MUMBAI: TV18's creative team, The Cell has pocketed the Promax Asia PSA challenge gold award.

The objective was to create a hard-hitting film that would build awareness around the issue of child labour for the NGO Milk. The film was conceived and executed by the TV18 team has used 'reversing time' as a creative device, informs an official release.

TV18 Group Network creative director Zubin Driver believes, "We are very excited about this award, and thrilled because it has been conceived by one of the youngest teams in The Cell. Our creative output has only been getting better and better and we are a serious international quality phenomena now."

The Cell is the in - house creative arm of the TV18 Group started in 2002. It has grown to be a strategic creative support for all the TV18 network clients and has broadened its scope to include film production for clients that advertise on the channel. It also conceptualizes and executes communication packages for clients that invest in the channel properties. The Cell designs the communications strategy, to fit seamlessly with the marketing strategy.