The Advertising Club’s 54th Abbys to be held from May 24-26

The Abby Awards will be a part of the Goafest 2023

e4m by exchange4media Staff
Published: Mar 29, 2023 6:20 PM  | 4 min read
abby

The Advertising Club revs up to announce the 54th edition of ABBYs, South Asia’s Gold standard, which has been recognizing creative excellence in advertising for over five decades. Held over three days, The ABBY Awards, are scheduled to take place on the 24th, 25th, and 26th of May during Goafest at Grand Hyatt, Bambolim, Goa.

The preeminent awards for Creativity, Media, and Communication have once again partnered with The One Show, the world’s most prestigious award program, to upheave the global standards of judging, jury selection, and transparency to the already revered and celebrated ABBY Awards.

With a promise to bring global recognition to outstanding achievements in creative advertising, the ABBYs make for a highly coveted award property. Undoubtedly, the biggest and the most prestigious ad award show in the country, wins at the ABBYs, over the years, have further gone on to win international recognitions at Cannes and One Show, setting new benchmarks on scale and innovation.

With preparations in full momentum, The Advertising Club also announces the Awards Governing Committee for the 54th edition of ABBYs which includes:

  1. Partha Sinha, President Times of India Group and President of The Advertising Club
  2. Rana Barua, Group CEO, Havas Group India & Chairman, The ABBYs Award Governing Council
  3. Ajay Kakar, Managing Committee Member, The Advertising Club & Co-chair, The ABBYs Award Governing Council
  4. Ajay Chandwani, Managing Committee Member, The Advertising Club
  5. Shashi Sinha, CEO-India, IPG Mediabrands
  6. Malcolm Raphael, Senior Vice-President, The Times of India Group
  7. Prasanth Kumar, CEO, Group M South Asia
  8. Jaideep Gandhi, Founder, Another Idea
  9. Mohit Joshi, Managing Director, Havas Media
  10. Anupriya Acharya, CEO South Asia, Publicis Groupe
  11. Sam Balsara, Chairman & Managing Director, Madison Communications
  12. Rohit Ohri, Group Chairman & CEO, FCB Ulka Advertising

 

The list of international judges will be announced by The One Show after the process of selection of both Indian and international juries. The Abby Awards will represent the South Asia region that includes India, Sri Lanka, Nepal, Bangladesh, and Pakistan and has been doing so since 2004. 

Providing in-depth recognition and increasing participation opportunity, the ABBY Awards has witnessed the introduction of new sub-categories in Digital Technology, Mobile, Design, and Audio Technology based on valuable feedback from the creative professionals of the industry in the annual town hall conducted by The Advertising Club.

The Radio category has now evolved into the Audio category with the introduction of Content, the new sub-categories are in Use of Music, Sound Design, Script, Casting, Performance, Audio Technology, Voice Activation, Branded Content, Podcasts, and Content placement.

Speaking on the initiative, Partha Sinha, President Times of India Group and President of The Advertising Club, said, “With ABBYs, we at The Advertising Club, owe it to the industry and colleagues to present an award show that is authentic, transparent, and of global standards. For 54 years, ABBYs have been pivotal in recognizing creativity and innovation in India's communication industry. To elevate its presence on the global stage, we continue to augment its significance, and therefore associating with 'The One Show' once again provides the necessary impetus. We look forward to witnessing a lot of innovative work this year that will go on to live up to the repute of being the most coveted award property in South Asia.”

Rana Barua, Group CEO, Havas Group India & Chairman, The ABBYs Award Governing Council, and Ajay Kakar, Managing Committee Member, The Advertising Club & Co-chair, The ABBYs Award Governing Council said, “In addition to being a significant platform for young creative professionals in the industry to exhibit their ground-breaking work accomplished throughout the year, the ABBY Awards have consistently been the most anticipated event at Goafest. We look forward to seeing outstanding creative work being recognized and appreciated at ABBYs this year.”

Speaking on the association, Kevin Swanepoel, CEO of The One Club for Creativity, said, “Our association with the ABBY Awards, last year, helped in pushing the creative envelope much further. As the world’s premier non-profit advertising and design awards program, The One Show takes pride in continuing the partnership with The Advertising Club. The Ad Club’s vision to make ABBYs the gold standard in recognizing creative excellence is in alignment with The One Show and we look forward to awarding the most deserving campaigns. I am excited to attend the awards this year and look forward to witnessing the most deserving campaigns make it big with an ABBY.”

