MxMIndia

Category: Awards

  • And how the industry got together to salute the best from the best

    Envies 2013 | Industry’s Envy. Ogilvy’s Pride

    By A Correspondent

     

    When Ogilvy backed out of the Abby last year, the Oscars for the Indian advertising fraternity, the awards show had surely lost some sheen. But then Lowe, the agency headed by R Balki, had been skipping the Creative Abby for some years and the show had continued without a break.

     

    In June this year, Mr Balki held an internal awards called the True Show, celebrating 10 years of “not giving a damn about awards”. On Monday, Piyush Pandey and his core team of Abhijit Avasthi and Rajiv Rao played host to the Envies. Billed as Ogilvy’s finest, the entries were judged by a cross-section of industry seniors. The underlying message was clear: the winning commercials were not just the agency’s best, but also that of the entire Indian advertising industry.

     

    If Goafest had the seawaves, the Envies were held in a hotel overlooking the calm Powai Lake waters. The event started at 3pm and went on till past midnight. Adpersons-turned-artists Jiten and Sumer from the label ‘BoseDK’ showcase their works and rise to superstardom, followed by awardwinning journalist and radio storyteller Neelesh Mishra. There was fashion designer Sabyasachi Mukjerjee who was in his element in a Q&A. “Travel in the 3-tier compartment of a train to get a feel of India,” he said. Or this: “Convince large corporates to make Friday Dressing into wearing Indian woven clothes.” There was a stand-up comedy act by Tanmay Bhat and Rohan which had the audience in splits. After the bulk of the awards were done, Chief Guest Amitabh Bachchan made an appearance and was interviewed by former Storyboard anchor Anuradha Sengupta. Mr Bachchan was felicitated with a ‘Beyond Envies’ award.

     

    The Envies were internal awards of Ogilvy India, but the jury comprised biggies like DDB Mudra’s Sonal Dabral, BBDO’s Josy Paul, Taproot India’s Agnello Dias, CreativeLand Asia’s Sajan RaJ Kurup, Wieden+Kennedy’s V Sunil, McCann’s Akshay Kapnadak, Lowe Lintas’ Arun Iyer, Contract’s Ashish Chakravarty, Grey’s Malvika Mehra and Strawberry Frog’s Raj Kamble.

     

    Said Mr Pandey: ” I think Envies have to be interpreted in two different ways: the dictionary meaning of it is jealousy, which sounds a bit negative. In my mind, the Envies are about appreciating what others are doing and saying I wish I had done that kind of work.”

     

    And he added: “Normally in the industry awards you end up winning 60 or more trophies but at the Envies, we have confined  them to 25 per year. We are kind of being harsh on you but that is only to being in the spirit of self-improvement and raising our creative bar further.”  But this year, the organizers were more accommodative. Thirty-five awards awards were given away, but from next year, it will only be 25. The ceremony happened briskly, sans any speeches. Google’s Reunion ad won the Grand Prix or ‘Most Envied’ honour.

     

    The highlight of the evening was the presence of several industry veterans. When asked about internal versus external awards, Sam Balsara, CMD, Madison World said: “It’s a good thing to have them, but according to me it should not preclude them from participating in other industry awards.” Said Shashi Sinha, CEO, IPG Mediabrands: “They are not mutually exclusive. There is an internal awards that Group M does but they still participate in industry awards. So it’s an internal call but according to me they are two different things.” Sonal Dabral, Group CEO & MD, DDB Mudra too was of the view that external and internal awards are mutually exclusive. “Why an agency does not enter an external industry award is a decision that’s best taken by the agency itself.”

     

    When he announced Ogilvy’s decision to not participate in the Abby last year, Mr Avasthi, Ogilvy’s National Creative Director, had said the Abbys weren’t energizing his team as they would earlier.

     

    So does the conduct of the Envies mean that Ogilvy will not participate in the Abby at next year’s Goafest? Said Mr Avasthi: “There are certain changes that we are looking for at the Abbys and till the time they do not happen, we definitely would not be thinking about it.” And should the changes happen? “We will think about it then.”

