EndemolShine India, a key player in the content creation industry and part of Banijay Entertainment, has announced its entry into branded entertainment. To support this initiative, the company has partnered with Mediascope, a leading agency known for its expertise in brand integrations and advertiser-funded programming (AFP).
The collaboration aims to produce high-quality, brand-integrated content that resonates with audiences across platforms. Through this alliance, EndemolShine India plans to blend storytelling with brand messaging, creating immersive and engaging narratives where brands are naturally embedded into the storyline.
This move aligns with Banijay Entertainment’s global strategy, following the formation of Banijay Branded Entertainment (BBE), which focuses on creating compelling content for brands worldwide.
Rishi Negi, COO of Banijay Asia and EndemolShine India, emphasized the evolving nature of media consumption, highlighting branded entertainment as a key area where storytelling meets strategic brand goals. Trevellyn Fynn, EVP and Head of Content Strategy, noted that this approach allows brands to play purposeful roles in stories that audiences actively choose to engage with.
Marzban Patel, CEO and founder of Mediascope, added that today’s audiences seek emotionally resonant narratives, not just visibility, and this partnership offers brands a meaningful place in those stories.
Through this collaboration, EndemolShine India will develop original IPs and co-created formats, aiming to deliver value to both content creators and marketers in an increasingly integrated media environment.
