India, Aug. 22 -- To bolster its expertise in creating branded content for advertisers, advertising agency Dentsu on Monday announced setting up the Dentsu Podcast Network, a new vertical to help brands connect with audiences through this fast-growing storytelling format. For this, Dentsu hired the entire leadership team of Ideabrew Studios, a popular podcast company. In July, production house Banijay Asia tied up with talent company Collective Artists Network (CAN) to launch a creator-led content and IP engine for scripted, unscripted, branded, and digital-first formats. It's in talks with e-commerce and FMCG companies to create content that merges entertainment with brand purpose.

The branded content space is heating up in the age of a...