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Tag: Goafest 2018

  • Outreach Nepal has won a Bronze Abby award in the Still Print category

    Nepal wins a Goafest Abby!

    By A Correspondent

     

    As a policy, we do not normally carry reports based on individual win communiques we receive from agencies or advertsiers. But this one deserves coverage as it’s from a leading Nepal advertising agency that has won an Abby at Goafest 2018. Outreach Nepal bagged a Bronze in the Still Print category and has also won three shortlists across categories.

     

    Said Ujaya Shakya, Managing Director, Outreach Nepal: “It is a recognition for the good work that is now happening in Nepalese advertising fraternity, and of course, this is a remarkable achievement to win beyond the borders.”

  • All the Goafest 2018 (and Abby Awards 2018) images

    Goafest 2018 in pictures

    All the Goafest 2018 (and Abby Awards 2018) images courtesy of the Goafest 2018 organising committee

     

    Goafest 2018 Day One
     Goafest 2018 Day Two
     Goafest 2018 Day Three
  • Sanjeev Kotnala is back with his annual detailed review of Goafest 2018

    Goafest 2018 Review by Sanjeev Kotnala: Meets expectations, promises to be better

    By Sanjeev Kotnala

     

    The 13th edition of Goafest lived to its promise of being more productive and better than the last edition. There were visible, and determined efforts to make it a better experience. Goafest remains a work-in-progress with a promise of ‘Best yet to come’ – and I will take that.

    This article is not a Goafest report card. Like earlier articles in 2017, 2016 or even 2015, it is more of  a reflection based on personal observations and feedback from other delegates. Hopefully there are some inputs to make the next edition even better.

     

    WELCOME CHANGES IN ABBYs

    Based on the detailed discussions with industry leaders and more importantly listening t the young professionals, in its 50th year, the Abby Awards made impactful changes in the structure and process.

    The categories are rationalised from 250+ to 160-odd categories relevant to the current  industry ecosystem. Abby introduced the concept of ‘Master Jury’ across categories to ensure judging by the best in the field. And on popular demand, bringing back the often-hated and debated ‘Agency of the Year’ across the main categories in a far more transparent fashion.

     

    ABSENTEES

    I have been on record to say that we must not worry about who is not entering the awards. However, we must accept that other than the jury the competition also plays a definitive role in defining the awards. The absence of O&M, Lintas, Leo Burnett, JWT, Taproot, McCann, Creative Land Asia and Publicis does hurt the image and stature of Goafest. More so, there is not much left to damage when the absentee enters other awards.

     

    THE KNOWLEDGE SESSIONS AND INDUSTRY CONCLAVE.

    The industry conclave on Day One has retained only its name, and no longer serves the purpose.  Maybe we have realised that it is not the place to introspect and anyway we do not take any concrete action.

    The content mix of Goafest is morphing with intent. There is a lot less of advertising and increase in other elements like music, sports, glamour, and politics, Bollywood etc. Though these are essential to give the fest a wider perspective and delegates some breather, they must be like salt in food and not the complete meal. It is a dangerous shift. Let’s not blame the non-interest in advertising of delegates. Remember it’s all about content.

    Baba Ramdev, the natural performer, honestly played to the gallery.  He knows the pulse of the audience. His sense of humour and bold statements coming form success and confidence in the vision and purpose of the brand resonated with the audience.

    Baba resold Patanjali as a value-driven organisation set for definitive future growth and glory. Patanjali as per Baba is leveraging honesty, dedication, purpose, knowledge, experience and emotions for wealth creation. The fight for Made-in-India and hence anti-MNC ‘HUM MNC KO DHO DALENGEY’ found favour with the audience. Baba further pumped the sentiments with explanation ‘the blood in the veins is Indian, even when the majority of you all work with MNCs or have clients as MNCs’.

    His act was far better than any stand-up comedy. To have the crowd engaged and involved for 90 minutes is an art in itself. Hats off to him. He ended his session with the expected and much-seen trademark tips on KAPALBHARATI and SURYA NAMASKAR. More on him on Wednesday.

    Dean Donaldson and Jonathan Tavis of Kaleidoko made their presentation as a conversation. Like the Milton hypnosis language pattern, they laid the foundation with the known elements of digitalisation before unleashing the concept of Geno-targeting, Geno-segmenting and Geno-marketing based on the current understanding of DNA framework and genetic construct being predicting and defining similarities and differences in the global family. I am sure that it was a scope-expanding session for most of us.

    Rapha Vasconellous representing Facebook CreativeShop  yet again at Goafest) made the similar pitch on people needing to follow the 70-20-10 principle of immediate- interactive and immersive content for any idea,  building communities, experimenting and doing things differently. The end – a pitch and presentation of Facebook – Blueprint the free learning platform was a repeat too.

    Rosy Yakob, Co-founder GeniusSteals, pushed for collectivism in solution creation based on the argument that no solution today can be the result of a single person’s efforts. And for us to create the environment of collectivism, we must have mutual admiration and appreciation, willingly share knowledge for all to benefit, embrace diversity and distribute credit and seek the wilds and weirdest.

    Amelia Conway, directorm Adolescence, made a short but impactful presentation. Adolescence is based on a simple insight that only a teenager can best understand another teenager. The advertising fraternity attempts with the solution based on research and understanding are still what they want kids to want.  It does not come across as an honest attempt.

    There were some other presentations too. Pepperfry presentation by Kashyap Vadapalli was a journey through the evolution of the brand. Cameron Worth of SharpEnd presented the possibilities and a picture of IoT, a world of connected devices.   Faye D’souza delivered a crisp and impressive presentation of Mirror Now delivering on the promise of ‘You First’. Wain Choi, Chief Executive Officer at CJK-Valley in conversation with Rohit Ohri presented few cases and demonstrated that ideas and creativity are not dependent upon budgets.

    PERSONALITIES

    Too many sessions with non-advertising content make Goafest look less like an advertising festival.

    Sparsh Shah*, the 14-year old teenager who uses a wheelchair made the audience emotional. Born with 40 fractures and doctor’s gave him two days to survive. Today he is the face of differently abled people globally. His request of advertising community to be inclusive in their communication is a well-directed and timely reminder.

    Jonty Rhodes is a much-loved cricketer and cricket is a religion in India. Anand Narasimhan of Times engaged him in a conversation started with the latest Australian  ‘Sandpaper gate’ fiasco. Jonty was open in saying that most of the teams try to change the ball conditions within the acceptable behaviour but doing it the way Austrian team tried was pure stupidity.  The discussion on Choker tag for the South African team, politics within, his retirement world cup, ball tempering and leadership styles were engrossing.

    Colonel Rajyavardhan Rathore: Politician, Olympian and an ex-army man walked out as the winner of the session with Times Now interviewing him. He was open and straightforward enough (as much possible). He well-defended Times Now’s probing and incisive questions on Brand Modi (he likes referring to him as a phenomenon) and drop in the Lok Sabha seats with the bypolls. His conviction and explanation of Khelo India movement assured the audience of the government decisive initiative being productive in time to come.

    Sidharth Malhotra*,  representing the youth brigade, passed the test of brand and marketing. The Bollywood charm and openness in his conversation worked in his favour. Sania Mirza* I am told was open, straight to point in her session. Her comment ‘My name is Sania Mirza, and my children will be named Mirza Malik, not just Malik’ found much favour with the audience.  Nawazuddin Siddiqui in conversation with Anu Kapoor was a waste. It had some pointers and a recap of his journey from a humble background to stardom.

     

    PERFORMANCE

    Usha Uthap’s performance on the opening night of 50th edition of Abby’s was an apt audience, occasion. It was also her 48th year in the singing career. She performed a day after the sad demise of her elder sister demonstrating her level of commitment and a lesson on professionalism.  While Baba knew the pulse, she knew the beats to mesmerising.

    Neha Bhasin on the second day was equally bright and hardworking but somewhere the magic of the first night was missing. Towards the end of a long drawn performance though, she did get the crowd on her side.

    Khusboo Grewal on Day Three had the audience jiving and fully involved by her energetic medley of songs. Her moving into the audience and interacting with them made the performance that more engaged.

    AWARD FUNCTIONS AND EXHIBITIONS

    Well done on this front. Other than a few minor glitches, they were well-conducted. The ‘Master Jury’ did return few categories with no metal, which may be discouraging to some but good for the fest in being stringent in their evaluation. It was nice to see Publisher’s Abby sandwiched between Usha Uthap performance and the Media Abbys giving them a bigger audience.

    The Exhibition display area had a repetitive display of work across categories. May be we could experiment with mounting one integrated display for such entries and list the sub-categories it has qualified as a finalist.

    Awards must not go beyond 10pm even if we are forced to start a bit early and compromise on knowledge sessions. If I were a sponsor of the after-events party, I would want a penalty clause for delay in awards closure.

     

    DELEGATE RESPONSIBILITIES

    Being on time is as much delegate’s responsibility as it is of the organisers. The opening morning session, the post-lunch session and awards delayed start were primarily due to delegates entering or returning at their own pace. The organising committee made every attempt and would have been more successful in managing time with delegates support.

    Treat it as your festival and hence give equal recognition, appreciation and respect to the other awardwinners. Do not walk out of the hall after winning or if the category you represent is awarded. Or may be it’s time for Goafest to keep doors closed until the end of the function.

    WORKSHOPS

    I have heard good feedback on both ‘Facebook’ And ‘Mindscapes ’ workshops at Goafest, and we should look at increasing the number of workshops in the coming years.

    PARTING SHOT.

    Last week, I shared an unfinished tale from Goafest 2017, and expected the story to move forward in 2018. Sorry to disappoint, but there was no twist in the tale. No fresh encounter. However, I am an optimist. And who knows what happens in the next Goafest on 4th-5th-6th of April 2019.