     

     

  • There will be nine award categories: Education, Environment Conservation, Health & Sanitation, Public Service, Culture & Art, Sports, Women Welfare & Empowerment, Child Care & Development and Economic Development.

    My FM announces Season II of Jiyo Dil Se Awards

    By A Correspondent

     

    Riding high on the success of the Jiyo Dil Se Awards Season I, 94.3 My FM has announced the second season of the awards to recognize and acknowledge unsung heroes of society. A campaign will be rolled out in My FM markets covering the 7 states of Rajasthan, Punjab, Madhya Pradesh, Chhattisgarh, Maharashtra, Gujarat and Haryana.

     

    There will be nine award categories: Education, Environment Conservation, Health & Sanitation, Public Service, Culture & Art, Sports, Women Welfare & Empowerment, Child Care & Development and Economic Development.

     

    Harrish M Bhatia

    Ernst & Young will be the official tabulators for the Jiyo Dil Se Awards Season II. Speaking on the initiative, Harrish M Bhatia, CEO, 94.3 My FM, said: “We are proud to announce the Jiyo Dil Se Awards Season II as it takes further our brand’s belief that every individual, or entity should also give back to the society in which it dwells. The second season of Jiyo Dil Se Awards carries forward from Season 1, the effort to recognize the individual who has showcased immense dedication and passion for a cause brining about a difference and spreading happiness in peoples’ lives.”

     

    To apply for the award, people can log on to www.myfmindia.com and download the form. Selected top entries in each category will be put for public voting and jury and listeners’ votes will determine the winners.

     

  • Star India's just-turned-two second GEC "takes a big leap" with the association with the 20th edition of the Screen Awards

    Life OK bags telecast and title rights for Screen awards

    By A Correspondent

     

    You’ve known it as the Star Screen Awards. More recently, it turned into Colors Screen Awards and starting 2014, Bollywood’s second-most prestigious film awards, the Screen Awards, now has a new home as a television event: Life OK.

     

    Rechristened the Life OK Screen Awards, the event will be held on January 14. Filmfare, we would say is the most sought after of the Bollywood awards with the government’s National Awards possibly as coveted but they are not just for the Hindi film industry alone. The Screen awards have been instituted by Screen, a weekly publication tracking the film business in the country. The 2014 edition will mark the completion of 20 years of celebrating excellence in films.

     

    Ajit Thakur

    Commenting on this development, Ajit Thakur, General Manager, Life OK, said: “We have turned two this month and have had a very good run in the last 12 months. It’s time for us to take the next big leap. The Screen Awards on Life OK is the first step in that direction.”

     

    George Varghese, CEO, the Indian Express Group, says, “The Screen Awards are known for their credible and unbiased approach towards celebrating excellence in Indian cinema, and are the most respected in the entertainment fraternity. For the 20th edition of the Screen Awards, we are proud to be associated with Life OK, and are committed to making it bigger and better than before.”

     

    The Life OK Screen awards will celebrate achievement and excellence in over 30 categories in Hindi and Marathi cinema.

     

  • The last date for entries for the first and only awards for creative excellence in communicating sustainability is January 31, 2014. Entry form can be downloaded from iaaindiachapter.org

    IAA calls for entries to Olive Crown Awards

    By A Correspondent

     

    The India Chapter of the International Advertising Association (IAA) has issued a call for creative entries for the fourth edition of the IAA Olive Crown Awards. The Olive Crown Awards which are India’s first and only awards for creative excellence in communicating sustainability have been growing in size and stature over the years. The entry form can be downloaded from iaaindiachapter.org. The last date for entries is January 31, 2014.

