The first day of GoaFest 2011 saw Himanka Das, Vice President, Karishma Initiative, having an action pack day what with him in charge of the ‘Creativity with Conscience’ (CWC) initiative. exchange4media catches up with Das on his viewpoints on his first day and his expectations from ASCI and AAAI joining hands for GoaFest 2011.
Speaking on the initiative, Das said, “ASCI has been the regulators and they are to be as a respected as a watch dog to the advertising industry so that makers of advertising do not cross the boundaries that can be detrimental to society at large. Though it is not a government body but they have been the torch bearers to this noble cause. If such regulators do not exist, one day government may come in to impose censorship which may be detrimental to the industry. In that sense ASCI has done a great job. However, it has been perceived as a strict guardian by people who have seen decades and decades of the industry. To bring in a positive imagery ASCI first time taken a noble initiative in collaboration with AAAI at GoaFest to create a competition to bring the ASCI messages alive among young creative minds in the industry as they are our future creative leaders of our industry. They must inculcate these principles early in their career.”
When asked what he had to say about the fact that ASCI has finally decided to join hands with the GoaFest after so many years, he commented, “This is a good initiative by the current board of GoaFest. ASCI was also looking for such a platform, and the two objectives have married well, of bringing forward young talent and changing ASCI’s image.
Young people already know what ASCI stands for. However I would like quote once what Ogilvy India’s Piyush Pandey had said – ‘don’t make advertising that you can’t see with your family’. Today’s young people are going back to the old value systems and I think it’s the in thing to go back to old values. Like black and white is becoming contemporary.
The response has been phenomenal. The participation of nine top agencies itself says a lot. Also the individual requests from smaller agencies for which we created a mixed team called ‘Motley Crew’. However, Times of India had to withdraw from the Motley Crew due to internal commitments. Unfortunate that they could not participate but the fact of a newspaper participating is a very positive step.
What I like about the CWC is that the voting is not by jury. Their entries will take shape as art which will be displayed, and the 2000 delegates will be voting. The installations will be displayed at designated places with special promotions to encourage the delegates.”
Lastly he added, “The participants are overly enthusiastic! They will set the example for future generations. It is a wonderful initiative, and should continue. This brief is different from the Abbys and other awards. They have been given the brief with full independence; they are doing it for themselves and not for a brand or a client. The way the brief was given, with feedback about what briefs they should have been given. So how you make a negative brief into a positive brief is a challenge. Thus to show responsible advertising aesthetically, is the challenge for instance how to highlight fighting child abuse. Even exaggeration should be in a manner that is understood by the consumer. Don’t make exaggerated claims that are not real. Thus this is the objective of ASCI and AAAI coming together and is well understood by the participants.”