Bollywood Hungama
Last Updated 18.03.2019 | 10:32 PM IST
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Abby Gold for Darna Mana Hai

Hungama-IndiaFM have won the Abby Gold (Category: New Interactive Media) for the Darna Mana Hai website. The Abby awards are the Oscars of Indian advertising to honour creative excellence in advertising. . Instituted by the Ad Club of Mumbai, they are undoubtedly, the biggest and the most prestigious ad award show in the country eagerly awaited by more than 2500 professionals from the marketing, advertising, media, research and PR fraternity. A proud achievement indeed this is the second year in the row IndiaFM has swept the Abby Awards in the online category. Last year Hungama-IndiaFM took Gold for both Internet Advertising (the ‘Mujhse Dosti Karoge’ viral application) as well as Best Site design for Brand/Company (Axe). Ram Gopal Varma’s ‘Darna Mana Hai’ – Six Stories One Ending, was an innovative offering and it’s official site had to be just as novel, projecting the movie’s fear factor at the same time. Keeping this in mind, Hungama/IndiaFM created a site that preyed on the user’s mind playing on the computer buff’s ultimate horror – loss of data. The moment a user logged on to the site he was greeted by a deadly blue screen. This was followed by a rush of data, all creating the impression that his system files were getting deleted. The DMH virus had struck! Prawaal Raman. Director of ‘Darna Mana Hai’ said, “The website was very well thought over. It definitely created a lot of hype. Many people called me to appreciate the viral application in particular.” Says Hungama CEO and MD Neeraj Roy, “Hungama and IndiaFM believe that with over 50 million people digitally connected, the need to have Internet and mobile in movie marketing plans is a must. Mr. Ram Gopal Varma gave us the creative freedom to take the marketing thought of ‘Darna Mana Hai’ to a new level. This not only created curiosity but also resulted in people coming to the theatres to see the movie. In Hollywood, the Internet is one of the most essential marketing mediums; one that gets activated from the time a film is announced. Our industry needs to use the medium to its full potential as in 2 years time there will be more people digitally connected than cable TV. We are talking of a 100 million people in India alone! ”

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