They met, they discussed and they conquered the task of screening a total of 93 entries, all wanting to make a mark at the Pitch Youth Marketing Awards. Present before the jury was the duty and the responsibility of making sure that the best of the best receive the award and make that Gold worthwhile.
Talking about the importance of an Awards concept like the Pitch Youth Marketing Awards, Jury Chairperson, Dheeraj Sinha, who is the Chief Strategy Officer, South and South East Asia, Grey Group, said with a lot of optimism that given the scope of youth marketing in India, the awards are bound to grow from strength to strength each year.
There were two categories which received overwhelming response going by the sheer number of entries that came in. The categories awarding the Most Effective Digital Media Strategy and the Most Effective Activation Strategy saw the jury members contemplate extensively. Here’s a sneak peak into the shortlisted entries for The Most Effective Digital Media Strategy:
Battling it out in The Most Effective Sponsorship and Branded Content category were Viacom18 Media with two entries on its Drive with MTV and Coke Studio campaign. Mindshare’s campaign for Pepsi, ‘Cool Pepsi is the New Hot Seat’ was also shuttling between the jury as a candidate for a potential win.
How seriously do youngsters take celebrities today when they step into the shoes of the endorser? The category of Best Usage of a Celebrity Brand Endorser held immense relevance when put in the context of the above question. Mediacom Communications had a strong campaign with Gillette India, thought the jury. Mindshare, however, aced the shortlist with two of its campaigns, one belonging to Pepsi (Rockstar Ranbir Changed Big B’s Game) and the other to Lay’s (Lay’s- Pal Banaye Magical).
The Most Innovative Youth Product/Service Launch of the Year saw the jury giving brands such as Lay’s Baked, Animal Planet, Hippo and Comedy Central a podium finish. To judge the Boldest Youth Brand of the Year and the Best Media Youth Brand was not as colossal a task for the jury and the decisions in these particularly were largely unanimous.
The Awards ceremony will take place on Friday, October 12, 2012 at Metropolitan Hotel, New Delhi.
For complete information and a quick recap on the jury for the Pitch Marketing Youth Summit and Awards, click here.