Ghanta Awards establishes an all-India presence at its 4th edition

| Marketing | March 18, 2014 | News

Bollywood is an indispensible part of India, and we’ve all seen the best of Bollywood at the Filmfare, Zee Cine and Stardust Awards. Four years ago, INvision Entertainment created a similar platform to reward members of the Bollywood fraternity for their work, the only difference being the concept - recognizing the worst of Bollywood. The online and on-ground property called Ghanta Awards is now an established medium to remind Bollywood to inculcate a sense of humour.

In this edition, the Ghantas went to four cities across India - Pune, Bengaluru, Delhi and Gurgaon - as nomination specials, a never-before-seen initiative with this property. The final awards were given out at JW Marriott Hotel in Mumbai on March 14.

The shortlising jury comprised writers and critics from CNN-IBN, The Hindu, Mumbai Mirror and Time Out, whereas the selecting jury comprised a 10,000+ mass of Bollywood fans from across the country. Online voting on Facebook/Twitter determined the winners, who took away awards in amusing categories like ‘Shit Nobody Saw’, ‘Kouting Krap with Karan’, ‘WTF Was That’ and ‘That’s Anything But Sexy’. Members of the East India Comedy troupe hosted the evening, which was webcast live on YouTube.

With the growth of the event, sponsorship definitely seems on the cards. Speaking about this, Gagan Takyar, Director, INvision Entertainment, said: “We have a lot of interest and several brand partners on board. It's a great, if unusual, way for brands to associate themselves with Bollywood and its lighter side, with INvision Entertainment being the main producers.”

What lies ahead for the Ghanta Awards? Karan Anshuman, Co-founder, The Ghanta Awards, answers: “Keep expanding. Get more filmmakers and actors to participate. Show the world that Bollywood has a sense of humour. Eventually, we'd like to compete with the Filmfare in terms of participation with every nominee hoping they DON'T win, and still be present to have a good laugh at themselves.”

Print ads and digital marketing were the sole promotion techniques, along with a promo featuring Kunal Kapoor. The past few editions have also received post-event coverage in several noted print publications and TV news channels.

The INvision Entertainment property extended its reach with multi-city nomination events this year.

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