Announced on Day 3 of Goafest at The Abby Awards 2024 powered by One Show were the metal winners of the category- Branded Content and Entertainment.
Leading the tally with 4 metals- 1 Gold and 3 Bronze was Leo Burnett India who was also named the Branded Content and Entertainment Specialist Agency of the Year.
Following Leo Burnett India at the second spot was Digitas with two metals- 1 Silver and 1 Bronze, and MTCH India Services with 1 Gold metal.
Here is a breakup of all the metal winners of the Branded Content and Entertainment category in The Abby Awards 2024 powered by One Show:
| Organization | Grand Prix | Gold | Silver | Bronze | Merit | Total Metals | Total Points |
|---|---|---|---|---|---|---|---|
| Leo Burnett India | – | 1 | – | 3 | – | 4 | 20 |
| Digitas | – | – | 1 | 1 | 1 | 2 | 11 |
| MTCH India Services Private Limited | – | 1 | – | – | – | 1 | 8 |
| Schbang | – | 1 | – | – | – | 1 | 8 |
| Social Panga – Higa Digital Pvt. Ltd. | – | – | – | 2 | 2 | 2 | 10 |
| FCB GROUP INDIA | – | – | 1 | 1 | – | 2 | 10 |
| VML India | – | – | – | 2 | 1 | 2 | 9 |
| White Rivers Media | 1 | – | 1 | 8 | |||
| Astral Limited | – | – | – | – | 1 | – | 1 |
| Communique Marketing Solutions Pvt Ltd | – | – | – | 1 | – | 1 | 4 |
| Krafton India | – | – | – | 1 | – | 1 | 4 |
| Maitri Advertising Works | – | – | – | 1 | – | 1 | 4 |
| Pixelfox | – | – | – | 1 | – | 1 | 4 |
| TATA Motors Limited | – | – | – | 1 | – | 1 | 4 |
| Viacom18 Media Pvt Ltd. | – | – | – | 1 | 1 | 1 | 5 |
| ideacafe.agency | – | – | – | – | 1 | – | 1 |
| Interactive Avenues | – | – | – | – | 1 | – | 1 |
| Mindshare | – | – | – | – | 4 | – | 4 |
| TheSmallBigIdea | – | – | – | – | 1 | – | 1 |
| Grand Total | – | 4 | 2 | 15 | 13 | 21 | 42 |
Read the table below to find out who won the Gold, Silver and Bronze metals in the Branded Content and Entertainment Abbys and for which campaign:
| Category | Sub Category | Title | Brand | Winner | Metal |
|---|---|---|---|---|---|
| BRANDED CONTENT & ENTERTAINMENT | 15a: BRANDED CONTENT & ENTERTAINMENT – Best fictional program, series or film where a client has successfully created a drama, comedy or mini-series around a product or brand including TV, mini-series, web series, cinema, DVD releases and online/digital. | Google Play Live | Communique Marketing Solutions Pvt Ltd | Bronze | |
| BRANDED CONTENT & ENTERTAINMENT | 15a: BRANDED CONTENT & ENTERTAINMENT – Best fictional program, series or film where a client has successfully created a drama,comedy or mini-series around a product or brand including TV, mini-series, web series, cinema, DVD releases and online/digital. | Mr. India meets Google Pixel | Google India | FCB GROUP INDIA | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15a: BRANDED CONTENT & ENTERTAINMENT – Best fictional program, series or film where a client has successfully created a drama,comedy or mini-series around a product or brand including TV, mini-series, web series, cinema, DVD releases and online/digital. | Shaleekas’ Driving School Sex Education | Netflix | Maitri Advertising Works | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15a: BRANDED CONTENT & ENTERTAINMENT – Best fictional program, series or film where a client has successfully created a drama,comedy or mini-series around a product or brand including TV, mini-series, web series, cinema, DVD releases and online/digital. | #AccessToCleanWater | Astral Pipes | Astral Limited | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15b: BRANDED CONTENT & ENTERTAINMENT – Best non-fiction program, series or film where a client has successfully created a reality,documentary or entertainment show around a product(s) or brand(s) including TV, mini-series,web series, cinema, DVD releases & online/digital. | Daughters of Piplantri | Astral Foundation | White Rivers Media | Gold |
