dvertising is changing form. In-film and now in-serial placements are getting more frequent. Optimum Media Solutions (OMS), Mudra Communication�s media planning and buying arm has therefore created a new division, Brandcast. It will aim to weave advertising or brand messaging into content so that it doesn�t stick out.

While professionals in the industry are still debating whether media and creative planning should be divorced , OMS hopes to integrate brand with content by creating �entertainment content�. ... more