Creative Abby 2013 announces new verticals and sub-categories

Branded Content and Entertainment is a new vertical that has been added along with six sub categories for Creative Abby Awards 2013.

The entry form of The Creative Abby Awards 2013 includes many changes and additions to that of the previous year. This year, six sub-categories have been added and a new vertical has also been introduced. The Creative Abby Awards 2013 will be held on the last day of Goafest, which is scheduled to take place during April 4-6.

Branded Content and Entertainment is a new vertical that has been added this year to cover original content creation and integration by brands. Six sub categories have been added here to include integration of brand with entertainment content for television, cinema and the digital medium. Both fictional and non-fictional programmes are covered.

According to the organizers, the new vertical will cater to the content production and media channel industry, and cover feature films, TV programmes with branded content as well as entertainment on the internet.

"Branded content started with TV content influenced or sponsored by brands including serials, reality shows and product placement in shows. Today, it is a major category as the lines between entertainment and brand are blurring with more programming being influenced by brands. The interesting thing about this category is that Abby will reach out to content production, television and other media channels and media companies, event marketing and agencies that plan on entertainment brands," the organisers say in an official communiqué.

Besides, Experiential Events Involving Integration of Brand, Use and Integration of Music, and Best Integrated Content Campaign are some of the newly announced sub categories.

Based on feedback from the creative directors, the Ambient category now has more sub categories so that super sized structures are in a different sub category from small signages, live stunts are separate from transit media and digital outdoor is separate from in store advertising.

There has been some rationalisation of sub categories in Digital, with Craft in Digital introduced as a sub category. Product Design makes a debut in the Design vertical. Material submissions in Direct have been specified with some changes and Radio and Print Craft also have some additions and changes.