With last date for receiving entries for the second edition of Indian Digital Media Awards 2011 over on April 25, the stage is set for the judging process is commence. The esteemed jury panel for the Awards are full of enthusiasm and strongly believe that awards like these have a positive impact on the industry, and even indirectly on the bottom lines of advertisers.
Jury member Sudip Ghose, Director – Marketing, Samsonite South Asia, said, “Digital media is very interesting and as marketers we at Samsonite spend a lot on digital. As a marketer, I’m naturally interested to see how other corporates and agencies are doing digital, so for me personally, I wanted to be on the jury because it’s very interesting and a learning opportunity. As a marketer, I will know good work from bad, and in the process I’ll learn something too.”
He added, “Winning an Effie doesn’t translate into better sales, but it shows that the campaign was a good one, which would have brought about good sales. The award, on the other hand, encourages people to be creative and original, which has an impact on sales.”
The impact of such awards is not just in inspiring people through competition, but also in creating a comprehensive overview of the best work in the domain, a view shared by many of the jurors.
“I tend to believe that digital is impacting everything. The way we speak, write, read, interact, live. Everything is touched by digital. At the IDMA, I look forward to interacting with likeminded jury members who come from a cross-section of organisations with a strong belief/ experience in digital media. And then, of course, a first-hand chance to debate some of the finest work done in the digital media space. Rewarding the right kind of work goes a long way in inspiring others to create newer benchmarks in the years to come,” said Rahul Jauhari, National Creative Director, Everest Brand Solutions.
Roshan Abbas, founder of Encompass, added here, “With more than 30 million Indians on Facebook, Internet penetration at almost 100 million digital is fast growing to be a medium to reckon with. With activation finding an effective response driven ally in digital its importance to us at Encompass is immense. We often partner with clients who effectively leverage digital and activation, and to be part of the awards is a wonderful opportunity to see the best in the business and applaud them too.”
While the numbers are already compelling, other jurors also pointed out that the digital market was still in its early days, and while it had grown at an impressive rate, this would continue for the next few years with the proper encouragement.
“Online advertising is at the cusp of take-off in India, and encouraging market defining companies in this area will help in the growth of the category. That was primarily my reason for agreeing to being on the jury,” said Alok Mittal, MD, Canaan Partners India.