What was unusual about the recently concluded Advertising Club Calcutta Awards was that they were the first ever in India where the focus was on Consumer Connect. The awards were for ideas which connected best with the consumer, irrespective of whether the creative format was a TVC, a print ad or a ground activation.
There were four categories in all -- FMCG, Consumer Durables, Consumer Services and Public Services. As it turned out, the competition was the hottest in the FMCG category with over 100 entries. The highest number of shortlisted entries were also in this category.
That a media entry from Mindshare-Delhi, for its Horlicks Puja ground activity, emerged with the highest score bears out the channel neutrality of the model as well as the huge role that media plays in driving creativity for a brand. The Mindshare-Delhi entry seeking to connect Horlicks with kids around the Durga Puja festivities eventually went on to win Silver in the highly competitive FMCG category, establishing that the Advertising Club Calcutta Awards are more for effectiveness than just creativity.
Said Mindshare-Delhi Business Director Sanchayeeta Bhattacharya, "MindShare has for long believed in and actively worked on channel neutral planning, the objective being to first and foremost drive consumer experience as that is the key to build loyalty and preference amongst them." She added that the Silver for the Horlicks Puja activity "is a vindication of this belief and also proof that media plays a huge role in driving creativity for a brand".
The unique judging process, introduced two years ago, actually involves consumers from all over India in determining which entries best connect with consumers through a research model that straddles all entries across agencies, creative and media.
Conducted by Indica Research, in the first phase every brand with an entry goes through a 'market assessment' study that identifies what the target consumers think and feel about the brand. Then, a matched consumer panel generates the data for the 'stimulus assessment' study that gathers the impact that specific entries have had on that brand. The final 'consumer connect' scores put up before the judges and the basis for shortlisting were generated through a proprietarial model that takes away the bias in favour of established brands. MindShare-Delhi's entry had ranked first in the research.