Leading media and marketing services agency Lodestar UM bagged the maximum metails at this year’s Media Abby. The first day of Goafest 2014 saw the presentation of the coveted Media Abby and the inaugural Publisher Abby.
While Lodestar bagged 2 Golds, 3 Silvers and 6 Bronzes, PHD India bagged the coveted Grand Prix plus 3 Golds and 1 Silver. Siblings Mindshare and Maxus bagged seven metals each, though Mindshare’s tally had 2 Golds while Maxus took away 6 Silvers.
The Media Abby awards received 619 entries from 53 agencies. While the number of agencies participating increased by four, the number of entries decreased by 20-odd, informed the organising committee.
At the Publisher Abby, 62 entries were received in seven categories and 20 awards were presented, of which 7 were Golds. Hindustan Media Ventures bagged 6 metals (2 Silvers, 4 Bronze), followed by Bennett Coleman winning 5 (3 Golds, 1 Silver, 1 Bronze)), Dainik Bhaskar (1G, 1S, 1B) and Chitralekha (1G, 2S) bagged 3 each and Amar Ujala (1S), Hindu (1G) and Forbes (1G) one each.
In the first year of its formal existence in the country, PHD India from the Omnicom group has won a Grand Prix for BeBeautiful in the Best Digital Content Creation Strategy Category. Shobhana Nair spoke to Rachana Dharia, VP – Digital & Mobility Services on the occasion
What was the brief that was given to you by the Client – Hindustan Lever?
Our campaign was to create India’s largest beauty destination. It’s actually larger than Vogue, Femina and all the women’s magazine. It’s got one million-plus viewers coming that’s what it merits it as the largest beauty destination.
What is the one reason that you think got you the Grand Prix?
I think our agency has a specialized core team and that’s the reason why we have won it as we are a passionate team.
Did you expect to win the Grand Prix?
We didn’t anticipate the Grand Prix but we know our work has been really good and it has been appreciated by our consumers because of its uniqueness.
A total of 11 metals comprising 2 Golds, 3 Silvers and 6 Bronzes were awarded to Lodestar UM at the Media Abby on Day 1 of Goafest 2014. Shobhana Nair caught up with Nandini Dias, CEO, Lodestar UM minutes after she and jubilant team got together for a group pic:
Did you expect to win so many awards?
In all honesty, I was a part of the jury so I had some idea that we had done well. But didn’t know how well, because when the categories go on and when we are judging, it goes on one after another. To that extent I am pleasantly surprised and happy to win these many awards. We have done a very good job. I am just dying to go back to the team and show them all the awards. Unfortunately, a limited people came to Goa and I am sure everyone back home will be surely celebrating.
Who would you attribute the entire success the most? Which are the factors that have led to this win?
I think in the last 10 years, we have always won whether it’s as a winner or a runner up. We have been doing well at the awards and thankfully, we continue to do so. The teams across the agencies really push themselves. At Lodestar, we see ourselves as a strategically driven agency… the kind of investment we do on the strategic front, the amount of investment we make to train our people and it is not about training them in an individual medium but across all mediums. I think anybody who has been at Lodestar will vouch for the best strategic thought processes that happen in the agency so I think it is an outcome of the kind of work, training and thinking that goes within the agency.
Any category where you were not anticipating a win, but you did!
In fact, it’s the other way round, personally Coke studio is by far the best youth work that has happened in the country in the last couple of years. Though it may have been a work that has happened from the agency, I can’t think of a better consistent campaign with the kind of marketing and ground activation that has been happening. We started off as a single MTV channel but it runs across on Colors with an occasional run on Doordarshan. It also airs across various radio stations so the kind of work in Coke studio is really amazing. I am surprised that it didn’t come through and that is a big disappointment. However, today is the winning day and I can’t be saying that I am not happy.
Apart from Coke Studio which is close to your heart, any other work that you are really proud of which has won an award.
