NEW DELHI -- Entertainment marketing in India and China is the focus of an alliance inked Friday between L.A.-based Pier 3 Entertainment and Mumbai-based Starcom MediaVest Group Asia, a part of the Publicis Group, the world's fourth-largest communications group.
Pier 3 is known for placing AOL in "You've Got Mail" and Google in "The Da Vinci Code", while Starcom is known for placing WorldSpace Satellite Radio in the Indian comedy hit "Keep Going Munnabhai" and the Singapore Tourism Board in the superhero caper "Krrish".
Under the alliance, SMG entertainment marketing unit Starcom Entertainment will work with Pier 3 to place clients' brands in films, television and other media across various platforms in all of Asia.
"Many of our clients in the U.S. are now looking for entertainment marketing opportunities in India and China," Pier 3 president Thomas Loversky said. "We are looking forward to cross-leveraging Pier 3 Entertainment's decade-plus experience in Hollywood and Starcom Entertainment's Asian experience and relationships."
For three years, SMG has built a practice by embedding marketing in entertainment in India and the Philippines, a business that "is rapidly emerging as one of the surest ways of connecting with today's time-starved and attention-challenged consumers," said Ravi Kiran, the company's CEO for specialist solutions, Asia.
Pier 3 is known for placing AOL in "You've Got Mail" and Google in "The Da Vinci Code", while Starcom is known for placing WorldSpace Satellite Radio in the Indian comedy hit "Keep Going Munnabhai" and the Singapore Tourism Board in the superhero caper "Krrish".
Under the alliance, SMG entertainment marketing unit Starcom Entertainment will work with Pier 3 to place clients' brands in films, television and other media across various platforms in all of Asia.
"Many of our clients in the U.S. are now looking for entertainment marketing opportunities in India and China," Pier 3 president Thomas Loversky said. "We are looking forward to cross-leveraging Pier 3 Entertainment's decade-plus experience in Hollywood and Starcom Entertainment's Asian experience and relationships."
For three years, SMG has built a practice by embedding marketing in entertainment in India and the Philippines, a business that "is rapidly emerging as one of the surest ways of connecting with today's time-starved and attention-challenged consumers," said Ravi Kiran, the company's CEO for specialist solutions, Asia.
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