MAM
Abbys adds Branded Content & Entertainment category
MUMBAI: The Branded Content & Entertainment Abby has been added as a category in this year‘s edition of The Abbys, the advertising awards that take place during the Ad Club‘s annual festival Goafest.
Branded content and entertainment has been defined as the creation of, or natural integration into, original content by a brand. The purpose is to deliver marketing messages by engaging consumers via relevant content platforms rather than the use of traditional advertising methods. It has the following six sub categories –
- Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
- Including TV, mini-series, web series, cinema, DVD releases and online/digital
- Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s)
- Including TV, mini-series, web series, cinema, DVD releases and online/digital
- Best brand or product integration into a feature film, existing TV show and/or series
- Including TV, mini-series, web series, cinema, DVD releases and online/digital
- Best use or integration of experiential events
” Creative positioning of a brand using events, festivals, flash mobs, installations etc. - Best use or integration of music
- Including music in original branded content, brand integration into music distribution or promotion, the creation of a music-based program or platform
- Best integrated entertainment content campaign which uses more than 2 media.
The last date for the entries is 28 February. This year, the Abbys will be held on 5 and 6 April in Goa.
MAM
G-Shock launches GA-2100CM series with camouflage design
New sand and grey variants priced at Rs 10,995 each in India.
MUMBAI: Time just got a little more tactical and a lot more stylish. G-Shock has unveiled the GA-2100CM series, a fresh update to its popular GA-2100 line, bringing a camouflage twist to one of its most recognisable silhouettes. For the first time in the 2100 series, the watches feature G-Shock’s original camouflage pattern, subtly embedding the brand’s signature ‘G’ motif into the design. The move signals a shift towards more design-led storytelling, blending rugged functionality with fashion-forward detailing.
The new series introduces two colour variants sand (GA-2100CM-5A) and grey (GA-2100CM-8A) extending the model’s appeal across both streetwear and outdoor-inspired aesthetics. Built around the brand’s signature octagonal bezel and hybrid analogue-digital display, the watches retain a clean, modern look while adding layered visual depth.
Under the hood, the GA-2100CM continues to lean on performance. It features the Carbon Core Guard structure for durability, while maintaining a slim, lightweight profile suited for everyday wear. Functional elements include world time across 31 time zones, a 1/100-second stopwatch, countdown timer, LED light and 200-metre water resistance.
In line with evolving material choices, select components use bio-based resin, pointing to a gradual shift towards more sustainable design without compromising on toughness.
Priced at Rs 10,995, the GA-2100CM series is available across Casio India stores and online platforms.
As watch brands continue to balance utility with identity, G-Shock’s latest drop makes its intent clear, durability may be the legacy, but design is the new frontier.
