| 01 Oct 2023
AIB Vigyapanti, Mindshare-Fulcrum, Times Internet win Creative Abbys for music related branded content

MUMBAI: The barely six month old AIB Vigyapanti, ad wing of All India Bakchod, walked away with the silver in the branded content category for Best use or integration of music Including music in original branded content, brand integration into music distribution or promotion, the creation of a music-based program or platform at the Creative Abby Awards during the ongoing Goafest 2016.

The agency won the award for its campaign ‘Creep Qawwali’ created for dating app Truly Madly. The video had gone viral on social media after its launch, and was one of the first campaigns undertaken by AIB Vigyapanti.

Mindshare –Fulcrum Mumbai won the silver in the same category for its campaign ‘6 Pack Band’ for Brooke Bond Red Label. 6 Pack Band is India’s first transgender music group launched by Yash Raj Films and Brooke Bond as a cobranded association. Conceptualised by Mindshare Fulcrum, the idea was pitched to HUL by YRF on Content Day in June last year. This six-member band will be called Brooke Bond Red Label 6-Pack band that will make six songs. YRF will make six music videos featuring Sonu Nigam and the band.

Times Internet, Gurgaon walked away with the bronze in this category for in house brand’s campaign ‘Dil Ka Gaana’.