Cannes Lions 2012: Bacardi's Dewarists shortlisted in Branded Content category
An Indian entry has been shortlisted in the newly introduced Branded Content and Entertainment category, at Cannes this year. It is among the 53 other entries that have made it to the list.
Bacardi India’s nonfiction show The Dewarists has been shortlisted under the best non-fiction program. The category rewards a series or film where a client is able to successfully create a reality, documentary or light entertainment show around a product(s) or brand(s) category.
Bacardi India‘s ‘The Dewarists’ for Dewar scotch perfectly fitted the bill. The show brought together different genres of musicians who collectively created a new song. A 10-part television series which delved into the lives of these musicians was also aired on STAR World. The popularity of the programme was unprecedented.
Branded Content and Entertainment Lions seeks to reward creativity in branded content and entertainment; wherein there is creation or natural integration of original content by a brand.