Prasanth Kumar – President, Advertising Agencies Association of India, added, “Over the years, the Advertising Club’s ABBYs has recognized creative work that has had the potential to become global successes. The Abby Awards at Goafest are the biggest and the most sought-after recognition in the advertising, media, and marketing industry. We are delighted to co-host the ABBY Awards and look forward to some thrilling wins.”

The Abby Awards will be a part of the Goafest 2023 and will mark the fourteenth Abby Awards at Goafest.

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Theatre doyen Farrokh Mehta no more

Mehta graced the theatre for over five decades

By exchange4media Staff | Jun 8, 2023 1:51 PM   |   1 min read

Mehta

Theatre legend Farrokh Mehta is no more. He was 90.

Mehta reigned the theatre world for over five decades and was part of several iconic plays.

He juggled his stints as a director at Pfizer and Cadbury along with his active theatre life.

Pearl and Alyque Padamsee, Pheroza Cooper, Sylvie da Cunha, and Gerson da Cunha were among his peers.

He was an active member of the Theatre Group Bombay (TGB).

Mehta once told a publication that along with holding full-time jobs "theatre was always an extra plus" for him.

'Death of a Salesman' and 'A Streetcar Named Desire' were some of his notable plays.

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Alia Bhatt is up for life with mCaffeine’s new campaign

The campaign includes two brand films

By exchange4media Staff | Jun 8, 2023 12:48 PM   |   2 min read

Alia

mCaffeine has announced the launch of its new campaign, "Up For Life," featuring Alia Bhatt. With a humorous twist, the campaign unveils a warning that accompanies the use of mCaffeine products, making its users easy to spot in a crowd.

 

The digital campaign showcases youth icon Alia and mCaffeine's crowd-puller, the Coffee Body Wash, which revolves around the theme 'Too Much To Handle!' This campaign presents a series of ads aimed at highlighting the unique and energizing qualities of the brand's caffeine-based products through Alia's portrayal. It includes two brand films, one featuring Alia grooving in her own space, while the other showcases her fresh style of greeting, characterized by eccentric energy.

 

Speaking about mCaffeine's body care range, Alia said, “To be honest, I absolutely love mCaffeine's body care range. It really boosts my energy and prepares me for the day ahead. Simply put, it keeps me charged up! The main reason behind this is the presence of Caffeine, their key ingredient, which not only revitalizes my skin but also invigorates my senses.”

 

Responding to the vision behind 'Too Much To Handle' and the buzz surrounding it, Tarun Sharma, CEO & Co-Founder at mCaffeine, said, “In this campaign, with Alia, we are defining the after-effects of using mCaffeine's Coffee Body Wash range. The experience that comes with the Caffeine rush is surreal. It pumps you up so much that it becomes difficult to handle! It helps you bring out your true inner self and gets you ready for life.”

 

Adding to this, Vaishali Gupta, Co-founder and Chief Growth Officer said, “We have always pledged to distinguish our products from what the industry has to offer. The inclusion of our single yet hero ingredient, Caffeine, has carved a niche that sets us apart. It is not only the benefits of Caffeine that help create an impact but also the energizing after-effects it adds to an individual's lifestyle.”

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Mars Petcare awards digital mandate to 22feet Tribal Worldwide

The agency will handle social media, website development, campaign ideation, content creation and SEO strategies for brands Pedigree, Whiskas and Sheba

By Neeta Nair | Jun 8, 2023 8:57 AM   |   2 min read

Mars

22feet Tribal Worldwide, part of the DDB Mudra Group, has added Mars Petcare to its portfolio of clients. The digital creative mandate will make use of 22feet Tribal’s expertise in social media, website development, campaign ideation, content creation and curation, and SEO strategies for their brands Pedigree, Whiskas and Sheba.

The Indian pet care industry is flourishing as adoption continues to rise. The pet food market alone is expected to touch Rs 10,000 crore by 2025 with people spending approximately Rs 23,000 annually on pet food and treats. Moreover, pet parents are aware and mindful about what goes into their pet’s food.

Mars Petcare embraces the knowledge and awareness around pet food. It strives to attain its goal of ‘a better world for pets’ through innovation and research to provide them with the best nutrition.

