MUMBAI: Musical travelogue ‘The Dewarists’ has won bronze medal in the inaugural Branded Content and Entertainment category of the Cannes Lion 2012 Awards.
The series won the metal 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 include Babble Fish Productions, Only Much Louder Entertainment and Design of Information.
The silver in the sub- category was awarded to Gatorade’s campaign ‘Everything to Prove’, and the gold was won by Nissan/Playstation for ‘GT Academy’.
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The category of Branded Content and Entertainment category which was introduced this year received 800 entries. There were 18 entries from India for the category, but only ‘The Dewarists’ was shortlisted. Its win is attributed to the show’s ‘non-Bollywoodish’ content.
The Dewarists, a 10 part TV series, documented the stories and journeys of over 40 musicians from different genres. It saw participation by independent musicians ranging from Grammy-winners to upcoming talents, as they explored 10 different locations across India, while creating 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 show’s official YouTube channel garnered over 1.7 million views, making it the top rated brand channel in the country at the time. Through distribution of the 10 collaborative tracks created during the show, Dewar’s India facebook page generated over 3.2 million social engagements and over 120,000 download.
