The third edition of the IAA Olive Crown Awards was held in Mumbai on April 1, 2013. Launched in 2011, the IAA Olive Crown Awards are India’s first awards for creative excellence in communicating sustainability or ‘green’ advertising.
A total of 35 Awards were handed over at the event. Some of the big winners included Grey Worldwide, O&M, Cheil, BBH, Umbrella Design, DDB Mudramax, JWT and Draftfcb Ulka. Campaign of the Year Award went to Cheil Worldwide for Samsung Printers. Kewal Kiran Clothing won the Advertiser of the Year Award for their Green Turn Water Saver Jeans. And their agency Grey Worldwide was named Agency of the Year.
Padmashri Kartikeya Sarabhai was conferred the Olive Crown Green Crusader Award, an award which is presented to one unique individual who has dauntlessly fought our battle for going green.
The Green Hungama Award, open to participants under 30 years of age where the task was to create a 60-second green film, saw Abhishek Saxena of Webchutney emerge as the winner.
The event saw many marketing and media heads and other industry leaders gracing the occasion: Hrishikesh Mafatlal, R Mukundan of Tata Chemicals, Suresh Bandi of Panasonic India, Kushal Desai of Apar Industries, Mukund Rajan of Tata Sons, Rahul Welde of Unilever, Raj Nayak of Colors, Siddharth Kothari of Rajasthan Patrika, Neeraj Roy of Hungama, and Neville Taraporewala of Microsoft, to name a few. It also had several agency heads such as Piyush Pandey, Colvyn Harris, R Balki, Prasoon Joshi, KV Sridhar, KS Chakravarty, Arvind Sharma, Sam Balsara, Nagesh Alai, Sonal Dabral, and Vikram Sakuja, among others. Praful Patel, Union Minister for Heavy Industries and Public Enterprises, was the Chief Guest at the event.
Speaking on the occasion, MG Parameswaran, ED & CEO of Draftfcb Ulka and Chairperson, Olive Crown Awards 2013 remarked, “We saw an almost 45 per cent increase in the number of entries this year alone and our Awards Jury, consisting of veterans such as Sonal Dabral, KV Sridhar, Vinod Rao, KS Chakravarty, Ramki and Charles Victor, was of the opinion that the quality has also seen a dramatic improvement over the years.”
Srinivasan Swamy, Chairman, RK Swamy BBDO and President, International Advertising Association, India Chapter added here, “There has been widespread acceptance for these awards as corporates see the green message as a key differentiator in a competitive environment. And going green is no longer a luxury, but an essential part of doing business. We are delighted to see that clients are roping in agency partners to help them build green awareness for their brands.”
The IAA Olive Crown Awards, which was born three years ago as a show at GoaFest 2011, has grown in stature since inception. This year, the entries had not only tripled in quantity, but also witnessed pan-Asia participation.