The most significant testimony to Y-Film's ability to get the right creative content and sponsor fit and its knack for integrating brands, is the fact that it's not just hot startups making a beeline for the “startup“ within Yash Raj Films . Even traditional, and often conservative, marketers like HUL, Tata and Maruti have tied up with the content creator. HUL is associated with two big content pieces from Y-Films, namely 'Bang Baaja Baaraat' for Lakme and 'Six Pack Band' for Brooke Bond Red Label. In fact, Y-Films was able to convince brand managers used to selling to Meenakshi from Madurai (and thus have very valid concerns like “what if my consumers think this is a chai just for chakkas?“) to make the Six Pack Band, India's first transgender band, a reality.In a previous interview with BE, Shiva Krishnamurthy, category head, tea, HUL, told us that when they first heard the idea it was a “bolt from the blue“. But after the 37th presentation to several media, brand and category heads, the client was convinced. “As we went along we realized these guys know what they are doing. It requires a change in mindset because this is not traditional advertising !“ said Krishnamurthy.HUL gave Y-Films' content the amplification it needed to get views in millions, international ad and web awards, and a great deal of global attention. But the real proof of the pudding does not just lie in awards, glory and earned media but business impact. Following the six-month long campaign, Brooke Bond Red Label outsold the category of packaged tea by 1.5x to 1.8x. This wasn't a one-off. After ' Mere Dad Ki Maruti aired, the carmaker witnessed a 30% spike in test drives for the Ertiga, launched seven-months prior to the release of the campaign. While Y-Films' content can't take all the credit, it's interesting to note that no other thematic advertising was on at the time. My Name Is Ranveer Ching and Ranveer Ching Returns with Rohit Shetty helped food brand Ching's, operating in a heavily distribution-led category, go from 70,000 stores to 4 lakh.Every piece of work from Y-Films' stable has had a major sponsor in addition to other advertisers. For instance, Durex for 'Sex Chat with Pappu and Papa', Airtel for 'Love Shots' and Mia by Tanishq for 'Ladies Room'. But here's some advice for brands keen on working with this creator: content led marketing is not instant coffee and success cannot be replicated. Y-Films' head Ashish Patil tells us, “When we did 'Mere Dad Ki Maruti', people lined up again saying `mere ko bhi picture bana ke de'. But, for instance, after I've done 'Mere Dad Ki Maruti' and I can't do Tere Maa Ki Vodafone. It's never going to happen.“