    Thank you, Goafest Organising Committee, Awards Governing Council, Jury members, participating agencies, brands, AAAI, Ad Club, sponsors, speakers and the delegates for making Goafest successful.

     

    As I did not attend the sessions marked with *, the feedback is based on conversations with other delegates.

     

    Sanjeev Kotnala is a senior marketing strategist and educator. The views here are his own

     

     

  • From genomics, to MNC-bashing, to human-oriented advertising, to teenage prodigies, to sporting and Bollywood icons, the 2018 edition of Goafest had it all

    Conference round-up:A paisa vasool show!

    By Rahul Chandawarkar

     

    The best Bambaiyya term to describe Goafest 2018 would be ‘paisa vasool’, as both the knowledge seminars and leadership summits were of high quality and provided ample knowledge enhancement.

     

    While the two-and-half day, annual event began with a rousing session by yoga guru, Baba Ramdev, it ended with an equally interesting session with Bollywood actor, Nawazuddin Siddiqui.  These two events were interspersed with sessions on Facebook, artificial intelligence, Swedish and Korean advertising, interactions with sporting icons, Jonty Rhodes, Rajyavardhan Rathore and Sania Mirza and two exhilarating sessions by teenagers Sparsh Shah (14), a gifted,wheel-chair bound youngster and Amelia Conway (15) a talented advertising film-maker.

     

    However, it was the yoga guru, who gave the event a rousing start with his aggressive statement, ‘Hum MNC companies kodhoolchatayenge’(we will make MNC companies bite the dust).

     

    Stating that the main objective of the Patanjali brand was to defeat and vanquish MNC companies, Ramdev said, “The East India company looted our country for centuries. The MNCs are doing the same now. This must stop. This why, we formed Patanjali to compete and beat them.”

     

    Expressing his confidence in the Indian economy, Ramdev said, “The Indian economy is growing at 10% as compared to the US and UK markets which are struggling at an abysmal 2%. There are opportunities galore in our own country.”

     

    Predicting that Patanjali would become the No 1 consumer products company in India very soon, Ramdev said, “We plan to introduce a wide range of dairy products, a complete range of apparels and even a drinking water brand called Divyajal next year.”

     

    Day two began with some scientific crystal ball-gazing, when Dean Donaldson and Jonathan Tavss, transformation strategists and digital futurologists from Kaleidoko predicted that artificial intelligence would become common place and that robots would dominate our everyday lives. They also explained how geno media would be the new frontier after social media and how countries across the world including India were investing in genomics.

     

    Cameron Worth of Sharpend took the technology discussion further when he demonstrated how the popular liquor products could be ordered, billed and consumed remotely with the use of technology like the ‘internet of things’ (IoT).

     

    Later, little, Sparsh Shah, just 14 and wheel chair-bound, afflicted with the rare, congenital disease osteogenesis imperfecta (brittle bone disease) sang, spoke and clapped and touched everyone’s heart. There was scarcely anyone with dry eyes, as this teenager from New Jersey, USA mesmerised everybody with an articulateness and a maturity beyond his years.

     

    Speaking on the twin topics of self-responsibility and social responsibility, Shah urged the audience to adopt a ‘can-do-will-do’ attitude to life. “All of us must be completely positive in our outlook. This is self-responsibility,” Sparsh said. Likewise, he urged the advertising fraternity to give back to society by taking up socially relevant campaigns. “There is an urgent need for inclusive advertising campaigns, where we help the less fortunate among us also make the journey,” the teenager said to thunderous applause.

     

    Later, young Bollywood actor Sidharth Malhotra displayed a remarkable yen for branding and marketing, as he answered questions with aplomb.To begin with, he asked the Goafest organising committee: “Have you allowed advertisements on the Goafest App? If not, then I would like to advertise my latest film on it!” to much laughter and amusement.

     

    Having thus set the tone, Malhotra in response to one, brand related question said that it was the brand that chose a personality and not vice versa. “This is the way it is working for me and I am happy with it,” he said. Expressing satisfaction at being able to endorse brands such as Brylcreem, Metro shoes and Pepe jeans, Malhotra said, “The Pepe jeans campaign has been particularly pleasing to me, considering that I was the first Indian to endorse this multinational brand of jeans. I was familiar with the product and hence enjoyed the campaign even more.”

     

    Malhotra singled out advertising campaigns for Amul milk, Cadbury chocolates and Bajaj electrical appliances as being very memorable. He even attempted to hum the Amul milk campaign jingle to drive home his point. According to the young star, it was important for advertising agencies to give back to society with socially relevant advertisments. “People like Aamir Khan and some advertising agencies have been doing a great job on this front,” Malhotra said.

     

    Later, Olympic silver medallist and minister of state for sport and youth affairs, Rajyavardhan Rathore expressed confidence that his government’s ‘Khelo India’ campaign of encouraging school level sports would go a long way in ushering a sports culture in the country.

     

    He also expressed satisfaction that the Prime Minister’s MUDRA (Micro Units Development & Refinance Agency Ltd) scheme had disbursed loans worth Rs 4.5 lakh crores  to micro entrepreneurs across the country in a very short span of time. “These are very positive developments for our nation,” Rathore said.

