As in-film advertising gains ground, Mofam, a financial services company has launched ‘Bfund’, a fund partner to consumer brands to convert their recurring expense for in-movie product placements into a returnable investment.

Bfund is targeting ₹120 crore fund size for Bollywood movies and another ₹80 crore fund for Tollywood movies.

Bfund expects to start deployment from both fund by next quarter and will look at star-rated projects. Investment size can be up to ₹20 crore per project.

Bfund takes funds from brands only in the first year, and rotates it multiple times over a five-year tenure and return the same with accumulated NAV at the end of fund life.

Started by marketing and media veteran Raja Peter and former head of Private Equity at Essel Finance Sumit Mody, Bfund is a scalable solution that helps identify movie projects, brand slots within scripts and creative leverage in feature films.

“Marketers the world over look to maximize brand awareness at lowest cost; Bfund is that vehicle for cinema in India. Bfund will work closely with brands to ensure a brand is ensconced within a choice movies and genres,” said Raja Peter.

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