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Creative Abby adds Branded Content & Entertainment vertical

Entry form accordingly has made changes and addition; last date for sending entries is February 28

Creative Abby adds Branded Content & Entertainment vertical

Entry form accordingly has made changes and addition; last date for sending entries is February 28

BestMediaInfo Bureau | Delhi | February 20, 2013

The Abby Awards recognize creative excellence as judged by eminent people from the advertising and communications industry. The awards are meant for those responsible for the creative work, as seen by the clients who paid for the development and release of the work. To ensure your entry does not get disqualified, you are requested to go through the Section on Rules. All entries should meet the stated criteria under this section.

This year the Abby entry form that has been uploaded has many changes and additions. Some sub-categories have been added and a brand new vertical has been added. Branded Content and Entertainment is a new vertical added this year to cover original content creation and integration by brands. Six sub-categories have been added to include integration of brand with entertainment content for television, cinema and the digital medium. Both fictional and non-fictional programmes are covered.

This new vertical will now cater to the Content Production and Media Channel industry with Feature Films and TV programmes with brand content as well as entertainment on the internet being covered.

Branded content started with TV content influenced or sponsored by brands including serials, reality shows, product placement in shows, etc. Today it is a major category as the lines between entertainment and brand are blurring with more programming being influenced by brands.

The interesting thing about this category is that Abby will reach out to content production, television and other media channels and media companies, event marketing and agencies that plan on entertainment brands.

Experiential events involving integration of brand is also now a sub-category. So is the use and integration of music. Also featured is the best integrated content campaign.

Based on feedback from creative directors, the Ambient category now has more sub-categories so that super-sized structures are in a different sub-category from small signages, live stunts are separate from transit media, and digital outdoor is separate from in-store advertising.

There has been some rationalisation of sub-categories in Digital, and Craft in Digital has been introduced. Product design makes a debut in the Design vertical. Material submissions in Direct have been specified with some changes. Radio and Print Craft have some additions and changes.

In keeping with the tradition of Abbys being more than just an advertising award, these changes will add more substance to the multi-faceted appeal and prestige of this coveted award.

The Creative Abby Awards 2013 Entry Form can be downloaded and printed from The Ad Club website, However, entries cannot be uploaded online.

Consider your entry submitted when your entry form and corresponding materials, along with payment thereof, have reached the Mayfair Rooms, Lounge, Worli, Mumbai, and acknowledged before Thursday, February 28, 2013. Please use a separate envelope for each entry and write the category and sub-category number in bold, using a black marker pen, on the top left hand corner of the envelope. Ensure that the entry forms as well as all the materials pertaining to that entry are included inside the envelope.

Encouraged by the response received last year, Abbys continues to recognise creative talent in the South Asian nations of Bangladesh, Nepal, Pakistan and Sri Lanka. Entries from Pakistan, Bangladesh, Sri Lanka and Nepal will compete along with Indian entries for the Abby Awards. Kindly note that Best of South Asia is eligible for all verticals except the Craft categories.

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