The 2006 annual Abby Awards ceremony saw Hungama-IndiaFM win a silver Abby for Banaras (A Mystic Love Story) in the Interactive Digital Marketing Digital Innovation category. The application is one of a kind. When people go to the holy city of Banaras, they pray and make wishes. Keeping this in mind, a virtual wish engine was created. After the visitors make a wish, it floats in the form of a diya on the site. What was special is that the producer and director of the film actually went to Banaras twice and took the wishes of the people there. Says Carlton D' Silva, Creative Director, Hungama.com, "The idea was to centre the application around the theme of the film. We wanted to induce an element of Banaras in the people who visited the site. The producer and director of the film took the initiative to actually take these wishes to Banaras on behalf of the people who made them. Many people want to visit the holy city but don't have the time. So their wishes and prayers were taken there, through the site." The producer of the film, L.C.Singh is also delighted at winning the award. "We always knew that the site was innovative. It was a sincere effort. We're glad that it got recognition." Not only did Singh travel to Banaras along with the director, but they are also in touch with the people who made the wishes. They have formed a relationship with them by sending them movie posters and promos. A ceremony was also performed in the holy city. Initiated by the Ad Club of Mumbai, the Abby Awards are the most prestigious awards for Indian Advertising.
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