MUMBAI: Brand Street India, an integrated marketing agency, has integrated “Why? Stay! Calm!” entertainment under its canopy. The new venture of BSI will focus on branded content for films and digital content production. With this new venture, Brand Street aims to expand and strengthen its roots in the entertainment segment by mid-2019 through several movie integrations which are already in the pipeline.

Why Stay Calm business head Nirav Khandhadia will be spearheading the vertical. He has been associated with the entertainment industry from the past 10 years and has led marketing and client servicing for companies like Carat Media Services, ThinkTank Incorporation, psLIVE etc.

Speaking on the new venture, Brand Street India chief business officer Surendra Singh said, “Owing to our previous experience and projects within the movie and entertainment sectors, we were looking for the right time to expand further into this segment and offer quality, content-centric brand integrations and digital associations for our clients.”

Commenting on the new division, Why Stay Calm; Brand Street India business head Nirav Khandhadia said, “Advertisers and brands are now looking towards more variety of brand integrations in movies, TV shows, and digital productions. There is a positive trend in the industry and this gives us an impetus to offer better services to our clients. I feel privileged to have the opportunity to facilitate and catalyse this division of the company and scale our reach in this sector.”