There are select awards that recognise the television medium in terms of advertising campaigns. Prime Time Awards, an initiative by exchange4media, aims to recognise excellent work done by brands, agencies and broadcasters on TV campaigns. The first edition of the awards is scheduled to take place on Wednesday in Mumbai.
The shortlisted entries for the awards were announced a week ago. Vodafone, Tata Global Beverages, Maxus, FCB, Madison lead the shortlist for Prime Time Awards. With the judging process complete, the jury members share their views on recognising excellent TV campaigns.
CVL Srinivas, CEO of GroupM (South Asia) and Jury Chair, Prime Time Awards, said, “TV, despite being the lead medium, does not have an award that focuses on the medium. A lot of work was done to identify categories, sub-categories and so on. I was fortunate to have a high-profile jury working closely with me and representing both creative/ media agencies and marketers. It was a great experience and a lot of learning for the next year. I am sure this award is going to be much bigger and better in 2016.”
Keertan Adyanthaya, MD – NGC and Fox International Channels, India, said, “We at Fox International Channels have always believed in reinventing the wheel to build our prime-time slots on both National Geographic Channel and Fox Life. We have widened our plate of family-inclusive content, offering a mix of refreshing local productions and global acquisitions, to suit the entertainment needs of our viewers from time to time. 2014 saw both our channels setting benchmarks in the infotainment and lifestyle genres. At such a juncture, we are proud to associate with exchange4media to launch the Prime Time Awards 2015 and recognise those who have taken a step towards redefining the prime-time success in India.”
Rohit Ohri, Executive Chairman – Dentsu India and CEO – Dentsu Asia Pacific (South), said, “The judging was done on four criteria – strategy, creativity, execution and results. We had given equal weightage to all and viewed the ads on that basis. While we had those four criteria, carrying 25 per cent weightage each, the one thing we did was went with the campaign that touched hearts and moved people. I think that is what you will see in the final results.”
Speaking on the specifics the jury was looking for, Priya Nair, Executive Director – Home Care, Hindustan Unilever, said, “It is a great initiative by exchange4media. The jury was very happy to look at the entries. While judging for advertising, what we look for is firstly a great idea. An idea that not only stands out and is memorable, but works to the client’s brief. At the end, it has to be about delivering the result. There were some really good results that made an impact in terms of the clients’ brief, building brand share and sales for the business.”
“It is a great initiative by exchange4media to recognise excellent work done by media and creative agencies for television advertising. We didn’t face much difficulty in choosing the entries, though there were quite a few. The one which you really recognise has been voted the best,” said Harish Shriyan, COO, OMD.
Sunil Lulla, Chairman and MD, Grey Group India, talks about judging the broadcast category, “A broadcaster’s prime role is to strike an engagement (with audience). The jury looked at ways in which a promo sparked the campaigns and communications that were engaging, stood out and made a difference.”
Suresh Balakrishnan, CEO, BPN/Initiative, said, “We looked at the rigor because media planning has a lot of rigor in it. We looked at the rigor that was followed and the original ideas that came in through looking at various aspects of planning. We also looked at whether the campaign had enough scale and that it was truly a campaign that was integrated in its true sense”.
He added, “Considering the awards are being held for the first time, the entries were good. It will improve and we can expect better entries next year.”