MxMIndia

Tag: Creative Abbys

  • Even the winners won't feel the joy of winning as half of the industry is not going to be there, says Piyush Pandey

    Top agencies like O&M, Lowe, McCann, Creativeland to skip Creative Abbys

    By Pritha Mitra Dasgupta

     

    The seventh edition of India’s advertising festival, Goafest, will be happening minus some big names. Seven of the country’s top advertising agencies – Lowe Lintas, Ogilvy & Mather, Creativeland Asia, McCann Worldgroup, BBDO, Grey and Leo Burnett will not be participating in 2014.

     

    Entries to the festival this year are down 50 percent – last year Goafest had received 4,800 entries across creative and media, but this year it has received around 2,500 so far. That’s despite the introduction of two new categories Promo-Activation and PR, and opening up the awards to entries from broadcasters and publishers.

     

    Srinivasan Swamy

    “I expected the numbers to be down this year,” says Srinivasan Swamy, chairman, Goafest 2014 and chairman & MD of RK Swamy BBDO. “But I believe 2,500 is also a good number to have. I agree that agencies like O&M and Leo Burnett send large number of entries and their absence would bring the numbers down. But we are not badly off,” he adds.

     

    While some of the non-participating agencies have decided to send delegates to the festival, a senior Goafest committee member confirms that this year the number of delegates will be also down by at least 50per cent. While Swamy maintains, “Let’s celebrate people who are participating,” Piyush Pandey, executive chairman, Ogilvy & Mather says, “Even the winners won’t feel the joy of winning as half of the industry is not going to be there.”

     

    Piyush Pandey

    One factor that has played a role in the low participation rate is the timing of the festival. Says a source on the Goafest committee, “Agencies usually got at least two months between Goafest and Cannes Lions to work on their budgets, to decide which entries to send and to decide the team that would represent the agency. But this year since the festival is happening in the last week of May there is hardly any time for agencies to plan.”

     

    All this has only resulted in more flak for the Abbys, the country’s oldest advertising awards which was integrated into Goafest a few years ago. “I think the Abbys was running beautifully till they combined it with Goafest,”says MrPandey. He says that the principle on which the award show was merged with festival was that Ad Club would run the awards and AAAI (Advertising Agencies Association of India) would organise the festival. “But it got muddled somewhere down the line,”he says.

     

    K V Sridhar

    KV Sridhar, the outgoing chief creative officer India subcontinent at Leo Burnett, agrees, saying, “While the festival may have become bigger, there is no doubt that Abbys has lost its credibility.” Mr Pandey in turn believes that Goafest should have taken a break for a year, restructured and reorganised itself and then returned with a bang in 2015. The deadline for entries has been extended to April 28 from April 25, so there doesn’t seem to be much chance that participation will ramp up. But Swamy says that the Goafest committee will be meeting with heads of the non-participating agencies immediately after the festival, to discuss and address their concerns and clear the way for next year’s event.

     

    Source:The Economic Times

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

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  • ‘Superjury’ to decide on Creative Abby complaints

    By A Correspondent

     

    The Goafest 2013 Awards Governing Council (AGC) has decided that all the complaints received against some Creative Abby award-winners will now be taken up by a ‘superjury’ comprising the chairpersons of the Creative Abby award categories.

     

    It is learnt that not everyone among certain agencies was happy with the way complaints filed against their award-winning creatives were being handled. They were upset that some junior members of the fraternity were ruling against their work for close resemblance to some other internationally produced creatives (read: plagiarism).

     

    According to Shashi Sinha, chairperson of the AGC, the meeting will be held within three to four days… as soon as it is possible to get all the ‘superjury’ members.at for its Grand Prix winning ad. The decision to have chairpersons of the various creative juries will, it is hoped, ensure that erase all charges of favouritism and juniors taking critical decisions.

    It may be noted that the superjury will not take up complaints or issues of the procedural kind (like the one impacting Leo Burnett), but those which concern the creative process, specifically the charges of plagiarism.

     

  • Competition organized to encourage self regulation in advertising huge success

    ASCI, Goafest announce winners of ‘ASCI Mobile Movie Challenge’

    By A Correspondent

     

    The Advertising Standard Council of India (ASCI) announced the winners of the ‘ASCI Mobile Movie Challenge’ during the closing event of Goafest 2012, the Creative Abbys. The competition, conducted to promote responsible creativity, and to encourage self regulation in Advertising, under the theme of ‘Creativity with a conscience’, garnered huge public support during the 3 day ad-fest.

     

    The winning entries came from team Leo Burnett consisting of Nikhil Pai, Abhineet Agarwal & Almas Ahmed and team O&M consisting of Parth Gadhiya, Harshad Salian, Aishik Sengupta. All the six winners received an iPad sponsored by media house, Rajasthan Patrika.

     

    The competition received a total of 120 registered entries through 41 mobile movies, from across the country. Of all the movies registered, 8 were shortlisted by a jury of eminent ad-makers and 2 were chosen as winners.

     

    As per the contest, teams of 3 young professionals, under the age of 30 years, were asked to create a short film (between 30 and 60 seconds), using their mobile handsets. Each team was assigned a mentor film maker who guided the team members on the nuances of film making. The teams were asked to create the art forms on one of the four briefs provided by ASCI which were based on the four tenets of ASCI’s code of self regulation: Honesty & truthfulness in advertising; Decency in advertising as per generally accepted societal norms; Safety & avoiding exploitation of vulnerable sections of society, especially children and Fairness in competition

     

    Mr Subhash Kamath, ASCI Board Member, said: “Through this competition, we wanted to inspire young professionals to abide by the guidelines set by ASCI and implement the same in their work. We’re extremely happy with the kind of response we’ve received and thankful for all the support. Next year, we hope to make this initiative larger and stronger by reaching out to many more media, advertising professionals.”

