2011 Winners & Shortlists

Brief Explanation

For the past six years, we have made Melody a very controversial brand to an extent that fans demand the controversy. Now we faced a problem when Melody opened their new Melody Drama channel because it is geared towards housewives. So if we were to continue with the same type of advertising, the housewives would turn the channel because Melody Drama had similar content to many other channels. At the same time if we made advertising that was softer in nature we could tend to lose the millions of fans we have that expect us to be rebellious. This was our dilemma, so we decided to do two parallel campaigns. The first campaign that which we called, corporate, would explain to viewers this very dilemma and this campaign would be as controversial as ever. It is the behind the scenes of the shooting of the new Melody Drama ads that need to be a sell out. The second campaign is the new Melody Drama campaign that’s family friendly to an extent that’s overdone. The first campaign was viewed on all five Melody channels except on Melody Drama. The family friendly campaign was only aired on Melody Drama