Rediffusion Y&R bags creative duties of Kolkata Int'l Film Festival
The campaign has been conceptualized by Rediffusion Y&R, who won the account following a Multi agency pitch.
The Kolkata Film Festival which was started in the year 1995 was the culmination of a film society movement that drew its inspiration from the masters of Bengali Cinema - Satyajit Ray, Ritwik Ghatak and Mrinal Sen. KIFF is organized by the Kolkata Chalachitra Utsav Society, with financial and logistic support from the Government of West Bengal.
From 2014, the Kolkata International Film Festival has become a competitive festival. This year, like last year The Royal Bengal Trophy would be awarded to the Best Film and the Best Director. The festival also acknowledges the films made by women directors, from all across the globe and have therefore dedicated a separate competitive category to their films. In fact this year a new competitive category has been added to the list that of ‘Innovations in Moving Images’, to encourage new ideas and new concepts that have pioneered a change in the realm of cinema.
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 the KIFF 2016, thus accounting all those received images the campaign creative has been created.
The 22nd Kolkata International Film Festival begins from 11th November to 18th November this year.
Commenting on the pitch win and campaign, 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.”
Nilanjan Dasgupta, Executive Creative Director – Rediffusion Y&R added, “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
Brand: 22nd Edition Kolkata International Film Festival
Agency: Rediffusion Y&R, Kolkata
Vice President: Suparna Mucadum, Rediffusion Y&R, Kolkata
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