The Abby Awards have tied in a host of sponsors for 2007. These include Times Now, Radio Mirchi and Indiatimes. For the eighth time, Sony Entertainment Television is presenting the event, while associate sponsors like Times Now and Indiatimes.com are in their second year. FutureMedia is another associate sponsor for the Abby this year.
Some other category sponsors this year include Cadbury’s which is going to sponsor the Young Abby Awards, and Kingfisher Airlines, which is the official airlines partner.
Speaking on the association, Sunil Lulla, CEO, Times Global Broadcasting, said, “We have been with the Abby Awards since last year, when we launched. Abby is the most prestigious creative award in the industry. As a channel and a medium, advertisement is a very important part of our business. What runs on air is very important, and this is a platform through which we can choose the best of these. That is the reason why we have chosen to be associated.”
Vishakha Singh, head of MarCom, FutureMedia, explained that being a part of these awards helps them to reinforce their brand philosophy. “We believe in offering consumers brand engagement, within the consumer atmosphere. The association with Abby reinforces this idea of engagement with the customer; it reinforces our thoughts. They have introduced the category of ambient media, for instance, which we are into indirectly through some of the initiatives we are taking of introducing print, television and radio properties within our chain stores – something that engages our customers within the consumer atmosphere. Abby has been growing bigger and bigger every year, and we salute it and the Bombay Ad Club for keeping the space for this,” she said.
Indiatimes.com is also sponsoring the awards for the second time. The Indiatimes spokesperson said, “This is the second year we sponsoring for the Abby Awards. We sponsored the digital awards last year, which are very relevant to us, being a digital medium. The Abby’s are like the Oscars of the ad agency industry,” he said.
Elaborating further on the relevance of these awards, he said, “It is important to have good creatives in the digital medium and we want better quality to come in. The problem is that most agencies are still only involved in TVCs, when the Internet is here and there are so many more opportunities to explore. It is our interest to encourage people for this. And Abby has been one of the best awards, so there is no question of going in for any other award event.”
Radio Mirchi, which has been associated with the Abby Awards for the last four years, is also one of the sponsors. Kaushik Ghosh, Head – Marketing, Radio Mirchi, said, “It is one of the biggest gatherings of creative minds in the country, and since it is such an innovative media vehicle, we like to be present in such forums. It is a business-to-business interest, and we are present in many awards for this purpose. We participate in a host of local ad events at other cities also.”
Bipin Pandit, GM, the Bombay Advertising Club, said that the response from sponsors this year has been extremely encouraging. “Besides high entries, sponsorship has also been great,” he remarked.