Branded content is made by specialised agencies such as Truly Madly and The ViralFever ( TVF ). Most advertisers still consider TV as a premium medium and will not pay even a fraction of the TV spends for online video production. Some online videos may hit a sixer. They go viral too. They are much more effective than TV Commercials. Branded content is a whole new animal. It may work for a certain market community or genre, and may not work for the other. In content marketing, brief is not sacrosanct. The production may deviate from the brief. Key online content creators would charge a couple of years ago around Rs. 5 lac for a video. The price has now risen to Rs. 25 lac per video. The top players reap high margins because the production cost has not increased much. These creators are not motivated by money alone. An advertiser must pitch the brand relevance to them. They can then pitch ideas for you.