Branded content is now in demand in the digital space, but since long TV content creators and executive producers have been creating branded content, e.g. Roadies, Bakra, fully Faltoo etc. Some music properties of MTV were India’s early experiment with branded content. In digital space, branded content has received a new life. More and more brands are becoming publishers. They try to arrest attention across the platforms. There are portals to sell content such as 101India.com and Great Indian Content Bazaar. Some of these are prolific producers of videos for very low prices. The quantity produced is huge, and these are reversioned for platforms such as memes, gifs, still images, apps which add graphic layers, six-second vines, 14-second instagrams, Facebook edits, graphic layers and so on. Let us call it a noise factory. Its a huge deluge of branded content. This is the beginning. In the second phase, instead of quantity, quality will be emphasised. The brands will have to make engaging and engrossing content. People stories will resonate more than product features stories. Branded content will compete with sport, news, comedy and much more across the world. It will also compete with the off screen activities of the viewer.

Imagine an old man resolving to create a mini Taj for his departed wife. It will generate interest as he is honest in his love. Any brand that talks about love could benefit with the association.

Fiction can be sponsored. A web series can be made . Rom coms and sex comedies can be made.

The power of association will benefit the brand.