When KV ‘Pops’ Sridhar, National Creative Director, Leo Burnett, was keying in furiously on Twitter, his sole aim (in his own words) was to bring in the open the mess behind the GoaFest 2010 Creative Abby Awards, thus urging for cleaning up the awards and more transparency in the future. However, his tweets targeted Mudra and its Chief Creative Officer Bobby Pawar, who retorted with the plea to wait and let the Committee take its action and truth would be out in due course.
Well, Bhaskar Das did come up with the Committee’s version after their, if we may call it, ‘investigation’ as GoaFest now seems no less than a thriller, which again led to Sridhar crusading via Twitter. Mudra has not taken too kindly to Pops’ Twitter crusade and has sent a legal notice to Leo Burnett for the defamatory statement and has claimed a sum of Rs 100 crore besides demanding an unconditional apology.
The move is actually a shocker as this involves two respected advertising agencies. While each agency has their own point of view and would find supporters, but this incident of going to the extent of suing an agency is certainly unheard of.
We have certainly not heard the end of it as Leo Burnett will surely not give in so easily. This must be one year when the GoaFest Committee must want to just put the lid on all the unwanted publicity that it is getting because of the fracas.
In fact, the agencies who decided to stay away from GoaFest, including Contract, Euro RSCG, McCann Erickson and Lowe, must be a relieved lot and if this doesn’t end here many agencies would really think twice before entering the fest next year.
As for Leo Burnett and Mudra, let’s just wait and watch, and yes… think before tweeting.
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