MAM

Abbys adds Branded Content & Entertainment category

MUMBAI: The Branded Content & Entertainment Abby has been added as a category in this year‘s edition of The Abbys, the advertising awards that take place during the Ad Club‘s annual festival Goafest.


Branded content and entertainment has been defined as the creation of, or natural integration into, original content by a brand. The purpose is to deliver marketing messages by engaging consumers via relevant content platforms rather than the use of traditional advertising methods. It has the following six sub categories -



  • Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand

  • Including TV, mini-series, web series, cinema, DVD releases and online/digital

  • Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s)

  • Including TV, mini-series, web series, cinema, DVD releases and online/digital

  • Best brand or product integration into a feature film, existing TV show and/or series

  • Including TV, mini-series, web series, cinema, DVD releases and online/digital

  • Best use or integration of experiential events 
    " Creative positioning of a brand using events, festivals, flash mobs, installations etc.

  • Best use or integration of music

  • Including music in original branded content, brand integration into music distribution or promotion, the creation of a music-based program or platform

  • Best integrated entertainment content campaign which uses more than 2 media.


The last date for the entries is 28 February. This year, the Abbys will be held on 5 and 6 April in Goa.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/priyanka-chopra.jpg?itok=XZTdw8ib
Priyanka in new Pantene ad

Pantene, one of India’s leading hair care brands along with new brand ambassador Priyanka Chopra, launches a new and improved formula. The brand launches its biggest breakthrough in 30 years: Pantene’s new formula with PRO-V and goodness of oils making hair thicker, stronger in just 14 days.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/shanu-singh.jpg?itok=M5jb_3ds
E-com: Godrej Interio, IBM tie up

IBM has announced that Godrej Interio, the furniture division of Godrej & Boyce Mfg. Co. Ltd., is collaborating with IBM to capture the attention of the growing number of home furniture and accessories consumers.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/Unpack-Your-Dreams.jpg?itok=YDAX1_lp
'Unpack Your Dreams', advise cricketers

Aristocrat has appointed Indian cricket champions Rohit Sharma and R. Ashwin as its ambassadors to endorse the brand’s new identity and stylish product line.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/dish-tv.jpg?itok=cnk3-jZ2
Jahan Desh ke Rakshak wahan tak DishTV; special offer launched

There is no greater love, than the love for one’s country. As India celebrated the 69th Army Day on 15 January, DishTV paid tribute to the valour, indomitable spirit and determination of the brave soldiers of the Indian Armed Forces.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/raj-nayak-and-asish-bashin.jpg?itok=kl9F_1OQ
Ad Club, AAAI to fight violence against women together

The Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) have combined forces to launch a campaign to pitch communication as a force for good and battle the scourge of violence against women.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/policy-bazar.jpg?itok=tOsXapRD
Bhool Kar Bhi Mat Bhoolna Policybazaar.com

Policybazaar.com, India’s largest insurance website and comparison portal, has launched a new television campaign, with the tagline “Policybazaar.com Par Term Insurance Lena Bhool Kar Bhi Mat Bhoolna.” The campaign aims to highlight the importance of having a term insurance plan.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/anita-nayyer-800x800.jpg?itok=s_sM-f5v
Havas Media's new identity tells story of brand ethos; new logo embodies integration of services

Created by Havas (the creative division of the group, formerly known as Havas Worldwide) New York team, the new ‘h’ logo lockup comes from the concept that Havas (Group) is great because of the sum of its parts. In this spirit, the logo concept developed embodies the integration of services,...

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/bluestone-800x800.jpg?itok=aHphRh4_
'Choose Your Twinkle' on Valentine's

BlueStone.com has launched a new campaign to further strengthen its position as the go to destination for modern contemporary jewellery. Reaching out to consumers through a new television commercial (TVC), the ad film showcases how beautiful jewellery connects emotionally, summing it up with the ‘...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/poll-800x800.jpg?itok=kiCl5VHL
EC to screen govt ads; PM photo on hoardings disallowed

Even as the Election Commission has set up committees to screen and clear government advertisements in various forms in the five poll-bound states, it has asked the cabinet secretary to remove the prime minister Narendra Modi’s photograph from hoardings at petrol pumps in Goa and gas consumer...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories