BANGALORE: Andhra Pradesh (AP) based Geetha Arts and Kwan have joined hands to form an entertainment marketing firm, ‘Artists Alliance’. Artists Alliance will replicate Kwan‘s business model in southern cinema, working in the areas of celebrity management, movie marketing, in-film placements, casting, television and event sponsorships.

The Artists Alliance feels that marketers need an agency that can understand, appreciate and leverage local sensibilities followed by flawless execution in order to add the magic of movies and entertainment to their campaigns. 

Beyond the top two-three towns in each of the southern states, Bollywood content consumption is very low. Often the brand demand is localised and high impact solutions.

Markets like Tamil Nadu and AP offer big opportunities because these states have their own distinct cultural and linguistic identities that will call for discrete approaches and methods.

Another factor is the unorganised functioning of the entertainment industry in South India and hence, leveraging of brand endorsement is almost absent.