Top Story


Home >> Cannes Lions 2012 >> Article

Bacardi India enters Branded Content & Entertainment Lions

Font Size   16
Bacardi India enters Branded Content & Entertainment Lions

The 59th International Festival of Creativity announced shortlists for the maiden Branded Content and Entertainment Lions category. Bacardi India's ‘The Dewarists’ is the only shortlist in this category from India.

Bacardi India’s ‘The Dewarists’ for Dewar's scotch has been shortlisted under the Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s) category. The agencies that worked on this project are Babble Fish Productions Mumbai, Only Much Louder Entertainment Mumbai and Design of Information Mumbai.

A total of 18 entries from India were competing in this category.

Avi Savar, Founder and Chief Creative Officer, Big Fuel is the Jury President and Cyrus Oshidar, Creative Director, Bawa Broadcasting is the Jury Member from India in the category this year.

New for this year, the Branded Content and Entertainment Lions award has been designed to reward

creativity in branded content and entertainment, defined as: the creation of, or natural integration into, original content by a brand. The purpose of branded entertainment is to deliver marketing messages by engaging consumers via relevant content platforms rather than traditional advertising methods.

A total of 800 entries from 52 countries have been submitted into the Branded Content and Entertainment Lions category in its launch year.

The trophies for this category will be presented during the Film, Film Craft, Branded Content and Entertainment, and Titanium and Integrated Lions Awards ceremony, which will take place on Saturday evening June 23 at the Grand Auditorium, Palais des Festivals.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...