     

    Last year, the awards were endorsed by the Asian Federation of Advertising Associations (AFAA) and went on to become the first ever pan-Asian event of its kind. AFAA will continue to endorse it this year. Said Srinivasan K Swamy, Chairman, R K SWAMY BBDO and President, India Chapter and VP-Development Asia Pacific, IAA: “These awards have acquired the hue of a ‘cause’ and this is one of the reasons for their universal acceptance.” Ramesh Narayan, Founder Canco Advertising and M G Parameswaran, Executive Director and CEO Draft FCB Ulka, are Co-Chairmen of the IAA Olive Crown Awards.  Mr Parameswaran said, “We cannot put a price on our commitment to Brand Earth and that is why there is no entry fee for this one-of-a-kind award. The quality of entries was very high last year and we are expecting an even better standard this time”.

     

    The awards will be presented in Mumbai in March 2014.  For the third time in succession, leading music channel 9XM will be presenting sponsor of these awards. Hungama and the Patrika Group are the Green partners.

     

  • The Effie 2013 awards night will be held on Wednesday, January 15 in Mumbai at the Turf Club.

    177 case studies shortlisted for Effie 2013

    By A Correspondent

     

    As the date for the 2013 edition of the Indian Effie gets closer, the Advertising Club has released the details of the 177 case studies shortlisted for Round 2 of the judging held in Mumbai and Delhi.

     

    The Effie 2013 awards night will now be held on Friday, January 17 at the Taj Lands End and not January 15 at the Turf Club as announced earlier.

     

     

  • Canaan Partners has led a Rs 35-crore investment into Bengaluru-based digital media technology company SureWaves MediaTech

    SureWaves bags Rs 35-crore deal to hire talent, innovate

    By Peerzada Abrar

     

    Canaan Partners, a multi-billion dollar global venture capital firm, has led a Rs 35-crore investment into Bengaluru-based digital media technology company SureWaves MediaTech. Existing investors, India Innovation Fund and Accel Partners, also participated in the round.

     

    SureWaves which provides advertising technology to customers such as food company Nestle, healthcare products maker Johnson & Johnson and consumer goods company Hindustan Unilever will use the funds to hire talent, tap global markets and support innovation.

     

    “We will be targeting several emerging and developed countries,” said SureWaves MD Rajendra Khare, who believes their technology is first of its kind, as even in developed markets like United States, an automated centralised solution for insertion and real-time monitoring of ads across multiple television channels is not available.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The Chief Marketing Officer – Financial Services, Aditya Birla Group and Head of Effie Awards India 2013 has been invited to be a Head of Jury at the APAC Effie 2014

    Ajay Kakar is Head of Jury at APAC Effie Awards 2014

    By A Correspondent

     

    Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group and head of Effie India has been appointed as Head of Jury at the Asia Pacific Effie.

     

    The APAC Effie has announced the first two of the four heads of jury who will form the Judging Committee for its 2014 Awards. Mr Kakar and Ben Lightfoot, CEO, McCann Worldgroup Singapore are the two names announced.

     

    On his appointment as a Head of Jury, Mr Kakar said: “Having chaired the Effie India Awards for the last three years, I am indeed honored to now be invited as a Head of Jury for the APAC awards. In recent years, the need and demand for work that works in the market place, have given the Effie award a pride of place on the shelves of both agencies and marketers. As a Head of Jury I do look forward to the exciting opportunity to review the most insightful and impactful campaigns from across the region.”

     

    Said Mr Lightfood, who also helms the role of a committee member of the APAC Effie and is Chiarman of Effie Singapore: “We have seen so much great work come out of our region, both in terms of creativity as well as effectiveness. I am really excited to see how the strategies developed led to innovative integrated creative solutions. Strategies unique for Asia Pacific, that broke away from category norms and delivered exceptional results.”

     

    Commenting on the appointments, Connie Chan, 2014 Awards Chairman said: “We’re delighted to welcome the Heads of Jury on board the Judging Committee. The rich experience and expertise of these heads make up a powerful composition for the judging committee, with a good mix of industry leaders from different backgrounds across APAC. We look forward to the great dynamics arising from the interaction and tapping on their perspectives in the judging sessions.”

