Overall
quality of entries good at Abbys, though Radio disappoints,
say experts
Mar 31, 08
Rishi Vora
 Abby
Awards at GoaFest 2008 has seen an upsurge in the quality
of all entries except for ‘Radio and Radio Craft’ category.
Though the exact number of entries in the respective categories
could not be ascertained, it is known that out of a total
of 3,800 entries, over 1,200 are for ‘Print and Print Category’,
and around 1,300 for OOH. There are around 185 entries for
‘Films’ and 380 entries for the Radio category, which according
to the judges, had gone down as compared to the entries received
last year.
Commenting on the quality of entries for the
Integrated Advertising category, Agnello Dias, Chief Creative
Officer, JWT, and Chairman of Jury at the Abbys for the Integrated
Advertising category, said, “I think the entries have a wider
spread as far as experimentation goes. But there is no real
trend spotted this year, which I think, some of the previous
years’ entries had.”
Ravi Deshpande, Chief Creative Office, Contract
Advertising, and Chairman of Jury for the Print and Print
Craft category, said, “The quality of entries in print category
is substantially better than last year’s. This year, I think
there are some sparkling pieces of work across agencies and
the quality of work has really gone up in the span of one
year. I hope that such good quality work continues in the
future as well.”
Further commenting on his judging experience,
Deshpande said, “The quality of judging, particularly in the
Print Category was very good, and as a jury panel, we ensured
that the judging was done professionally and ethically.”
Abhijit Avasthi, Executive Creative Director,
O&M, and one of the judges for the Radio and Radio Craft category,
said, “The level of exceptional work, I would say, has gone
down this year. Out of an approximate total of around 380
entries, hardly 7-8 per cent of the entries were good.”
Agreeing with Avasthi, Anil Verma, Creative
Director, Mudra, said, “Radio is a challenging medium, and
it is anytime tougher than television. The entries had nothing
new to offer – the scriptwriting was very average, the ideas
were bland with the usual adaptations from the films. Radio
medium has to be taken seriously, it is important to make
the person visualise your idea when the ad is playing.”
Commenting on the quality of films that entered
this year, Abhinay Deo, Chairman of Jury for the Films and
Films Craft category, said, “There has been a rise in both
quality and quantity of entries this year. Apart from the
usual film directors that do a good job most of the time,
there were some newcomers, too, who have done phenomenal work.
The Neo Sports commercial remains at the top of my mind, followed
by the Vodafone films.”
Commenting on the judging, Deo added, “The
panel consisted of extraordinary film directors and we all
had a good time in judging.”
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