ICMA 2017: Digital branded content done right

Marketers as publishers are here. They are wasting no time in leveraging content to best present their brands to consumers. More and more brands are using creative content to tell their stories and engage with consumers, making it that much more important to stand out amidst the clutter that is also content. 



 



Indian Content Marketing Awards aim to celebrate the talent, expertise and hard work that go behind cracking breakthrough ideas and concepts to create exceptional brand stories. As we inch closer to D-Day, here is a look at some of the captivating entries that have come to us. In today’s showcase are some of the entries in the digital branded video content category: 



 





TVF Tripling



Tata Tiago and TVF (The Viral Fever) came together to create webisodes following three siblings on a road trip. ‘Tripling’ was a journey spread over five webisodes. In the process of the journey they redefine their own lives and relationships. The show reached out to three specific target groups: young professionals, college-going youth and newly-married people. Tata Tiago was positioned as the fourth character that enables the three siblings to go on an epic journey of self-discovery and meet their parents.  The show was promoted on social media, in cinema theatres, OOH and Radio. The show garnered 27 million views across TVF, YouTube and Facebook generating 6.1 lakh conversations. It also became one of the most highly rated branded content videos on IMDB with a rating of 8.8. 



 



Tata Tiago, Maxus





 







 



Dove



Tapping into the insight that beauty stereotypes are seeded from childhood, Dove established a strong presence with the #changetherhyme campaign. As the challenge for the brand was to activate real beauty in India using local insights, its campaign celebrated beauty of a different kind. Featuring India’s women athletes training to the soundtrack of kindergarten children singing ‘Chubby Cheeks’, Dove fuelled a conversation about the unrealistic standards of beauty that society hands down to impressionable young girls. The content fetched the brand a whopping 6.2 million views on YouTube apart from reams of user engagement. 



 



HUL, Mindshare







 



Voot Originals



‘’UNTAG’’ the web-series by Voot delves into the lives of regular people with seemingly harmless tags, their dreams and inhibitions and most importantly their struggles. It gives the audience a perspective of six characters, each dealing with their imposed tags, trying to become much more than what the world has labelled them as. The videos tell a story about losing the tags, labels, fear and most importantly the shame that comes with a tag. It showcases the philosophy of ‘you’re different, you’re better than the tag you’re given’ and celebrates individuality. 



 



MOTO, Group M (Mindshare)