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MUMBAI:
Music reality show The Dewarists, which was sponsored by Bacardi
India’s brand Dewar's Scotch, has won itself a place
in the Branded Content and Entertainment Lions category at
the 59th Cannes Lions Festival.
The
entry, sent by Bacardi India, has qualified in the sub category
‘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).’
The agencies involved in the campaign are Babble Fish Productions,
Only Much Louder Entertainment and Design of Information.
The category of Branded Content and Entertainment category
has been introduced this year and has received 800 entries.
There were 18 entries from India and Bacardi was the only
one to make it to the shortlist.
The Dewarists, a 10 part TV series, documented the stories
and journeys of over 40 musicians from different genres. It
was designed for a young urban audience. It saw participation
by independent musicians ranging from Grammy-winners to lesser-known
believers in their craft, as they explored 10 different locations
across India, while creating seemingly unlikely but equally
unique collaborations across musical genres.
It
was also the first Indian TV show to be simulcast online,
rendering it more accessible as it got over 45 per cent mobile
viewers.
The target audience had been identified as the 25-34-year-old
male consumer who likes to experiment but at the same time
is apathetic towards commercial messaging. This young set
is also least likely to watch television by appointment and
most likely to be found online.
The show’s YouTube channel got over 1.7 million, making
it the top rated brand channel in the country at the time.
Considering there are restrictions on advertising by liquor
brands in India, Dewar’s Whiskey gained over $ one million
in publicity from The Dewarists. Through distribution of the
10 collaboration tracks created during the show for free,
Dewar’s India Facebook page generated over 3.2 million
social engagements and over 120,000 downloads.
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