Top Story

e4m_logo.png

Home >> Advertising >> Article

At Abbys, it's a free-for-all, but ENVIES will raise the bar: Piyush Pandey

12-December-2013
Font Size   16
At Abbys, it's a free-for-all, but ENVIES will raise the bar: Piyush Pandey

Ogilvy Chief Piyush Pandey says “the free-for-all” nature of the Goafest Abbys and frustration with the way the industry awards are handled led his agency to institute the ENVIES, Ogilvy India’s own recognition system for good work by its people. The agency, which had a winning streak at Goafest, stayed away from the Abbys this year. It is all set to organise the first edition of its own creative awards, the ENVIES, on December 16.
 
“ENVIES is our own way to raise the bar for our people in a fashion that is tough but recognises great work,” Pandey, Executive Chairman (India) and Creative Director (South Asia), Ogilvy and Mather, told exchange4media.

“There is a basic frustration with the normal awards system in the country – the way it is handled – that some of the key agencies don’t participate; there are some 150-180 odd judges...We didn’t find any value coming our way, so we thought that we still need to recognise good work within the agency, recognise good people who are doing great work, recognise good clients who have allowed us to do great work, and decided to have our own awards,” he explained.

On the format of the ENVIES, Pandey said, “It is a very different system; there are no categories, no gold, silver and bronzes. We have fixed a number – 25 awards to recognise the 25 best pieces of work in terms of idea, execution and impact that will raise the bar.”

The bottom line for the ENVIES is supposed to be “work that makes other people hold their head in frustration and say ‘I wish I had done it’”.
 
Talking of clients’ response to the ENVIES, he said, “Clients are very, very excited about the ENVIES. They were also frustrated that at Abbys, some of the work awarded, seemed to their minds, didn’t deserve to win. So they would like to see good work being recognised and we have found a lot of support from our clients.”

Ten creative luminaries from agencies other than Ogilvy have judged the entries for the ENVIES. They include Agnello Dias (Taproot), Raj Kamble (StrawberryFrog), Raj Kurup (Creativeland Asia), Ashish Chakravarty (Contract), Arun Iyer (Lowe), Akshay Kapnadak (McCann), Malvika Mehra (Grey), Josy Paul (BBDO), Sonal Dabral (DDB Mudra) and V Sunil (Wieden+Kennedy).

From the entire body of work that Ogilvy India produces in a year, only 25 ENVIES are to be awarded each year, cutting across categories and disciplines. However, this being the first year of the ENVIES, work for the last two years is being reviewed and 35 ENVIES will be given out to showcase Ogilvy India’s work.

(With inputs from Saloni Datta)

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign