The exchange4media Prime Time Awards is a platform which gives recognition to the excellent work done by brands, agencies and broadcasters alike on TV campaigns. The first edition of the awards which is scheduled to take place on January 28, 2015 at the ITC Grand Central in Mumbai recently unveiled the list of shortlisted entries which were screened by the pre-screening jury. Brands, media agencies and TV broadcast channels were shortlisted by the pre-jury panel from among the total entries that were received. Among the brands Vodafone has the maximum entries shortlisted (5 entries), while Maxus (14) had the maximum entries shortlisted and was closely followed by FCB Ulka (13). Among the broadcasters Zee Entertainment Enterprises Ltd. (ZEEL) had the maximum entries shortlisted (8) which was followed by TV Today Network (5).
Speaking about the judging process for the Prime Time Awards, Jury Chair CVL Srinivas, CEO, GroupM South Asia said, “At the end of the day, once we knew who the winners were across different categories, we tabulated the scores to look at who is going to emerge as the creative agency of the year, media agency of the year and the client of the year. In a couple of cases it was quite clear right from the start given the quality of work and the dominance some of the entries had across categories.”
He further spoke on the Prime Time Awards saying, “Television by far is the No.1 medium in the country in terms of advertising spends and it is pretty ironical that there aren’t too many award events which are fully dedicated to television. So in a sense the Prime Time Awards is a first of its kind because this is really to celebrate excellence in TV advertising. A great concept again by exchange4media and it was very interesting for us as jury to sit and go through all the interesting work that has been done over the last one year in the TV space. We had fun, we saw some good work and some interesting work that kept us entertained all through the day.”
Roland Landers, Head – Corporate Brand, Zee Entertainment Enterprises Ltd. (ZEEL) said, “As the pioneer of the satellite television industry in India, Innovation and Creativity have been integral elements of ZEE’s DNA, right from the beginning. We are, therefore proud to partner with exchange4media’s Prime Time Awards 2015 which honours the very best of television advertising work being done in India.”
The list of shortlisted entries for Campaign of the Year – Thematic included entries from Vodafone, FCB Ulka, Ogily & Mather (O&M), Creativeland Asia and Leo Burnett. For Campaign of the Year – Promo the entries selected were from Jabong, Vodafone, Animal Planet and Mahindra Two Wheelers.
The next main category was the Best Creative Advertising - Single Ad or Campaign, in this the first sub-category was Automobiles and had shortlisted entries from Interface Communications, JWT, FCB Ulka, Grey and Dentsu Communications. In the Brand Image sub-category the shortlisted entries were FCB Ulka, Paytm, Madison BMB and Shaadi.com. The Banking, Finance Services and Insurance (BFSI) subcategory had entries such as Vodafone, R K Swamy BBDO, Axis Bank, O&M, Kotak Mahindra and Max Life Insurance shortlisted. Consumer Goods shortlisted entries included Soho Square Advertising & Marketing, Xolo, H&R Johnson, Interface Communications, Whirlpool, Madison BMB and DDB Mudra. Food & Beverages subcategory had entries such as Dabur India, FCB Ulka, Dacunha Communications, Interface Communications and Contract Advertising. In the telecom subcategory we had entries from Vodafone, Creativeland Asia and FCB Ulka.
The next main category was Best Media Planning and the first subcategory under it was the Best Launch Strategy which had entries such as Madison Communications, Madison Media Omega, Madison World, OMD India and Red Chillies Entertainment. The next was Best Integrated TV ad campaign which had shortlisted entries from Madison Communications, Zee Marathi, Maxus, Red Chillies Entertainment, Viacom18 Media and Nickelodeon. Best Use of Sponsorship was the next subcategory and had entries from Maxus, Madison Media and OMD India shortlisted. In the Best Use of Infotainment subcategory had shortlisted entries from Maxus and Madison Media. In the Best Use of Research the shortlisted categories were from Maxus and FCB Ulka. The Best Use of Sports saw shortlisted entries from Maxus and OMD India.
The category of Broadcast saw divided into three subcategories. The first subcategory was Best use of Entertainment Channel had media planning agencies Maxus, Madison World and OMD India as shortlisted entries. The Best Program Promotion had shortlisted entries of TV Today Network, TV Today Network, Disney Channel, Media Content & Communications, Zee Marathi and ZEE TV. In the Best Program Launch subcategory TV Today Network, Zing, Zee Cafe, Zee Marathi, Multi Screen Media and Zee TV. The final subcategory in this was the Broadcast Awards which had entries from TV Today Network, Media Content and Communication Services and Zee Studio.
Apart from this there will also be three awards given on the Advertising Agency of the Year, Media Agency of the Year and Client of the Year for the Prime Time Awards. This will be based on the jury’s decision on the winners of the overall categories and subcategories.