     

    The films were showcased at Goafest 2012 and uploaded on youtube.com and select online portals, so as to inspire professionals to understand the importance of self-regulation in advertising. The entries were judged by a jury of top creative directors and film makes of the industry.

     

    Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) is in dealing with Complaints received from Consumers and Industry, against Advertisements which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.

     

     

     

  • So while the focus till now was to get the event going, the plan going forward would be to plan three years' ahead and see what can be planned for the future, says Shashi Sinha

    Special to MxM: Shashi Sinha on Day 2

    By Shashi Sinha

     

    The good thing about the last day at Goafest was the quality and number of gold and silver metals that were given out this year. A number of members came on the jury this year and there were much more metals that were handed out this year compared to last year.

     

    As for the sessions, the big one for me was the one by John Philip Jones, which was media-based and I really found it interesting. It must have been a complex thing for the students and youngsters gathered at the venue, as it was based on investments and so on, but it was a good one for those in upper hierarchy. It was all about how one can spend clients’ money smartly; in fact I am going to do a detailed presentation for my team later on.

     

    While that was about sessions, the event had its share of fun too. Rain dance was an occasion that was enjoyed to the fullest by the young adlanders. It was good to see so many youngsters revelling together. Unfortunately for me, again I was stuck up with a press conference and had to give it a skip. But that said, I think the Creative Abbys were the highlight of the evening. Compared to Media, Creative Abbys had more Grand Prix on offer and were bagged by deserving candidates, including Ogilvy and Creativeland Asia.

     

    As the president of AAAI and we were discussing that if we had ten thousand to spend, how would we spend them. So while the focus till now was to get the event going, the plan going forward would be to plan three years’ ahead and see what can be planned for the future. But having said that, the event will continue to remain big and will continue to stay as relevant going forward.

     

    So it will not be only about 2013, but about the next 3-5 years because right now we have attained the critical mass and the focus would be to maintain the success levels going forward.

     

    Click here to view all Goafest 2012 stories

     

  • Present the ‘ASCI Mobile Movie Challenge’ to promote the idea of ‘Creativity with a Conscience’

    ASCI, Goafest come together on self-regulation

    By A Correspondent

     

    The Advertising Standard Council of India (ASCI), in a bid to encourage self regulation in Advertising, has announced its unique association with Goafest 2012. As a part of this partnership, ASCI will be a conducting a one-of-a-kind contest to promote responsible creativity, under the theme “Creativity with a Conscience” during Goafest 2012.

     

    The ASCI Mobile Movie Challenge contest, which is open for advertising, marketing and media professionals, revolves around creating short films using a mobile phone.  As per the contest, teams of 3 young professionals, under the age of 30 years, will be asked to create a short film (between 30 and 60 seconds), using their mobile handsets.  Each team will be assigned a mentor film-maker who can guide the team members on the nuances of film making. The teams will create the art forms on one of the four briefs provided by ASCI.

     

    The teams will create the art forms on the four tenets of ASCI’s code of self-regulation: Honesty & truthfulness in advertising; Decency in advertising as per generally accepted societal norms; Safety & avoiding exploitation of vulnerable sections of society, especially children; Fairness in competition.

     

    To register, one has to log onto http://www.ascionline.org/goafest2012/ and last date for registration is March 22.

     

    According to, Subhash Kamath, ASCI Board Member: “The theme ‘Creativity with a Conscience’ goes hand-in-hand with ASCI’s objective of responsible advertising. Our aim is to inspire professionals to abide by the guidelines set by ASCI and to take up self regulation on an individual level as the only other alternative is governmental censorship, which is, not desirable for a creative industry like ours.”

     

    He added: “By reaching out to young professionals, we’re ensuring that our efforts towards self regulation are understood by the people who will be implementing the work. Through this initiative, we want to instill the message in the mind of young professionals to always remember that with great creative power, comes greater responsibility.”

     

    These films will then be showcased at Goafest 2012 and will be uploaded on youtube.com and select online portals to inspire professionals to understand the importance of self-regulation in advertising. The entries will be judged by a jury of top creative directors and film makes of the industry.

     

    Four winning teams, one per brief, will be selected and each team member will be awarded during the Creative Abbys. Alongside, there will be a ‘Popular Choice’ award for the winner of a shortlisted best 16 film, which will be voted via SMS by over 3,000 participants at Goafest.

     

    Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. The role and functioning of the ASCI and its Consumer Complaints Council (CCC) is in dealing with complaints received from Consumers and Industry, against advertisements which are considered as false, misleading, indecent, illegal, leading to unsafe practices, or unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.

    Click here to view all Goafest 2012 stories

     

  • Much-awaited advertising and awards festival will be held at the same venue as last year.

    Goafest 2012 to be held on April 19-21

    By A Correspondent

     

    Goafest, the much awaited yearly event from the Advertising Agencies Association of India and Advertising Club Bombay, has come out with its festival dates for 2012.

     

    This year’s Goafest will be held on April 19-21 at the same venue as last year, The Zuri White Sands resort on Varca beach.

     

    Other details of the festival will be announced following a committee meeting on January 9.

     

    Over the years Goafest has become the biggest congregation of advertising professional under the sun and sand inGoa. It is touted asIndia’s biggest advertising and awards festival.

     

    The theme for last year’s festival was ‘Ideas are all around us-can you SPOT one?’ Two of the biggest awards held during the festival include the Media Abbys and Creative Abbys.

    Click here to view all Goafest 2012 stories