MUMBAI: Musical reality show The Dewarists, sponsored by Bacardi India’s Dewar’s scotch, won a Bronze Lion in the Branded Content and Entertainment category.
This is the category’s inaugural year. The win is attributed to the show’s ‘non-Bollywoodish’ content.
Fast food joint Chiptole’s ‘Cultivate campaign‘ bagged the Grand Prix in the category. The film followed the story of a farmer growing his farm into an industrial animal factory when he realises the benefits of sustainable farming and retraces his steps. The film also won a Grand Prix in Film Lions category.
Bacardi’s entry won the metal in the ‘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 are Babble Fish Productions, Only Much Louder Entertainment and Design of Information.
The category of Branded Content and Entertainment category has been introduced this year and has received 800 entries. There were 18 entries from India and Bacardi was the only one to make it to the shortlist.
The Dewarists, a 10 part TV series, documented the stories and journeys of over 40 musicians from different genres. It was designed for a young urban audience. It saw participation by independent musicians ranging from Grammy-winners to lesser-known believers in their craft, as they explored 10 different locations across India, while creating seemingly unlikely but equally 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 target audience had been identified as the 25-34-year-old male consumer who likes to experiment but at the same time is apathetic towards commercial messaging. This young set is also least likely to watch television by appointment and most likely to be found online.
The show’s YouTube channel got over 1.7 million, making it the top rated brand channel in the country at the time. Considering there are restrictions on advertising by liquor brands in India, Dewar’s Scotch gained over $1 million in publicity from The Dewarists. Through distribution of the 10 collaboration tracks created during the show for free, Dewar’s India Facebook page generated over 3.2 million social engagements and over 120,000 downloads.