     

    Finalists will be announced in end of February 2014, with the Awards Gala set to take place in Singapore in April 2014. More info at www.apaceffie.com.

     

  • The Festival of Media Asia-Pacific (FOMAP) has announced its agenda for the 2014 conference scheduled to be held from March 16 to 18 in Singapore.

    Starbucks’ Manmeet Vohra to speak at FOMA APAC

    By A Correspondent

     

    The Festival of Media Asia-Pacific (FOMAP) has announced its agenda for the 2014 conference scheduled to be held from March 16 to 18 in Singapore. The fest hopes to bring together media owners, agencies and brands for three days of networking, celebration and speaker sessions.

     

    Highlights of the 2014 event include a session hosted by Charlie Crowe, Founder of Festival of Media and Chairman of C Squared in conversation with Steve Mosko, President, Sony Pictures Television. In another session, Professor Jerry Wind, Wharton Future of Advertising Program, and Rose Tsou, Senior Vice-President, Yahoo! APAC, will explore native advertising via the results of research exclusive to the Festival. Scott Lamb, Vice-President International, Buzzfeed, a pioneer in native advertising, will also talk about shareable content and the opportunities it affords advertisers. This year’s event will feature Peter Vessenes, Founder and CEO, CoinLab and Chairman, Bitcoin Foundation, who will address the impact of Bitcoin on the future of the media buying industry.

     

    Other highlights include a session with Manmeet Vohra, Marketing Director at Tata Starbucks on the US coffee giant’s joint venture with the Tatas and the attempt at turning the massive tea-drinking nation into a country of latte sippers. Among other confirmed speakers are  Lakshmi Pratury, Host & Curator, The INK Conference and Vipul Chawla, Vice-President and CMO, Yum! Asia.

     

    Charlie Crowe, Founder of Festival of Media and Chairman of C Squared said, “Asia-Pacific continues to be a global hub for media innovation and excellence, and this year’s event will see some of the region’s pioneering media leaders come together to offer a unique perspective on the challenges and opportunities faced by businesses in Asia Pacific. As always, we pride ourselves on offering the latest research, fascinating industry case-studies and educated commentary on the industry issues making the headlines, to provide our delegates with an educational and above all else, enjoyable event.”

     

    For more information on the 2014 agenda and delegate registrations, visit the Festival of Media Asia Pacific 2014 website here.

     

  • The session titled 'Broadcast Branding with DixonBaxi' will feature the minds behind leading London-based brand agency DixonBaxi – co-founder Aporva Baxi and Tim Watson, Head of Strategy

    Kyoorius announces second edition of FYIdays with DixonBaxi

    By A Correspondent

     

    Kyoorius, a not-for-profit initiative by Transasia Fine Papers has announced the second edition of the Kyoorius FYIday series of workshops and knowledge sessions (*See Disclosure).

     

    Tim Watson

    The second edition titled ‘Broadcast Branding with DixonBaxi’ will feature the minds behind leading London-based brand agency DixonBaxi – Aporva Baxi- Co-Founder and Tim Watson, Head of Strategy, share insights on the work they do to help clients find their brand purpose and build brand fame.

     

    The firm has also done work for like Star India, Movies Now, Formula 1, Viacom and Nokia in their refresh and/or brand-imaging alignment.

     

     

    Aporva Baxi

    The Kyoorius FYIday with DixonBaxi will be flagged off in Delhi on January 23, Bengaluru on January 24 and Mumbai on January 25.

     

    Said Aporva Baxi, Co-Founder, DixonBaxi: said, “Building a brand can be daunting and stressful. It is important to first understand what is the vision of the brand you want to create.”

     

     

    Rajesh Kejriwal

    Rajesh Kejriwal, Founder and CEO, Kyoorius said, “India is becoming a place where the best of design in Asia is coming alive and it is imperative to nurture this talent. After an overwhelming response at the launch of FYIday last year, we began working more closely with D&AD to extend this knowledge sharing platform to a wider audience.”

