Yahoo! brought its property – the ‘Big Idea Chair’ Award – to India in 2005 and in its second year here, the Internet major is looking forward to an even more pronounced experience. The Chair was given away at the Effie Award last year and would be presented at the awards this year too.
Yahoo’s Big Idea Chair is an award to salute big ideas in the field of advertising and marketing. It was instituted in the US some years back and the first country after the US to have experienced the award is India. Since then the award travelled to other markets like Taiwan and so on in the last year. Yahoo! India’s Pearl Uppal explained that the award had been part of several international award functions in the US like the Addy and CLIO Awards.
“We choose to associate with prestigious platforms that relate to Big Idea Chair’s theme, that is the best in advertising and creativity. In India, we have associated with the Effie Awards,” said Uppal. As is known, the Effie Awards is organised by the Bombay Advertising Club.
Speaking on the Big Idea Chair, Ad Club’s Bipin Pandit said, “Over the years, the Effie Awards have gained significant ground in India. The Big Idea Chair was a welcome addition last year and really did add more to the Effie night. We look forward to an exciting evening this year as well.”
The winner of the Big Chair is chosen from among the participants at the Effie Awards itself and decided by the jury. On their part, Yahoo! only sets down the parameters on which the Big Chair has to be judged. Last year, the O&M team won the Awards for their work for the SBI Life Insurance. Uppal observed that with the brand perception changing the way it did last year, based on its communication, was an ideal Big Idea Chair.
The Yahoo! team presented the Chair (a purple coloured couch-like chair) to the O&M team subsequently. “The idea is to give comfort to the bearer of the “big idea”. That is our way of saluting the creative excellence demonstrated in the idea and saying ‘Come and take a seat’.” She also divulged that the big idea could also be people or a showcase of great work. The Big Idea Chair can be awarded to someone even as a lifetime achievement award.
Yahoo! promotes the award only to the extent to making noise in the advertising, media and marketing community, around the fact that the Award would be given out at the Effie Award. “It is a great way for us also to engage with the creative community,” Uppal said.