Here is a list of all the awards given away on all three days
Special Abby 2017
Creative Abby – III (awards given away on Day 3)
Creative Abby – III (awards given away on Day 2)
Creative Abby – I (awards given away on Day 1)
Media Abby 2017 (awards given on Day 1)
By A Correspondent
Pass Pass Pulse, the candy from DS Group, has rolled out its first TV commercial with a tag line of ‘Pranjaaye par Pulse najaaye’, with quirky and humorous examples of how far people can go to save their favourite Pulse Candy.
The first TVC, conceptualised by J. Walter Thompson Company, is the master commercial that outlines the length to which people will go to hide their Pulse Candy and also the extent people will go to get their hands on a Pulse Candy.
Speaking on the brand, Shashank Surana, VP, New Product Development, DS Group said, “Pass Pass Pulse has been a category disruptor and was an instant hit with the consumers across age groups since its launch. Thus, the idea was to create a campaign, which can reiterate the love of consumers for the Pulse candies. The TVC beautifully showcases this emotion, demonstrating the popularity of the candy. With the launch of this humorous TVC, our endeavor is to take the brand’s popularity to the next level and further strengthen the consumer connect.’’
Said Shujoy Dutta, Vice President and Executive Planning Director, J. Walter Thompson Company:“It’s well-known that candy is an impulse purchase and normally we would assume that this would appeal to the children. But when we were commissioned to work on the brand we discovered that the appeal of the candy spanned all age groups. Consumers enjoyed it so much that they were also buying them in jars – and during the development of the campaign we heard that the demand outstripped the supply and it became difficult to get your hands on the candy.â€
Speaking about the TV commercial, SundeepSehgal and Siddharth Prasad (Executive Creative Directors, J. Walter Thompson Company) said: “The challenge of working on a candy campaign is that the category has already seen a large volume of work and expectations from candy advertising are high. We were looking for a unique, fresh take that would give people yet another reason to love Pulse. We noticed that people in office wouldn’t keep Pulse on their tables, but in a drawer or behind a book or something. A little game of hide and seek was playing out right in front of us, and that’s where the campaign idea came from.†Commenting on the line ‘PranJaaye, Par Pulse Na Jaaye’ they said “it’s a quirky reflection of how people protect their Pulse candy.â€
By A Correspondent
As the fourth edition of the Kyoorius Creative Awards draws closer, the jury panel for the digital category has been made public. The panel will be led by Tim Malbon (Founding Partner, Made by Many) and comprises: Eric Cruz (Executive Creative Director, AKQA Shanghai), Lyndon Hale (Executive Creative Director, DigitasLBi APAC), Preethi Mariappan (VP Executive Creative Director, Emerging Experiences EMEA, Sapient Razorfish), George Kovoor (Senior Creative Director, OgilvyOne Worldwide), RoopakSaluja (Founder and Chief Executive Officer, The 120 Media Collective and Sooperfly) and PrashanthChallapalli (Chief Integration Officer, Leo Burnett South Asia).
Said Rajesh Kejriwal, Founder and CEO of Kyoorius: “Over the last five years, the advertising and media industry as we know it, has seen dramatic and evolutionary transformations. The advent and growth of digital together with technology, has led to changes in the way we think, act and communicate with the modern day consumer. In this sea of change, the concept and execution of creative communications too has evolved leaps and bounds. And it is this outstanding creative excellence and innovation that Kyoorius aims to recognize and honour.â€
While entries for awards will close on April 19, 2017, April 26 will be the last day to submit physical entries.The Kyoorius Creative Awards ceremony will be held on Friday, June 2, 2017 in Mumbai.
While he’s had the good fortune of trusted industry persons as part of his Advertising Club team, a glitch-free Goafest and more importantly the Abby Awards are feathers in his cap. Raj Nayak shared his thoughts with MxMIndia on Goafest 2017 and says his own role in raising the bar
Your final thoughts on how Goafest andAbby 2017 have been? It’s your secondas President of the Ad Club…
Last year, we got very good feedback. I wasn’t there due to backache, so as President of Ad Club, this is my first Abby where I’m physically present and seen what’s happening. If you look at numbers, we’ve grown over the previous year, more entries and things like that. That’s a good sign because it shows resilience of the industry and that it’s growing. That’s one good part. If you look at the sessions, the feedback from people also says the sessions this year were fabulous. Exceptions to the rule are one or two sessions that were not too great. The feedback that journalists also gave was that it was very well-curated.
