MUMBAI: For promo producers and creators, the Promax BDA Awards are the gold standard, the pinnacle of recognition for a job well done. So, when you are called on stage to receive 13 metals, it clearly means that your work is a standout.

Fox Networks Group (FNG) – with just two brands under its umbrella, National Geographic and Fox Life – and more than a handful of awards is , therefore, is in a celebratory mood. The awards won by FNG include nine gold and four silver for National Geographic and FOX Life properties.

FNG swept the Best Original Logo Design category with Dark Hours and The Legend of Jagannath, and the Best Lifestyle Promo category with Kalki’s Great Escape and Bikini Destinations. They also bagged awards for BSF (Best Program Title Sequence), MARS (Best Outdoor), Dark Hours (Best promo not using programme footage) and NGC FY17 ‘Belong’ (Best Marketing Video), Nat Geo Gold Opener (Best CG Animation), Sound Trek (Something for nothing), He Named me Malala (Most outstanding marketing initiative), Soundtrek (Best Themed campaign) and Science and tech Idents (Best On Air Idents Design– In-house).

There is very limited local content on both the channels, with most of it being imported. So what are the challenges the FNG on air promotions team faces while conceiving the promos? “The biggest challenge is to make the content locally relevant to our consumer and make the product work for them,” says FNG vice president creative services Sanjay Ramachandran, while speaking to indiantelevision.com

“Some promos such as Bikini Destination were executed very fast (in around six hours) as compared to Dark Hours,which took over a month to get ready.” Ramachandran points out that the emphasis of the team is on ideation. He states: “Its challenging to get the objective correct and, to make a good promo, we need to have a clear understanding of the idea, communication and some basics of promotion. We should know our audience, brand and product to achieve something. We believe clarity and simplicity is key in giving our audience what they come for – a great experience.”

And, he reveals that he encourages members to be trained in multidisciplinary skills. “The multidisciplinary approach gives each one of us the experience of learning every thing and by using each others’ strengths we create a product which is very effective,” he says in parting.

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