The Advertising Club recently acquired a new name and identity. Like any brand that moves towards maturity, it too needed to refresh its positioning and renew the excitement and fervour with which it has been celebrated.
In various forums, meetings and discussions of the club, often with top members of the advertising fraternity, one thing was often discussed - that Abby is the only advertising award which comprises Indian ad industry bodies, in which the Indian advertising industry participates and which, again, is judged by the Indian advertising industry. Given the fact that any award is as good as its jury and participants, Abby could be considered an award that was uniquely Indian.
Raj Nayak, President of The Advertising Club, believes "Like every metal that needs a dash of Brasso, to rediscover its lost sheen, it was time for the most coveted Advertising award to shine again. Given the PM's Make in India philosophy and new, patriotic mood of the nation, It couldn’t have been a better time for us to give our metal that added sheen - and remind the world about the only award that was in every sense, truly Indian."
With the able guidance of Ad Club seniors and mentors, Scarecrow Communications brought alive its vision and sharpened the Abby positioning as 'The Only Truly Indian Award' articulated through the #ThatsWhyAbby Campaign. The actual campaign was rolled out in 4 phases. In the first phase, print ads were released in industry magazines and mailers were sent. The communication, took the viewer down memory lane, to the time when some of the modern advertising greats transformed the industry together.
The communication took the audience down memory lane and celebrated some of the finest work - that in fact helped shape a new identity for the industry - and, with it, inspired people to become united once again, for the betterment of the industry. In the second phase, the communication tipped a hat at almost all those whose work left an indelible mark in the minds of consumers and pages of advertising history.
Says Scarecrow's Founder Director, Manish Bhatt, "While working on this campaign, I enjoyed a beautiful feeling of nostalgia, as we revisited some of the most timeless, iconic pieces of advertising from the 90s, that took me back to a time where Indian advertising was just finding its own true identity."
The third and fourth leg of the campaign, along with the Abby t-shirts, continued building upon the new positioning, reiterating that campaigns with Hindi flavour can't be expressed in English and the fact that our youngsters look up to Indian ad gurus, not global ones.
This year, The Advertising Club has witnessed, and gone on to make, some refreshing changes. The club is headed by new, able mentors, there are fresh categories and even the process of entering has been automated. The number of entries has grown, and the number of clients attending is much higher.
Hopefully, in the times to come, the industry will stay united on this front and in the process continue to inspire youngsters in the future.
Agency : Scarecrow Communications, Mumbai
Creative Team : Manish Bhatt, Raghu Bhat, Kapil Tammal, Yogesh Rijhwani, Lalit Sakurkar, Nikhil Kerkar, Joybrato Dutta
Account Management Team : Arunava Sengupta, Mangesh Mulajkar, Seema Kamath, Mann Parekh
Colors Viacom18 Team : Raj Nayak, Sapangeet Rajwant, Vishal Desai, Sargam Bhatia, Spraha Magan
Special Thanks : Bipin Pandit , Arati Shirodkar
Client ( The Advertising Club ) : Raj Nayak, Ambi Parameshwaran, Ramesh Narayan, Nakul Chopra, Ajay Chandwani