MxMIndia

Category: ADVERTISING

  • The agency also won a bronze for the same campaign under the category of Best Launch Campaign

    Madison Media bags only Gold at Festival of Media

    By A Correspondent

     

    Madison Mediahas won a Goldat the Festival of Media Asia-Pacific Awards held in Singapore last week. The agency won the award for its innovation for Saffolalife World Heart Day under the category Public Service Award. The agency also won a bronze for the same campaign under the category of Best Launch Campaign. Madison Media is the only agency from India to win a Gold at the award show held in Singapore.

     

    World Heart Day (WHD) which falls on September 29 every year is a time when Saffola life makes Indians wake up and take note of their heart health using disruptive media campaigns.In 2014, the plan was to get women to take care of their heart because 3 out of every 5 women in India over the age of 35 develop a cholesterol disorder which goes undetected and Heart disease is the No. 1 Killer amongst Women. With WHD falling on a weekday, the strategy was to influence the decision-makers of the organizations, to influence the decision-makers of the households into action and to get men to take a break from their busy life for their wives and take them for a free cholesterol test.

     

    Commenting on this award, Shekhar Banerjee, Sr. Vice President, Madison Media said, “The media strategy not only delivered strong uplift in mind measures but we are proud to say that we saved lives. Over 24 corporate houses encouraged their employees to go for the test and over 1.35 lac individuals finally took cholesterol test.”

     

    Madison Media Group is the country’s foremost Media agency and has been on an account winning spree, having won a host of new businesses including Amul Hosiery, Viber, Lenskart, Metro Cash and Carry, DHFL and a host of other businesses. The agency was also in the news recently for handling the media mandate for BJP for the national elections and for Maharashtra, Haryana, Jammu & Kashmir and Delhi election.

     

  • He will also be incharge of special projections in South East Asia

    Omnicom appoints Amol Dighe as Head of Investment India

    By A Correspondent

     

    Omnicom Media Group has announced the appointment of Amol Dighe as Head of Investment, Omnicom Media Group India. The appointment in India follows senior hires for the function in markets like Singapore and Hong Kong.

     

    Mr Dighe will lead strategic insight and analysis over the OMD and PHD investment portfolio to ensure the best possible client outcomes are secured across all media platforms. In addition he will be involved with special development projects across South East Asia.

     

    Prior to his new role at Omnicom Media Group, Mr Dighe has a depth of experience working with Unilever in a Regional Buying and Operations role for the Asia Pacific Region, working with Star TV Network to establish their Client Service Strategy and Planning unit and working with Group M India spanning over nine years. Most recently he was in a leadership role in Jakarta with Mindshare Indonesia.

     

    Jasmin Sohrabji
    Harish Shriyan

    Speaking on Amol’s appointment, Jasmin Sohrabji, CEO Omnicom Media Group India and South East Asia said, “Amol is a terrific addition to the team, bringing invaluable experience to further strengthen our Investment team. Leveraging his experience across the region he will additionally play a key role in special development projects in South East Asia.”

     

    Welcoming him to Omnicom, Harish Shriyan, COO Omnicom Media Group said, “As we consolidate and gear up for the next level of growth, we are excited have Amol as part of our management team that will enhance our client delivery capabilities in India.”

     

    Said Mr Dighe: “I am delighted and excited with this opportunity of working with the growing Omnicom Media Group team to add greater value to our client offering and making our business more robust for the future.”

     

    Commenting on the appointment, Paul Moreton, Chief Investment Officer, Omnicom Media Group APAC, said, “With our business growth, we are privileged to have the ability to attract quality talent. Amol will continue to develop our offering – delivering expertise in an area of increasing sophistication.”

     

    The appointment is effective immediately.

     

  • Two shows are planned: one for award shows and the other for best food at award shows. While event shows do recognise award shows, this is a special show only for awards, including the film awards

    Now, an Award for Award Shows

    By Amit Jaffna

     

    There are award shows and award shows and award shows. So which one is the best? According to information that’s just come in, there are now award shows for all categories for the advertising business is contemplating two set of awards. One for award shows and the other for best food at award shows. While certain event awards do recognise award shows, this is a special show only for awards, including the film awards.