     

    Over a period of time, the Kyoorius FYIday will features speakers from specific disciplines – Typography, Broadcast Design, Publication Design, Strategic Planning, Strategic Branding, Retail design, Architecture, Product Design, etc. conducting seminars, workshops and training sessions throughout the year and across the nation – leading up to the annual design conference – Kyoorius Designyatra.

     

    Registrations opened yesterday (Jan 14) and close on January 21 at www.kyoorius.com/fyiday/

     

    *Disclosure: MxMIndia is a media partner of Kyoorius FYIdays

     

  • European frozen foods major Iglo Group has hired Havas Media as its global media buying agency

    Havas awarded global media buying role for Iglo group

    By A Correspondent

     

    European frozen foods major Iglo Group has hired Havas Media as its global media buying agency. This follows the appointment of Havas Worldwide as the group’s global brand positioning and advertising agency in Q4 of 2013.

     

    Havas Media was selected after a competitive pitch process which included Iglo Group’s incumbent agencies. Havas Media presented a compelling proposal that best met the Group’s selection criteria.

     

    Commenting on the appointment, Iglo Group’s CEO, Elio Leoni Sceti said: “After a highly competitive pitch process, I am delighted to announce the appointment of Havas Media as our global media buying agency. The appointment will give us the ability to have a fully joined-up approach to our creative and media communication. This new approach to our marketing and the Iglo brand is central to our new growth strategy that aims to double the size of the business by 2020.”

     

    Said Marc Schader Global Chief Commercial Officer, Havas Media Group added: “We are honoured to become Iglo Group’s partner across Europe and look forward to helping them achieve their exciting and ambitious targets.”

     

    Iglo Group products are available in 11 countries and distribute across a number of other countries in Central and Eastern Europe.  The core brands are Birds Eye, Iglo and Findus and the range of products are from frozen foods and ready meals to bakery products and desserts.

     

  • The Chairperson of Ad Club's Effie 2013 on the 20 percent increase in entries and how effectiveness, more than just creativity, is what clients seek

    Clients want works that work: Ajay Kakar

     

    A quick chat with Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group who is also Chairperson of Effie 2013 on the eve of the annual advertising effectiveness awards. Effie 2013, which is is scheduled to take place tomorrow, Friday, January 17 at the Taj Lands End, received 419 entries, a 20 percent hike from last year. Excerpts from an interview with MxMIndia…

     

    We’ve had a tough 2013 for marketing and adspends given the slowdown. So did that have an impact on the entries for Effie this year?

    Well, whether the times are good or bad, marketers always wish to have more budgets. The pressure on budgets is always there. And therefore the demand and the need for measurable results that work for either the brand or the business will stay high. In current times, where there is a cautious optimism, people will want to know what they can expect for their rupee. Therefore, going forward, effectiveness is going to be the primary measure of success for an agency.

     

    But for a creative agency, the ultimate high continues to be a creative award.

    So that’s why I said for agencies tomorrow and for marketers and brands today. A creative agency loves to do creative work. A client wants works that work. The ideal from a brand perspective is creativity that works in the marketplace.

     

    Given that we’ve had problems with the Creative Abby last year, what is it that seems to be happening right at the Effie and not so at the Abby?

    I can’t comment on what’s not happening at the Abby, but there are two clear distinctions with the Effie. This is the only award that recognizes work that works in the marketplace. Two, it recognizes both the client and the agency.

     

    According to me, clients are very keen to be aligned to the need for effectiveness. And when you have a client who’s aligned, the agency alignment becomes much easier. So I can see that Effie has a common alignment of clients and agencies. Both are agreed that effectiveness is good. Or effectiveness should be good. Creativity, by clients at large, is yet seen as an indulgence of the advertising fraternity but effectiveness is something clients expect, demand, appreciate and therefore agencies are becoming more and more proud that they have campaigns that are working in the marketplace. For the key agencies will soon say my work works in creativity and in effectiveness.

