The creative industry is abuzz with anticipation as the Abbys are all set to be announced tonight. Like each year, this year too the expectations are high and one category many are really hoping to win is the INS Think Print. One of the reasons for the eagerness is the Gold trophy award accompanied with an all expenses paid trip to the forthcoming Cannes Festival.
INS Think Print has been one of the excuses that any ad professional needs to be at the Abbys and if the excitement of Ad Club’s secretariat is anything to go by, there is quite a treat lined up for Abbys 2006.
The INS Think Print that began as Project Press, an endeavour undertaken by Bharat Kapadia, Executive Director, Divya Bhaskar, six years back, was done with the intention to project the upside and strengths of the print medium. In the course, Kapadia had taken two initiatives and one of these manifested in the form of the Impact Media Multiplier, while the second was the INS Think Print Awards, done at the back of Abby Awards every year. In its sixth year now, Kapadia has seen the award grow and gather momentum.
“Many, including FMCGs, believed that there cannot be any advertising except for what is seen on TV and we took that as the issue that needed to be addressed. In the INS Think Print awards, we take TV commercials as the brief and invite creative minds to make print ads on the basis of that,” explained Kapadia.
While last year, the Fevicol ads were the brief, this year it is a Mentos barber ad. Some of the works of the INS Think Print entries were seen with such appreciation last year that the Fevicol marketing organised an internal exhibition of the ads. Kapadia informed that same would be seen this year as well in the case of Perfetti. Of the 2,500 plus entries that the Abbys has seen in 2006, 760 were received in this category alone.
“And, in fact, anything above 500 has been considered as very good participation, given that only advertising professionals can enter this category,” said Kapadia.
He further said that the encouraging aspect about the awards was the fact that participation was seen from all India. Like all the other categories, INS Think Print also awards Gold, Silver and Bronze.
“Attending the Cannes advertising festival is a dream come true for any ad professional. The Silver is awarded a cash prize Rs 1 lakh and the Bronze award is awarded a cash prize of Rs 50,000. We are intent on driving the initiative of encouraging young professionals to look at print seriously,” said Kapadia.
The association with the Ad Club is also due to this intent. “Ad Club is the largest advertising club in the world and so we will not isolate this award from the Abbys.” However, Kapadia informed that the INS Think Print would be made more than just an annual affair and that the committee was keen on awarding print creatives on other occasions as well.
Another aspect to watch out for at the Abbys this year is the INS Think Print AV, which like last year, has been created by O&M again. Like last year, the film will be premiered at the Abbys and then subsequently be shown on channels. INS Think Print indeed is just another great excuse to be at the Abbys this year.