Beyond The Screen: Building Iconic Entertainment Brands That Win Hearts

"This is the right time for 'create in India, create for world' when the world is looking for new ways of storytelling." These were the words of Prime Minister Narendra Modi at the opening of the WAVES Summit in Mumbai this month that sent a powerful message to the entertainment industry in India and from India to the world.

The entertainment industry in India is having its moment – and this is not limited to films, OTT cricket broadcasts or even 24/7 news channels. It encompasses everything, from live entertainment to digital channels, films to the creator economy (dubbed the Orange Economy), music to gaming, radio and television (of all kinds). What we are seeing is an explosion of entertainment options for the Indian audience. The question, then, is: how does any platform strike a chord with this discerning group of people? How does one stand out from another? Where should brands place their bets? The short answer: audience engagement. The long answer? Read on.

Transformers: Tech driving the rise

At the heart of the entertainment boom in the country is the major technological transformation it has been undergoing. Tech advancements, evolving audience behaviour and preferences, and bold, creative storytelling are changing how we create, deliver and consume content. This presents opportunities for brands to build enduring value through data driven strategies that drive authentic connections. After all, if the industry has been buoyed by technology, then the engagement should be, too. The first step is to understand the audience. AI-driven data analytics combined with qualitative intelligence can lead to a deeper understanding and insights to help connect with audiences in a way that feels genuine and meaningful.

The galaxy of fans

Entertainment needs its fans. To drive engagement among these fans, we need to give them more opportunities to become active participants. Whether they are watching a movie or attending a concert, or even listening to music, they need to be immersed in it and have a functional role to play.

To truly win audiences’ hearts, brands must embrace an innovative, strategic approach that prioritises genuine connection, shared values and a commitment to enriching the fan experience. The days of mass media dominating cultural conversations are over. Instead, we're seeing the rise of niche online forums, social media groups and streaming platforms that cater to the specific interests and passions of fans.

Lord of the communities

Brands need to map their target audiences to identify the specific communities and tailor their messaging accordingly. Communications play a vital role in identifying these communities, understanding their unique dynamics and crafting targeted strategies that resonate with their specific interests and values. To tap into the fan community, brands must offer something of substance, whether it's exclusive content, behind-the-scenes access or opportunities to connect with their favourite artists.

Brands need to add value to fans’ experiences and even amplify these experiences to generate buzz and curiosity. By driving fan-led initiatives, brands can be seen as valued members of the community and not outsiders. Such enriched experiences strengthen emotional ties and deepen loyalty.

Small town heroes

With over 100 languages and a rapidly growing regional media landscape, non-metros now offer fertile ground for innovative outreach, making them integral to the entertainment industry’s expansion and sustained relevance across India. Communications must follow suit. A targeted regional engagement can go a long way in building a lasting impact. Take the example of Zee TV, which uses the different regional festivals to run roadshows for its various religious shows. Or look at the number of content creators who create in local languages. The pulse of the nation is in its regions, and brands must have their finger on it.

The (personalised) love story

The core of a strong communications strategy is to ensure brands form a deeper relationship with audiences. And the strongest relationships are built on emotion. People might forget what they read in a pamphlet or see in an ad, but they will always remember how a brand made them feel. That deep connection is possible when brands connect with their audiences at a personal level, based on their unique needs.

The integration of AI in personalising strategies has become fundamental to building trust, driving retention and ensuring that communication is both relevant and powerful in the competitive entertainment landscape. Personalisation has to go beyond chatbots and using people’s first names in communication, though. It must involve crafting entire customer journeys that resonate with individual personal aspirations, regional identities and viewing patterns.

And it has to fit in a compelling story — like Prime Minister Modi said – a “new way” of storytelling. Just like a great movie script, a brand's story needs to be emotionally resonant to leave a lasting impression. We need to drive the right narratives and messaging, crafting experiences that don’t just inform but create a sense of belonging. The emotional imprint strengthens brand recall, making the experience a memory.

The end credits

The entertainment landscape is dynamic and ever evolving, and brands are in constant flux. They must adapt their strategies to stay ahead of the curve. By embracing authenticity, leveraging new age technologies and focusing on building long-term relationships with fans, brands can create enduring value in the hearts and minds of their target audiences. The future of entertainment PR lies in building genuine connections, fostering community and creating a narrative that builds a lasting impact on target audiences. For brands to win hearts in the entertainment sector, they must become valued members of the community, contributing to the shared experiences that bring people together.