BBC Studios India and M/six, part of Mindshare, India’s largest media agency, today announced that it has won the Blue Elephant award at Kyoorius Creative Awards for ‘I Can You Can’ in the ‘Best Use of Branded Content’ category.
BBC Studios India partnered with Mindshare to produce this eight-part series for Nicotex (Cipla), in which contestants take the challenge to trek to the base of Mt Everest in pairs and attempt to quit smoking and conquer something even greater-the mountain within. While one in the pair is an active smoker, the other is a non-smoker or someone who had recently quit. This BBC Studios India production was hosted by Actor/Athlete Milind Soman. ‘I Can, You Can’ was broadcasted on National Geographic and streamed online at viu.com.
The Kyoorius Creative Awards recognises, honours and awards the most outstanding creative work in the Indian visual communications sphere. The ceremony was held on the 1stof June 2018.
BBC Studios India is well known for not just creating award-winning shows and formats like Aaj Ki Raat Hai Zindagiand Jhalak Dikhla Jaa, it has also created award winning branded content for various brands like Asian Paints, Mitsubishi and Vodafone. Their branded content series Har Ghar Kuch Kehta Haifor Asian Paints received an Asian Television Award in the ‘Best Talk Show’ category and a Planet Earth IIpromo created for Mitsubishi Electric won a Gold at the PromaxBDA Asia Awards for ‘Best Sponsor/Brand Integration spot’.
Speaking about the award, Ms. Soniya Kulkarni, Creative and Business Head, Productions at BBC Studios commented,“It is an honour to have received the Blue Elephant for I Can You can and be acknowledged by an audience of peers. I am very proud that with the support of our partners this content struck such great balance of storytelling and brand values. I look forward to working with them and our fantastic team to produce more high quality, award-winning work.”
Devendra Deshpande, Head Content+ Mindshare added, “Quitting smoking is a herculean task that requires immense strength of will and self-control, but with help and encouragement from friends and family, it becomes considerably easier. Receiving the Blue Elephant for I Can You Can is a mark of the tremendous success our endeavour has had, and I would like to thank our partners, for the brilliant work that they have done, in this regard. We look forward to collaborating with them once again and creating a far-reaching impact through many more such projects.”