     

    According to the grapevine, at least two media groups are being approached to conduct the award – one of these is a leading trade media group and the other is a well-known magazine in the world of business.

     

    The best food category will have well-known chefs as jury. It’s likely that the food at the Award of Award shows is going to be prepared and served by Masterchef India participants. That will be part of the drill of the show and celebrity chefs will guide participants to ensure the food is of the highest order.

     

    Meanwhile, for the award of awards, the entry fee will be Rs 50,000 per entry. “This is because an award-winning award show will naturally attract top sponsors. So 50k is peanuts,” said a source. The entry fee for award shows run by charity organisations, community clubs etc is Rs 500 only. “That is our service to society.” As a first, an international audit firm will ensure the judging process is followed. D&AD was approached, but, while they recognise creativity and innovation, this concept was too innovative. “The unique thing about this awards is that only those award entries which have been entered will be judged,” said another source close to the development. “This is a significant step taken towards transparency. We are of course also having a critics’ award where a jury will decide on the award depending on a variety of factors.” Click here to read the rest of this report.

     

  • Arnab said: Ladies and gentlemen on this first day of April 2015, it is indeed strange that a Pakistani soldier doesn't carry his own adhesive. Doesn't the country make its own adhesives? Does this tell a story of the Pakistan economy?

    News-hour debates Fevikwik ad. Nation wants to know why Indian soldier touched feet of Pakistani soldier to repair shoe, thunders Arnab

    By Ravi Balarama

     

    The newsroom had shifted to the bustling Pan Bazaar locality in Guwahati yesterday.  The editor-in-chief was visiting his home, where he heard about this controversy and decided to convert it into a special show. After all, nothing works more with viewers than the nationalistic stuff.

     

    Arnab started the show with his monologue. He aired the commercial and asked: Why is that the Indian soldier is made to fix the shoe of the Pakistani, why couldn’t it be the other way around. “I have three points to ask: One, Why, just why, did it have to be the Indian soldier almost touching the feet of the Pakistani chowkidaar?  Two (and he even speaks even louder): Should brands be allowed to play around with the sentiments of the country? And three, ladies and gentlemen on this first day of April 2015, it is indeed strange that a Pakistani soldier doesn’t carry his own adhesive. Doesn’t the country make its own adhesives? Does this tell a story of the Pakistan economy. Tonight ladies and gentlemen, we are going to discuss a very vital issue. But first should our soldier have a made a connect with the shoe of a Pakistani soldier. That’s the Burning Topic today and I invite our galaxy of greats. Remember your channel is the only channel with this story. Exclusive and first, as always.

     

    The guest coordinator had done her job. We had a retired army general, a foreign affairs expert, one guest from Islamabad and a strategic affairs commentator from the United States who had earned his stripes in the Vietnam war and finally the inhouse expert, possibly Maroof Razza. Well-known adman Prahlad Kakkar was also on the panel, and so was Piyush Pandey. Shobhaa De was likely to join as well as representatives from the BJP, Congress, Akali Dal and National Conference.

     

    But first Arnab started with Piyush Pandey, Executive Chairman and Creative Director-South Asia, Ogilvy: “Mr Pandey, we are delighted to have you on News-hour tonight. Sir, you have done some fantastic commercials. Why this? Do you think it works?”

     

    And this is how the conversation went:

    Pandey: “See, Arnab, it’s just an ad, it’s a funny situation, it’s”

    Arnab: “But fun at the country’s expense?”

    Pandey: “How  can”

    Arnab: “Not right, I disagree”

    Pandey: “you even say that”

    Arnab: “No way, No way”

    Pandey: “for a nationalistic brand like Fevikwik”

     

    The conversation went on. The guest from Islamabad spoke next. Click here to read the rest of this report.

     

  • Melt-ing is the preserve of Goafest, industrypersons say. Unique alliance struck between Pratap Bose & Rajesh Kejriwal at a party late last year

    Kyoorius to partner Goafest?

