In a bid to encourage self regulation in advertising, the Advertising Standard Council of India (ASCI), has announced its association with Goafest 2012. As a part of this partnership, ASCI will be a conducting a contest to promote responsible creativity, under the theme “Creativity with a Conscience” during Goafest 2012. The ASCI Mobile Movie Challenge contest, which is open for advertising, marketing and media professionals, revolves around creating short films using a mobile phone.
According to Subhash Kamath, ASCI Board Member, “The theme, ‘Creativity with a Conscience,’ goes hand-in-hand with ASCI’s objective of responsible advertising. Our aim is to inspire professionals to abide by the guidelines set by ASCI and to take up self regulation on an individual level as the only other alternative is governmental censorship, which is, not desirable for a creative industry like ours.”
Describing the target they are aiming at, he added, “By reaching out to young professionals, we’re ensuring that our efforts towards self regulation are understood by the people who will be implementing the work. Through this initiative, we want to instill the message in the mind of young professionals to always remember that with great creative power, comes greater responsibility.”
As per the contest, teams of three young professionals, under the age of 30 years, will be asked to create a short film (between 30 and 60 seconds), using their mobile handsets. Each team will be assigned a mentor film maker who can guide the team members on the nuances of film making. The teams will create the art forms on one of the four briefs provided by ASCI.
The short films must be based on the four tenets of ASCI's code of self regulation, namely, honesty and truthfulness in advertising; decency in advertising as per generally accepted societal norms; safety and avoiding exploitation of vulnerable sections of society, especially children; and fairness in competition
These films will then be showcased at Goafest 2012 and will be uploaded on You Tube and select online portals. The entries will be judged by a jury of top creative directors and film makes of the industry. Four winning teams, one per brief, will be selected and each team member will be awarded during the Creative Abbys. There will be a ‘Popular Choice’ award that will be voted via SMS by over 3000 participants at Goafest.