MAM
Creative Abby Awards expands branded content & entertainment vertical
MUMBAI: This year the Abby Award has added new verticals as well as sub-categories to become truly the complete Communications Award that it has always wanted to be.
Last year Abby Awards added Branded Content and Entertainment as a new vertical with 8 sub-categories. This category attracts those projects which involve natural integration into original content by a brand. Typically here entrants can show how a brand has independently or in association with a content producer or broadcaster/publisher has created or co-created entertaining and engaging content for their audience. This can cover original content or programming for a brand by natural integration of a brand into existing formats by partnering with a publisher or media partner.
Branded content integration goes beyond television and includes web, radio, print, music, user generated video, social, blogs, experiential events etc.
This year more sub-categories have been added to bring this vertical on par with international festivals.
Who can enter?
Creative agencies who may have partnered with content producers or publishers, media agencies ,content producers who have produced the content, broadcasters who may have pioneered the concept, publishers who have worked closely with creative or media companies or even clients who may have led the initiative.
What kind of work can be entered?
The intelligent extension of a brand’s theme or position into the content, projects that enhance a brand’s position by integrating with content in different media or events, use of innovation in the integration.
What is the material to be entered?
A presentation board which is at the end of Entry Form and a 2 min audio visual that explains and gives excerpts of the entry has to be entered on DVD along with a presentation board for evaluation by the jury.
Brands
Zepto sets up mini delivery hub at AI Summit
Quick commerce goes live at venue with 1,700 daily orders
NEW DELHI: At a summit devoted to the future of artificial intelligence, quick commerce quietly stole the show at ground level. Zepto set up a compact Delivery Hub at the India AI Impact Summit, turning the venue into a live demonstration of instant retail in action.
Built at roughly one third the size of a standard 4,000 sq ft dark store, the scaled down hub was engineered for speed. Despite its smaller footprint, it was stocked with more than 10,000 stock keeping units curated specifically for summit attendees. From mid morning cravings to late afternoon slumps, the shelves were primed for every possible need.
Till Wednesday, the hub was processing an average of 1,700 orders a day. Lunch hour emerged as the clear rush period, as delegates swapped panel discussions for paneer puffs and product demos for Diet Coke. Snacks topped the order charts, followed by tea and other beverages.
Among the fastest moving items were samosas, plain Maggi, chicken puffs, Bisleri packaged drinking water bottles, Coca-Cola Diet Coke cans and Lay’s India’s Magic Masala potato chips. In short, comfort food met cutting edge tech.
The on site hub gave attendees near instant access to essentials without stepping outside the venue. More than just a convenience counter, it served as a real time case study of how technology led operations can power seamless commerce even at large scale events.
While speakers debated how humans and intelligent systems will co create and co work, Zepto offered a practical reminder that sometimes the smartest innovation is simply getting a hot snack into hungry hands, fast.
