Grey Digital wins Silver at ECHO Awards for 'Life of I' campaign

The campaign was created to promote the premiere of the movie 'Life of Pi' on Star Movies, mining users' social data with gamification elements enabling them to experience the iconic moments that Pi had in the film

e4m by exchange4media Staff
Updated: Nov 8, 2014 2:28 PM
 Grey Digital wins Silver at ECHO Awards for 'Life of I' campaign

Grey Digital has been awarded Silver trophy at the 2014 International ECHO Awards. The awards were presented last week by the Direct marketing Association (DMA) in San Diego, California. The agency has won the award for its campaign ‘Life of I’ in the Publishing/Entertainment category.

 The campaign was created to promote the premiere of the movie ‘Life of Pi’ on Star Movies. It was a digitally led immersive experience that mined users' social data with gamification elements enabling them to experience for themselves the iconic moments that Pi had in the film.

Grey Digital head and Senior Vice President, Sudhir Nair says, “We mined Social Data effectively and created a trans-media device agnostic experience. By creating contextual game play we managed to get the users to engage with the film narrative.  The campaign had won big at all the major award shows in India. This is an icing on the cake.”

 The campaign has fetched many medals for the agency across various categories at the Goafest, IDMA, Campaign Crest (CIDCA) and the Indian leg of the ECHO awards held this year. Navin Kansal, Executive Creative Director, Grey Digital said, “The execution needed to do justice to the idea. Thanks to some nifty programming from the technology team, we were able to create a seamless experience for the users.”

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