So what has changed?
Many years ago at Goafestwe used to shy away from paying people to come and speak. We’ve broken that. Now we’re willing to pay for a good speaker, to fly her or him, we are willing to do things. I think that’s been a shift. Knowledge seminars have been excellent and Day 1 was packed, Day 2 was packed as was Day 3 was packed. Ah, the Day 3 morning saw lesser crowds as people were partying till 5 in the morning! I went to my room at 4am because it looked like a night festival! It was buzzing with activity! I think it’s a good thing. We’ve also drifted to a certain extent. That’s to be fixed. For senior management, giving four days is a challenge. I don’t have readymade answers on how to address this, but it’s one area we need to find a way a solution.
Over the years, we’ve seen Goafest growing from a festival of advertising professionals to one for media and entertainment too…
Yes! It’s a festival. I would like to change the name from Goafest to Goa Festival. It brings so many people together. There is so much of a camaraderie. It’s also a recruiting ground for seeking jobs. I know of my dear friends who conducted business deals in the two-three days. It all depends on how you look at it. Can we put a structure to it to say it can be a place to conduct job interviews and business? The problem is not in visualising or doing things. The problem is in the infrastructure.
One of the things which a lot of people have said is that you have raised the bar after you took charge of Ad Club? But don’t you think you’ve raised it so high that it will be a tough act to follow?
I don’t think I have. It would be unfair to all my predecessors in the past. It has been built brick-by-brick by them over the years. I’ve come at a later stage when three-fourth of the building is already built and I’ve put the roof and people say, oh, now the house looks complete.
But you’ve put a lot of glitter and finesse on it.
I think I bring a bit of passion to the table. I think that’s true for every person who’s been there before me and sometimes someone may have had a good or a bad year. And that’s the challenge. That’s what I want the whole industry to know. Next year, someone else will be the president. It’s a not for-profit kind of business. Everybody is giving their time pro bono. It’s an industry event, for god’s sake. If you’re from the industry, be a part of it. Don’t be an armchair critic. Drop in and say: “I will be a part of the committee. This is what is wrong with the Goafest, I want to fix it.†Have the balls to do it and you can quote me on it. Don’t criticise and say: “Oh no, we don’t want to do this.†Because there is no other industry event in the world which is as large as Goafest which is run by industry bodies. You heard Mr Amitabh Kant speaking. He said, “One of the things about the whole presentation. I was so inspired. All these were made by Indians.!†He mentioned Piyush’s and Sunil’s name.
Your heart was swelling with pride because it was Make in India. Made in India. We have the talent, we have the people. This is an industry event where everything is about Make in India, made by Indians, for Indians… come be a part of it. I’m going to fade away into the sunset, but for the future generation it is important that leaders like us show the path and create something that the future generations should respect. It’s not about your or my ego. We’ll all go into the sunset. But, for the future generation, you have the opportunity to build something that history will remember you for.
It is AAAI President Nakul Chopra’s fourth year as a part of the core organising committee of Goafest, and it must be acknowledged that the three-day festival has taken a quantum leap in his tenure. Although this interview was conducted much before the fest concluded, we asked Chopra on his expectations, his achievements on his view on the absence of some of the big agencies.
Your fourth Goafest where you’ve been a key part of the organising committee. How would you say was this year’s edition vis-à -vis those of the past years?