     

    By Noor Singapuria

     

    Is the Kyoorius Melt Fest mulling a move to be part of Goafest?

     

    The annual extravaganza organised by the Advertising Agencies Association of India and the Advertising Club may have taken a decision to embrace Kyoorius Melt, the all-new festival of creativity that was announced by paper magnate-turned-media baron Rajesh Kejriwal yesterday.

     

    The idea reportedly came from a veteran advertising professional who has requested anonymity. His view: “When I first heard about an adfest called ‘Melt’, I thought it’s happening as part of Goafest. After all, in Goafest despite the beer and the babes and the beaches, you melt in Goa,” he said adding:  “Whether you are walking around in hardly anything or if you are wearing a black or green kurta like your boss, it’s damn hot.”

     

    According to the grapevine, the first talks happened at a party held late last year in New Delhi. As it happened, Advertising Club President Pratap Bose and Rajesh Kejriwal were standing at the bar. And after drinks were served to them, in a classic case of cigarette-lighting diplomacy, Kejriwal lit Bose’s cigarette, followed by his own and they got talking.

     

    Bose appreciated the gesture, a person close to the development told this writer. “This is the ultimate sign of humility in a man-to-man relationship,” she said referring to lighting of the cigarette. Plus for Goafest and the Abby and Kyoorius, it will be a win-win.

     

    It is learnt that Kejriwal is keen on organising the fest in January, just before the Republic Day. The weather is nice with a gentle breeze blowing over the Mandovi and the Arabian Sea. What grabbed the deal was the luxurious transportation on offer. “We are in discussions with a luxury cruise liner like QE3. The idea is to get everyone to celebrate the fest in Goa and then let it culminate in a cruise ride from Goa to Mumbai.”

     

    It is learnt that the original idea was to have the Creative Abby on the cruise, but then the security committee suggested that there is a risk. If an agency doesn’t win a coveted Abby, the NCD may want to dump himself or herself in the Arabian Sea. We don’t want all of this so our Awards Security Committee has suggested that you should conduct the awards inhouse. On his part, Kejriwal liked the fact that like him the Goafest folks also want to do their bit for the fraternity. “Right from the time the shortlists are announced, we now keep available a large number of shrinks. This year, we have tied up with a leading mental health hospital in South India. They will supply psychiatrists and counsellors  because people get awfully depressed and then mouth all types of expletives,” a committee member told MxMIndia. This is our way of giving back to the community. Click here to read the rest of this report.

     

  • The thought-provoking initiative devised by Maxus ESP for Vodafone India, highlighted some of the most exciting emerging business ventures

    Maxus creates special innovation platform for Vodafone

    By A Correspondent

     

    When the seeds for a successful business venture are sown, it takes a great amount of passion and the right opportunities for it to become prosperous. Devising a fresh media gratification marketing plan for its client Vodafone, Maxus has endeavored to assimilate special branded content and programming, along with a consolidated promotion package, in order to reach out to the right audience at a phenomenal scale.

     

    The thought-provoking initiative devised by Maxus ESP for Vodafone India, highlighted some of the most exciting emerging business ventures, where entrepreneurs attempted, in a pitch-perfect platform, to emphasize their position on reasons why Vodafone should provide them with a strong media and consultancy backing. And the prize? The top ten list featured on India’s biggest business news channel, CNBC-TV18, the prestigious Forbes India magazine, business tabloid Mint and the online business portal moneycontrol.com.

     

    Providing details of the same, Shailja Vohra, National Director, Maxus ESP informed, “Vodafone has partnered with Maxus ESP to devise and implement  the content strategy campaign which began with a CALL FOR ENTRY Stage promoted on Mint, Forbes, CNBC-TV18, Moneycontrol.com and the strong Social Media assets of the TV18 group. At the same time, India’s most well-known business news anchor, Shereen Bhan, is the face of this strategic campaign and is showcased in the CFE promos.”

     

    “The content extended across digital, on-air and in-show branding. This unique initiative also proved that our business acumen lies in delivering the best, for our esteemed client” she added.

     

  • The three-phased campaign is targeted at SEC A, B groups and will initially break on television followed by digital, print and outdoor

    Kalyan Jewellers unveils star-studded campaign

    By A Correspondent

     

    Kalyan Jewellers has launched a new multimedia campaign to announce the inauguration of its flagship showroom in Chennai later in the month. The campaign focuses on Kalyan Jewellers bringing the world’s largest jewellery collection to Chennai. It features the company’s national brand ambassadors Amitabh Bachchan, Aishwarya Rai Bachchan as also regional ambassadors Prabhu Ganesan, Akkineni Nagarjuna, Shivaraj Kumar and Manju Warrier. Prabhu’s son Vikram is also part of the campaign.

     

    Commenting on the campaign, Ramesh Kalyanaraman, Executive Director, Marketing & Operations said, ‘’Chennai is the single largest jewellery market in the country and it was important that the campaign appropriately reflected our strength of size and scale in bringing the  the largest and finest collection of jewellery to Chennai’s discerning customers.  Kalyan Jewellers will bring the finest shopping experience to cater to the distinct demands of jewellery connoisseurs in Chennai.’’The bespoke showroom is spread over 40,000 sq.feet and will display 600 kg of jewellery, offering more than 5 lakh contemporary and traditional designs.

     

    The three-phased campaign is targeted at SEC A, B groups and will initially break on television followed by digital, print and outdoor. VA Shrikumar Menon, Managing Director of Push Integrated Communications, the creative agency behind the campaign said that the creatives attempt to communicate the proposition of the world’s largest gold and diamond jewellery collection at Kalyan Jewellers, captured in a candid, friendly manner on camera. The teaser films released on leading TV channels has Amitabh Bachchan talking to Prabhu and Aishwarya Rai Bachchan on his desire to learn Tamil in light of his visit to Chennai for the launch of Kalyan Jewellers.

     

  • It's that time of the year when the country's getting set for IPL fever. Here'a a trendwatch from GroupM ESP

    Top 10 trends of IPL Season 8

     

    According to GroupM ESP, the entertainment and sports partnerships unit of media buying house GroupM, the sports industry has come of age in addressing sponsorship sales and integrating technology to drive audience engagement and advertising deals. “From selling tickets to selling an experience, Indian Premier League has come a long way,” said Vinit Karnik, National Director, GroupM ESP.

     

    In 2015, while teams will continue to beef up the in-stadium experience, there is an additional focus on technology integration. “It makes sense because if fans aren’t in the stadium, they’re watching it somewhere else – at work or home or in a café. And we also see a lot of new generation brands jump onto the IPL bandwagon,” he added.

     

    Here are the top 10 trends of IPL season 8, says GroupM ESP:

    1. E-commerce brands will dominate ad spends on broadcast platform. Top e-commerce companies including Amazon, Quikr, Flipkart, Paytm, Go-Daddy and Car Dekho have signed up for IPL 8

     

    2. Realistic sponsorship pricing strategies resulting in repeat purchases and a stable sponsor ecosystem Brands including USPA, Flying Machine, Ed Hardy, Ultratech, Videocon D2H, Sansui, Aircel, Etihad, HDIL, Tata Prima, HTC, Huawei and Idea Cellular have renewed contracts

     

    3. Increased dependence on crowdsourcing to create excitement around brands. Pepsi’s main summer campaign that will break during IPL 8 is crowdsourced and made by consumers

     

    4. Apparel is an emerging and popular sponsor category among franchises. Top brands like USPA, Flying Machine, Ed Hardy, Jack & Jones have committed to spending with various IPL teams

     

    5. IPL Fan Park idea to heighten interest and involvement in smaller cities and towns. IPL has launched Fan Parks – to create a stadiumlike experience by showing matches on giant screens – in 14-15 cities

     

    6. Enhanced broadcast production quality with regional language feeds. Sony Max is expected to broadcast the match in at least five regional languages including Tamil, Telugu and Bengali

     

    7. Digital platforms to create sustained and deep engagement with real-time analytics. All sports apps including those owned by Multi Screen Media, the cricket board and IPL teams are going to be active on Facebook and Twitter and other platforms to grab fan attention. This will also help with interactive data analysis

