ETC Bollywood Business Awards rides on high-octane campaign

The awards function was aired on January 5. The awards have a unique proposition in that winners are judged on the basis the commercial success of the films

BestMediaInfo Bureau | Mumbai | January 7, 2013

In the 100th year of Indian cinema with a record nine films hitting the Rs 100-crore mark in 2012, the 3rd ETC Bollywood Business Awards recognised the most profitable films at the box-office. The event was aired on January 5.

Anurag Bedi, Business Head, ETC, said, "Since 2010, ETC Bollywood Business Awards has been a unique awards show honouring not only the popular categories but also the teams which work behind the scenes to market and distribute them to make them a greater success.”

At this year's awards, Akshay Kumar and Sonakshi Sinha were recognised as the Highest Grossing Actors of 2012 for their contribution to the success of their respective films. Katrina Kaif won the most profitable actress this year taking the title from Kareena who was the previous year's winner in this category while Salman Khan retained the title of the Most Profitable Actor. The title of the Highest Grossing Film went to Ek Tha Tiger.

The other winners are mentioned below

• Best Cinema Chain of the Year-Big Cinemas
• Best Marketed Film of the Year-Ek Tha Tiger
• Most Successful Small Budget Film-Vicky Donor
• Box-Office Surprise of the Year-Kahaani
• Song of the Year-Chikni Chameli
• Most Popular Trailer-Jab Tak Hai Jaan
• Music Company of the Year-T-Series
• Most Successful Music Director-Sajid - Wajid
• Most Profitable Debut (Male)- Ayushmann Khurrana (Vicky Donor)
• Most Profitable Debut (Female)- Ileana D'cruz (Barfi!)
• Most Profitable Producer-Aditya Chopra
• Most Profitable Banner-Yash Raj Films
• Top Grossing Director-Kabir Khan
• Top Grosser of the Year-Ek Tha Tiger

ETC Bollywood Business Awards are held in high esteem in the industry because of its unique proposition of judging winners basis the commercial success of the films.

To ensure the maximum visibility for its biggest property, ETC rolled out a high-octane campaign using various media vehicles. The campaign took off with branding in media buying and media planning agencies like Madison, Starcom, GroupM and ZenithOptimedia on December 17, 2012.

As part of the online marketing campaign, the channel undertook different activities in the social media space, the communication was rolled out in a unique way to generate attention and user engagement. The online partners for this were In.com and whatsonindia. Saavn.com was the online music partner for this initiative.

On the social media front, a Facebook app called 'Apun Ka Blockbuster' was created especially for the awards where the user had to select the best ingredients for a sure-shot blockbuster and the app helped them create them their own blockbuster movie poster and share it with friends on Facebook. This went perfectly well with the theme of the awards. Along with this, various contests were conducted on Twitter to create a buzz.

ETC had also gone all out with theatre slides in 500+ screens across India.

Info@BestMediaInfo.com

Info@BestMediaInfo.com