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GoaFest 2011: Curtain rises with ASCI’s creative challenge

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GoaFest 2011: Curtain rises with ASCI’s creative challenge

GoaFest 2011 may officially begin on April 7, 2011, but the mood was already set at the Zuri White Sands resort in South Goa on April 5, 2011.

A special ‘hands-on’ event for young creatives, designed by the Advertising Agencies Association of India India (AAAI) held in association with the Advertising Standards Council of India (ASCI) took off. Planned as a two-day initiative preceding the GoaFest, April 5 and 6, are special ‘hands-on’ event for young creatives to foster creativity with a conscience.

The two bodies have instituted ‘Creativity with a Conscience Contest’ (CWC Contest). The contest has been designed to create awareness of the ASCI codes of responsible advertising amongst the 3,000 industry professionals who are expected to attend the GoaFest 2011.

Nine agencies participated in the contest. These included O&M, Leo Burnett, Mudra, Lowe Lintas, RK Swamy BBDO, BC Web Wise, TBWA\India, Bates 141 and a mixed team called ‘Motley Crew’.

‘Motley Crew’ comprises individual entries not representing any agency in particular. In all, there are 83 participants in the CWC Contest.

The ‘Conscience’ brief
The teams were briefed in Mumbai on March 31, 2011 and there was on-field briefing that happened on April 5, 2011 as well. In the first round of briefing, the teams were informed that they would each be given nine objects from which they would have to create unique pieces of art keeping a specific topic related to responsible creativity at the core.

The second round of briefing happened at the venue. This included the Do’s & Don’ts at the location; to what extent could the teams could use props that were given to them and that the teams needed to use every prop and object allocated in its original form and not converted it into something else.

Each team is led by a team leader.

Hemen Patel is leading RK Swamy BBDO and the object given to the team is a ‘Door’. BC Webwise’s leader is Nicole Braganza and their object is ‘Old TV’. Shagun Seda Sengupta is leading from TBWA\India with the object ‘Boat’. Bates 141 team leader is Kiran Nagda and the prop is an ‘Easy Chair’.

Lowe Lintas is allotted ‘Animal Dummies’ and the team leader is Yash Virkud. Leo Burnett’s team leader is Amod Dani with ‘Trunk’ as their object. Hemant Sharma is the team leader from Mudra with mannequins as their object. Ogilvy India gets ‘box guitars’ with Heval Patel as their team leader and the Motley Crew gets ‘canvas’ as their object.

The first qualifiers to the contest were creative professionals less than 30 years.

From April 7, 2011, these art pieces would be displayed at the venue throughout GoaFest. A jury comprising eminent industry personalities and ASCI board members will select the winning artwork, which would be awarded at the Creative Abby on April 9, 2011.

Let’s Learn Social Media too
In addition to the Contest, ASCI, together with Naked Communications, is organising a workshop on social media around the theme of self-regulation in advertising. The workshop would be held on April 6, 2011.

The ASCI's social media workshop will focus on “The advent of social media in the advertising space - Is it a boon or a bane for the industry?” and “How social media can be leveraged to create greater responsibility in advertising”. Hosted by Naked Communications, the workshop panel includes Gitanjali Sriram (Founding Partner, Naked Communications), Subhash Kamath (Managing Partner, BBH & ASCI Board Member), Ashok Lalla (Digital Director, Euro RSCG), Nikhil Kumar Verma (India's foremost Twitter user) and Anish Trivedi (Author, Columnist & Social Commentator). The panel discussion will be moderated by CNBC's senior anchor Suresh Venkat.


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