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.