Speaking on the partnership, Madhur Khanna, Marketing Director, Mars Petcare, said, "We are excited to have 22feet Tribal Worldwide on board with us to manage the social media mandate of our market brands - Pedigree, Whiskas, and Sheba. As we looked to further our presence and bring larger innovations in the Indian market, we were looking for a partner with comprehensive expertise and command of the digital ecosystem. I am certain that this partnership will yield remarkable results, and I look forward to working together with the teams in complete synergy." 

Vanaja Pillai, President, 22feet Tribal Worldwide, commented, “We are beyond excited for this opportunity to partner with one of the most loved pet care food brands globally and in India. Many of us at 22feet are pet parents ourselves, and we understand the deep love and connection people have with their furry companions. The pet care industry is seeing tremendous growth and opportunity in India, and a large part of this will be aided by digital brand building. With 22feet’s commitment to creating digital experiences that lead to action, we are confident of the impact we can drive in this partnership on these exciting brands.”

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Nu launches its first ever campaign

Features indie artist Namita Dubey in advertising films to highlight Nu’s range of air conditioners, televisions and washing machines

By exchange4media Staff | Jun 7, 2023 4:33 PM   |   2 min read

NU

Nu, a latest entrant in the premium consumer durables category, recently launched its first marketing campaign “Live Better” to target aspiring Indians looking to upgrade their lives. 

“Conceptualized on the brand’s philosophy of extending state-of-the-art technology, superior performance and outstanding design, the brand uses a multi-faceted marketing approach with pleasing visuals and relatable experiences to build a brand and product recall,” the company said.

Nu has leveraged both traditional and digital channels to make inroads with its audience. The brand is debuting its marketing initiatives with OOH presence, newspaper advertisements and a nine-part series of advertising films featuring upcoming indie artist Namita Dubey.

Commenting on the launch of the marketing campaign, Khushnud Khan, Nu’s Co-Founder & CEO shared, “As a marque brand, Nu brings premium electronics within reach of Indians who aspire to ‘Live Better’. Our campaign is a testament to our innovative and creative spirit, embodying our brand values. We aim to showcase how Nu’s product range can make your life simpler, more convenient and helps you ‘Live Better’. We are thrilled with the amount of excitement and curiosity it is generating and captivating the minds of Indian consumers”

The brand films highlight key features of air conditioners, washing machines and televisions via everyday household scenarios. These films have been directed keeping in mind Nu’s primary target audience—aspiring Indians, who have been looking for premium solutions to elevate their everyday experiences. 







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Vijay Deverakonda stars in campaign for Wild Stone CODE

The TVC is set to premiere during the 2023 ICC World Test Championship

By exchange4media Staff | Jun 7, 2023 3:18 PM   |   2 min read

wild stone

Wild Stone CODE, the renowned male grooming brand from McNROE, has released a TVC. 

The campaign introduces its range of premium fragrances: Pyro, Terra, and Acqua. The film features actor Vijay Deverakonda.

The TVC is set to premiere during the 2023 ICC World Test Championship. Opening with an enchanting scene set in a mystical palace, Vijay strides confidently amidst a blazing inferno. The intensity of the flames mirrors the inner drive and indomitable spirit that CODE perfumes embody. This visually striking representation epitomizes a man embracing his inner power, harnessing his passionate energy.

Ankit Daga, Head of Business Development at McNROE Consumer Products Pvt Ltd, expressed his excitement about the milestone and said, “Inspired by the elements that shape our very being, the collection consists of three Perfumes — Pyro, Terra, and Acqua. Each fragrance carries a distinct charm, inviting consumers to embrace a personal expression and celebrate their individuality through an immersive sensory experience.”

Vijay Deverakonda, the heartthrob and popular movie star, exuded his enthusiasm for the collaboration, stating, " I was absolutely thrilled when Wild Stone CODE approached me with the concept of Perfumes crafted from the elements and the campaign planned for Pyro Perfume. It truly embodies the fiery passion that burns within every man. The remarkable dedication and commitment that CODE brings to delivering exceptional grooming experiences perfectly resonates with my personal belief in the significance of self-care. Our collaboration aims to empower men, encouraging them to embrace their individual style and feel their absolute best."




