Client: International Indian Film Academy Weekend & Awards, Yorkshire   |   Project: Global Campaign to Generating £40mn+ media coverage   |   Expertise: Bollywood

Sterling is recognises the first communications agency to have taken Bollywod global. We are also behind the Bollywood mania that hit Britain when Yorkshire hosted the Bollywood Oscars – the International Indian Film Academy Weekend and Oscars. We developed a 9-month multi-layered media relations strategy covering event activities, talent based profiling and disseminating a deluge of media stories to build and sustain hype. We helped to break misconceptions around the worlds biggest film industry by educating media and audiences on its profound economic and cultural value, build cultural bridges between the UK and India and generate profound talkability through the lens of Indian cinema. We created a national media frenzy around the events supported by a groundswell of support from media, key influencers, government leaders, stakeholders and opinion influencers who welcomed some of the worlds biggest stars in the country. The result of our integrated campaign ensured that the IIFA Awards were a sell out as we shifted over 13,000 tickets in just 24 hours and made national headlines in all leading outlets. Our strategy also elevated the global profile of Yorkshire, increased tourism to the region from India and even ensured Bollywood producers filmed in the region.