     

    Day Two concluded with South African cricketing icon Jonty Rhodes throwing light on the recent ball tampering incident in world cricket, stating, “Most cricket teams try to rough up the cricket ball in Test match cricket to generate reverse swing. Only thing, the Australians did it illegally and got caught!”

     

    On the final day, Rapha Vasconcellos, Head of Creative Shop, APAC Facebook explained why brands must focus on telling stories and use the social media as a platform to build meaningful interactions.

     

    Vasconcellos explained how short videos could be made for the mobile handset to drive home a brand’s message. “Small brands are teaching us to rethink our own craft. They are showing us the possibility of building a storyboard using your phone,” Vasconcellos said.

     

    In the same vein, Samuel Akesson, Art Director, Forsman&Bodenfors turned the entire concept of advertising on its head. Forsman&Bodenfors, an agency famous for its world renowned campaigns like Volvo Trucks – The Epic Split and Nike #Breaking2, is also the advertising agency which works very differently from any other agency in the world. They do not have any hierarchy and work as a collaborative team.

     

    Akesson said: “What we do is ‘human’ mostly. Perhaps there is a lack of humanity in advertising, which is why sometimes advertising is bad at making people feel anything.”

     

    Indian tennis icon, Sania Mirza later explained how advertising was more mature now than it was when she was a teenager. “Previously, I was asked to pose with the tennis racquet in a particular way and mouth some dialogues. Now, they are far more subtle and creative,” she said.

     

    In the post-lunch session, yet another prodigious teenager, Amelia Conway, just 15 and an advertising film maker (director, Adolescent) explained why it was important for teenagers to conceptualise and execute advertising campaigns for teenagers. “I am happy that advertising agencies in my country are waking up to this fact and providing us with the opportunity to work,” Conway said.

     

    Later, Wain Choi, chief creative  officer at the South Korean company, CJK-Valley explained how some inexpensive advertising campaigns had reaped very high dividends for brands. Burger King for example offered free coffee to anyone who volunteered to wake up sleeping commuters on Seoul metros at their designated stops, the message being printed on their eye patches!

     

    Similarly, the company, Uniq Flo got a lot of free mileage when they offered branded, cold resistant bubble wrap papers to shoppers to fix on their windows.

     

    The curtains were brought down by popular, Bollywood actor, Nawazuddin Siddiqui who spoke about his early days of struggle and how he considered the lead role in the under-production, biopic, Thackeray, as the most challenging role of his life.

     

    Rahul Chandawarkar is a former newspaper editor and presently a journalist, columnist communication strategist and triathlete based in Goa.

     

     

  • Early Man Film ends Grand Prix drought & Prasoon Joshi felicitated for outstanding contribution to media

    Social Street stars at Abby Awards

     

    By A Special Correspondent

     

    It was a special Day 3 at Goafest 2018 with The Social Street emerging at the top of its game with a total of 17 metals in the Creative Abbys. The agency has bagged many metals across virtually all categories at the Abby Awards 2018. The agency’s captains – Pratap Bose and Mandeep Malhotra and the entire contingent wearing red turbans – had ensured they made a significant impact at the Awards for the second consecutive year. Last year, they were second to Taproot Dentsu in the awards tally. Branded Content and Entertainment Abbys saw Medulla WYP Network winning the most with four metals including two golds. DentsuWebchutney took home eight metals in the Digital and Mobile Abby category. But the biggest applause of the evening went to none other than Early Man Film Pvt. Ltd. for its outstanding work in the category of Audio Visual Long Form for Reforest India – The Story of Kaveri.

     

    Earlier McCann Worldgroup India CEO and Chairman, McCann Eriksson APAC Prasoon Joshiwas felicitated with a special award. Recognizing his unparalleled contribution to the world of Indian media, the special award is a reaffirmation of the advertising fraternity’s confidence that he will take the power of creativity further and make it a part of the things that matter in a new and resurgent India.

     

    On Day 2 of the Abby Awards, the Broadcaster, Public Relations, Still Craft, Video Craft, Design and Direct Abby were awards. The awards celebrate the best-in-class creative geniuses and works of stellar significance in creativity. While Sony Pictures Networks led the tally for the Broadcaster Abbys with six metals, it was ZEEL that took home the gold for the night. While Design Abbys showed favour to Open Strategy and Design with six metals including 1 gold; Pi Communications took home 4 metals where Direct Specialist Abbys were concerned. While a total of 13 golds were handed out to top honours in Public Relations amongst other metals, it was Value 360 Communications that ate into the pie with a total of 8 metals. Still Craft Abbys saw dominance by The Social Street who grabbed 4 metals including 2 gold. Early Man Film Pvt. Ltd., took home a whopping 16 metals in the Video Craft Specialist category which included 5 golds, 4 silvers and 7 bronzes!

