Why a Threesome Proves that Y-Films Is THE Content Innovator of India

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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 most buzzed about brand convention, the Content Marketing Summit this year, Y-Films has won three top prizes, beating a collection of 300 competing brands and a short list of seriously intimidating big, old ad and content agencies. Y-Films has swept Content Marketing Innovator of the Year; Content Marketing Agency of the Year andContent 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.

A bit like it’s victories at the CMS – where you get nominated to win and don’t get to charm a jury to be recognized.

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. Content Marketing Summit had also rewarded Y-Films for its collaboration with Indian automobile brand Maruti for the film, Mere Dad Ki Maruti.

It’s just 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 4 wins at the Goafest, all in 2016!

Adds Ashish Patil, Vice President, Yash Raj Films, “We love to rock n roll with our content and bring in metal with these awards. Finding a balance between Creativity & 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 recognized for the same is absolutely amazeballs!”

With feature films, brand films and web series that have loyal fan followings fast piling up on its YouTube channel, this bright, bustling young company is raring to go onto some truly ‘Woah!’ stuff in 2016. Watch Out!

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