We did an amazing job on Tata Safari 24. It’s amazing how the new age collaboration has come through. Everyone at Colors, Tata Safari 24 and Lodestar did things differently this time. It was not only about just buying FCT and going ahead. At every episode, we knew what’s going to happen and how would we integrate it. This is a great example of how content will be leveraged by brands in the future.
You were a part of the jury and so have closely looked at the entries. Any favourites from other agencies?
I loved BeBeautiful. In a simplistic way, it may look like a website but the kind of detailing that has gone into it is amazing. I am not surprised that it won as many Golds as it did including the Grand Prix. Unanimously, the jury voted for it!
A quick chat with Ravi Rao, Leader, South Asia, Mindshare who was Chairman of the Media Abby jury at Goafest 2014
Your views on the Media Abby this year. Any visible trends, any shifts from last year?
Truly digital has become the bedrock of most ideas. Open source is another one where ideas can come from anywhere. The third is real intergration and engaging with consumers or customers. Overall, Goafest reflects what it stands for – ideas, innovations and exhilaration
The number of participating agencies increased in the Media Abby, though just 17 of the 53 that entered won. And only five agencies won five or more metals. And as many seven categories without any Golds. Comments?
There is a dire need for real pathbreaking ideas. Few entries won multiple awards explains the scenario. But there were some real brave ones that made it to 14 Golds and one Grand Prix.
The Media Abby has attracted participation from all with no one statying away. Unlike the Creative counterpart. Would you attribute any reasons for this?
We always fight hard but we gladly applaud the best work. Nothing inspires as much as a fab idea.
True to its credo, Goafest 2014 kickstarted in real ‘Band Baaja Baaraat’ isshhtyle at the Grand Hyatt hotel in North Goa. The three-day fest witnessed big names from the advertising, media and marketing fraternity. Guy Hearn, Chief Innovative Officer, Omnicom Media Group held a knowledge session for delegates on kids in this digital world. “It’s our responsibility to make kids digitally fluent,” he said, adding: “Brands can help by driving utility.” Coincidentally, the next knowledge session was presented by the youngest app developer duo also the founders of Go Dimensions, Shravan and Sanjay Kumaran. Apart from sharing their experience with an impressed audience, the whizkids also shared their goals of helping children by giving 15 percent of their income to charity! This session won quite a few ‘likes’ in the crowd. “I thoroughly enjoyed myself. The good part of it was we didn’t have traditional marketing sessions. The novelty of the kids is that the youngsters know what you know and these youngsters take it in their stride and take it much ahead,” said Nandini Dias, CEO, Lodestar UM. Â Her agency (the victorious team is pictured above), btw, won 11 metals in the Media Abby.
After some heavy duty insights, it was the turn of stand-up comedians All India Bakchod who left the audience in splits. “I loved the Bakchod session. It was nice humour and a good start to the festival,” said Mandeep Malhotra, President, DDB Mudra Communications.
S Yesudas, Managing Director – Indian sub-continent at Vizeum India was excited about the list of speakers at Goafest. “This year, the variety of speakers is very good. The topics are not really crude advertising or brands but there’s a message registered at the subconscious level.”
The last knowledge session was conducted by Riley Peter, Head of Creative Shop – APAC, Facebook who urged everyone to think about social media as a connection and not disruption.
For Satyamurthy NP, President and Head – Media at DDB Mudra, the key takeaway was ‘authenticity’. “In creativity, authenticity is the most important thing. We try to create ads and ad-like situation which is not going to be appealing to a lot of consumers. Authenticity is the building block for any creative product and that is what I liked.”
Suresh Balakrishna, CEO, BPN highlights ‘breaking the mould’ as his takeaway from today’s sessions. “Having Sanjay and Shravan was a coup. I think they spent a lot of time building the case on how to do things differently and how to break the mould.”
All in all a good start to a day which ended with the Media and Publisher Awards and some festivities and celebrations.
It’s that time of the year when the advertising fraternity gets together to celebrate top creative work, network with fellow industrywallahs and party hard. Goafest 2014 may be over a month late due to the Lok Sabha elections but the excitement is palpable.