The year 2013 was my first year as the Goafest Chairman. I think A. the mandate was in a sense that it’s all going very well, continue with what’s being done. B. I think I had a lot of trepidation. I think I was given a responsibility I think I wasn’t 100% on top of it. So, 2013 was more a Goafest in which I felt my way around. What became very clear in my head that year was that we needed a fundamental change in the way we approached the festival. It’s a festival, as Raj said, that it’s a pro-bono effort by the associations. However, if you come here as a delegate, how do you care, whether it’s pro bono or for profit or not. You come here and you see the value you receive from the festival for here. And so, when I came back in 2015 to do it, I remember I sat with the then President of Ad ClubPratap Bose and AAAI President AmbiParameswaran. I said I want your blessings on one thing. We are going to put up the best show we’ve ever put up. Even if it causes a negative financials on our part. But, we have to set a standard with this thing and not the other way around.
While you are an industryperson and an agency leader, you are also known to be fairly aggressive in your approach. The fact is it needed a slightly bolder approach to doing things. Did that really help?
No, I may have an aggressive personality but I haven’t been aggressive in the way I’ve done business. That’s another matter. Right here, the question was: are you willing to take the bait? Are you willing to say that we will spend the money and we’ll do a great show and the results will follow. And I think somewhere for me, this year in particular is a vindication of that. Because the journey really started in 2015 which progressed a lot in 2016. I’m very proud of the fact that the outlay of the fact has more than trebled in these 3 years! It’s not about me feeling good about it. But hopefully, that is the increased value we are bringing to people who are coming here.
Since when you took charge and till now, are you happy or do you think there is unfinished agenda?
I could almost say it would almost be a dream for me to do nothing else in the next 2 years. I’m not saying that’s what I want to do. But, in the limited context of GoaFest, there is so much more we can do. But it has to be somebody’s day job for 12 months of the year. It’s very difficult to do that if it is many people’s second job for six months of the year.
Have you ever felt that like it’s with Cannes Lions, you should have a full-time organising team just for Goafest?
I think there is glamour to Goafest that is endearing. The collective effort of the industry, not just the advertisers alone. The advertisers contribute to it by coming here, speaking. The media contributes in a very big way. You guys contribute to it. I think there’s some magic in that glamour. I don’t want to lose that. That’s part of Goafest! I think, within that context, there’s a lot more we can do.
Anything that you think you wanted to achieve but have not over the last four years? What is that one thing you’d have wanted to achieve?
I don’t think so. I have targets in my head every year. To say, this year these are the three-four new things you can do. I think we can still improve… not just improve… I think we can perhaps revisewhat we did three years ago…
Does the absence of some big agencies matter to you?
Of course, it matters. Not just as people who organise the festival. But I think it matters equally to associations who are doing everything they can to be as inclusive as possible. So of course it matters to us. As I have said many times before, I think different agencies have different reasons. Not necessarily all the same. So if there’s a list of things that I could change, that would be on top of my list. I think the real world is competitive and we have to respect that people have competitive reasons for doing what they are doing.
Would you say that people who are not participating are not participating because they haven’t done good work?
I can’t say that as a blanket thing for all those who haven’t participated. But, I would certainly say to you that seems to be one of the prominent reasons why some agencies don’t.
You don’t mind me using that as a headline?
I don’t mind it.
By A Correspondent
McDonald’s India has unveiled a new TV-led integrated campaign created by Leo Burnett India that showcases relationships that are polar opposites, yet together. The anthem, sung by kids, echoes the unity in diversity philosophy.
Speaking about the Happy Price Combos, Kedar Teny, Director – Marketing and Digital, McDonald’s India said: “McDonald’s innovative product offerings have always struck a chord with the ever-evolving consumers. With the launch of Happy Price Combo, we want to give our customers a chance to customise and enjoy their favourite meal and beverage combo. Moreover, the #BeDifferentTogether campaign also highlights how McDonalds is a melting pot of divergent lifestyles coming together to create some classic moments. We are confident that this campaign will resonate well with our audiences.â€
By A Correspondent
Grey Group has unveiled a TVC-led campaign for ITC Food’s recently launch B Natural.
The commercial, conceptualised and executed by Grey India, challenges consumer’s longstanding notion that every juice they pick up is pure.
Said Sanjay Singal, Chief Operating Officer, Dairy & Beverages, ITC Limited:“Team Grey has really addressed the challenge of communicating a product story in a refreshing and engaging manner using the yoga concept and leveraging our new brand ambassadorâ€
Added Gautam Bhasin, Senior Creative Director – Grey Group Bangalore: “The creative challenge was to deliver a strong message about other juices containing concentrate in an entertaining and effective way without losing its core essence. And having Shilpa Shetty add a twist to how we know yoga became the answer.”
Added Vishal Ahluwalia, Vice President – Grey Group Bangalore: “The task for Grey was dual, launch B Natural 100% Pomegranate juice and bust the myth around juices with concentrate. The common category belief is that all juices are made from fruit pulp. While we were disrupting the category the execution also had to be disruptive and visually delightful for the consumers to take notice. The campaign is surely going to make us think on how we perceive and receive juices and hopefully resolve the conflict by sipping onto a new pack of B’Natural 100% Pomegranate juice!â€
By A Correspondent
Set against the backdrop of an urban, upper-middle-class home, the Senco Gold and Diamonds TVC narrates the story of a conservative Bengali mother who, through the act of giving a bangle to her non-Bengali daughter-in-law, comes to terms with her son’s marital life and eventually accepts his wife as a part of her family.
Said Sujoy Roy, Managing Partner (Creative), Ogilvy & Mather, Kolkata: “Poignant and heartwarming, the new TVC promises to take you on a journey to the heart of every Indian family, and unravel its inexplicable nuances, unavoidable conflicts and eventual resolutions.â€
Added Aditya Vikram Sengupta, Director, For Films Pvt Ltd: “Craftsmanship is not limited to jewellery. It is a phenomenon that is present all around us. Every day, we are crafting something new – be it friendship, love or trust. This TVC captures the role of jewellery in crafting relationships.â€
By A Correspondent
RK Swamy Hansa has unveiled a comprehensive guide to purchasing power in India – Guide to Market Planning. It provides the measure of purchasing power at the district level for 541 districts spread across 32 States and Union Territories.
There are three key indices provided: Market Potential Value (a measure of aggregate potential), Market Intensity Index (a measure of the quality and affluence of the consumers) and Media Exposure Index (a measure of Mass Media availability). These can be used to perform various types of analysis, notes a communique.
The two-volume set, plus an interactive CD, is priced at Rs. 45,000.
By A Correspondent
Integrated marketing agency Laqshya Media Group announces its foray into celebrity talent management by roping in marquee cricketer, Suresh Raina as its first celebrity. This is an exclusive multi-year mandate for the group, effective this fiscal year.
Said Alok Jalan, Managing Director, Laqshya Media Group: “We are extremely pleased to announce Suresh Raina as the first name for our new vertical in talent management. Brand Raina is inspiring, engaging and immersive, and we aim to integrate these aspects into a holistic experience. Our collaboration is a reiteration of the same.â€
Speaking on the association, Suresh Raina, Captain, Gujarat Lions, said “I am really excited and happy to be associated with Laqshya Media Group, and looking forward to a new journey with them, feeling fresh and energetic for this new innings.â€
By A Correspondent
Mullen Lowe Lintas Group announced the elevation of Naveen Gaur as Chief Operating Officer, Lowe Lintas. He was until now, President, Lowe Lintas in charge of the New Delhi (NCR) operations.
Effective immediately, Gaur would oversee Lowe Lintas’ offices in New Delhi (NCR), Bangalore, Chennai, Hyderabad and Kolkata. He continues to be based in New Delhi and will report to Raj Gupta, whose elevation to CEO, Lowe Lintas was announced a few days back.
Commenting on the appointment, Joseph George, Group Chairman & CEO, Mullen Lowe Lintas Group said: “Naveen has played a significant role in strengthening Lowe Lintas’ operations of New Delhi (NCR) and has had an incredibly successful run the past 5 years. His proven track record of driving growth and creative excellence makes him a very strong support for the Lowe Lintas leadership of Arun Iyer and Raj Gupta as we put in place an ambitious and futuristic road map for the agency.â€
Commenting on his appointment, Gaur said: “It’s a great opportunity and a privilege to further strengthen this great agency, as we move into this ever changing dynamic business environment. I look forward to partnering with Arun and Raj to drive this agenda.â€