Mudra’s brand strategy and design consultancy unit Water has bagged the first IAA Creative Lantern Award, announced by the India Chapter of the International Advertising Association (IAA) at an event in Mumbai on January 23 that saw the presence of the who’s who of marketing, advertising and media fraternity.
IAA and The Energy Resources Institute (TERI), headed by Dr Rajendra Pachauri, have come together to give away the award for the Lighting A Billion Lives campaign, which would be to mobilise funds for a communication programme to aid the 400 million Indians who do not have access to electricity.
Initially, the event was to be held on November 2008, but was rescheduled in light of the Mumbai terror attacks. A minute’s silence was observed at the event in memory of all those who lost their lives in that attack.
The Lighting A Billion Lives public service initiative attempted by the advertising community is a passionate case for the role of the common man in changing his outlook and life processes to include energy conservation in their daily lives.
A total of five creative works were shortlisted from the total entries. These five shortlisted were then reviewed by an ‘Elite’ jury that included eminent personalities like Kumar Mangalam Birla, Chairman, Aditya Birla Group; Nitin Paranjpe, CEO, Hindustan Unilever; Naina Lal Kidwai, Group General Manager and Country Head, HSBC Companies in India; columnist Shobhaa De; film director and actor Farhan Akhtar; Jaideep Bose, Editor, The Times of India Group; Piyush Pandey, Chairman, Ogilvy & Mather; Pradeep Guha, Convenor of the jury and IAA Area Director, Asia Pacific; Raj Nayak, CEO, NDTV Media and President of IAA, India Chapter.
The five shortlisted entries were from Quadrant Communications, Triton Communication, Interface and JWT India, besides Water.
The IAA, with the support of the entire communications industry in India, will appeal to corporate bodies and well meaning millions of citizens of the country to partner in this unique initiative by contributing towards the cost of one or more solar lanterns.
The IAA is a strategic partnership, which addresses the common interests of all the disciplines across the full spectrum of marketing communications, from advertisers to media companies, agencies and direct marketing firms, as well as individual practitioners.