     

    Speaking about Goafest 2018, Nakul Chopra, President – Advertising Agencies Association of India (AAAI) said: “When we started planning for Goafest 2018, our aim was to create a festival filled with knowledge, wisdom, entertainment, fun and which was also a great networking opportunity. The quality of the speakers, the valuable knowledge shared during the seminars, the networking opportunities across the three days and presentation of Abbys that celebrate excellence in creativity is what make Goafest such a unique experience. Goafest is a confluence of creative minds who gather here year on year to connect, communicate and celebrate the amount of hard work that each one of them is putting in to make media, marketing and advertising industries successful. I would like to thank everyone who has been a part of Goafest 2018 for their unrelenting support. And many congratulations to all our winners. You all deserve every bit of all the recognition that has been bestowed upon you by the industry.”

     

    Discussing the Abby Awards to be handed out at Goafest 2018, VikramSakhuja, President – The Advertising Club said: “Goafest is a phenomenon that is close to the hearts of the entire media andcreative fraternity. Months of hard work by the AAAI and The Advertising Club teams, the Abbys Master Jury, and encouragement from all of you present here has perspired into yet another stellar festival this year. In this 50th year of Abby Awards, we made crucial changes and rationalized categories which just made the Abbys even more coveted. I would like to extend my heartfelt congratulations to all the winners and also thank the jury for their meticulous and fair evaluation that makes Abby Awards the numerouno recognition of creative mastery in India.”

     

    Added Ashish Bhasin, Chairman of Goafest 2018 & Vice President of Advertising Agencies Association of India (AAAI): “After witnessing the event over the three days, I can proudly say we have achieved everything that we had set out to. Not only did we have best of the speakers coming forward to impart learnings to young ones, we also saw ideas being exchanged and people truly enjoying themselves. Over the last three days, Goa has seen some of the most creative minds in India together at one place – meeting, interacting, engaging and celebrating ABBY wins with each other. This is what the true spirit of Goafest is all about. Everyone who is going home with a metal from Goafest 2018 is truly deserving of victory and I congratulate each and every one of them for their incredible wins. It is definitely truly deserved.”

     

    Said Ajay Kakar, Vice President of The Advertising Club and Chairman – Awards Governing Council:“I would love to take this opportunity to thank the industry stalwarts and youngsters who helped us co-create Abby Awards 2018, courtesy their inputs. A very big thank you also to the industry for sending in entries and their wholehearted participation in the fest this year. I would also like to salute Prasoon Joshi for his contribution to the world of advertising, communications and films and for being a convergence point for mass India through his craft.”

     

     

  • Here are links to all the winners at Goafest 2018 and the all-important awards tally

    Abby Awards 2018: All the winners and tallies

    Here are links to all the winners at Goafest 2018 and the all-important awards tally

    Day 1 press release

    Goafest 2018 – Day 3 Abby Tally List

    Goafest 2018 Day 2 Awards Tally

     

     

  • Pepperfry, the word in isolation does not reflect a furniture brand, but there is a story behind it, said Kashyap Vadapalli, CMO and Head of New Business

    Indian, honest and fun-filled: CMO shares Pepperfry’s success story

    By Rohit Agarwal

     

    At the industry conclave on the opening day of Goafest 2018, Kashyap Vadapalli, CMO and Head of New Business, Pepperfry, shared the story how Pepperfry got its unique name. Pepperfry drives three core values – Pure Indian, being honest and filled with fun. Pepper amongst all spices is an Indian spice, one can’t ignore pepper in a dish so it speaks about self and anything when you eat fry its fun.

     

    A barely six-year-old startup, Pepperfry is already the largest online furniture brand in India where modern Indians shop for their homes. It is a well-established market place which connects artisans across country to the modern India. Artisans who were not having means to sell their work on a national platform are highly benefitted by the platform and hence Pepperfry is leading a huge initiative of not only showcasing the unique skills of these artisans at a national level but also filling a gap of the modern India in finding a reliable online market place for their furniture needs.

     

    Said Vadapalli: “But the journey for Pepperfry was not easy, in a large market like India, where buying furniture is a complex process, it was a task to connect pan India artisans to the modern India”. The team at Pepperfry focused on understanding consumer need, and spent a lot ot time with artisans to deliver quality. Being close with artisans helped them avoid any middle men charges and hence providing affordable and quality furniture to the buyers. The team also has a high focus on after sale service.

     

     

  • The IPG Mediabrands agency was #1 followed by DentsuWebchutney at #2. Jagran was #1 in Publisher Abby

    Lodestar is Media Agency of the Year 2018

     

    By A Corrrespondent

     

    Lodestar UM was numerouno at the Media Abby Awards presented on Day 1 of Goafest 2018. The agency bagged four Golds, three each of Silver and Bronze metals. Dentsu Webchutney came second with four metals. Followed by Wavemaker and Mindshare India. A total of 38 metals were awarded in the Media Abby.

     

    Earlier on Thursday, Goafest 2018 kicked off with a packed hall at the industry conclave. The thirteenth edition of Goafest also sees the conduct of the 50th edition of the Abby Awards.