     

    8. Technology to enhance spectator interactions and engagement inside stadium. Mumbai Indians, Royal Challengers Bangalore and Kolkata Knight Riders are planning Wi-Fi inside stadiums

     

    9. Surround content to drive social conversations. The cricket board and all IPL teams have planned to release behind-the-scene content and is planning contest around IPL 8

     

    10. Smart talent acquisition by franchises has increased competitiveness with teams evenly matched. Post the auction in February, all IPL teams look equally competitive in Season 8.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • He was Marketing Head and part of the start-up team for Danone India and also spent nearly 15 years with JWT India at its flagship Mumbai office working with Unilever and other key clients

    Varun Channa is MD, Mindshare Malaysia

    Varun Channa

    By A Correspondent

     

    Mindshare APAC, the global media agency network part of WPP, has appointed Varun Channa, to the role of Managing Director, Mindshare Malaysia.  He joins Mindshare after six years with Danone Indonesia, where he helped to turn around their fresh dairy business and developed the roadmap for their Isotonics. Prior to that, he was Marketing Head and part of the start-up team for Danone India and also spent nearly 15 years with JWT India at its flagship Mumbai office working with Unilever and other key clients.

     

    Gowthaman Ragothaman

    Commenting on the appointment, Gowthaman Ragothaman, COO of Mindshare Asia Pacific, said:  “We are totally delighted to welcome Varun on board, who brings a wealth of experience across industries and markets. This is the beginning of a new chapter in the whole new world of connected media, where content, creativity and consumer data in the Malaysian market is at the centre of all activities and importance. “ Adding on to this, Girish Menon, CEO, GroupM Malaysia said: “With Varun, we have hit upon a fantastic combination – with JWT, he honed his skills in developing communications solutions for some iconic global brands and then as a tech-savvy marketer with Danone in tree different fast-growing, competitive markets, he got his hands dirty developing marketing solutions to deliver strong business results. I believe these are the combination of skills and experiences that our clients increasingly expect from the head of their agency, so I am confident that Varun will lead Mindshare to even greater success!”

     

    Commenting on his appointment, Mr Channa said: “It’s a pleasure to be part of Mindshare Malaysia in these exciting times when media is playing a even greater role in growing our clients’ business. Seeing the pipeline of innovative digital solutions we have, I look forward to us adding greater value to our clients’ business.” Mr Channa takes over the role from Gerald Wittenberger, who returned to Europe at the end of 2014.

     

  • Up, Close and Personal with the former Leader of Mindshare, South Asia who moves in as Chief Client Officer at Mindshare Mena

    Getting set for Mindshare Mena: Ravi Rao

     

    As you read this, Ravi Rao, until recently Leader of Mindshare, South Asia is gearing up for his role as Chief Client Officer, of the group’s Middle East operations which he takes up next month. As he readies for it, Mr Rao tells Pradyuman Maheshwari about the things he is sad to leave behind – a great team, some good clients and the street food of Mumbai.

     

    Your thoughts as you take on the assignment of Chief Client Office-MENA…

    I’m excited to be back in MENA in the run-up to the 2020 Expo and of course the 2022 World Cup. The role enables me to uplift the Mindshare product and go on to become the trusted advisor to all our clients in the region.

     

    Will it be a homecoming of sorts? We’ve heard that you enjoy Dubai more than Mumbai. You can tell us the truth – we won’t lynch you for it!

    Though my real love is Mumbai — with Old Monk, the Jehangir Art Gallery, Colaba Causeway, the monsoons, and mouth-watering street food every Sunday after a two-hour session of badminton — Dubai has its share of eateries from over 100 countries, great shopping, Zaatar, clean beaches, a mix of the West and the East. The truth is, I always miss the ‘other side’. It is only a three-hour plane ride away, so I will continue to make frequent trips back.

     

    On a serious note, what would you say were the highs and lows of your stint as head of Mindshare South Asia?

