Amid animated debates, some serious pondering and intense discussions, the jury meet for the exchange4media and network2media OOH Conference and Awards for Outdoor Advertising and Digital Signage took place in New Delhi on March 12.
The distinguished jury panel minutely examined and debated over more than 500 entries received for this year’s awards.
Ashish Bhasin, Chairman and CEO, South East Asia, Aegis Media, donned the mantle of Jury Chairperson of the Awards for this year as well.
Doing the honours as jury members this year are:
Abhijit Sengupta, CEO, OAP India
Amit Tiwari, Country Head - Media, Philips
Benoy Roychoudhury, Executive Director, HT Media
Gautam Chadha, Managing Director, Broadview Mediacom
Karamjit Dua, VP, Advertising Sales, Discovery Network, Asia Pacific
Mukesh Manik, M-I-C, Encyclomedia Networks
Nabendu Bhattacharyya, Managing Director, Milestone Brandcom
Pratap Bose, COO, Mudra Group
Prathap Suthan, Chief Creative Officer, iYogi
Rajesh Iyer, Head – Marketing, Colors
Rajul Kulshreshtha, MD, Kinetic
Rameet Singh Arora, Senior Director - Marketing and Menu Management, Hardcastle Restaurants (McDonald’s)
Sudha Natrajan, CEO, Lintas Initiative Media
The jury deliberated on the entries received for four main categories, 16 sub-categories as well as four Excellence Awards and three Popular Choice awards.
For the jury members, the key criteria for judging the winners were – innovation, creative use of the OOH medium, the level of idea, creative execution, effectiveness of the OOH campaign and what it has done for the brand.
While deliberating on the OOH Person of the Year, the jury came up with several names that have contributed immensely to the OOH industry and also recommended setting up a separate category in the subsequent years that recognises the outstanding contributions made by individuals in the OOH industry over the years, even if they are no longer actively involved in this industry.
‘There is much to look forward to’
Speaking to exchange4media, Jury Chairperson Ashish Bhasin said that it was heartening to see that there are many more entries coming in now, which shows that interest in outdoor, as a medium, is increasing substantially. “What I also like is the diversity of entries received for the different categories, the different types of work, different brands and different agencies. The quality of some of the entries has been really good, while some have been average, I must say. In general, compared to last year, I would say there is much to look forward to.”
When asked what advise he would give to make the OOH Advertising Awards even better, Bhasin pointed out, “One common mistake that participants make is that they don’t study the category that they are entering in carefully. So there are some really good entries that don’t get full justice because in my view, they are in the wrong category or in a less appropriate category. So, the first thing I would say is to read the entry form very carefully, see where you should be entering and put that forward.”
He further said that the categories were sufficient and more than enough. “Perhaps one thing that we need to do is start obliterating the names of entrants and agencies or media owners, etc., just in case any of the jury members have any biases. I also think we should make the judging into a two-stage, two-day process because if the number of entries is going to increase substantially the way it has this year, then we need to have a short-listing round and then follow that by a more in-depth discussion round. Depending upon the number of entries received next year, I would recommend we have a two-tier judging system,” Bhasin suggested.
When asked how the OOH Advertising Awards could help further the cause of the industry, he replied, “In my view, first of all OOH is not even an industry and it suffers from not being viewed as being professional enough. There are some lacunae in some areas, so any efforts that are made to institutionalise it and encourage talent in that area is always going to be beneficial. And to that extent, the OOH Advertising Awards work in that direction. That is a big positive contribution that these awards do.”
Now all eyes are on March 16, when the winners will be declared at a glittering ceremony in New Delhi.
For further details on the OOH Advertising Awards, please visit:
OOH industry will grow 9 pc in 2012: Ashish Bhasin