Advertisements and Webseries: A fling or a
The ad industry dynamics have always kept on changing since the
beginning.There was a time when people enjoyed seeing the advertisements in
between of the TV shows as they were limited in number but now it's just a mute
button which is pressed as soon as the ad comes up on the TV. There is no
denying to the fact that the quality of the content in advertisements has
changed significantly and now it's more of a story telling in a minute or less.
The industry is facing certain challenges to engage its viewer in watching the
ad. Therefore , brands are now shifting from traditional means of advertising
to advertising through influencers or digital content.
integration on youtube or on instagram is the new runway for advertisers. Where
the brand is placed within the content itself. These kinds of integrations look
organic and interesting to the viewer, the brands collaborate with different
channels depending upon their subscribers and viewers. In 2014 a series named
Permanent Roommates was released by TVF on YouTube, it was for the first time
when indian audiences were waiting for something that was not so common.The Web
series involved Mikesh and Tanya who were first into long distance relationship
for 3 years but things change when Mikesh arrives from foreign to Mumbai to
married and settleup with Tanya.
This series had a
of a startup called
dealt in properties.
storyline of the
around the brand
This kind of branded content
looks less of an advertisement and also excites the viewer who doesn't skip it
anymore.After this the second season of Permanent Roommates also had a brand
integration of Ola , where the ola driver becomes the friend of Mikesh and
helps him at certain situations. Ola’s
integration was very significant within the series and this also led to
brand awareness amongst many people.
After Permanent Roommates there were many in the pipeline by TVF
amongst them Pitchers and Tripling were very popular. Pitchers dialog “tu beer
hai” gained popularity and this scene had the kingfisher beer on tables where
the two friends were talking and one of them compares the other with a beer.
Tripling on the other hand was a series that had three siblings
Chandan, Chanchal and
Chitvan. Together they start a hilarious journey to find themselves and their relations. This starts with a Road trip in a
car, Tiago. The iconic colored orange Tata Tiago is shown in the series that is
driven to different states on different roads.
But can every
branded content serve the purpose of the collaboration is the real question.
Therefore the brands make sure that they collaborate with the ones who match
their brand’s image and philosophy. Similar to this is an example of a web
series by Dice media, Please Find Attached. Please Find Attached was a sweet
spot for closeup to collaborate with in scenes where the couple is in the
bathroom and focus has been made on close up. The brand has not just got a good
window in the series but also the brand’s image matches with the energy of the
couple who feel fresh and come closer after brushing their teeth.