Noted industrialist Narayan Murthy and eminent author Salman Rushdie flagged off the Concerned Communicator Award 2007 (CCA) on May 18 in Jaipur at separate functions. Known to identify and honour the creative geniuses in the sphere of social communication, the award invited advertising professionals to come up with print ads on social issues. The concept of the award emphasises on ‘creativity with a cause’. Murthy also released the poster of CCA 2007.
The idea behind this award, which has been instituted by Rajasthan Patrika, is that the concern shown by these professionals in the form of print communication would attract the immediate attention of the society. Siddharth Kothari, Director, Rajasthan Patrika, informed that the award was instituted to spread the message of social responsibility to the masses through the medium of advertising, which is considered to be very powerful.
“Being a very unique concept, the advertising fraternity embraced the concept with open heart and we received tremendous response right at the inception. The sustained enthusiasm of our colleagues in the advertising fraternity has given us the courage to keep the good cause alive,” Kothari said.
Instituted in 1997, the award has crossed the national boundaries with more than 2,000 entries received last year from all over the world including Canada, Mexico and UAE. The award money has also been raised this year from Rs 1 lakh to Rs 5 lakhs.
“Last year, CCA crossed over the borders and made the headway towards becoming an international platform for advertising professionals to share their concern. The work done by advertising professionals towards social causes via CCA is very commendable indeed,” added Kothari.
The other special awards are the CCA-UNICEF Special Mention Award, which consists of a trophy and a certificate; and 10 other special mention awards. CCA 2007 has been supported by various national and international organisations like International Advertising Association (IAA), International Newspaper and Marketing Association (INMA), INCA-FIEJ Research Association (IFRA), Advertising Agencies Association of India (AAAI), The Advertising Club Bombay, UNICEF, PETA, Make A Wish Foundation, Yahoo! India, Cinemax, Bright Advertising, Kingfisher Airlines and CNBC.
Last year, O&M Mumbai walked away with the top honours for an ad done for WWF by Abhijit Karandikar. It is yet to be seen who bags the award this year.