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Overall quality of entries good at Abbys, though Radio disappoints, say experts
Mar 31, 08
Rishi Vora

Abby Awards at GoaFest 2008 has seen an upsurge in the quality of all entries except for ?Radio and Radio Craft? category. Though the exact number of entries in the respective categories could not be ascertained, it is known that out of a total of 3,800 entries, over 1,200 are for ?Print and Print Category?, and around 1,300 for OOH. There are around 185 entries for ?Films? and 380 entries for the Radio category, which according to the judges, had gone down as compared to the entries received last year.

Commenting on the quality of entries for the Integrated Advertising category, Agnello Dias, Chief Creative Officer, JWT, and Chairman of Jury at the Abbys for the Integrated Advertising category, said, ?I think the entries have a wider spread as far as experimentation goes. But there is no real trend spotted this year, which I think, some of the previous years? entries had.?

Ravi Deshpande, Chief Creative Office, Contract Advertising, and Chairman of Jury for the Print and Print Craft category, said, ?The quality of entries in print category is substantially better than last year?s. This year, I think there are some sparkling pieces of work across agencies and the quality of work has really gone up in the span of one year. I hope that such good quality work continues in the future as well.?

Further commenting on his judging experience, Deshpande said, ?The quality of judging, particularly in the Print Category was very good, and as a jury panel, we ensured that the judging was done professionally and ethically.?

Abhijit Avasthi, Executive Creative Director, O&M, and one of the judges for the Radio and Radio Craft category, said, ?The level of exceptional work, I would say, has gone down this year. Out of an approximate total of around 380 entries, hardly 7-8 per cent of the entries were good.?

Agreeing with Avasthi, Anil Verma, Creative Director, Mudra, said, ?Radio is a challenging medium, and it is anytime tougher than television. The entries had nothing new to offer ? the scriptwriting was very average, the ideas were bland with the usual adaptations from the films. Radio medium has to be taken seriously, it is important to make the person visualise your idea when the ad is playing.?

Commenting on the quality of films that entered this year, Abhinay Deo, Chairman of Jury for the Films and Films Craft category, said, ?There has been a rise in both quality and quantity of entries this year. Apart from the usual film directors that do a good job most of the time, there were some newcomers, too, who have done phenomenal work. The Neo Sports commercial remains at the top of my mind, followed by the Vodafone films.?

Commenting on the judging, Deo added, ?The panel consisted of extraordinary film directors and we all had a good time in judging.?



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