Striking a balance with branded content strategies in India

Telling genuine stories that resonates with consumers must be a priority for any successful branded content strategy, according to panellists from Amul, Colgate-Palmolive and TVF.

Dairy products brand Amul was probably the first organisation in India that experimented with branded content way back in the year 1976, when the term ‘brand content’ had not even been coined yet.

The story of Amul was captured through a full-length Hindi feature film called ‘Manthan’ (Churning). The film traces the origins of the movement through a fictionalised narrative centred on a young veterinary surgeon, played by Girish Karnad, a character based on the then National Dairy Development Board (NDDB) chief, the 33-year-old Verghese Kurien, who joined hands with local...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands