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Tag: Kyoorius

  • Though none of the 400-plus entries were found worthy of a Black Elephant + KDY2019 report

    Open Strategy maxes at Kyoorius Design Awards…

     

    By A Correspondent

     

    As the fourteenth edition of Kyoorius Designyatra drew to a close, the fraternity gathered to applaud and recognise the best design work of the year.

     

    Over 20 Blue Elephants were awarded this year for outstanding and innovative work in design and visual communication. Apart from these, Kyoorius also awarded upcoming creative stars with the Kyoorius Young Blood Awards that showcase and encourage young professionals to ideate and innovate in creative and design fields.

     

    At the Kyoorius Design Awards, Open Strategy & Design won four Blue Elephants for work spanning 14 disciplines. Ananya Khaitan and Ogilvy won three Blue Elephants each, while several designers, studios, agencies and companies took home Blue Elephants including Ather Energy, Itu Chaudhuri Design, Studio Lotus, Kahani, Cracker & Rush, Famous Innovations, Shaze Luxury Retail, Jaipur Rugs, and more.

     

    The Blue Elephant is awarded to work that fulfills all the three judging criteria for the Kyoorius Awards, namely: – an original and inspiring idea – well-executed – relevant to its context Kyoorius received over 400 entries for Kyoorius Design Awards, out of which 69 were InBook winners. All In-Book winners take home Baby Elephants and are featured in the Kyoorius Awards Annual.

     

    Accoridng to a communique, the jury decided not to award any Black Elephant, or Best Of Show this year.

     

    Meanwhile, Four Red Elephants were awarded to young professionals for work that was an answer to real briefs. These briefs were provided by Dailyhunt, who tasked the Young Bloods to create a new identity for the brand; YONO by SBI, who tasked the Young Bloods to create marketing communication that helps change the perception of the BFSI app; Nestaway and Lopez Design, who tasked the Young Bloods with a game design challenge that would help their ‘Nestie’ community bond; and Hindustan Unilever’s Fair & Lovely, that asked the Young Bloods to help put plastic back in its place.

     

    The Red Elephant winners receive a trip to the 2020 London Design Festival. All the winners and the in-book nominees also get an opportunity to have their work published in the Kyoorius Awards Annual. The Kyoorius Young Blood Awards received over 400 entries this year, with 26 entries winning an In-Book nomination across the five briefs. These entries will be featured in the Kyoorius Awards Annual. The Kyoorius Design Awards and the Kyoorius Young Blood Awards aim to honour good design, designers and design oriented companies in India. The Kyoorius Design Awards are brought to you in association with The One Club of Creativity, organisers of the ADC Awards, with a common aim – to create a truly neutral and transparent platform to reward the best in Indian advertising, media and digital creativity.

     

    Meanwhile, at the Kyoorius Designyatra, the event was kicked off architect and Founding Partner of Space & X, Nikoline Dyrup Carlsen who introduced the delegates at #KDY to concepts and ideas such as “Dumbfidance” and “Disruplomacy”. The highlight of the day were sessions by the legendary David Carson and American illustrator and muralist Timothy Goodman. Carson closed the first day of with a retrospective of his impressive career. Carson’s boundary-breaking typography in the 1990s, in Ray Gun magazine and other pop-cult books, broke the traditional sensibilities of what type on print demanded from a reader, and left the 1,050+ delegates inspired with his journey. Goodman’s session left the audience spellbound as he narrated his journey and perspectives. Interactive designer Kelli Anderson explored how design can harness invisible forces in the world. Kelli wowed the delegates with several examples of contrarian thought. The first day of Kyoorius Designyatra 2019 also saw Indian designer Ayaz Basrai, who took the delegates through the various works and ideas from his design studio, The Busride.

     

    Then there was filmmaker Anna Ginsburg’s session on celebrating individual beauty and sexuality, iconic and influential graphic designer Paul Sahre’s talk about his career, and his design process, on Day 2. Sustainability was a key theme in KDY2019 though talks by award-winning inventory and solar designer Marjan van Aubel, artist and designer Ada Sokol, Indian furniture designer Aakriti Kumar (Differniture) and more. Talks on design craft by illustrator James Jirat Patradoon, graphic artist, print maker and designer Anthony Burrill, and designer, technologist and innovator Orlando Mathias gave delegates insights and inspiration to help improve their skills and sensibilities.

     

    Young stalwarts such as the 18-year-old tech innovator Madhav Lavakare and 24-year-old typographer and graphic designer Stefan Hürlemann presenting their contrarian work.

     

  • Kyoorius founder and CEO Rajesh Kejriwal speaks on the eve of the 14th edition of Kyoorius Designyatra

    ‘If everyone profits, there will be no fatigue’

     

     

    Rajesh Kejriwal isn’t your typical advertising industry maven. He says he is a businessman first, but interesting in adding value to the fraternity’s lives. While he is a popular face in the trade thanks to his advertising awards and ZeeMelt conference, what earned him much respect and fame was the Kyoorius Designyatra, the annual design fest that he has been conducting for over a decade (14 years!). We caught up with him a few days before this year’s edition which starts today (Thursday, September 19) in Goa. Read on… 

     

    How’s this year Kyoorius Designyatra different the ones you’ve had thus far? 

