Gullu Sen and Rajesh Aggarwal-promoted From Here On Communications (FHO) has entered into a strategic alliance with content producer Rapport Global Events to create branded content for promotion of upcoming events. The partnership will create content for television as well as the digital platform.
Rapport Global Events will make use of FHO's experience, expertise and understanding of brands. On the other hand, FHO will use Rapport Global Event's experience of execution of events.
He adds, "Today, brands need to be more conversational and interactive with the consumers to fit in seamlessly into their lives and be a part of what they like to watch and do. I feel that this is where the future of advertising lies -- in connecting with consumers in a better way."
Speaking on the need for this alliance, Deepak Gattani, managing director, Rapport Global Events, says, "The lines between advertising and content are blurring across traditional media. This will get further heightened with the increasing importance of digital media in our lives. Brands will need to embrace new forms of engaging with consumers."
Aggarwal adds, "Though it is just a strategic alliance now, eventually, it will turn into a monetary deal."
The partnership kicked off by putting together a music concert in Mumbai to promote the upcoming Bollywood film Rockstar, produced by Shree Ashtavinayak. Projects with several other clients are also in the pipeline.
Earlier, Rapport Global has created and executed large events such as Filmfare Awards, Screen Awards and closing ceremonies of the Indian Premier League. It has also created blockbuster TV shows such as Nach Baliye and Just Dance, and produced large-format A R Rahman shows across the globe.First Published : November 09, 2011