with it in their food regimen, it’s nonetheless restricted to Pizza and Pasta. We need folks to make use of cheese past it.”
Along with the 8-minute of Go Cheese integration into the present, the channel together with the brand additionally did some build-up round the integration by way of social media. The lead actors Rupali and Gaurav themselves posted about the integration on their social media handles and way more.
The present’s promo to advertise the Go Cheese integration:
Gaurav Khanna’s submit:
Rupali Ganguly’s submit:
Not simply Go Cheese, however Anupama (Rupali) additionally promoted Parag Milk Foods’ Govardhan Ghee and Pride of Cows in the present earlier than this large integration for Go Cheese. In the present, she was proven cooking utilizing Govardhan Ghee.
Talking about the rising significance of content material advertising, Shah mentioned that content material advertising is extra impactful than regular promoting. “Nowadays, folks need to eat content material in ad-free areas. Therefore, content material advertising is changing into crucial and essential as persons are avoiding adverts.”
While content material advertising is changing into extra popular, the proper method in direction of how one integrates the brand into the content material is of excessive significance. Shah identified that we should be certain that the brand’s product just isn’t proven every so often in the content material, disrupting the client’s content material consumption expertise.
“Even in Anupama, we didn’t present our product pack each two seconds. We ensured that the integration appeared very pure, half of the plot and seamless,” added Shah.
Shah went on to share that Parag Milk Foods has taken a aware resolution to shift from common media shopping for to doing extra content material advertising. Now the firm invests 80% of its media finances into content material advertising. “We have been constructing the brand for the final 10 years, however now we have now consciously taken a name to do extra present integrations seamlessly,” she mentioned.
According to her, the biggest problem in the route of content material advertising is to make sure seamless integration of the brand into the content material. “We have to assume out of the field and do improvements. Quite a bit of time goes into technique and planning while you assume of content material advertising. But so long as you might have the viewers’ eyeballs and a spotlight, it’s fantastic. Even in Anupama, we had to make sure that the brand matches the storyline and never instantly crop up.” she added.
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