Brands today are investing in content that pushes the corporate agenda but subtly. So you have The Viral Fever creating the very popular five-episode web series, Permanent Roommates, for online real estate company Commonfloor or All India Bakchod making a music video for dating app TrulyMadly or Buzzfeed’s adorable Dear Kitten series, paid for by Friskies. Digital agency Culture Machine’s lifestyle platform Blush follows the TVF format for Alisha, a YouTube serial that follows the adventures of a fashion blogger and sleuth. Since Be Beautiful and Lakme are the clients here, there are liberal mentions of beauty products and services. In each half-hour episode, Alisha and her best friend Tanny solve a crime in Mumbai, aided by cute clothes, overly sassy attitudes and some very hammy acting by the supporting cast.
