ZAPP joins hands with Grand Central Entertainment

As Indian consumers become more sophisticated, marketers and advertisers are looking for innovative content and mediums to reach their target audiences. ZAPP Media & Entertainment (ZME) has launched an independent branded content agency to create branded content shows for Indian audiences. Furthermore, ZME has entered into a partnership with UK based Grand Central Entertainment (GC) to help it provide fresh, fully developed, content and experience to marketers and advertisers. Grand Central has created a string of award winning brand-funded programs in the UK and Europe, including 'The Big Idea' for Vodafone, 'Connect The World' for Skype and 'GT Academy' for Nissan and PlayStation.

Pradeep Prabhu, Co-Founder, ZAPP Media & Entertainment says, "We are delighted to partner with Grand Central and use their expertise to create content that is engaging and entertaining for consumers and effective for marketers and advertisers. With Grand Central, we will also move the industry beyond audience measurement and focus more effort on audience engagement. It is strategic marketing v/s tactical marketing. I am confident that our experience in the Western markets will give branded content a different dimension in the Indian television industry."

Azeem Zainulbhai, Co-Founder, ZAPP Media & Entertainment says, "Today, the Indian television industry and advertisers are ready to invest in content that is more engaging than traditional forms of advertising. Through our partnership with Grand Central, we are confident of offering an excellent value proposition to the brands that decide to partner with us."

Grand Central was founded by Rabin Mukerjea and Andrew Hill in 2005. Rabin and Andrew were previously based in London and Los Angeles with Elisabeth Murdoch's production company, Shine Entertainment and have been creating and executing successful Branded Content properties across Europe for over five years.

Rabin Mukerjea, Co-Founder, Grand Central Entertainment, says "The old adage of 'Content is King' has never been more true or more important. In an increasingly fragmented, ad skipping, 'surf-the-internet-whilst-watching-tv' universe of TV viewers, the advertisers that benefit most will be those that harness the power of content to engage this newly empowered public.

There is no media market as vibrant and entrepreneurial as India's is right now and through our partnership with ZAPP, we aim to work with forward-thinking Brands, Broadcasters, Agencies and Producers to create properties that represent the perfect storm of viewer entertainment, strategic engagement and media value."