    In terms of the curation and speakers, not much difference. It is the same as every year. We we research a diverse mix of speakers and we get them. The number of speakers is the same as earlier. But having seen the ground reality or the so-called sentiment or recession or market bloodbath as it is happening, we decided we will take two steps forward and see if we can save the delegates some money. So instead of starting in the morning at 9:30 as we do every day and every year, we are starting the first day at 5 pm, which reduces the cost of one day’s stay for people and saves them one working day. So, we start at 5 but the number of speakers are still the same … 23-24 or whatever we have every year. We end the first day late in the evening at 9 and then there is dinner etc. for everybody. And other than that, if you ask me what the difference is: well, we have a little less registrations than every year because every corporate has come back with lesser numbers than last year. The design community is the same, the student community is the same, the young blood community is the same. We filled those gaps but the corporate community number has dipped.

     

    So blame it on Narendra Modi?

    Ha Ha… Whatever

     

    But one thought the design folk wouldn’t be as impacted by the slowdown as, say, the advertisngwallahs,right?

    Design unlike advertising is more long term, so  there may be no short-term impact in design. Whatever is planned is planned for a longer term. So, impact-wise I don’t think designers lose too much of business. They may lose a bit of revenue because of the client bargaining a little more and cuts in budget. But I think real estate has been a bit of a dampener for the design community. Because, there was a huge amount of work happening out of real estate where they were paying a lot of money. That’s completely vanished.

     

    How many of the people you get at Designyatra are repeats? 

    Yes, about 50% of 12-1300.

     

    Has that changed at all?

    Quite a bit. For the first six years, we had 80-90% repeat. From 2011 till 2015 we had about 50%. Now it’s come down to about 30% repeat.

     

    Oh 

    Yes, 70% new.

     

    Does that indicate anything at all? 

    Well, I think there are two or three reasons. If you see every year we sponsor 300 students or subsidise 300 students heavily. The student community keeps changing so there is no repeat there. Most of the students are in their final year and after they graduate their company many not sponsor them. Also, earlier about 400-450 were from corporates, this year that number has fallen by 250. Only 200 are coming.

     

    No event organiser talks so openly about the downers. But you are pretty open about it?

    I don’t think it is negative news. It is market relevant. It’s relevant to the market today. I have never said I have 1000 people, I have never said I have 1500 people. If I have 1000,  I have that number. So be it. And if I’ve got less this time, I’ve got less. Big deal! It’s relevant to the context of today’s market scenario. The sentiments.

     

    Is that going to impact your bottomline significantly?

    Of course, the costs are the same. There is no change in our costs.

     

    So, reducing the time to half day hasn’t helped you very much?

    Has not helped me one bit in terms of costing. It’s the same number of speakers, same number of nights, same number of lunches, same number of dinners. No change.

     

    Interestingly, while in the rest of the A&M domain, there has been some fatigue in terms of attendance in conferences, this hasn’t impacted Kyoorius Designyatra. What do you think is the reason for this?

    I don’t think it is right to say there is a fatigue in media conferences. I think the fatigue is there where the events are not curated well, not researched well, not made relevant to the changing scenario every year. If you go back and see Designyatra…. Way back when we started, we just looked for legends globally and we brought the legends here. With the internet opening up, the legends were not that relevant as much as the people who were doing new work. Today if you see, we are getting some inventors who have at the age of 17 have done great work. There is one Indian at age 17 has invented two or three things which are truly groundbreaking. So, if you research well, curate well, have a diverse set of speakers and ensure that the people go back from the conference and have profited from being there year on year, I don’t think fatigue will set in. You look at it this way, there have to be three profits that event organiser has to look at. Most event organisers look at their own profit. But unless they look at profit for the organiser, which is correct….profit for the delegates, and profit for the speaker, there is no overall profit. You ensure that the speaker gets something out of coming to the event. Delegates come to Design Yatra and get profited by being there and the event organisers obviously profits from both revenue perspective and satisfaction perspective then I don’t think fatigue will set in anytime.

     

    There is a definite difference in the kind of audience which comes in  for Zee Melt.. there is hardly any one standing outside in the Designyatra

    There is a difference between Melt and Designyatra. Designyatra is a very linear conference… just one hall and every speaker speaks in that hall. There’s nowhere else for anybody to go. Also, the destination, it’s in Goa. So people have left whichever city they are in and they have come into there. There’s nothing much to do and they are there. And unless there is a speaker who is totally not relevant to them or etc, they may walk out but other than that there is nothing that’s not happening there that is not relevant to them. In Melt there are many disciplines… Designyatra addresses only design. And there are only people there who are interested in design. There is no grey area for anybody. But if you look at Melt there could be a big name speaker but speaking on measurement and measurement is not interesting for more than 100 people. Or there could be something on Ad Fraud. So there are multiple halls…multiple sessions on diversity etc etc…and there are some sessions which are relevant for only a few. I seriously believe that the world of advertising and marketing cannot have a linear conference. And all advertising and marketing conferences that are still being linear will face fatigue.

     

    And with Design Yatra it is a linear conference… although even design has changed considerably 

    Correct!

     

    So are you at any point of time looking at changing that also?

    Maybe. We are exploring how can we make it more experiential. We are not changing from linear to something else but we are looking at how can we make it more experiential. So, can I take another hall and do something more … there is one hall where the speaker comes and talks which also great for the students…. But can I take another hall and so something more for the students…. Can I take another hall and do something more for the young professionals between 23-28, whose learning curve is something different from that of the student. Likewise can I take another hall and do something for the age group of 35-45  who think they know it all but don’t know it all because they are not so used to technology as the youngsters are…. So they need to learn. There are 45 year old designers who don’t know what Instagram is. So there is something that I can do to help that curve. So these 3 buckets is something that we may change over the next 2 years.

     

    And do you follow the same rules that you don’t repeat people for 7 years.

    Yes. At least five years.

     

    And, how much time does the curation of Designyatra take?

    One full year. We have five speakers confirmed for next year. The work for the next year has already started. The dates for next year are already frozen. And you can’t….if you do that in two months time it can never happen.

     

    But it will be Goa? You want to stick to Goa?

    Next year is our 15th year so we are exploring different locations.

     

    You’ve done Jaipur in the past.

    I think Jaipur was not a wrong choice. Jaipur worked because Jaipur as a city has character and that’s great for designers.

     

     

  • Veteran musician Louiz Banks awarded Master of Creativity

    Old favourites star ar Kyoorius Awards

     

    By A Correspondent

     

    It was a night when some old favourites came off with flying colours. Ogilvy, which has been winning top honours at the Kyoorius Creative Awards, won 15 Blue Elephants, while Dentsu Webchutney bagged 14 Blue and one Black Elephant. Wunderman Thompson (eka JWT) went home with 11 Blue and one Black Elephant. DDB Mudra bagged 12 Blue Elephants and Famous Innovations won 11 Blue Elephants. The Black Elephant is awarded to work that’s truly exemplary across all disciplines.

     

    Overall 2600 entries were received for the 29 categories. A total of Two Black Elephants, and 302 In-Book Winners were awarded. DDB Mudra Group took home 12 blue elephants. Wunderman Thompson India won 11 blue elephants, and Famous Innovations took home 11 blue elephants. All In-Book winners take home Baby Elephants and are featured in the Kyoorius Awards Annual.

     

    The Kyoorius Creative Awards are organised in association with The One Club of Creativity, organisers of the One Show, the aim of creating a truly neutral and transparent platform to reward the best in Indian advertising, media and digital creativity.

     

    Commenting on the awards, Rajesh Kejriwal, Founder & CEO, Kyoorius said: “We are proud to present the Kyoorius Creative Awards to such talented professionals who have managed to change the way society thinks through their unconventional, out of the box concepts that redefine standards for the advertising industry. We have always positioned ourselves as an organization that rewards and recognises impeccable work that steers public perception. We congratulate all our award recipients and thank the jury for accomplishing the insurmountable task of selecting winners from an exceptional pool of talent.”

     

  • Rajesh Kejriwal’s Kyoorius has come with the idea of The Shortlist, an attempt to advise advertising agencies on whether the work they wish to enter in major international and national awards stand a chance

    1 Minute View: Nice, pre-audit idea. Hope it works

    1 Minute ViewIf it works, it will do the industry a world of good. Obviously, there’s some money to be made by the people who’ve created the concept and are executing it, but those are small monies considering the amount that can be saved.

     

    Rajesh Kejriwal’s Kyoorius has come with the idea of The Shortlist, an attempt to advise advertising agencies on whether the work they wish to enter in major international and national awards stand a chance. This will be a confidential report given to the agencies who send in the entries for an appraisal. No awards night. No metals awarded. Comprising the jury will be global and desi greats who’ve been part of the jury at some of the best awards in the business.

     

    While Kejriwal sent us a communique which had many biggies in the business endorsing the concept, one needs to figure how well it works. For, if an agency goes ahead and enters work that the Shortlist jury may not have found metal-worthy, it would defeat the exercise. But for that we need to give the concept a chance. Here’s to Kejriwal and Kyoorius for a winner idea.

     

     

  • It’s a groundbreaking initiative to help cut spends, but will agencies not submit an entry that doesn't make the Shortlist grade?

    Will adland buy Shortlist?

     

    By A Correspondent

     

    It’s an initiative that will help agencies manage costs in the area of awards entries. Entries to awards – especially the international ones – cost loads of monies, and in times when agency budgets are shrinking and client fees are touching a new low, this could well be a, well, Whattan Idea Sirji development.

    So basically there will be a group of 27 judges – Indian and international – all of who have been on the juries of major awards – who will tell agencies in confidence if their entry has it to win a metal in the global or desi awards.

    There’s a small catch though: in order to save big monies, you need to pay small monies. So in order to get the expert view from The Shortlist’s jury, you need to pay Rs 4000 per entry. The decisions of the jury will be confidential and there will be no awards event, release of lists etc.

    Rajesh Kejriwal

    Rajesh Kejriwal, Co-founder and CEO, Kyoorius is ecstatic about the idea. “All the people in the agency business we spoke with – CCOs and even CFOs – love the idea. Awards are expensive investments – the reasons for entering an award show are many. As the economic climate in which agencies operate gets tougher, wiser decisions have to be made to ensure better ROI. The Shortlist provides valuable feedback and validates what eventually can or should be entered into awards shows.”

    The smart businessman that Kejriwal is has perhaps hit a winner idea. The communique that his office sent us was loaded with near-endorsements. Josy Paul, Amer Jaleel, Santosh Padhi, Bobby Pawar… all the gods of the business. And since it’s Kejriwal and Kyoorius, obviously the blessings of Ogilvy will also be there.

    The Shortlist has been set up in partnership with Zee Entertainment Enterprises Ltd, and with the support of The One Club For Creativity, organisers of the One Show and the ADC Awards. Kyoorius has now allied with The One Show to power its awards. It was earlier tied up with D&AD.

    Said Kevin Swanepoel, CEO, The One Club for Creativity: “The Shortlist is a highly useful new resource that will greatly assist creative directors as they determine their awards show entries. The decision to enter a piece of work to an award show must be well thought-through, and The One Club has worked closely with Kyoorius to develop this platform to help agencies make that determination. The Shortlist utilises a robust evaluation process, designed specifically to provide an actionable audit. At the end of the process, creative directors will have greater confidence in then submitting their ‘shortlisted’ work to The One Show global awards.”

    The question though we had is will agencies respect the decision of The Shortlist jury and not submit an entry that has not been found to be awards-worthy? We spoke to a few people who had heard of the initiative and while they are hoping that the idea works, they are unsure if they will actually accept the Shortlist jury decision if they reject a creative.

    Said one creative biggie requesting anonymity: “It’s great when they say ‘yes’ to a creative, but if they reject it, then there are larger issues at play. Keeping the client happy, taking care of the egos of the creative team, etc etc.” Added another: “It’s a CFO-friendly agency and most agencies – especially the networked ones – are managed by accountants. But we must remember that it’s finally a creative idea. I think Year 1 is going to be a wait-and-watch one. We will all see how it has worked.”

    Details on the call for entries, categories, submission guide and jury to be revealed soon at theshortlist.kyoorius.com. The evaluation of entries to The Shortlist will be announced in February 2019.

  • Fevikwik’s‘ Khushiyon kechand pal’ and Swiggy’s ‘No order to small’ win top honours at the Star Re.Imagine Awards

    Ogilvy, Lowe win at Star’s IPL ad awards

     

    By A Correspondent

     

    Fevikwik and Swiggy bagged top honours at the Star Re.Imagine Awards presented on Monday for excellence in creativity (Best Creative Campaign) and creativity along with the use of integrated media (Best Integrated Creative Campaign) respectively in campaigns that reached out to audiences across TV and Digital at the recently concluded Vivo IPL 2018 on Star India. Additionally, eleven campaigns across nine brands received special mentions. Sanjay Gupta, Managing Director– Star India and Guest of Honour, M S Dhoni felicitated the two winners with spectacular bespoke glass trophies designed by the grandmaster of British Glass studio, Peter Layton.

     

    The winners and other meritorious campaigns were selected by a bespoke jury comprising John Hegarty, Piyush Pandey, Raju Hirani, Vibha Rishi, Rahul Welde and V Sunil. They evaluated over 300 campaigns from over 125 brands (131, to be precise) that had played during the Vivo IPL 2018 till Friday, the May 25, on the Star TV Network and Hotstar. The judges selected campaigns that excelled in both - creativity and leveraging the power of multi-platform TV and Hotstar.

     

    Noted a communique: “All great campaigns are a result of great teamwork. Hence the two winning teams of up to 24 members each from Fevikwik and Swiggy comprising Marketing, Creative, Media etc will be hosted at a bespoke global sporting event. The Star Re.Imagine Awards celebrate and reward not just creativity, but great teamwork as well.”

     

    Said Sanjay Gupta, Managing Director, Star India: “We instituted the Star Re.Imagine Awards 2018 as a platform to enthuse the incredible marketing and advertising talent of India to create magic and disruption this IPL. We heartily congratulate all the winners for having created extremely engaging and inspiring narratives. These campaigns seized the imagination of the biggest ever audiences in an IPL across TV and Digital screens combined and contributed immensely to making the Vivo IPL 2018 a truly delightful experience for all. A very special thank you to all the members of the elite jury who helped immensely in creating a brand for the future – the Star Re.imagine awards.”

     

    Partnering with Star India in this initiative were Sideways and Kyoorius. Dhoni, who not only did the honours to felicitate the winners, also held the audience spellbound with his reminiscences about how he had reimagined his life with cricket.  Dhoni’s arrival in Indian cricket and his subsequent rise is a well-known and much-loved story of unprecedented success.

     

    *************

    List of winners &SpecialMention from the elite jury are:

    Winners:

    1. Best Creative Campaign: Pidilite’s Fevikwik- campaign titled‘Khushiyon ke chand pal’conceptualized by Ogilvy & Mather.

    2. Best Integrated Creative Campaign (leveraging of TV and digital platforms): Swiggy- campaign titled ‘No order to small’conceptualised by Lowe Lintas, Bengaluru.

     

    Brands that received Special Mention from the jury.   (In alphabetical order)

    1. Amazon

    2. Coca-Cola – Brands Coca-Cola & Sprite

    3. Flipkart

    4. Future Group – Brand Factory

    5. Pidilite – Brands -Fevicol Ezee Spray & Dr. Fixit

    6. Peter England

    7. Tata Sky

    8. Vivo

    9. Vodafone

     

  • While Ogilvy bagged 2 Black Elephants, Early Man, FCB and BBDO bagged a Black each

    Ogilvy maxes at Kyoorius Creative Awards

     

    It was an Ogilvy night yet again at the Kyoorius Creative Awards. The agency which has traditionally bagged bag at Kyoorius, maxed with two Black and 27 Blue Elephants. Production firm Early Man Film which won a Black in the 2016 edition, bagged a Black for The Story of Kaveri, the film for which it also bagged the sole Grand Prix at this year’s Abby. The other Blacks were bagged by FCB and BBDO.

     

    Early Man was the second most awarded agency with one Black and two Blues, and FCB came next with one Black and five Blues. A special Master of Creativity award was presented to actor Amitabh Bachchan for his immeasurable contribution in advertising communication

     

    The 5th edition of Kyoorius Creative Awards saw a total of five Black and 90 Blue Elephants were presented to the winning titles spread across Advertising, Media and Digital categories. Over 2200 entries across 15 categories with 374 unique entrants were received. Last year, the number of entrants were over 1800 with a total of 304 unique entrants.

     

    Speaking about the Kyoorius Creative Awards, Rajesh Kejriwal, Founder CEO, Kyoorius, said: “We have some brilliant work put up by communication agencies this year and I personally would like to congratulate each one of them them for their truly deserved win. It gives me immense happiness to announce that we received a 20 per cent increase in entries this year and selecting the winners was indeed tough for our respected jury. But innate knowledge of our jurors in their respected domain has contributed immensely in ensuring fair, unbiased and credible selection process.”

     

    The Five Black Elephants that signified the best of the best, were seen held high by 4 winning teams. While Ogilvy & Mather won maximum number of blue elephants, the black elephants winners were:

    1. Ogilvy & Mather for – #HoliNotHooliganism and Vodafone Sakshi

    2. Early Man Films for -The Story of Kaveri

    3. FCB India Group for – SindoorKhela- No Conditions Apply

    4. BBDO India for – #FuelFor The RealFit

     

    The Black Elephants were presented to the winning teams by Mr. Amitabh Bachchan. This year, the Power of Print award, an IP owned by the Times Group was presented to Curry Nation Brand Communication for ‘Lifeline Question’.  Brave New World, Bengaluru and FCB Interface were awarded the runner-up winning title for their campaigns ‘No’ and ‘Honarary Doctors’ respectively.

     

    Kyoorius Creative Awards also saw an out-of-home (OOH) advertising contest titled ‘Inoohvation’  in association with Kinetic. Creative Agency Studio Mars won the coveted title for their campaign ‘Will they see Blue’ while While J. Walter Thompson and Locopopo bagged the runner-up title for their campaigns ‘Interactive Digital Billboards’ and ‘Blue Skies For our Children’ respectively.

     

    Interestingly, the award to Bachchan was presented by Kejriwal and Sanjay Prabhu, Vice Chair, Radio Indigo and Exec Director and Publisher, Asianet Commuications. Prabhu, who led the BPL brand from 1990 to 2015, was instrumental in signing on Bachchan for his first endorsement (with BPL).

     

    Said Sonal Dabral –  Group Chief Creative Officer & Vice Chairman – ‎Ogilvy & Mather in a statement: “It’s a great feeling to be the leading agency once again at this prestigious award show. Kudos to all the passionate teams at Ogilvy that made it happen. Winning two Black Elephants and 27 Blue elephants across categories from digital to traditional is a testimony to the fantastic breadth of winning talent that we have in Ogilvy India. I’m thrilled that we won not one but two Black Elephants, but I’m particularly happy that both these big winners, for Vodafone Sakhi and #HoliNotHooliganism, deal with critical issues around gender inequality, prejudice and gender-based violence.”

     

    Speaking about winning the Black Elephant,  Josy Paul, Chairman and National Creative Director, BBDO India said in a statement: “Quaker Oats is how I start my day.  It’s my morning raga. So I am personally super thrilled when this everyday energy routine wins India’s biggest award. And it’s all because of our awesome team at BBDO Delhi and our truly enlightened client at PepsiCo, and the fantastic craft and film direction by Neeraj Ghaywan. Thank you for the Grand Prix breakfast.”

     

    Honda Inoohvation-

     

    STATUS Application Name Agency Name
    WINNER Will They See Blue Studiomars
    RUNNER UP Interactive Digital Billboards J. Walter Thompson
    RUNNER UP Blue Skies For Our Children Locopopo

     

    Times Power of Print Winners list

    WINNER

    Entry 2436 | “Lifeline Question”

    >> Entrant Agency: Curry Nation Brand Communication

    >> Entrants: Viplaksh Mehta & Sushant Ainapure

     

    1st RUNNER UP

    Entry 2377 | “No”

    >> Entrant Agency: Brave New World, Bangalore

    >> Entrants: Trisha Dutt&YadhuPriya

     

    2nd RUNNER UP

    Entry 2661 | “Honarary Doctors”

    >> Entrant Agency: FCB Interface

    >> Entrants: Ganesh Sripriya& Fauzan Malim

     

    Kyoorius Creative Awards Winners List

  • The two-day Zee Melt had an impressive set of international and Indian speakers

    MarTech & TV dominate sessions at Zee Melt 2018

     

    The fourth edition of Zee Melt 2018, the two-day conference on advertising, marketing, media and technology, conducted by Kyoorius was held in Mumbai on May 30 and 31. Along with the conference, there was an exhibition area which saw displays and experiential zones set up by Google, Surewaves, WION, National Geographic.

     

    Here are highlights of the two-day event:

    :: A live televised chat with Sir Martin Sorrell. The chat with senior journalist Anant Rangaswamion CNBC-TV18 assumed importance given that Sorrell had unveiled plans for his new venture

    :: Speaker sessions by Tom Fishburne, AnindyaGhose, Mark Shayler, Fernando Machado, Global CMO, Burger King; Tom Goodwin, EVP, Head of Innovation, Zenith Media; Ana Milicevic, Principal, Sparrow Digital Holdings; Babita Baruah, Managing Partner, GTB India and others

    :: “How Return Path Data Will Turbo-Boost Television Audience Measurement Globally” –Keynote by Ricardo Gomez-Insausti, Vice-President (Research), Numeris

    :: &Prive – A panel discussion featuring SonalDabral and Ashwini IyerTewari and a screening of “The Post”

    :: A panel discussion by Zee and Indian Market Research Bureau on TV: The Business Propeller

    :: A session by Jasper Donat, CEO, Branded & Producer, YouTube Fanfest was followed by a meet-and-greet with Bhuvan Bam, YouTuber, Singer & Songwriter

    :: Day 2 concluded with a Keynote session by James Southern, Managing Partner at Front Row Advisory. He addressed the audience on the topic, “The Next Seismic Shifts In Television”.The session was followed by a panel discussion hosted by SureWaves moderated by Paritosh Joshi (Principal, Provocateur Advisory) featuring Punit Misra (CEO, Zee Entertainment Enterprises Ltd), Shashi Sinha (CEO, IPG Mediabrands), Partho Dasgupta (CEO, BARC).

     

    And these are highlights of what some of the speakers said (for details on the Martin Sorrell session, please visit http://www.mxmindia.com/2018/05/return-of-the-sorrell/):

     

    Fernando Machado, Global CMO, Burger King:Creativity helps you thrive the business and grow your brand. You should start one campaign at a time. Understand the business and see what ticks people. There are certain brands that strike a chord with the consumers and Burger King is one of them. People ask, what if it didn’t work? They always have this fear. These 5 things helps coping with the fear:

    :: Need to understand the brand- it is about not doing random stuff. You need to understand the positioning. The positioning and personality of the brand should match

    :: Create a great brief– Challenge your client with a one line brief

    :: Let the idea grow- Trust on certainty

    :: The biggest risk is not taking any risk- We are afraid all the time. But the thing is if I am not afraid, probably I won’t do it

    :: One Team- Marketing, agency and everyone else together should be one team.  Fight with everyone, together

     

    Tom Goodwin, EVP, Head of Innovation, Zenith Media: Speaking about the power of digital transformation, he mentioned three key aspects to be taken care of:

    :: Understand people- People go to the internet consciously and get off it only to be reminded to go again. Brands still think of it as a pattern. But the consumer is obsessed with the idea like it is a behaviour. It is not helpful. It is a hybrid world that transcends it. People are disappointed if they don’t get the same experience as any other brand.

    :: Apply technology at the core- Consumers are inclined towards everything that has a quick turnaround. Brands are realising this pattern and providing quick, cheap and hassle free service without understanding that this remains as the outer most layer without deeper existential question. Younger brands are utilising contemporary technology and it is incredible to see how much value they have created.

    :: Rethink everything- The key is to think without expectations. The greatest threat to incumbent business is to not know too little or being naive, it is about having too much knowledge.

     

    Ana Milicevic, Principal, Sparrow Digital Holdings: “The advertising industry is stuck in between the technology change. As an industry and as professionals it is important that we are constantly changing and are not being outdated. There has to be a balance between speaking to the audiences and amplifying annoyance. Future without advertising is far-fetched. Hence, we need to focus on today’s advertising trends and that is story-telling. Every interaction the brand has with consumers, it becomes advertising. It is imperative to stay relevant or risk getting skipped.”

     

    Nelson Rodriguez, Global Director of Industry Strategy, Akamai:“Digital advertising still has a lot of noise. India has the highest ad-block user across the world, although ironically, India is an ad driven market. There are three innovations happening today in transforming relationship with audiences in this market.

    :: Relevance- Every industry that goes through change has an opportunity to build on that change by being relevant

    :: Value- Customer should have the power of consuming content. That is where optimisation can enter

    :: Choice- With micro-transactions in boom, customers can be charged according to the amount of content they want to consume

     

    Babita Baruah, Managing Partner, GTB India:“This topic means a lot to my heart. I thought a lot about how to have more women. Not in terms of number, but in terms of decision making roles and how we can keep this journey going. Melt and of course any forum where you have the industry coming together is good to start off this kind of conversations to get points of views. I think it is important for women to share their personal journey. Because there is a lot of learning from what someone has gone through. And a narrative or story telling is always a good way to connect.”

     

    Patrick De Pauw, CEO, Social Seeder:“There is so much clutter when it comes to brands today where all are shouting for attention in some way or the other. But to get visible I believe there are 2 things a brand should swear to follow and that is – stay relevant and do something so unique that it helps you gain recognition between this mainstream clutter. There is paid media and owned media today but earned media is the word of mouth which works in favour of your brand creating a high decibel impact. An ambassador (on a voluntary basis) is an internal or an external person that is more than integral to spread a word about your organisation. But being an ambassador starts with you.”

     

    Tom Fishburne, Founder, Marketoonist:Technology can’t save boring marketing. We need to stay focused on our marketing strategies and not get excited when you see new things. We need to know who we are creating our marketing for and what is our marketing campaign. I have never been this excited in my life, it was amazing to be here. I have never seen such an entrepreneurial environment. It is great to see what people can do to sell your small enterprises. On my first trip to India I loved to discover the campaign by Amul. In 52 years they have campaigned amazingly and their idea of serial story-telling is something worth taking note of. They have campaigned everywhere from Bollywood to hoardings to newspaper ads. I am always excited to know what incidence their next campaign will be based on.”

     

    Anindya Ghose, NYU Stern School of Business: “Crowdedness is one thing which works best in the case of AI, as when people are alone in a crowd, phone is their best escape. Over a period of time, we have witnessed brands identifying known as well as unknown needs of consumer’s basis which they are ready to invest heavily in mobile data metrics. Addressing to the unknown needs is what will give the brand an upper hand to serve better. This metric eventually helps in measuring the ROI on the capital spent.”

     

    Guneet Singh, Head – Marketing Solutions, Google India & SEA: “The big piece of work we do is on video and the reason is 80% of consumers are on mobile. The phone is a very intimate space, as it is 12 inches away, but your TV screen is 6-7 feet away which is not an intimate space. The average attention span in Mobile is 7-9 seconds; if you don’t change the arc in this time span, one skips the video. That’s how you look at the story arc in digital. In digital you know the exact persona of the person watching something. It is important for you to build content for the right audience. We’ve recently made 2300 videos all running in the same date to distinctive audience.”

     

    Mark Shayler, Director Ape:“Every single action has a reaction and every single movement has an angle. We are all millennial. People like tactility; if you are making a digital campaign make it real, make it human. We can’t lie anymore because the internet is everywhere and the truth will eventually come out. It’s high time that you innovate the new way. Define a purpose, as purpose makes you stronger, being good is new cool and Kindness is competitive.”

     

    Sakshi Choudhary, Creative Controller, Ogilvy India: “Women spend twice the time as men, they are playing more games, and they are also on social media. 74% purchasing decisions are made by women and in cities it goes up to 90%. 70% women are buying houses in top 8 cities of India and 40% overnight solo trips are made by women…. Honda has realised that the scooter market is overtaking the motorcycle market in rural India and therefore they launched Honda Cliq targeted only at rural Indian women. Alcohol consumption among women has been increasing; Bacardi has been making the best of it as their sessions are more focused at women. Hotstar has realised that their video consumption is 3 times more by women compared to men.”

     

    Erica Ng – Senior Editor Asia Pacific Insight – WGSN: “The world is getting future ready and so are our brands. The brands of tomorrow are using the 4 E’s – Engagement, Exclusivity, Experience and Emotion. While today’s traditional spaces are extremely crowded, it becomes a larger deal for the brands of tomorrow to get more creative in their thinking. The brands of tomorrow are engineering vitality, as they aren’t using space to advertise but instead growing their presence on digital. They are using psychographics to understand the consumer needs. Today people don’t buy products, they buy people!”

     

  • The fifth edition of Kyoorius Creative Awards and the fouth edition of Zee Melt have on boarded Moe’s Art

    Moe’s Art is PR partner for Zee Melt

    By A Correspondent

     

    The fifth edition of Kyoorius Creative Awards and the fouth edition of Zee Melt have on boarded Moe’s Art as its ‘PR Communications Partner’.

     

    Commenting on the association, Rajesh Kejriwal, Founder and CEO, Kyoorius, said: “We at Kyoorius have successfully established long-standing properties that provide excellent value to the members of the media and entertainment industry. With Kyoorius Creative Awards and Zee Melt, we were seeking a perfect communications partner to assist us in our endeavour of reaching out to the right audience. Moe’s Art depicted a thorough understanding of our needs, requirements and our vision at large; we are happy to have them onboard.”

