&pictures, India’s premium leading Hindi movie channel, have once again proven its creative mettle at the recently concluded ABBYs 2016. The channel won the Gold Award at the ABBYs for its adrenaline filled-action property ‘Bond VS Bond – 007 Bond Nights’ in the Best Movie Promo on a TV Channel category.
The ABBYs are synonymous to the Oscars of Indian Ad Awards that recognises and honours creative excellence in media, advertising, marketing and research. &pictures has always broken the clutter through its innovative and unique marketing promotions and ensured that it has an edge above the others. The win is a result of the unique, innovative and engaging promo campaign that was created by &pictures to engage with the audiences. The channel announced the property through a teaser campaign which had all the essential Bond elements bringing thrill, action and guts on to the television screen. This was followed by the promo campaign which had more action and dhamaal that brought shivers down the spine of the audiences with its Bond VS Bond challenging idea, making the audience decide who between the two Bond’s was their favourite James Bond.
Commenting on winning the award, Mr. Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said “For every new property, it is important for us to understand both, the content that we are promoting as well as how we position it. ‘Bond VS Bond – 007 Bond Nights’ is the biggest movie franchise of the world and the challenge to do creative justice was immense since the expectations were high. And, needless to say, & pictures rolled out a path breaking promo campaign with style. We are thrilled about the win at the ABBYs and are raring to further ideate and innovate for all our upcoming campaigns!”
Another win for the channel was that of its creative agency of the channel – Scarecrow Communications – bagging the Bronze Award for using Guerrilla Marketing in a promotional campaign. This award was for the premiere of the internationally acclaimed movie ‘The Lunchbox’ which used innovative marketing activations such as out-of-store samplings on products such as glasses, beer mats, ashtrays, flyers, stickers, signage, street art, street furniture and transit advertising to promote the movie.