     

    Also, in the case of the Effie, you don’t have cases of proactive work or plagiarism, right?

    First, as I said, it’s a common agenda. Second, we have clients, planners and the numbers guys judging. Three, yes you’re right, the “scams/ plagiarism/done-for-the-sake-of-an-award” entries aren’t possible drivers of this award. Also, if you look at the constitution of the jury, we aspire to have a 70-30 ratio in favour of clients and within agencies we’ve brought in creative and media agencies. We’ve brought in business heads or planning heads and we have electronic voting.

     

    And…

    Before you ask the next question, I must also say that we announced the shortlists only a day after the final judging was done. We were being overcautious, and didn’t want people allege that there was any influencing. In fact when the jury came in for the second round of juding, they didn’t know entries they would be required to look at.

     

    You also have Lowe Lintas and Ogilvy participating!

    We have 50 agencies participating and the excitement isn’t just restricted to the big agencies. All agencies want to do effective work for all their clients. We’ve had a 20 percent increase in entries with as many as 419 entries this year. The entry fee is Rs 21,000 so it’s not like a free thing or a case of ‘jeetega toh jeetega, haarega toh harega’. Every entry and client sends is the best of the best. They are backing it with money.

     

    Any changes from last year?

    Every year we have a meeting of all the thought leaders of the industry for feedback and improvements that need to be taken. So that’s how I think we refined the awards this year. For example, people said that we should sharpen our definition for the ‘David versus Goliath’ category. Similary for CSR etc.

     

    Last year, we saw Mindshare shortlisted. This year, only creative agencies appear and only few others appear to be in the final shortlist.

    Yes, that’s a coincidence, but the fact is that anyone is allowed to enter. It’s not just creative agencies. You can even have clients entering, and they did. For example, there is a Marico entry from its agency and there’s something, the company entered directly.

     

    One final question: why such a delay in holding the Effie this year. In 2008, you had it on November 26, the day the terror strike happened. And this time, it’s on Jan 17, with a last-minute change in the date… all well?

    The delay happened because of the holidays that came in. We had one round of judging – in Delhi, before the holidays, and the second after that. Also, on the last-minute change in the date and venue, it happened because of a problem with the venue and the contract they had. In fact we are lucky, we got the Taj Lands End.

     

    Even luck is favouring effectiveness!

    (Laughs)

     

  • Lowe Lintas doesn't allow Ogilvy fifth consecutive 'Agency of the Year' title by 35 points as Hindustan Lever gets past Cadbury by 50 points

    Lowe Lintas, HUL win big at Effie 2013

     

    By Shobhana Nair

     

    It’s a fraternity which loves surprises. And the thousand-and-a-half-odd members of India’s advertising and marketing industry witnessed just that on Friday evening. The large contingent from Ogilvy & Mather India has made a habit out of winning big at the award events it participates in.  But the crew from Lowe Lintas ensured that the adlanders in black (as Ogilvy staffers always turn up at trade events) don’t experience their fifth consecutive win at the Effie, the annual advertising effectiveness awards conducted by the Advertising Club. Lowe won the coveted Effie Agency of the Year 2013 outwitting Ogilvy & Mather by just 35 points in the final tally. “This is one night of fun and party for 2500 bucks. We can’t have a cheaper party than this,” chuckled R Balki, Chairman and Chief Creative Officer at Lowe Lintas while celebrating his team’s victory.

     

    But it’s not that Pandey’s O&M cut a sorry figure. Other than scoring 130 points as compared to Lowe’s 165, Ogilvy also secured the Grand Effie for its Lifebuoy Roti campaign for Hindustan Unilever. Said Pandey who is Executive Chairman and. Creative Director, South Asia of the agency: “We have come first so many times and it feels great that Lowe is enjoying their win. Of course, being second is not a great feeling. You need to try harder.” The Aadat Campaign for Cadbury’s Bournvita and the Ear Muffs activation and Made for You campaign for Vodafone helped Ogilvy win its three golds.