    The biggest high was my Fulcrum stint. There is nothing like Unilever and – in my second avatar – winning pitches. The amount of adrenaline and high energy that I see in the team, is fantastic and allows up to keep raising the thinking and learning quotients. I hit my all-time-low in the last few weeks, when I knew it was time for me to wind up and that I would leave behind some great clients and team members who were far better than me in several aspects but made me shine.

     

    Did you have a happy relationship with you clients?

    Yes, with all of them. Some were easy to deal with; some made us really happy. But there were a few tough ones, too, that exasperated the team. But never once did this lead to any animosity.

     

    You’ve always been busy – lots of travel, clients meetings etc. And just when you should be enjoying the fruits of your labour, you’re moving. Shouldn’t you have chosen to stay on in India?

    Who isn’t busy in our industry now? This is a place where you get a lot of nibbles as you go along, never a big, fat feast at the end, to savour, relish and relax. I have had my share of wonderful nibbles. Why not get onto the other side of table now – not necessarily another table –for a new set of highs?

     

    Any lows? What has been you lowest moment?

    When the competition won a battle, once in a while, I felt a momentary low. But then you bounce back and say, “What the heck; Mindshare always wins the war”.

     

    Any regrets?

    None.

     

    What about the Emvies last year?

    [That was] a momentary despair in the longest winning streak of Mindshare. We will continue to haunt others, year after year.
    The last year-odd has also seen you as Chairman of the Media Research Users Council (MRUC).  How has your tenure been… a thankless job?

    Despite the acrimonious and inaccurate comments that made the gossip columns, I don’t take anything personally. The IRS is a fantastic product, designed and implemented by all the three stakeholders. But sometimes, there may be some bad losers. I am pretty confident that the industry needs a robust measurement metric, and the IRS is one such currency. It is here to stay.

     

    But the IRS has just not taken off and has been mired in much controversy. Your thoughts?

    The one for 2014 has just been released. Controversy is created by a few people who have time on their hands. This has only helped in realising that the IRS product is good. Everyone wants an increased sample, yet the same people who want the increase, do not want to pay for it. But I see that everyone will have to pay, in the near future.

     

    South Asia versus MENA – what are the key differentiators?

    The challenges remain the same – diversity and complexity. A robust quantitative research is still an issue in the Middle East, but the digital [space] is far ahead of South Asia. The heterogeneous mix of nationalities in an agency really adds to great learnings, both at a professional and a personal level.

     

    What would make you return to India? Any plans?  It’s too early for retirement plans for you, but any thoughts on the next 10 years?

    No plans, I make them as the need arises. But one thing is for sure, there is nothing called a retirement plan and I will continue to work, learn and teach. In 10 years, will it be anything to do with advertising or media? The answer is no.

     

    If you had the opportunity to relive the last three years as Leader, Mindshare South Asia, is there anything you would do differently?

    I would have celebrated every single month with my team for so many wins, successes and milestones. Lucky to have had a great team.

     

    This interview first appeared in ‘dna of brands’ dated April 6, 2015

     

  • The awards will be presented across 12 categories on Saturday, April 18, 2015

    IAA announces 3rd edition of leadership awards

    By A Correspondent

     

    The India chapter of the International Advertising Association (IAA) has announced the third edition of the IAA Leadership awards. The awards will be held on Saturday, April 18, 2015 at the Grand Hyatt Mumbai and is presented by Colors.

     

    The awards will recognise marketing, advertising and media professionals community for their performance, innovation and creativity in delivering pathbreaking marketing initiatives across 12 categories.

     

    A jury comprising Sunil Alagh (SKA Advisors), Sangeeta Pendurkar (Kelloggs), Kaushik Roy (Reliance), Neeraj Roy (Hungama), CVL Srinivas (GroupM), Gayatri Yadav (Star India), Ramesh Narayan, Raj Nayak (CEO, Colors), and Srinivasan K Swamy (President, IAA India Chapter) will appraise the shortlisted candidates. The overall process is validated by Ernst & Young.

