The popular Star Plus daily soap ‘Anupama’ is ruling almost every household TV screen across India. The show has been topping the BARC ratings every week. The ad rates to advertise during the show are more than any other general entertainment shows.
While many brands are ready to pay a premium to be visible in ad breaks during Anupama’s air time, one company thought to bank on the show’s popularity, not through ads, but content, i.e Parag Milk Foods.
We have heard about brand placements quite often, but in one of the biggest brand integrations on TV shows, two weeks ago in episode 803 of Anupama, the lead couple Anupama (Rupali Ganguly), Anuj Kapadia (Gaurav Khanna) and their daughter Chhoti Anu were seen visiting the Parag Milk Foods cheese brand Go Cheese’s factory during a trip.
The 8-minute long integration was facilitated by Madison Media and was completed in 15 days time.
Akshali Shah, Executive Director of Parag Milk Foods, told BuzzInContent that the company wanted to do brand integration in the show for a very long time, but was waiting for the right opportunity where the company’s brand could be seamlessly integrated.
As part of the integration, Anuj, Anupama, Anu visited the factory during a trip and learnt how cheese is made.
Shah commented, “It is one of the nicest integrations, to be honest. A lot of people are unaware of how cheese is made. People go abroad and visit the cheese and chocolate factories of the world, but we have something like this in India. Even Star Plus was very open and excited about this.”
Talking about the brand’s objective behind the integration, Shah shared, “The entire objective was to show that we are a completely integrated company. We have a farm full of 5,000 cows. We have our own procurement and manufacturing unit. The objective was to show that the company has complete control from procurement to…
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