Over 1700 delegates have registered for three days of fun, frolic and gyaan to be held at Goa’s Grand Hyatt hotel. So are the organizers ready to meet everyone’s expectations? Says Srinivasan K Swamy, Chairman of the Goafest 2014 organising committee: “You are never ready for a big programme like this till the last minute. Preparations are on in full swing. And people will definitely find it difficult to choose between sessions.”
Top faces from the advertising and marketing fields have been invited to speak to delegates on a variety of topics. The theme for this year – ‘Brand Baaja Baaraat’ – indicates that everyone will celebrate and have fun. However in the midst of the celebrations, one cannot overlook the fact that top agencies like Ogilvy & Mather and Leo Burnett have chosen to stay away from participating in the flagship Creative Abby awards. Is a drop in the number of entries a cause for worry? Arvind Sharma, President, Advertising Agencies Association of India and Former Chairman and CEO India Subcontinent at Leo Burnett says: “The number of entries has dropped as large creative agencies have decided not to be a part of it. However, the numbers are still high. This festival has always recognised categories which are becoming important like the digital entries and they have doubled this year.”
The mood though is of optimism. Said Rana Barua, CEO, Contract Advertising: “I am not going this time though I wish them all the best. My only wish remains that all the agencies come together. It’s sad for the industry that only half of them are coming. There are a lot of agencies who are not participating but my hope remains to see them all together.”
It is estimated that Goafest 2014 has received around 2700 entries which includes 2000 for Creative and Digital and 619 for the Media Abby. To ensure there is no encore of controversies in this edition, the organizers have streamlined the judging process. “Clearly there was a lot more to be done to ensure the awards were conducted and judged in a fair manner. This we have achieved. We’ve got pretty much everything right in terms of judging processes and putting out the shortlists in the public domain,” said Pratap Bose, President, The Advertising Club and Chairman of the Awards Governing Council.
In the seventh year, the Goafest has clearly grown over the years as Bobby Pawar, Chief Creative Officer, South Asia, Publicis puts it, “It has gone beyond advertising. Digital, media and broadcast are also a part of it. It has got the right direction catering to many areas of the marketing. As far as my expectations are concerned, we want to see some sparkling creative work. Hopefully, I don’t get disappointed.”
“I believe that one is a student from cradle to cortege and in that context, knowledge seminars of the likes of Goafest are indeed useful. Over the years, we have had some great speakers from diverse expertise areas and it has been engaging,” said Nagesh Alai, Group Chairman, FCBUlka and a former AAAI president, adding: “AAAI has built a great equity with Goafest over the years and it is a great forum for mind over matter. The partnership with Ad Club for the Abby awards is an added value. One hopes that youngsters take full advantage of it and not just soak in the sun and sea.”
Did the fact that the D&AD-backed Kyoorius Advertising to be held within a fortnight of Goafest impact the participation at the Abby? According to Mr Bose, “each has its space”. “In many countries, there are many awards and many, many award shows,” he said.
Meanwhile, Mr Swamy promises that Goafest 2014 will be three days well-spent. “Wonderful content, wonderful fun time, wonderful award nights, wonderful parties… overall a good experience.”
The final deadlines for the Goafest Abbys 2014 and the D&AD-backed Kyoorius Awards have been extended.
The Awards Governing Council of Goafest 2014 has extended the last date for submitting entries in the Creative, Media, Digital, Direct, Design, Promo & Activations, PR, Publishers & Broadcasters Abby categories to Wednesday, April 23, before 5 pm.
The entry forms can be downloaded from www.theadvertisingclub.net. Goafest 2014 will be held from May 29 to 31 at The Grand Hyatt, Bambolim, North Goa.
Meanwhile, the Kyoorius Awards which are bringing in the well-known D&AD Awards to the country, have also extended their final deadlines to April 28. The details for the awards are at http://awards.kyoorius.com. The Kyoorius Advertising Awards will be presented on Thursday, June 12 in Mumbai.
The Awards Governing Council of Goafest 2014 has extended the dates for its entries for Goafest Abbys 2014. The last date for submission of entries for Media Abbys is 15th April, 2014 before 5pm, and for Creative & Broadcaster & Publisher Abbys the deadline is 17th April, 2014 before 5pm.The entry forms can be downloaded from www.theadvertisingclub.net.
Goafest 2014 will be held from May 29th to 31st at The Grand Hyatt, Bambolim, North Goa.
Regular Award Entry Fee is Rs.6,500/- + 12.36% Service Tax. For Integrated campaigns the entry fee is Rs.9,000/- + ST 12.36%. For entries from other countries in the SAARC region (Single & Integrated) it is USD 20 + ST 12.36% (USD 22.47).
My first reaction on hearing that Goafest has introduced a public relations (PR) Abby was that it was an overdue, but welcome development. PR has never been mentioned in the same breath as advertising despite rising evidence from around the globe that unidirectional communication is in decline. Meaningful engagement on multiple platforms is the way ahead, and it’s the PR industry that has been providing it.
The Abby is a logical step in the evolution of Goafest. The event needs to go from being advertising-dominated to a well-rounded event that represents every discipline of marketing communications. This will raise not just the interest in it but, more importantly, its credibility.
The fact is the Indian PR industry needs such a high-profile platform. While we have regional and global PR awards, we don’t have any comparable ones in India. Goafest is India’s biggest communications event and the PR industry needs to make a mark there.
I have one fear, though. In similar events elsewhere, we have seen ad agencies entering for the PR awards – and winning. Strange as it may sound, it’s rare for a PR award to go to a PR agency!
If that happens at Goafest, too, then the purpose of the awards would be defeated and the PR industry would have, in fact, suffered a setback. Of course, the onus is squarely on PR agencies to make sure this doesn’t happen. We need to deliver strategic value and then aggressively market our successes.
L to R: Arvind Sharma, Srinivasan Swamy and Pratap Bose
Okay, so the Goafest 2014 is being held in the same hotel where a certain editor alleged raped a junior colleague in November last year.
We don’t know whether CC TV cameras have been installed in the elevators, but the hotel may well be mulling extra security and ‘watch’ men or women around the expansive land of what’s an excellent property.
Uff, let’s not scare the Hyatt folks. The advertising fraternity comprises sober, decent people. And even if they aren’t all sober after a few drinks, they won’t do what Mr T is supposed to have done.
Jokes apart, Goafest 2014 will be held from May 29 to 31 at the Grand Hyatt hotel at Bambolim in North Goa.
“This year we aim to dial up the excitement by expanding the festival”,said Srinivasan Swamy, Chairman, Goafest 2014. “While strengthening the initiatives undertaken in the previous years, Goafest 2014 will be a three-day event with the Knowledge Seminars being held on all three days. The Advertising Conclave, which was ‘Only By Invitation’ so far and was held on the day before Goafest will now be on Day Two and will be open to all delegates. The Conclave aims to create more engagement between advertisers, agencies and the rest of the media industry. We will continue to have leading advertisers talk on issues that have a strong bearing on the industry. And as for the three days at Goafest, none of the fun elements will be missing for which Goafest is known! It will only get enhanced.”
The rain dance did you mean, Sir?
With the fest now turning into a three-day event, there will be two options of delegate passes. A two-day delegate pass priced at Rs 14,000 will allow the delegates to attend any two consecutive days of their choice. A three-day pass priced at Rs 18,000 will allow delegates to attend the festival for all three days. Under-30 delegates will continue to enjoy a special discount of 50% on these rates.
Pratap Bose, President of The Advertising Club and Chairman of The Awards Governing Council (AGC) said, “The Abbys will be augmented with new categories this year. We will include Promo-Activation and PR. The Branded Content category,which was added last year,will be expanded. And most excitingly, we are adding Broadcaster and Publisher Abbys at Goafest. These will recognize outstanding advertising and communication ideas for promoting broadcast and print properties. Broadcaster and publishers will be entitled to send in entries for these categories.” Mr Bose shed more light on this by stating that, “These changes are being made with the aim of honoring the great work that is being done by all media professionals.”
Continuing with the changes that were inducted in 2012 – there will be a Grand Prix for Film, Print, Radio, Outdoor, Design, Interactive Digital, Direct, Media and Integrated.
Award shows for various verticals will be held on the following evenings:
May 29: Publisher Abbys. Media Abbys
May 30: Design Abbys. Direct Abbys. Promo-Activation Abbys. PR Abbys. Outdoor Abbys. Print Craft Abbys. Branded Content Abbys. Broadcaster Abbys.
May 31: Interactive Digital Abbys. Radio Abbys. Print Abbys. TV Abbys. Integrated Abbys
There will also be significant changes in the judging process. There will be a window of a clear 10 days before the final judging round. During this window, shortlisted entries will be available for the entire industry to review. However, the Abbys once awarded will stay awarded. So no superjury tamasha like last year. Participation in the Abbys will continue to be open to all who want to participate. Membership of the AAAI or The Advertising Club is not required. The award entry fee will be Rs 6500 per entry for general entries and Rs 9500 for integrated entries.
Marketing Wizards, the initiative under which young client delegates can avail of the special under 30 delegate fees as well free accommodation will continue this year.So will the special ‘Rest of South Asia’ awards.
“Goafest is recognized as a platform for celebration of communication excellence and as a platform for exchange of ideas across the advertising, marketing and media fraternity,” said Arvind Sharma, founding Chairman of Goafest and current President of the Advertising Agencies Association of India (AAAI). He added, “Last year’s Conclave where leading advertisers shared their candid points of view with the industry was seen as a super success. This year’s changes in the festival format – including a client-led Conclave open to all and introduction of Broadcaster and Publisher Abbys – make it a true industry-wide platform.”
We are sure the beer and booze will also be flowing in enough measure.
We all know of the mess that Goafest, the annual adfest of India’s advertising and marketing services industry, has been in. The Advertising Agencies Association of India delayed the announcement of the date for reasons best known to it. And there were reservations from many of the top ad agencies on their participation in the Creative Abby.
Already the reputation of Goafest had taken a beating last year with charges of plagiarism and scam advertising impacting the credibility of what’s decidedly the mainstay of the event: the Creative Abby. “Ogilvy not participating in the Abby is like Brazil pulling out from the World Cup Soccer or China from the Olympics,” said one organiser and ad honcho on anonymity.
The last straw in the mess on Goafest was the stepping aside of Nakul Chopra as chairman of the Goafest Organising Committee earlier this week. The many delays in the dates meant that Mr Chopra would have to stay back from work for too long, and that’s something he could ill-afford.
But the appointment of Srinivasan Swamy, better known in the business as Sundar Swamy, is said to be a masterstroke. Said the organiser-cum-honcho we spoke to earlier: “There are few people in the business who you can never say no to. Sundar is one of them.”
A member of the India chapter of International Association of Advertisers cites Mr Swamy’s can-do attitude and a gentle mix of delegation-and-monitoring as the reason why IAA has superactive in the last two years. “There was no brief for the IAA to do what he has done. But Sundar achieved what Ad Club, AAAI and several other clubs and associations ought to be doing.”
Yet, said the honcho, it’s interesting that Mr Swamy has taken on the responsibility when it’s indeed a tall order given that the odds stacked against it.
Mr Swamy’s statement that the 2014 edition will be bigger and brighter may be looked at by many with a “let’s wait and watch”, but the balls have started rolling. The hotel has been tentatively booked, the dates are nearly sealed, and by shifting the proceedings indoors, there is hope that the heat generated around is more by the proceedings than the weather.
By A Correspondent
The Media Abby awards received 619 entries from 53 agencies. While the number of agencies participating increased by four, the number of entries decreased by 20-odd, informed the organising committee.
In the first year of its formal existence in the country, PHD India from the Omnicom group has won a Grand Prix for BeBeautiful in the Best Digital Content Creation Strategy Category. Shobhana Nair spoke to Rachana Dharia, VP – Digital & Mobility Services on the occasion
