The agency has won the account second year in a row following a multi-agency pitch
BestMediaInfo Bureau | Mumbai | November 11, 2016
Rediffusion Y&R had bagged the creative mandate for the Kolkata International Film Festival for the second time in a row. The agency won the account following a multi-agency pitch.
The brief this year was to communicate how cinema brings people closer and together, for which Rediffusion Y&R came up with a campaign idea ‘Cinema for all. All for cinema’. The agency initiated a contest on social media requesting people to share their very own pictures so as to be a part of KIFF 2016.
Dhunji S Wadia, President, Rediffusion Y&R, said, “We have some really interesting campaign work coming out of this association. We are looking forward towards this eventful week ahead.”
Shedding light on the campaign, Nilanjan Dasgupta, Executive Creative Director, Rediffusion Y&R, said, “Since the brief was about human integration and cinema, our core idea was to involve the common people in the campaign. So we did Facebook activation where we asked them to send selfies based on expressions of different film genres and then we made images of film icons with the selfies. The participation was beyond expectation and the best selfies were awarded.”
“Being associated with Kolkata International Film Festival has always been a privilege, we partnered with them last year too. This year’s campaign, at the logistics level, was a mammoth task but we had planned it well digitally to make it successful. In fact, a dedicated digital team was set up for this. It has been a very gratifying creative partnership for us,” said Suparna Mucadum, Vice-President, Rediffusion Y&R Kolkata.
Client: Government of West Bengal
Agency: Rediffusion Y&R, Kolkata
Vice-President, Kolkata: Suparna Mucadum
CCO: Rahul Jauhari
ECD (Copy): Nilanjan Dasgupta
ECD (Art): Piyash Ghosh
Brand Partner: Aniruddha Basu
Creative Partner: Niladri Deb, Aneek Ray
Copywriter: Kaushik Roy
Account Management: Shroyee Malakar
Digital team: Anahita Fatehpuria, Eshita Chakraborty