In a first, ABBYs takes the OOH route to invite entries

For the first time in 50 years, the ABBYs, organised by the AAAI, has put up hoardings across Mumbai reaching out to all ad men and women, urging them to take part in the awards

e4m by Venkata Susmita Biswas
Updated: Mar 12, 2018 8:59 AM

A few of the most familiar and celebrated faces from the world of advertising are sharing space with hoardings that display their work for brands and clients. From Senthil Kumar, CCO, J Walter Thompson and Arun Iyer, Chairman & Chief Creative Officer, Lowe Lintas to Prasoon Joshi, CEO of McCann Worldgroup India and Chairman (Asia Pacific), 15 masters of the Creative and advertising world have popped up on outdoor hoardings across Mumbai over the past week.
What are they doing? Urging fellow creative partners and creative agencies to participate in ABBY Awards 2018. It is for the very first time that the 50-year-old ABBYs is using OOH as a medium to spread the word and invite entries.

Speaking about the OOH campaign, Ajay Kakar, Chairman of the Awards Governing Council, said that the ABBYs is a brand by itself, now in its 50th year. But this year is different. We have chosen to adopt a ‘Jury of Masters’ strategy across all the categories. And have formed a Master Jury for the Creative ABBYs for very first time. That’s why we have used these giants as brand ambassadors for the ABBY Awards 2018 and the Creative ABBYs.”

Kakar believes that an award is as good as its jury. “We have 15 of the best from the industry in our creative Master Jury. We want the advertising world to remember that there are 15 giants who will be scrutinizing the work. And that is the excitement and challenge for people to take part in the Abbys this year,” he further explained. 

In essence, The Ad Club is advertising the USP of The ABBYs through its OOH campaign. This OOH campaign is mainly active in Mumbai.
Unlike the Emvies and the Effie awards which are conducted independently, the ABBYs, dubbed as India’s Cannes, take place at the GoaFest. Both the ABBYs and GoaFest are hosted jointly by The Advertising Agencies Association of India (AAAI) and the Advertising Club.

In the 12 years GoaFest has captured the imagination of the ad world, becoming the mardi gras for the ad world in India. It is important to distinguish the GoaFest from the ABBYs. Says Kakar, “the OOH campaign also serves to remind people that The ABBYs which is now held at the GoaFest is an independent brand in its own right.”

The Creative ABBYs Master Jury will be involved in the complete judging process. It will screen all the entries received for the Creative ABBYs, across the 8 categories and 8 verticals, to identify those worthy of being shortlisted. Following that, the same Master Jury will deliberate on which of the shortlists is worthy of winning an ABBY.

The Master Jury for the Creative Abbys comprises: Prasoon Joshi, CEO of McCann Worldgroup India and Chairman (Asia Pacific); Agnello Dias, Chairman and Co-Founder, Taproot Dentsu; Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas; Arun Iyer, Chairman & Chief Creative Officer, Lowe Lintas; Alok Nanda, Founder and CEO, Alok Nanda & Co. (Comms.); Swati Bhattacharya, Chief Creative Officer, FCB Ulka; Abhijit Avasthi, Founder Sideways Consulting; Bobby Pawar, Managing Director, Chief Creative Officer, ‎Publicis Worldwide; K. V. Sridhar, Founder & Chief Creative Officer, HyperCollective Creative Technologies; Nitesh Tiwari, Filmmaker; Prashant Godbole; Founder, Ideas@work; Raj Kamble; Founder CCO, Famous Innovations; Raj Deepak Das, Chief Creative Officer, ‎Leo Burnett; Santosh Padhi, CCO and co-founder, Taproot Dentsu and Senthil Kumar, Chief Creative Officer, J. Walter Thompson.

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