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Rediffusion-Y&R wins creative mandate for Kolkata International Film Festival (KIFF)

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | November 11, 2016
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The mandate, won through a multi-agency pitch, has been awarded for KIFF's campaign, 'Cinema for all. All for cinema'.

Rediffusion-Y&R has bagged the creative duties of the 22nd Kolkata International Film Festival (KIFF), slated to be held from November 11 to 18 this year. The agency won the account following a multi-agency pitch for the 'Cinema for all. All for cinema' campaign that it created for KIFF.

The brief this year was to communicate how cinema brings people closer and together, for which Rediffusion-Y&R came up with the campaign idea, 'Cinema for all. All for cinema'. For the same, the agency initiated a contest on social media requesting people to share their very own pictures so as to be a part of the KIFF 2016. All the pictures received from people via social media contributed to the making of the campaign creative in its present form, says the agency in a press release.

Dhunji S Wadia

Nilanjan Dasgupta

Commenting on the win, Dhunji S Wadia, president, Rediffusion-Y&R says, "We have some really interesting campaign work coming out of this association. We are looking forward towards this eventful week ahead."

Nilanjan Dasgupta, executive creative director (ECD), Rediffusion-Y&R adds, "Since the brief was about human integration and cinema, our core idea was to involve the common people in the campaign. So, we did a Facebook activation where we asked them to send selfies based on expressions of different film genres, and then we made images of film icons with the selfies. The participation was beyond expectation, and the best selfies were awarded."

"Being associated with Kolkata International Film Festival has always been a privilege (we partnered with them last year too). This year's campaign, at the logistics level was a mammoth task, but, we had planned it well digitally to make it successful. In fact, a dedicated digital team was set up for this. It has been a very gratifying creative partnership for us," shares Suparna Mucadum, vice-president, Rediffusion-Y&R, Kolkata.

The Kolkata Film Festival (KIFF), which was started in the year 1995, was the culmination of a film society movement that drew its inspiration from the masters of Bengali Cinema - Satyajit Ray, Ritwik Ghatak and Mrinal Sen. KIFF is organised by the Kolkata Chalachitra Utsav Society (KCUS), with financial and logistical support from the Government of West Bengal.

From 2014, the Kolkata International Film Festival (KIFF) has become a competitive festival. This year, like last year, The Royal Bengal Trophy would be awarded to the Best Film and the Best Director. The festival also acknowledges the films made by women directors, from all across the globe, and have therefore dedicated a separate competitive category to their films. In fact, this year a new competitive category has been added to the list that of 'Innovations in Moving Images', to encourage new ideas and new concepts that have pioneered a change in the realm of cinema.

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