     

    The other three agencies in the Top 5 were McCann Worldgroup, JWT and Publicis Communications at 60, 40 and 35 points respectively. Nakul Chopra, CEO, South Asia at Publicis admitted his agency could have done better but he’s bullish on the year ahead. “I am not happy and I think the kind of work that we will do in 2014 is what I am excited about. I think in the years to come Publicis is going to be a brand which will be known for quality work,” he said.

     

    From the client side, Hindustan Lever bagged the ‘Effie Client of the year’ after the total points came to 95. The campaigns for its brands Kissan and Lifebuoy were clear favourites of both the jury and the crowds at the awards. “Well, I think these awards are for effectiveness and we are quite delighted and proud to have received these awards,” said Hemant Bakshi, Executive Director – Home & Personal Care of Hindustan Unilever (HUL) and Chairman, Indian Society of Advertisers (ISA).

     

    Cadbury India which emerged the Client of the Year in 2011 and 2012 came second with 55 points.  “It is always a joy to win a few awards because it is recognition by the industry of the work that we have done,” said V Chandrmouli, Executive Director, Chocolates and Biscuits, Cadbury India. “Over the last few years, we have been getting recognition which pushes us to do better work,” he continue as Siddhartha Mukherjee, Director – Chocolate Category & Media added: “We have had a long-standing partnership with our agencies like Contract and Ogilvy who have produced excellent work over the years. And to get any award is a great reward to that partnership.”

     

    This year, the number of entries leapfrogged 20 per cent to 419 from 52 agencies participated while 1200 tickets were sold for the awards night.  On his impressions as the curtains came down on Effie 2013, Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group who was Chairperson of the Effie 2013 Committee said:  “Effie has grown in participation therefore in stature and respect which is gratifying. This is an awards show which is beyond question and controversy. Both agency and client happily participate at various stages.”

     

    Underscoring the role of the advertising effectiveness awards, K V Sridhar, Chief Creative Officer India subcontinent at Leo Burnett said: “Creativity will not matter without effectiveness and effectiveness doesn’t exist without creativity. The combination is what really works. This is why Effie is the most coveted award in India. Also, the fact is that there are no controversies attached to it.”

     

     

     

    Delighted: Hemant Bakshi

     

    Given the importance of advertising and promotion for its brands, it’s not surprising that Hindustan Unilever was crowned ‘Client of the Year’ at Effie 2013.  A quick Q&A with Hemant Bakshi, Executive Director – Home & Personal Care of Hindustan Unilever (HUL) on the win.

     

    How important are awards like the Effie for an organisation like Hindustan Unilever?

    Well, these awards are for effectiveness and we are quite delighted. We are proud to have received these awards.

     

    There’s this big debate about creativity versus effectiveness? What matters to you more?

    Well, it is good to know that we have created value through what we do in marketing. We acknowledge the external appreciation that we’ve got.

     

    And what are the goals you have set yourself for 2014?

    Clearly, we have to sustain what we achieved in 2013.

     

     

    In advertising, you are supposed to be more creative to be effective: R Balki

     

    If there was joy in breaking the winning run of Ogilvy at the Effie, Lowe Lintas & Partners’ R Balki was understating it.  A quick Q&A with the agency’s celebrated Chairman and Chief Creative Officer.

     

    How important are awards like the Effie you?

    What is important is to do the kind of work that you want do for the clients. Being able to do that right through the year and being satisfied with your own. Award or no award can’t increase or decrease the value of your work. You should know the value of your work before you have won or lost.

     

    There’s this big debate about creativity versus effectiveness? What matters to you more?

    I don’t know the difference between these two. In advertising, you are supposed to be more creative to be effective. Obviously, there’s connect but both are passé words.

     

    Apart from your work, which ads have managed to impress you?

    I love Ogilvy’s work. The Roti activation campaign for Lifebuoy was good. In fact I am a fan of their work.