New Delhi : Discovery Channel was awarded a silver at Goafest Creative ABBYs Awards 2013 for the ‘Best Brand Integration into a Feature Film’ in Late Shri Yash Chopra’s last directorial film Jab Tak Hai Jaan.
Discovery Channel was awarded for its distinctive in-film placement initiative, wherein the network was weaved into the film’s script, maintaining the brand values and the usage of the cast as an ambassador for the brand.
Discovery Channel associated with YRF, one of India’s biggest film production companies, for its mega release in November 2012 – Jab Tak Hai Jaan. The channel was integrated within the script and the narration of the movie. The movie included India’s leading superstar Shah Rukh Khan and top actresses Anushka Sharma and Katrina Kaif.
In the film, the female lead character Akira’s, played by Anushka Sharma, goal is to work for Discovery Channel at its London office. She chances upon the opportunity in the form of Shah Rukh Khan who is employed with a special unit of the forces and an expert at defusing bombs. She goes on to convince her seniors to produce a documentary on him “The Man Who Cannot Die.” The audience discovers the entire story through Anushka’s eyes.
Goafest is India’s largest media and advertising conclave which attracts participation of key industry leaders, marketing professionals and agency heads. Encompassing prestigious national advertising awards – Media And Creative Abbys, the symposium is attended by over 3,000 delegates from India and around the world.