Branded entertainment has become an increasingly important aspect of marketing in today’s world. With the rise of digital media and the changing consumer behavior, brands are constantly looking for innovative ways to engage with their audience. And one of the most effective ways to do so is through branded entertainment. But what does the future hold for this form of marketing? According to a recent article by Campaign India, the insights from Cannes Lions 2025 provide some interesting perspectives.
The Rise of Branded Entertainment
In the article, McCann Worldgroup India’s CEO and CCO, Prasoon Joshi, who was also a juror at Cannes Lions 2025, shares his thoughts on the future of branded entertainment. He believes that in the coming years, brand stories will need to resonate with culture rather than just target it. This means that brands will have to create content that is not just entertaining, but also meaningful and relevant to their audience. Joshi believes that this will be the key to success in the world of branded entertainment.
Keeping Up with the Changing Landscape
As the digital landscape continues to evolve, brands will have to adapt and find new ways to connect with their audience. According to Joshi, this means that brands will have to move away from traditional forms of advertising and embrace new formats such as short-form content and interactive experiences. This is because consumers today are looking for more immersive and engaging content, and brands will have to keep up with these changing expectations.
Creativity is Key
While technology and data play a significant role in branded entertainment, Joshi believes that creativity will always be at the heart of it. He emphasizes the importance of creating content that is not just innovative, but also has a human touch. This means that brands will need to understand their audience and their cultural nuances in order to create content that truly resonates with them. Joshi also stresses the need for brands to take risks and be bold in their approach to branded entertainment.
Creatore’s Take
At Creatore, we understand the importance of staying ahead of the curve when it comes to branding and marketing. As a premium Indian branding agency, we are constantly evolving and adapting to the changing landscape of digital media. Our team of experts can help your brand create meaningful and engaging content that resonates with your audience and sets you apart from your competitors. So if you’re serious about building a strong brand and staying relevant in the market, let Creatore be your partner in success.