Arijit Sengupta, regional head – west, Corporate Voice/Weber Shandwick said the mandate includes movie-based and corporate and financial PR. The agency will work on highlighting the production house's operations, particularly in the pre-entry phase of international film festivals, via local and international media.
For K Sera Sera, the development follows the signing of a US$7.75 million contract (along with co-production partner Varma Corp.) with media and entertainment company Sahara India Mass Communications for production of 10 Hindi feature films over the next 18-24 months.
Established in November 2002, the company – listed on the Bombay Stock Exchange – produced its first Hindi movie 'Darna Mana Hai' in collaboration with Varma Corp last year. It is the first time the production house has used a PR consultancy.
Sengupta said, ' The film industry is disorganised (though it is moving towards corporatisation), and there is no structured target audience and a lack of research.' He added, 'Production houses generally have one person handling their PR internally. Now they are outsourcing PR firms. This is basically due to increase in competition, fragmentation of target audience,' and the need for corporate/company branding rather than movie branding.' He went on to say that there has been a significant shift from branding of the star to the production house.