BAFTA
INDUSTRY
Entertainment
BAFTA Breakthrough identifies excellent individuals in film, games and television in the UK, the US and India, and supports them at their critical ‘breakthrough’ career moment.
QUESTION
How did we craft an authentic narrative for BAFTA Breakthrough in the diversified Indian entertainment industry and spark a dialogue on film, television arts and gaming?
Challenge
Position BAFTA Breakthrough India as a platform for talent discovery in India’s multifaceted entertainment industry via key conversation buckets, keeping in mind the history of the British Academy.
Solution
Develop a comprehensive publicity strategy for a successful launch of the initiative, communicating its goals and effectively building the India story through balanced and sustained media engagement efforts.
APPROACH
A collaborative approach that blends traditional media outreach and digital activations to establish BAFTA Breakthrough in India and generate global chatter around it
#1
Targeted separate media for individual announcements for each iteration of the Breakthrough program
#2
Forged partnerships with key industry stakeholders to solidify BAFTA Breakthrough India’s foothold in the Indian entertainment space
#3
Lead press initiatives for localized press across languages pan India to mine loyalty and create new age ‘Friends of BAFTA’
IMPACT
The holistic approach led to an equal degree of significance given to every aspect of the program. In all cases, over 90% of the targeted media covered BAFTA Breakthrough India across 27 states and 13+ languages.
100 +
Interviews
1.5 BN. +
Cumulative Reach
79 MN. +
Readers
COVERAGE HIGHLIGHTS
Achieving the extraordinary
The New Indian Express Indulge
Times of India
The Hindu
Mid-day
The Telegraph
Social Ketchup
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Interviews
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