The third edition of Advertising Club Calcutta’s Consumer Connect Awards willl be held on September 2, 2006. The Awards was started in 2003 to coincide with the 50th year celebrations of the Ad Club Calcutta. Those creatives from across the country that connect the most with their respective target audience are awarded in the Consumer Connect Awards.
The Advertising Club of Calcutta, which happens to be the oldest ad club in the country, was the first ever to hold an event where the focus is on consumer reaction. The Awards includes all creative formats – TVC, print ads and ground activation. The Awards categories this year include FMCG, consumer durables and consumer services. So far, nine ads have been shortlisted for FMCG, six for consumer durables, and seven for consumer services.
Sidhartha Roy, President, Advertising Club Calcutta, said, “We started this initiative of judging advertising that connects with the consumer. The whole idea was to take the creative communication to the targeted consumers, get their reaction to a particular ad and report the reaction to the judges. It added an interesting and eye opening dimension for judging advertising.”
“We put all the entries through a rigorous research process conducted by Indica Research on a proprietary model called CRIS (Consumer Resonance Impact Score) before getting an eminent panel to judge the shortlisted entries through a day-long conclave,” Roy added.
This year, the judges include Sunil Alagh, former Britannia supremo and currently with AIMA; Saatchi & Saatchi’s V Shantakumar; Chlorophyll’s Kiran Khalap; Prof. Sudas Roy; Mode’s Shiloo Chattopadhyay; and Ram Ray of Response.
The day long conclave will be followed by the induction of an eminent personality to the Indian marketing and communication Hall of Fame.