| BRANDED CONTENT & ENTERTAINMENT | 15b: BRANDED CONTENT & ENTERTAINMENT – Best non-fiction program, series or film where a client has successfully created a reality,documentary or entertainment show around a product(s) or brand(s) including TV, mini-series,web series, cinema, DVD releases & online/digital. | Brave New Art | Lenovo Yoga | FCB GROUP INDIA | Silver |
| BRANDED CONTENT & ENTERTAINMENT | 15b: BRANDED CONTENT & ENTERTAINMENT – Best non-fiction program, series or film where a client has successfully created a reality,documentary or entertainment show around a product(s) or brand(s) including TV, mini-series,web series, cinema, DVD releases & online/digital. | The Smart Farm | Lay’s | Leo Burnett India | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15b: BRANDED CONTENT & ENTERTAINMENT – Best non-fiction program, series or film where a client has successfully created a reality,documentary or entertainment show around a product(s) or brand(s) including TV, mini-series,web series, cinema, DVD releases & online/digital. | Tata Motors – Durga Line – Women Assembly Line | Tata Motors International Business | TATA Motors Limited | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15b: BRANDED CONTENT & ENTERTAINMENT – Best non-fiction program, series or film where a client has successfully created a reality,documentary or entertainment show around a product(s) or brand(s) including TV, mini-series,web series, cinema, DVD releases & online/digital. | Reigniting Entrepreneurial Dream Of Every Homemake | Britannia Marie Gold | Mindshare | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15b: BRANDED CONTENT & ENTERTAINMENT – Best non-fiction program, series or film where a client has successfully created a reality,documentary or entertainment show around a product(s) or brand(s) including TV, mini-series,web series, cinema, DVD releases & online/digital. | BATTLE OF BREATH | STAR SPORTS PRO KABADDI LEAGUE | VML India | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15c: BRANDED CONTENT & ENTERTAINMENT – Best brand or product integration into a feature film, existing TV show and/or series including TV, mini-series, web series, cinema, DVD releases & online/digital. | Kho Gaye Hum Kahan x Tinder | Tinder | MTCH India Services Private Limited | Gold |
| BRANDED CONTENT & ENTERTAINMENT | 15c: BRANDED CONTENT & ENTERTAINMENT – Best brand or product integration into a feature film, existing TV show and/or series including TV, mini-series, web series, cinema, DVD releases & online/digital. | UNDUNKI | Duolingo English Test | Digitas | Silver |
| BRANDED CONTENT & ENTERTAINMENT | 15d: BRANDED CONTENT & ENTERTAINMENT – Best use or integration of experiential events, creative positioning of a brand using events, festivals, flash mobs, installations, etc. | Gatorade Turf Finder powered by Google Maps | Gatorade | Leo Burnett India | Gold |
| BRANDED CONTENT & ENTERTAINMENT | 15d: BRANDED CONTENT & ENTERTAINMENT – Best use or integration of experiential events, creative positioning of a brand using events, festivals, flash mobs, installations, etc. | Sign To Smile Campaign | Happydent India | Schbang | Gold |
| BRANDED CONTENT & ENTERTAINMENT | 15d: BRANDED CONTENT & ENTERTAINMENT – Best use or integration of experiential events, creative positioning of a brand using events, festivals, flash mobs, installations, etc. | The Unforgettable Game | boAt | Digitas | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15d: BRANDED CONTENT & ENTERTAINMENT – Best use or integration of experiential events, creative positioning of a brand using events, festivals, flash mobs, installations, etc. | Britannia- Dahi Handi | Britannia Industried Limited | ideacafe.agency | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15d: BRANDED CONTENT & ENTERTAINMENT – Best use or integration of experiential events, creative positioning of a brand using events, festivals, flash mobs, installations, etc. | Rongin Protekdin- Relaunch campaign | Sunlight | Mindshare | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15d: BRANDED CONTENT & ENTERTAINMENT – Best use or integration of experiential events, creative positioning