GoaFest 2011 is set to see quite a few new developments, besides being extended to five days from the three days and a new venue, India’s premier advertising festival has associated with the Advertising Standards Council of India (ASCI). Subhash Kamat, Managing Partner, BBH India, gives his views on this association and the implications for the industry.
The fundamentals of the association:
The association is part of ASCI’s initiative to engage with the industry, especially the younger generation. With this, ASCI seeks to move beyond being just a forum for addressing consumer complaints and be more involved in the responsibility of creating ‘advertising with a conscience’. For a mature industry, especially a creative one, the need for self-regulation is an important one. GoaFest offers perhaps the best place to connect with people.
There are clear codes that ASCI has put into place and follows. These are not restrictive in any way; rather they help in guiding responsible communication. Some of the best work we see don't fall into any of these categories. Most senior creative and marketing professionals are aware of that. It's time awareness amongst the younger audience is increased. That's what the initiative is all about.
Productiveness of the association:
Kamath said that they were hoping it would help kickstart an initiative that would gather momentum and become something big. He was confident that more and more of industry colleagues would join in “after all, it will benefit the entire industry and ultimately, each one of them”.
The complete process to be followed at the GoaFest in association with ASCI includes the ‘Young Creatives’ competition that the GoaFest Committee is putting into place. As part of this initiative, 100 young creative professionals will be flown to Goa two days before the festival to take part in an ‘Installation Art’ competition. These will be on specific topics that are creatively stimulating and at the same time relevant to the cause of ‘creativity with a conscience’. The details of judging and so on are being worked out and will be announced closer to the festival dates.
For the association, the ASCI Board of Governors has set up a marketing committee to look after the promotion and communication of ASCI. “It’s our responsibility to make it happen. Happily, we’ve got the support of a lot of senior and talented people from the industry,” Kamath said.
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