Six Pack Band makes waves at Asia Content Marketing Summit

It’s not too tough to go down a regular road to success. But to carve your own space quick and fast takes balls. It also takes innovation - in ideas, storytelling, craft and delivery. Y-Films, the younger, zanier side to the legacy brand Yash Raj Films, has cracked this innovation code with wins, spins and cheers from those who love to watch it.

At Asia’s brand convention, the ‘Content Marketing Summit’ (CMS) this year, Y-Films won three top prizes, beating a collection of 300 competing brands and a short list of intimidating big, old ad and content agencies. Y-Films has swept ‘Content Marketing Innovator of the Year’; ‘Content Marketing Agency of the Year’ and ‘Content Marketing Campaign of the Year’- riding on it’s never seen before transgender empowering concept, the Brooke Bond Red Label Six Pack Band.

This Y-Films creation had shown it’s widespread appeal when it won the Cannes Lion Grand Prix earlier this year, beating top advertising and creative agencies globally. Noteworthy, in its category, this Y-films campaign was the only entry to win from India.

Taking top wins from a bunch of bright, bold and fresh ideas and brands that everyone knows and identifies with, content from Y-Films has set the discourse on brand integration to content onto a new direction. The CMS had also rewarded Y-Films for its collaboration with Indian automobile brand Maruti for the film, ‘Mere Dad Ki Maruti’.

It’s been a year since Y-Films decided to rev up its kind of cool with whacky, eye-popping content, with ideas as twisted as the web series ‘Man’s World’, and rejigging classic love with ‘Love Shots’. “It’s this kind of stand-up-and-take-notice stories that have led to the creative studio partnering with leading Indian brands like Airtel 4G, Unilever and Durex Condoms, turning brand collaboration on its head in India.

Creative ideas set in subtle, commercial positioning, is yet another Y-Films achievement… of course, apart from the 11 EMVIES, an Honorary Webby Award as well as four wins at the Goafest, all in 2016,” said Ashish Patil, Vice-President of Yash Raj Films.

“We love to rock n roll with our content and bring in metal with these awards. Finding a balance between creativity and commerce is always tricky. So it’s fantastic to partner with some of the smartest marketers around to make cool content and even better when you’re able to deliver impact. And now to be recognised for the same is absolutely amazeballs!” he said.