Pritish Nandy Communications has announced that Volkswagen Polo’s association with its film Shaadi ke Side Effects starring Farhan Akhtar and Vidya Balan has won 2 silvers for Mediacom, the agency which handled the integration, at the recently held Goafest 2015.
Goafest is India’s only South Asian Advertising Festival held from 9-11 April, 2015 this year.
Mediacom collected the awards in Goa.
The awards were received in Best Use of Cinema and Best Use of Digital Content Creation categories.
Says Ishita Pritish Nandy, Chief Brand Strategist, Pritish Nandy Communications, “Branded content is an important part of movie making. Not only does it contribute to revenues but it also contributes to a Producer’s marketing spend at the time of release. It simultaneously helps a brand capture the momentum of a Bollywood movie campaign and reach a large target audience through content integration and co-branded campaigns. It’s a win win situation for the brand and the movie. Not only was the content integration in Shaadi ke Side Effects seamless but Mediacom also created an award winning digital co- branded campaign. It was a pleasure working with Mediacom and Volkswagen on this association.”
Says Sharmistha Gupta, National Director, Branded Content, Mediacom, “If a shaadi ever had any positive side effects, this definitely was one. Our association with PNC’s Shaadi ke Side Effects for Volkswagen Polo, was not just a rewarding experience in terms of results and awards, but was creatively enriching. As partners we worked with each other to set new creative benchmarks in a world where association only meant brand placements and co branded promos. It just proved one thing: when we work together, marriages always have positive side effects. We look forward to partnering with PNC in the future.”
Shaadi ke Side Effects collaborated with 17 brands for in film content integration and out-of-film co- branded promotions.