     

    Srinivasan K Swamy

    Speaking on the third edition of the IAA Leadership Awards, Srinivasan K Swamy, President of IAA’s India Chapter said, “The high admiration that the IAA Leadership Awards has earned from the community in the past two years fuels our enthusiasm to return with our third edition with a bang. We are gearing up to applaud the efforts of those marketers and professionals whose hardwork has borne fruition in the past year.”

     

    This year’s categories include the following:

     

    S. No

    Category Names

    1

    Marketer of the Year Automobiles – Two wheelers

    2

    Marketer of the Year Automobiles – Passenger vehicles

    3

    Marketer of the Year – Banking

    4

    Marketer of the Year – Cellular Phone Services

    5

    Marketer of the Year – Consumer Durables

    6

    Marketer of the Year – E-Commerce

    7

    Marketer of the Year – FMCG – Food

    8

    Marketer of the Year FMCG – Beverages

    9

    Marketer of the Year FMCG – Household Products

    10

    Marketer of the Year FMCG – Personal Care

    11

    Marketer of the Year – Insurance

    12

    Marketer of the Year – Mobile Devices
  • … and the Ad Club’s Abby which has seen a 35% hike in entries + interview with Nakul Chopra, chairman of Goafest Organising Commitee

    All set for the 10th Goafest…

     

    By A Correspondent

     

    It’s that time of the year when advertising, media and marketing professionals head to the sunny climes of Goa for an annual dose of some knowledge, networking and winning awards. It’s also celebration time as this is the tenth edition of Goafest, the annual congregation organised by the Advertising Agencies Association of India and the Advertising Club.

     

    The latter brings to the party the Abby Awards which have been expanded since last year to include various members of the media ecosystem. What started as essentially a Creative Awards show now includes Media, Digital, Print, Film, Film Craft, Out of Home, Ambient Media and Design, Radio, Direct, Branded Content and Entertainment, Brand Activation and Promotion, Print Craft, Integrated Advertising, Public Relations, Broadcaster and Publisher. Awards will be presented category-wise on each day of Goafest – that’s starting today, April 9 through April 11.

     

    Yes, there are naysayers, but they’ve been silenced by the response that the event has generated.  After the inauguration today, the Industry Conclave will start mid-afternoon followed by the Media and Publishers Awards.

     

    Said Nakul Chopra, Chairman of Goafest 2015 organising committee: “It is our endeavour to make Goafest 2015 better and superior. We will bring together the best minds in the field of advertising, communications, marketing industry to discuss, debate, interact, offer thoughts and experiences, share ideas and questions on our industry.”

     

    Meanwhile, Ad Club president Bose is ecstatic about the number of entries he has received this year. While some of the leading agencies like Ogilvy, Lowe Lintas, McCann and Leo Burnett have not sent entries, Bose boasts of a near-35 per cent increase from 2014. “The fact that we followed a rigorous judging process last year brought back the faith in the system which had eroded in the previous Abby.”  The number of entries is up 900 to 3500 with participation from 200 creative and digital agencies. In the Media Abby, the number of entries has grown from 574 to 612 from across 53 agencies. “Agencies you thought weren’t participating are doing so,” Bose smiles. “Some clients have pushed their agencies to participate while many others have entered directly.” Talking of the new categories introduced last year, he said that Public Relations has shaped up well and so has the Broadcaster category.  When asked about efforts being taken to woo back the agencies which have boycotted the awards, he said: “We tried our best to persuade them.” Bose is of the view that agencies don’t gain by staying away. “For the sake of the young professionals who do some splendid work, they must enter.”

     

    At the time of writing, the final numbers of registered delegates at Goafest was not known.

     

    If there were no awards, you wouldn’t even have half the participation in Goa: Nakul Chopra
     

    This is the second year, Publicis’ CEO South Asia Nakul Chopra has helmed the Goafest Organising Committee. In an interview with Pradyuman Maheshwari, Chopra speaks on organising the festival and the controversies about some leading agencies staying away.

     

    Many sleepless nights because of Goafest?

     I never had sleepless nights because of GoaFest.

     

    But must be a thankless job?

