THE DEWARISTS by BACARDI INDIA for Dewar's

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THE DEWARISTS

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Industry Whiskey
Media Film
Market India
Agency BACARDI INDIA
Producer Goolshireen Rafaat
Released June 2012

Awards

Cannes Lions 2012
Branded content & entertaiment lions Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s) Silver

Credits & Description

Type of entry: Branded Entertainment
Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: BACARDI INDIA
Product/Service: DEWAR'S SCOTCH
Agency: BACARDI INDIA Gurgaon , INDIA
Advertiser BACARDI INDIA
Product DEWAR'S SCOTCH
Entrant BACARDI INDIA Gurgaon , INDIA
Type of Entry: Branded Entertainment
Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Title: THE DEWARISTS
Advertiser/Client: BACARDI INDIA
Product/Service: DEWAR'S SCOTCH
Entrant Company: BACARDI INDIA Gurgaon, INDIA
DM/Advertising Agency: BABBLE FISH PRODUCTIONS Mumbai, INDIA
2nd DM/Advertising Agency: ONLY MUCH LOUDER ENTERTAINMENT Mumbai, INDIA
3rd DM/Advertising Agency: DESIGN OF INFORMATION Mumbai, INDIA

Director of Marketing: Arvind Krishnan (Bacardi India)
Group Product Manager: Isaac Vivek (Bacardi India)
Founder/Partner: Gunjan A Saraf (Design Of Information)
Co-Founder: Arjun S Ravi (Oml Entertainment)
Partner: Dhruv Jagasia (Oml Entertainment)
Producer: Goolshireen Rafaat (Oml Entertainment)
Executive Producer/Founder: Samira Kanwar (Oml Entertainment)
Founder/Chief Of Executive: Vijay Nair (Oml Entertainment)

Describe the campaign/entry
The growth of branded entertainment in India has been synonymous with the explosion of the Indian TV industry that saw more than 250 channels launch in the last decade: 2000-2010. However, even with over 435 TV channels in the country, Branded Entertainment is still usually seen in the form of sponsorships and product placements. Integration with storylines and content associations are still rare.
Specifically within the alcohol industry, event sponsorships and creation of product line extensions, ie. same name bottled water, music CDs, have become the convention given that alcohol brands are forbidden from being promoted via above-the-line communication media. Therefore, it is common for alcohol brands to use either surrogate advertising, or sponsor live events such as awards functions, fashion shows and theatre in the hope of getting some mainstream media coverage.



Results


Challenge: India’s advertising and marketing laws forbid alcohol brands to promote their products through above-the-line communications that are broadcast and published to mass audiences. While other alcohol brands that launched before 2008 were able to use product extensions such as soda, bottled water, etc. under the same label to popularize their brand, Dewar's did not have that option as a new entrant.
Objective: Given our objective of building brand awareness and creating unique imagery, we created a platform, The Dewarists, which recognises, celebrates and promotes those individuals who have followed their hearts and shifted the paradigm through their original approach. Encouraging individuals to do what they believe in stems from the brand’s philosophy that 'some things are just worth doing’.
Strategy: This brand philosophy was brought alive through a 10-episode TV series called The Dewarists. Every episode identified independent artists or ‘Dewarists’ in the realm of music, whose stories were aimed to inspire the audience to follow their dreams. Part music documentary and part travelogue, the show featured some of the most inspiring independent musicians around, collaborating to create original music while traveling to locations across India. By the end of each episode, their journey, the collaborating artists composed an original track that reflected not only each other’s genres and influences, but also roped in the sounds and culture of the places they’d explored.
Execution: The show was simulcast on India's premiere English general entertainment television channel, Star World, at prime time on Sunday nights and online on YouTube. It was supported by a series of on-ground shows and tours with the artists and promoted through screenings and tweetups that were driven through Facebook and Twitter. The songs created during the collaborations were eventually distributed online for free.




Describe the creative solution to the brief/objective.



The Dewarists was designed for, and tailored to, a young urban audience in its delivery.
The 10-part TV series showcased over 40 inspirational stories of independent musicians, from Grammy-winners to lesser-known believers in their craft, as they explored 10 beautiful locations across India, while creating never-seen-before collaborations across musical genres.
Their journeys, beats and rhymes were captured in HD and its international aesthetics made it one of the best locally produced TV shows.
The Dewarists was also the first Indian TV show to be simulcast online; rendering it more accessible got it over 45% mobile viewers.




Describe the results in as much detail as possible.



Dewar’s whisky had pre-defined its target audience as the 25-34 year old male consumer, where experimentation is at its peak but so are the levels of apathy towards commercial messaging. This young set is also least likely to watch television by appointment and most likely to be found online. This led to a content and advertising strategy that not only made The Dewarists the first Indian TV show to be simulcast on YouTube, but also almost entirely promoted via online and social media.
The YouTube channel got over 1.7m YouTube views, making it the no.1 brand channel in the country. Over 70% of this audience was the 25-34 year old male viewer.
For a brand disallowed from using mass media like television and print, the show generated over $1m worth of media publicity.
The Dewarists became a trending topic on Twitter the day after its launch and once again during a later stage in the campaign.
Used to distribute the tracks of the 10 collaborations created during the show for free, Dewar’s India Facebook page has generated over 3.2m social engagements and over 120,000 downloads.