If you thought an innovation could be smelt from miles away, think again. Choosing the best media innovations from the bunch was a difficult task, considering the fact that there were far too many entries at hand and the definition of 'innovation' varied manifold. In totality, we had a realm of 50-odd entries (skipping through print, television, radio and internet) and skirting through leading agencies such as Initiative, Maximize, Mindshare, Madison, Mediacom, Media Edge and Optimum Media Solutions. As was expected, most entries were television and print-centric, with Internet and radio languishing as poor seconds. In totality, Internet entries bordered down to three, while innovation on radio ended with a single lone entry, namely the Shopper's Stop Men in Vogue contest which was contributed by Group M.
The appraisal was a lengthy process. But if you have a jury that's upbeat, intelligent, quick witted and razor sharp, you are sure to come up with a Top Ten list that encompasses the best of the best. This version of Pitch Top Ten saw Bharat Kapadia (Publisher, Chitralekha Group), Alaka Bhosle ( Marketing Consultant, Parle Agro), Bhaskar Das (Director, Times of India.) Rajat Jain (Executive Vice President, SET Max) and Chandramouli (VP, Sales and Marketing, Mirc electronics) in the lead roles, with Bhosle encompassing the moderator's bit as well. While initially, the Pitch crew had devised a Top Ten appraisal with judgments out of 10, the jury members preferred to arrive at a decision by consensus, instead.
To know what were the top innovations, read the Pitch Top 10 feature in the April issue of Pitch.