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Last Updated 17.02.2020 | 10:54 PM IST
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Geetha Arts & KWAN join hands to start Entertainment Marketing Agency

One of the leading production houses down south - Geetha Arts are now partners with KWAN, India's premier entertainment and marketing company to form Artist Alliance -India's first ever entertainment marketing firm focused on South Indian cinema. Floated by two of the biggest names in the entertainment business, Artist Alliance will replicate KWAN's business model in Southern Cinema working in the areas of celebrity management, movie marketing, in-film placements, casting, television and event sponsorships.


The clients managed by Artists Alliance (KWAN + Geetha Arts jointly) already include Suriya, Ram Charan Teja, Allu Arjun, Simbu, Tamannaah Bhatia, Shruti Haasan and Kajal Aggarwal. The management of the South careers of a few more Bollywood celebrities is also in the pipeline and the associations will be announced soon.


Speaking about the JV, Anirban Das Blah, MD KWAN says, "Markets like TN and AP are large enough as economies to be among the top 75 countries in the world on a standalone basis. They also have a distinct cultural and linguistic identity that doesn't adhere to the one-size-fits-all approach that most brands follow. Artist Alliance and our partnership with Geetha Arts allows brands to reach to consumers across the fast growing markets in the South more effectively than ever before. For a brand looking at leadership in the South, Artist Alliance is not just the best option, it's the ONLY option".


Allu Sirish, President, Geetha Arts reiterates this mutually beneficial partnership and says, "South Indians are one of the most avid and intense consumers of entertainment. Despite that, because of the unorganized functioning of the industry, the brand endorsement market is nowhere close to capping its best potential. Artist Alliance is here to help brands and marketers navigate through this new space. Marketers need an agency that can understand, appreciate and leverage local sensibilities followed by flawless execution in order to add the magic of movies and entertainment to their campaigns. It helped that we as an organisation, share a similar vision and ideology as that of KWAN and the JV was a natural result of it. In fact, we decided on the JV in one single meeting itself - we were that much in sync. What most brands miss is that beyond the top two-three towns in each state, people don't watch Bollywood content. It's essential to connect with consumers on an intrinsic level by speaking their language, knowing their customs etc. Since the present market is going to grow multiple folds in the coming years, Artist Alliance is the first and largest player in this space."

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