'Entertainment is a huge and interesting opportunity'

Lowe Lintas is foraying into film and television production with Lintas Productions. The agency's chairman, R Balakrishnan ('Balki'), carved his name in Bollywood with Chini Kum, and the much-talked about Paa, starring Amitabh Bachchan. Seema Sindhu speaks to Tarun Chauhan, executive director of Lowe Lintas. Edited excerpts:

What prompted you to diversify into film production?

The advertising industry in India is still flourishing. Entertainment is a huge and interesting opportunity. We just grabbed it, as we have the required skills and knowledge. We didn't launch it with a purpose of mere wealth creation.

Our idea was to give our creative assets one more platform. We were already in one area of entertainment through Lintertainment for in-film placement. Entertainment is a growing industry, so we are just expanding our portfolio in entertainment through Lintas Productions.

What will Lintas Productions do?

Lintas Productions will develop content for TV and films. Reality shows are one important area for us. It will also do celebrity management. It will operate as a unit under the Lowe Lintas Group. Since we are foraying into production for the first time, setting a revenue target will be too difficult.

How many people will you employ?

Right now, we will engage our internal talent only. Depending on the business, we will bring in more people.

Do you have any immediate project in mind -- any film or TV programme you are working on currently?

We will announce that soon. On the celebrity management side, however, we have already signed up a collection of prominent international and domestic talent, including UK-based supermodel, Masha.

Is it the Balki factor which led you to make this foray?

There are many instances of people migrating from the ad industry to the film industry. There are certain common profiles in both the industries. We had the creative people and knowledge to make this venture. Balki, of course, is an inspiration, a huge asset.