Mumbai: Prime Focus Technologies today announced that its video agency, the Brands group, won a Creative Abby Bronze award at the recently-concluded Goafest 2019. The award was received for a digital film created as part of Brooke Bond Red Label’s ‘Unstereotype’ campaign. Conceptualized and produced by PFT, the film shines light on discrimination faced by Indians from the Northeast.
Due to their distinct physical appearance, Indians from the country’s Northeast region are frequently subjected to stereotyping and discrimination. The film highlights one such instance, where the protagonist is asked to show her passport for entry into a local museum, as the staff simply assumes she’s not Indian.
Speaking about the win, Shiva Krishnamurthy, Vice President, Tea & Foods (HUL) said, “Brooke Bond Red Label’s purpose is to make India more inclusive. Towards this purpose, we challenge stereotypes that come in the way of a more inclusive society. PFT has delivered this #Unstereotype film end – end. Congratulations to the team on winning the Abby!”
Bhaskar Sitholey, Vice President, Creative Services, PFT said, “We are deeply humbled to receive this honor from stalwarts of the advertising and media industry. The award validates our ability to create compelling content that cuts through the clutter, grabs viewers’ attention, and helps drive a positive change in society.”
The Goafest is an annual 3-day celebration of the very best advertising and media work from India, honouring creativity and campaigns from across markets, mediums and languages of the country under one roof.