Digital Bollywood: The Value of Digital Content

Digitising Bollywood. Bollywood has the content that digital platforms need to attract customers.

Economic Times reports that prominent Bollywood big names are lining up to sprinkle stardust on startups by trading their creative prowess for equity stakes in up and coming companies. An amalgam of actors, writers and directors has come up with an unprecedented plan to join the startup action by creating top quality advertising content in exchange for stakes of up to 3-4%. 

The prime mover on behalf of Bollywood is Sunil Bohra, the producer of award-winning films such as Shahid and Gangs of Wasseypur. The maiden project will start next month with an undisclosed startup. "(We will be) high on content, low on cost," said Bohra, 43, who makes films under the Bohra Bros banner. 

Startups have raised billions of dollars and are among the biggest spenders on marketing and advertising, making them an attractive hunting ground for those looking to cash in on the opportunity. 

So far this year, Indian startups have raised over $4.5 billion (Rs 30,000 crore), and TAM data show that the country's top 50 ecommerce companies spent Rs 1,200 crore on television advertising just between July and September this year. 

Bohra will be teaming up with National Award-winning director Hansal Mehta under the banner of BB Digital, the startup-focussed entity. From creating advertisements for all platforms digital, electronic and print and promoting the product among noted directors, producers and actors to advising startups on clearly identifying their target audience, the venture will provide a package of services. "The desire to nurture new talent has always excited me. It is a platform to create opportunities for new people to showcase their talent," said Mehta, 47, who won the Golden Lotus National Film Award for directing Shahid. "I feel privileged to be part of this process." 


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