Bacardi India enters Branded Content & Entertainment Lions

Bacardi India’s ‘The Dewarists’ is the only shortlist from India in the first year of Branded Content & Entertainment Lions at Cannes Lions 2012

e4m by Deepika Bhardwaj
Updated: Jun 22, 2012 8:28 PM
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.

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