    That’s why it must be done. I think you hit the nail on the head. To share an honest personal experience with you,  I got into Goafest actively because I was a vocal critic. I protested 2011 and was chairman of Goafest in 2013. It’s easy to sit and critique others. I’ve done both with a very cynical filter in how I saw things. Except, when you look at it from the perspective of what you said: It’s a thankless job. Somebody spends a lot of time and effort to make something happen and you don’t look at the stuff that worked or you could appreciate. Instead, you catch onto the three things that didn’t work or that personally pissed you off for some reason. It could be just the food or who got the awards…

     

    Last year you didn’t do it because the timing wasn’t right?

    Last year, the timing had to be changed, so, I thought it better if somebody else did it. This year, the AAAI President didn’t give me a choice. I think we all have to, turn by turn, take the responsibility. Either the association decides they don’t want to do it, so, they should parcel it off to some third party to do it. But, if the two associations want to continue to do it, somebody has got to take responsibility.

     

    Obviously, you run a network of agencies. Goafest is also more than a full-time job for a couple of months. It must be taking away from your time here at Publicis.

    It takes away from time at Publicis and at home. It does. I’m fortunate that we have a very strong team at Publicis. We have also a good team helping out with Goafest… many people pitching in to take on different responsibilities.

     

    You’ve done Goafest in the past, so you obviously know…

    But the grammar has changed from an organisation and logistics standpoint. There was the Beach GoaFest which was the first three or four years. Then there was the GoaFest at Zuri. When you do it on the same format with similar vendors, by Year 3, things become much simpler. You’ve learnt from the mistakes, you know what can go wrong. Last year was the first year at Grand Hyaat. Many of the things worked for us. From a sheer organisation standpoint, it wasn’t that well-organised, perhaps.

     

    What about the festival format? The general perception is Goafest is more about the beer than the knowledge or conclave or the people speaking…

     This is a little bit of an unfair pseudo comment to make. Firstly, is it fair to say Cannes Lions is more a corporate junket than it’s about people learning? If I’m not mistaken, there are maybe 8 to 10,000 delegates who register for Cannes. There isn’t even a room large enough to hold more than 1,500 of them and in most cases the rooms aren’t full. If you start seeing something in a uni-dimensional sense, are people studiously sitting in the knowledge seminars and listening? I don’t think that’s the only form of learning.  Second, Goafest, unlike really any other festival of its kind in the world, has an inverted participation where as much as 60 per cent or more people who attend are under-30. There are more people sitting in the room to listen and learn in Goafest than there are in any other such festival anywhere else in the world. Young people have something which is part of their nature. If you make Goafest an attendance-oriented class, the young people won’t come. They will learn in an atmosphere of fun and frolic. It’s an over-exaggerated view of the Goafest that it’s just about the booze and the beer. It’s not!

     

    Without getting into speakers are there one or two standout things this year that one could look forward to?

    I think Goafest is beyond that phase of being about one standout thing. We’ve consistently invested behind building some properties. And we amend or change or junk some of them basis the feedback we get. Last year was the first year we had three award nights and we are continuing with that.

     

    How critical is the Abby to Goafest? Last year, I remember, there was a statement made that the Goafest is not all about awards.

    It’s not all about awards, but it’s been around the awards as well. Goafest is not an awards fest, in which case it might as well have been in Mumbai. But it’s not fair to say, Goafest is more about the festival than it is about the awards either. I think it’s a balance of both. The celebration is more about the awards. The participation is more about the festival. At its peak, we have had more than 3000 people… Three thousand people don’t win awards.

     

    Ogilvy and Lowe have no issues participating in the Effie Awards. Obviously, there’s something wrong with the creative Abby  that stops them from coming there.

    I don’t think that would be a fair thing to say about the Creative Abby. There have always been some agencies, different ones in different years including Pubicis in one year that may have felt upset or slighted by something that happened and that’s understandable. In the case of the Effie, the points here are part of the global Effie agency rankings.

     

    If you had no Abby, you’d have Ogilvy and Lowe as part of fest?

    If that’s true, they can still send people to the Goafest. There’s no restriction on your coming and participating in the festival part if you’re not participating in the awards part. If there were no awards, you wouldn’t even have half the participation in Goa.