     

    Also presented were the Publisher Abby where Jagran Prakashan was numerouno with five metals, followed by Times Of India with two metals.

     

    Speaking about Abby Awards, Vikram Sakhuja, President – The Advertising Club said: “It’s been 50 years since the first Abby Awards were handed out. That is 50 years of unfaltering dedication to identifying, shortlisting and felicitating creative excellence in the industry. Over the years the awards went through a lot of changes. So, we spoke to heads of agencies, to industry leaders and more importantly, to the young creative workforce out there are came up with two key changes to the awards this year. The changes include the rationalization of categories to stay relevant to today’s young and dynamic creative geniuses and the formation of a Master Jury made up of industry masters to guarantee effectiveness. And it gives me immense pleasure to see the industry not only embracing these changes with open arms but also supporting us in our endeavor to keep improving the quality of the awards being handed out.”

     

    Added Ajay Kakar, Vice President of The Advertising Club and Chairman – Awards Governing Council said, “For Abby Awards 2018, it was our mission to co-create the awards with the help, inputs and participation of our industry; starting from the stalwarts but not forgetting the youngsters. And what we see today is an outcome of that courtesy the participation of stalwarts who inspire and set the standards of creativity for our industry.”

     

    Goafest 2018 has attracted a registration of over 2000 delegates. At the Abby Awards, a total of 3033 entries came in. In the Media Abby, there were a total of 660 entries from 57 agencies. The number of entries was down from 1100 that came in last year.

     

    Said Sam Balsara, who chaired the Media Abby: “The entries highlighted ability to co-create solution with clients and work in tandem with multi-media context and campaigns – jointly with Radio, Outdoors and Digital, even TV in certain instances.A lot of entries showcased the significant efforts of publishers towards CSR, Societal connect and social impact in the their work. As many as 57 agencies entered 660 pieces of work of which a total of 38 awards have been given across 32 distinct pieces of work.”

     

    On what worked for the winners, Balsara said: “Most award winning work looks at Strategy, Idea, Execution and Results. I dare say that at the Abbys which celebrates creativity there is relatively more focus given on the Idea. The ideas that stood out included using the brand very cleverly in content (three cases), using the medium innovatively (Display, Cinema), Use of Technology in Traditional Mediums (OOH Ambient and Print), Clever integration of Content with Social, Actionable use of Big data, and just some simple cute ideas that work.”

     

    And this is what Pradeep Dwivedi, who chaired the Publisher Abby said: “For the Publisher’s awards, the experience was very interesting as we had almost the same number of entries as last year, while the categories had reduced. This led to an engaging screening by an eminent jury balanced across geography, language and industry leadership. The merits of entries and the creative quotient of the campaign became supreme criterion almost naturally.The entries clearly showcased the vibrancy of print medium and its endeavour to evolve with time.For me, one of the things that stood out was the quality of work and clear recognition that many other publishers are also doing great work on the ground, but somehow don’t pitch it at Abbys. A few of the like-minded jurors have agreed to take up this cause and help build an even more widespread entrant base for next year via roadshows, and celebrate the print industry in India which is growing and thriving, clearly bucking the global trend.”

     

     

  • The Creative Excellence Report identifies macro trends from 25k works in design, advertising & production from last year’s awards

    So What Influences Creativity? (+6 takeaways from D&AD 2017)

     

    By A Correspondent

     

    As Goafest 2018 takes off in grimy Goa, we thought it would be appropriate to carry excerpts from a trend report published by  D&AD, the global organisation for design and art direction. The report analyses what drives brand content and advertising.

     

    The Creative Excellence Report is based on over 25,000 pieces of creative work from design, advertising and production entered in the D&AD Professional Awards last year. According to a message we received, the report “identifies macro trends that have influenced creative work, the impact these trends are having on our industry and the potential opportunities that these trends present in the future.” And why do we think it’s important to bring it to you. In the words of a D&AD executive: “In these uncertain social and economic times, it’s no surprise that the report points to political, cultural, technological and environmental instability experienced in 2017 as a key component affecting creative work – whether that’s through an exploration of what it means to be human, the sense of social uncertainty or changes to information architecture.”

     

    The report is available to download through the D&AD website and specifically here: link.

     

    This is what the report concludes before presenting If there’s one overall message from this report, it’s that the industry is being forced to respond to change: changes in technology, in media channels, in global politics and even in how humans view themselves. The majority of agencies will see these developments as threats. All their energy will go into defending their position and digging in harder as they struggle to remain relevant. The wise ones will see opportunities instead. They’ll apply creativity at a business level to break new ground and invent the future. It’s this positive attitude that’s leading to many of the most awarded pieces of work.

     

    The shifting landscape is also polarising clients. Most are continuing to only talk about themselves and their product. But bolder clients are seizing the opportunity to be more socially engaged, to have a relevant voice in the world and to lead people to a brighter future. That approach is earning them a higher share of attention and building a stronger bond with their audience. Creativity often manifests itself as a reaction against mass behaviour. And currently there is no shortage of issues to react against: industry metrics, social injustice, environmental irresponsibility and automation are just a few. Along with the ever-present mass of formulaic ideas and low quality content. These are truly exciting times filled with great opportunities for the broadest- minded agencies and brands. These are the ones who will continue to shine at the D&AD Awards. And we’re really looking forward to seeing the work they show us in 2018.

     

    And these are the Six Takeaways, as highlighted in the report.

     

    01. CREATE SUPERHUMANS

    Use technology to give people powers they didn’t previously have. Help them accomplish the unthinkable and raise their sights to new possibilities.

     

    02. FIGHT FOR JUSTICE AND EQUALITY

    As enlightened humans, we believe that all people are equal. Yet society, business and politics don’t currently reflect that. Take on the cause.

     

    03 UNITE THE DIVIDED

    The last couple of years have seen rising divisions in the West. Instead of ignoring the divisions you can bring people together to fight ignorance.

     

    04. HAVE A VOICE

    Staying silent doesn’t mean you’re staying out of an issue. It just means you’re not supporting the right thing. Stand up and make yourself heard.

     

    05.ABUSE THE TECHNOLOGY

    Everyone else is using stuff the way it’s supposed to be used. That doesn’t get you noticed. Be creative with the tech that’s stifling creativity.

     

    06.LOOK BEYOND THE CHANNELS

    If the current channels aren’t giving you what you want, create your own. Grow your own audience. Do the stuff no publisher or broadcaster would allow you to do.

     

     

  • With less than a month to go for Goafest 2018, the organising committee chairperson speaks on why this year’s edition may be the best held thus far…

    Bigger, brighter Goafest 2018: Ashish Bhasin

     

    With less than a month to go for Goafest 2018, organising committee chairperson Ashish Bhasin speaks on the line-up of speakers, sponsorships and how this year edition may be the best held thus far…

     

     

    Day 1

    1. Yog Guru – Baba RamdevJi

    2. Rana Kapoor -  Managing Director & CEO, Yes Bank

     

    Day 2

    1. Rosie Yakob – Co Founder , Genius Steals

    2. Sparsh Shah – Child Artist, Singer, TedX speaker

    3. Cameron Worth – Founder, SharpEnd

    4. Tim Castree - Global Chief Executive Officer, Wavemaker

    5. Dean Donaldson & Jonathan Tavss – Transformation Strategist & Digital Futurologist, Kaleidoko

    6. Jonty Rhodes – Cricketer, South Africa

    7. Siddharth Malhotra – Actor

     

    Day 3

    1. Samuel Akesson - Art Director, Forsman & Bodenfors

    2. Sania Mirza – Indian Tennis player

    3. Wain Choi – Former VP & Global Executive Creative Director, Cheil Worldwide

    4. Amelia Conway ( Director) & Ramaa Mosley (Creative Director) – Adolescent

    5. Nawazuddin Siddiqui in conversation with Annu Kapoor

     

    We have less than a month to go for Goafest 2018. What would you say to those who have still not registered to attend? How’s it going to be different from the previous years?

    If you have seen over the last two-three years, Goafest has been getting bigger and better every year. For instance, the quality of speakers has increased significantly.Like we have got Sania Mirza, Sania Mirza, Jonty Rhodes, Nawazuddin Siddiqui, Annu Kapoor. So the quality of speakers is very high by every standard. Second, I think the whole scale and quality presentation is whether it’s the stage, the screen, the ambience had undergone a sea change. Every year we have added something and I think this year it will be one notch higher. Third, it is going to be a lot more digitally interactive. So there will be an app and of course a website. All question now will be routed digitally. There will be contests. So it’s going to be fairly interactive and people are going to be able to book things via the app. So let’s say if there is a workshop you want to attend… you can now book it online. We wanted to become one of the leading advertising festivals in terms of quality by global standards not bench marking it by what happens in India.

     

    The line-up of speakers is interesting, but do you think this is good enough to attract young A&M professionals. After all, some of these – Baba Ramdev, Sania Mirza, Jonty Rhodes, Nawazuddin Siddiqui etc – are also present in Conclaves like those organised by India Today and Hindustan Times. And also seen several times on television.

    We are calling world-level speakers. I think what was happening earlier was that the advertising guys were listening to advertising people. So we have gradually moved it away to a mixed which is roughly 50-50 so 50% of the people are directly connected with our industry directly creative directors or media heads or CEO like Tim Castree, Global CEO, Wave maker etc. The other 50% of speakers are from allied fields of creativity — it could be films or from leadership positions because that’s what our young people need. As for them being also present at the India Today and HT conclaves, well, you and I may have access to these events, but how many of the others have access? From our perspective, these speakers are of global standards so while it’s not that it’s the first time ever anybody in India may be hearing them, bu people don’t get to hear people of this caliber. It’s important for advertising folk to toalso see what other industry leaders are doing. There’s a lot happening there.

     

    Do you think crunched budgets and non-participation in the Abby will impact the number of delegates.

    No, I don’t think so. Infact keeping a check on the number of delegates is the problem. In fact as an industry we need to decide to shut registrations at a certain point. We have a physical constraint constraint as the hall can’t accommodate more than a certain numbe of people.

     

    In terms of the mix of people who will attend Goafest 2018, do you expect more people from media owners (publishers, broadcasters etc) and the rest of the media ecosystem coming in and the number of people from A&M reducing steadily?

    Well, we do see a trend but it’s not in large numbers. We have seen a growth in the number of agencies – small and big – participating. While some larger ones are not participating, new and younger agencies, digital agencies, are coming in. Some coming in for the awards and some only as delegates. They may not have work but still are coming in.  Last year, we had delegates from something like 189 -190 companies. Goafest is no longer the privilege of Top 5 or 10 agencies who send 80% of the people. Also, early it was dominated with people from Mumbai and a smattering of people from Delhi perhaps. Now we are getting more and more people coming in from Bangalore and Chennai and from different parts of the country. I see that as a good trend and of course besides advertising people now that broadcasters and publishers are also coming in. Then there are students and even who aren’t directly involved in the industry.

     

    We have heard of an attempt of Goafest going green in association with Natural Geographic. Talk us through this concept Green Goafest?

    I think we owe it to the environment and we must be a little more conscious in any which way we can. Last year, we made a small start. And this year we are furthering it and and are happy that National Geographic has partnered us again. For examplesome 2-3000 people take a few sips from a bottle of water and then leave it because a session is due to start. it’s a criminal waste of water. So we brought tanks where you can pour in that water and we will give to the hotel to water the parks and gardens that they have over there. Then we have many people heading to the same venue coming by the same flight. Sowe are encouraging car pooling. There will also be planting of trees and the entire effort is to have a better environment.

     

    How are you doing in the all-important sponsorship department?We see Times Network continuining as presenting sponsor…

    That has been our area of strength. Luckily some of our key partners have been very strongly associated with Goafest for years. The Times Now group continues to be the key sponsor for the last several years. Discovery has been doing the conclaves for many years and they continue to be. Then there others Sakshi,Mathrubhoomi, Star, Zee and many more. I don’t want to name them as I might miss some of them. But I can tell you that the support from the industry is over whelming This will be a record year.

     

    This is your second term as Goafest organizing committee chairman. Any lessons from last year that you’ve corrected this year.

    Definitely. There were a few constrains we got and a few areas of development we got. We try to get feedback from as many people as possible every Goafest. One clear feedback was that the award show was becoming too long and by having too many awards in the sense are we devaluing the value of the Abby. So I think that has already been announced. We have taken steps to significantly reduce the number of categories by clubbing some and changing some etc.

    The second was that there were questions around the quality of the jury process and the members of the jury. So that also has been addressed as probably you know the jury was very eminent that we have put together including those agencies who may not be participating. In the past, if your agency was not participating you weren’t allowed to judge.I think the thinking this year was that look if you are the best person to judge the work then it doesn’t matter whether you are participating. We actually announced the jury even before knowing that the agency they belong to is participating or now. On the speaker side, the general feedback was we want a good balance of non-industry and industry speakers. So we have addressed that. And then the workshops which have been a big hit. Last year, the sundowners were very popular so were have continued with them. Goa has a problem with wifi especially near the beaches, so we will have free wi-fi…

     

     

  • The channel is the Green Partner for the 13th edition of the festival

    Goafest 2018 announces the National Geographic Green Award

    By A Correspondent

     

    For the second year running, National Geographic has collaborated with Goafest as its Green Partner to help make the confluence of nation’s best creative minds conscious about their campaigns, actions and impact on the environment. For the festival’s 13th edition, the channel this year has introduced a new award – The National Geographic Green Award, which recognizes creative work and campaigns on planet conservation.

     

    In line with National Geographic’s commitment towards inspiring people to care about the planet, the award will honour communication campaigns that highlight the efforts to save, reduce or re-use energy, water, plastic, wildlife and the environment in general.

     

    Speaking on this new initiative, Swati Mohan, Business Head, Fox Networks Group India, said: “This is the second year of our partnership with Goafest and we are delighted to introduce The National Geographic Green Award. National Geographic has been educating and inspiring people to care for the planet since 1888 through impactful storytelling. The festival has provided us with a perfect platform to recognize the creative work of agencies who are working in the same direction. This is another step towards our endeavour to inspire people to protect our planet. We are looking forward to see country’s best creative minds, spreading this important message through their work.”

     

    Speaking on the partnership, Ashish Bhasin, Chairman, Goafest, said: “We are delighted that National Geographic is continuing their association with Goafest as ‘Green Partners’ for Goafest 2018. This year keeping in mind the need for growing environmental awareness, a special award category- ‘National Geographic Green Award’ will be launched for the first time by National Geographic at Goafest. Several initiatives, including carpooling, calculating the environmental footprint, effective waste management and many others are planned to ensure that the festival goes green. We request our industry to participate and support this cause. Together, we can at least make a small difference by making Goafest Green”.