Advertisement
In Bollywood, film promotion is stepping beyond the realm of trailers and press events, with branded content emerging as a transformative force. Defined here as paid news articles that blend editorial storytelling with subtle promotional goals, this approach is reshaping how movies reach their audience. By harnessing the trust of news platforms, Bollywood is rewriting its promotional playbook for the digital era.
The Rise of Branded Content in Bollywood
Branded content refers to articles on news or entertainment websites, financed by brands or studios, that masquerade as journalism while spotlighting a film or sponsor. These pieces — often actor profiles or production deep-dives — quietly weave in promotional threads. In Bollywood, this strategy is gaining ground as studios look to break through the clutter of online content.
The rise of digital media has propelled this trend. Media outlets regularly feature sponsored articles — marked as “partnered content” — that fuse film buzz with brand messaging. Hybrid Media, a Mumbai-based agency under Dale Bhagwagar Media Group, stands out as a pioneer, being the first of its kind to merge branded content with organic PR for news websites. Led by seasoned publicist Dale Bhagwagar, it’s an early mover in a growing field.
Why Branded Content Works
The strength of branded content lies in its narrative pull. Unlike ads viewers might bypass, a compelling article delivers value — insights into a film’s creation or a star’s journey — striking a chord with Bollywood’s passionate fans. When shared on social media, these stories can spread rapidly, amplifying a film’s reach. A sponsor’s nod, like a fashion or tech brand, feels incidental yet effective.
This storytelling taps into the emotional bond fans share with cinema, making it more impactful than traditional ads. News portals, seen as credible by readers, have thus become key channels for studios and brands linking up with Bollywood’s allure.
Blending organic news with branded content
An article titled ‘Top Bollywood PR agencies: Shaping stars and movies‘ in the popular entertainment trade website Branding Bollywood, remarks, “Branded content, involves payment for guaranteed visibility — whether it’s an interview, photo feature, or news report. While this offers control over messaging, its impact can sometimes be seen as promotional rather than editorial, especially when overused.”
Talking about hybrid content, it adds, “The best PR campaigns blend both — leveraging the credibility of organic PR while strategically using branded content on veteran and legacy websites to expand reach. Organic placements, particularly on new-age websites focusing on newsworthiness, offer long-term SEO benefits and higher public trust. Branded content, meanwhile, fills the gaps where organic visibility is limited due to tight editorial bandwidth or conflicting media priorities.”
Redefining the PR Game
Bollywood’s PR teams are adapting, teaming up with media houses to craft content that aligns with a film’s campaign — be it a romance or an action flick. These articles extend a movie’s story across platforms, boosted by SEO and sharp headlines. Once reliant on print supplements, today’s branded content thrives on digital finesse, with publicists pitching to journalists and brand managers alike.
The Challenges Ahead
Yet, branded content has its hurdles. The overlap between journalism and advertising can blur lines, risking trust if readers feel misled. India’s Advertising Standards Council (ASCI) mandates clear labeling, but spotty enforcement fuels doubt. Plus, the expense of these campaigns often tilts toward big-budget films, potentially leaving smaller projects behind.
The Future of Film Promotions
As Bollywood leans into authenticity and digital expansion, branded content is poised to grow. Innovations like interactive articles or news-site influencer tie-ins could elevate its reach. With audiences favoring stories over ads, this strategy shows that in Bollywood, promotion is evolving into an art, one headline at a time.
Advertisement