     

    Speaking about the association, Vishaal Shah, Co-Founder, Moe’s Art added: “Kyoorius is a reputed brand within the industry and it consistently reinvents itself to deliver more to its TG/audience. It is certainly exciting to be partnering for such prestigious platforms and bring in that innovation as the properties expand their reach.”

     

     

  • The entries for advertising, digital and media will be judged across 20 categories comprising 280 sub categories

    Kyoorius Creative Awards announces jury for Media category

    By A Correspondent

     

    The 5th edition of the Kyoorius Creative Awards has announced it jury for Media. The award show honouring creative and innovative work across advertising, digital, and media is inviting entries until the extended deadline of 2nd May.

     

    The media jury comprises Torie Henderson (Jury Foreman) – CEO, South East Asia & India, Omnicom Media Group; Nandini Dias – Chief Executive Officer, Lodestar UM; Tarun Katial – Chief Executive Officer, BIG FM (Reliance Broadcast Network Limited); Haruna McWilliams – VP, Strategy, APAC, Essence; Deepika Sabharwal Tewari -  AVP – Tanishq Marketing, Titan Company Ltd; Paritosh Joshi – Principal, Provocateur Advisory and Amin Lakhani – President, Client Leadership, Mindshare.

     

    Rajesh Kejriwal

    Speaking about the awards and the jury, Rajesh Kejriwal, Founder and CEO, Kyoorius said: “Like every year, we have a skilled jury with each bringing along decades of experience and an in-depth understanding of the industry.”

     

     

  • Entries open from March 21, 2018 across 20 categories

    Kyoorius Awards names its jury for fifth edition

    By A Correspondent

     

    The Kyoorius Creative Awards is back in its fifth edition and entries will be open from March 21 to April 23, 2018 across 20 main categories and 280 sub-categories. The Kyoorius Creative Awards night will be held on June 1, 2018 in Mumbai. The entries will be judged by four juries; two for advertising and one each for digital and media from 14th May – 16th May in Mumbai.

     

    The jury chairpersons are as follows:

    ArunIyer- Chairman & Chief Creative Officer, Lowe Lintas – Advertising

    Santosh Padhi- Chief Creative Officer & Co-Founder, Taproot Denstu– Advertising

    Torie Henderson – CEO, South East Asia & India, Omnicom Media Group Asia Pacific – Media

    KunalJeswani- Chief Executive Officer, Ogilvy & Mather– Digital

     

    The other confirmed jurors include: Bobby Pawar – Chief Creative Officer and Managing Director – South Asia, Publicis Worldwide, India, Deepa Geethakrishnan – National Creative Director (HUL), Lowe Lintas, JuhiKalia – Head of Creative Shop India & Global Brands APAC, Facebook, KainazKarmakar- Chief Creative Officer – Ogilvy Mumbai, Ogilvy & Mather, KartikIyer – CEO, Happy McGarryBowen, Kyoko Yonezawa – Creative Technologist, Dentsu Inc., Neil Cooper – Group Creative Director, Publicis.Sapient, Pradyumna Chauhan –Creative Consultant, PreethiMariappan – VP, Executive Creative Director Emerging Experiences, Publicis Sapient, Satbir Singh – Founder & Chief Creative Officer, Thinkstr, Sidharth Rao – CEO and Co-Founder, DentsuWebchutney, Sumanto Chattopadhyay – Chairman & Chief Creative Officer, Soho Square, Ogilvy Group, India, Swati Bhattacharya – Chief Creative Officer, FCB Ulka and Tista Sen – National Creative Director & Senior Vice President, J. Walter Thompson India.

     

    Speaking about the jury and the fifth edition of the awards, Rajesh Kejriwal, Founder and CEO, Kyoorius said: “The jurors at The Kyoorius Creative Awards, with their innate knowledge and experience, will contribute to this vision of acknowledging the finest original and innovative work. We look forward to hosting an insightful and rewarding event that honours the best in advertising.”

     

     

  • The two-day festival will be held at NSCI, Mumbai and features leading industry persons and speakers

    Kyoorius announces keynotes for fourth edition of Melt

    By A Correspondent

     

    Zee Melt has announced the fourth edition of the event that will take place on May 30 and 31, 2018. The two-day festival will be held at NSCI, Mumbai and feature leading industry persons.

     

    The speakers include:

    :: Chuck Porter: Co-Founder & Chairman, CP&B and author

    :: Fernando Machado: Head of Brand Marketing, Burger King.

    :: Tom Fishburne: Veteran marketer and cartoonist

    :: Tom Goodwin: Executive Vice President and head of innovation, Zenith Media

    :: AnindyaGhose:  Leonard N. Stern School of Business

    :: Mark Shayler: Author, Trainer

    :: Matthew Quint - Director, Center on Global Brand Leadership – Columbia Business School

     

    Speaking about Zee Melt 2018, Rajesh Kejriwal, Founder and CEO, Kyoorius, said: “Zee Melt continues to march forward with its focus on bringing the biggest and the creative minds together on one platform and change the way marketing is perceived. Year after year, we look forward to unfold a highly-energized and knowledge driven convention. Having such notable speakers on-board for the sessions fortifies this objective and we are certain this edition will add immense value to all the attendees.”