of a brand using events, festivals, flash mobs, installations, etc. | Guardians Of The Heart 2.0 | Manipal Hospitals | Social Panga – Higa Digital Pvt. Ltd. | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15d: BRANDED CONTENT & ENTERTAINMENT – Best use or integration of experiential events, creative positioning of a brand using events, festivals, flash mobs, installations, etc. | Merry Christmas Takeover | Tips Films | TheSmallBigIdea | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15e: BRANDED CONTENT & ENTERTAINMENT – Best use of integration of user generated content. | BGMI Ki Boli | Battlegrounds Mobile India | Krafton India | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15e: BRANDED CONTENT & ENTERTAINMENT – Best use of integration of user generated content. | Bingo AI Meme Gallery | ITC Bingo! Mad Angles | Pixelfox | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15e: BRANDED CONTENT & ENTERTAINMENT – Best use of integration of user generated content. | HAPPY REBIRTHDAY | Manipal Hospitals | Social Panga – Higa Digital Pvt. Ltd. | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15e: BRANDED CONTENT & ENTERTAINMENT – Best use of integration of user generated content. | You Make My Break | KitKat India | Social Panga – Higa Digital Pvt. Ltd. | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15e: BRANDED CONTENT & ENTERTAINMENT – Best use of integration of user generated content. | Courtroom UGC | Pulse | VML India | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15e: BRANDED CONTENT & ENTERTAINMENT – Best use of integration of user generated content. | Recreate Masterpiece | vivo | VML India | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15f: BRANDED CONTENT & ENTERTAINMENT – Best use or integration of music Including music in original branded content, brand integration into music distribution or promotion, creation of a music-based program or platform. | Darr Nu Daraa | MOUNTAIN DEW | Leo Burnett India | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15f: BRANDED CONTENT & ENTERTAINMENT – Best use or integration of music Including music in original branded content, brand integration into music distribution or promotion, creation of a music-based program or platform. | Royal Stag Boombox | Royal Stag | Viacom18 Media Pvt Ltd. | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15g: BRANDED CONTENT & ENTERTAINMENT – Best use or integration of offline media such as print, out of home, etc. | Rongin Protekdin- Relaunch campaign | Sunlight | Mindshare | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15g: BRANDED CONTENT & ENTERTAINMENT – Best use or integration of offline media such as print, out of home, etc. | Guardians Of The Heart 2.0 | Manipal Hospitals | Social Panga – Higa Digital Pvt. Ltd. | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15h: BRANDED CONTENT & ENTERTAINMENT – Best integrated entertainment content campaign which uses more than 2 media. | Breakthrough Music | boAt | Digitas | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15h: BRANDED CONTENT & ENTERTAINMENT – Best integrated entertainment content campaign which uses more than 2 media. | BBD – How to make mistakes, successfully? | Flipkart | Leo Burnett India | Bronze |
| BRANDED CONTENT & ENTERTAINMENT | 15h: BRANDED CONTENT & ENTERTAINMENT – Best integrated entertainment content campaign which uses more than 2 media. | Aspirants break 4th wall. Enter the world of UPSC | Amazon Prime Video | Interactive Avenues | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15h: BRANDED CONTENT & ENTERTAINMENT – Best integrated entertainment content campaign which uses more than 2 media. | Reigniting Entrepreneurial Dream Of Every Homemake | Britannia Marie Gold | Mindshare | Merit |
| BRANDED CONTENT & ENTERTAINMENT | 15h: BRANDED CONTENT & ENTERTAINMENT – Best integrated entertainment content campaign which uses more than 2 media. | Royal Stag Boombox | Royal Stag | Viacom18 Media Pvt Ltd. | Merit |