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Best ads of the fortnight: Colgate goes toothless, Amazon has a 'Fresh' idea

Some of the ads launched between May 15 and 31 that caught our attention

By exchange4media Staff | Jun 7, 2023 9:06 AM   |   3 min read

best ads

It’s a brand new fortnight and a brand new set of ads of us to appreciate. Between May 15 and 31, we got to see some brilliant spots that truly surprised us with their creativity. From Colgate’s toothless mascot to Amazon Fresh’s AI-generated hyperlocal ads, these are some of the best campaigns that caught our eye. As always, this is not a ranking and they have been listed alphabetically.

Ageas Federal Life Insurance

VMLY&R created a “Sachinverse” for client Ageas Federal Life Insurance’s brand ambassador Sachin Tendulkar. Calling the campaign “an optimistic vision of the future”, the virtual campaign comprises Sachin in different avatars and animation styles, talking to viewers about what promises the future could hold – learning without classrooms, robots that assist us in the kitchen and virtual lives becoming our social lives. The digital-led campaign stands out in terms of its execution and fresh thinking.

Amazon Fresh

Amazon Fresh leveraged the power of generative AI to create a series of films starring actor Manoj Bajpayee. Using NeuralGarage’s ‘VisualDub’, a generative AI tech, the company repurposed its Hindi commercial by dubbing it into seven different Indian languages. The generative AI tech also helped in matching the lip movements to the regional dialogues, making them look native and authentic.

Britannia 50 50 Golmal

Britannia’s new campaign for 50 50 Golmaal stars Indian cricket great Ravi Shastri in a sweet and nutty avatar. Playing an eccentric coach for a cricket team, Shastri doles out “golmaal” advice to the players to turn the match in their favour. The campaign comprises five films and has been conceptualised by Lowe Lintas, Bangalore.

Colgate

It’s counterintuitive for the toothpaste to have a toothless mascot, but Colgate did just that and won hearts. The ad is centred on a toothless grandmother who champions the use of Colgate Strong Teeth to empower her “Cutting Machine” granddaughter. The former reasons that the toothpaste will give the necessary “poshan” to the tot who in turn will lend her a helping pair of teeth to tear through tough sugarcane and plastic packages. The film is conceptualised by WPP@CP. 

OnePlus

OnePlus recently launched an ad film to showcase the range and capabilities of the OnePlus 11 5G’s  3rd Generation Hasselblad Camera. The film is visually splendid, a fact that seems even more impressive while considering that it’s shot entirely on the phone. It features stunning visuals of nature in all its glory, each drawing parallels with the human body. Complete with uplifting music, the ad is one of the best ones we saw during the fortnight.

 

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MullenLowe comes up with new brand identity

The new logo was created by MullenLowe U.S. and led by head of design João Paz

By exchange4media Staff | Jun 6, 2023 11:30 AM   |   3 min read

Mullen

MullenLowe has unveiled its new global identity and a refreshed positioning, created to unite the network across 57 markets globally and differentiate it from competitors. MullenLowe sees the octopus evolve from an operational mascot to a kindred spirit that visually represents how brands need to grow today.

The agency’s positioning is underpinned by research revealing innovative brands grow at twice the pace of their competitors, and brands that continue to innovate grow seven times faster.

“Our icon offers the perfect metaphor. The octopus has survived over 300 million years precisely because of its fluidity and ability to adapt. It is the only organism that routinely self-edits its own DNA—a model for how brands should behave today,” says Kristen Cavallo, CEO of MullenLowe Global.

The new brand identity was created by MullenLowe U.S. and led by head of design, João Paz.
“We want to challenge the way brands show up in the world. Our octopus is not afraid of change; it’s in its nature, its DNA. We embraced that with a fully generative identity, crafted to show personalization at scale,” says Paz.

The new logo doesn’t live by the rules of logic. It breaks free from any type of symmetry and rigidity. With no corners or end points, it changes and moves and behaves in different ways. “Our octopus is alive. It has a will, a personality, and, above all, it wants to move. With its endless twists and turns, it has the freedom to reinvent itself infinitely,” adds Paz.

MullenLowe invites its more than 4,000 employees globally to design their own octopus using a generative app. “We want the design system to reflect who we are and allow each person who’s part of MullenLowe to make their own mark,” says Paz. It allows users to customize the octopus for email signatures, social and profile icons, and even the background of an Apple Watch.

The fluid octopus is paired with a bespoke wordmark that is stark, reliable, and firm in its logical Serif treatment. It grounds the funkiness of the octopus, combining emotion with reason. While the octopus welcomes the new, the wordmark pays tribute to the past and the agency’s long-standing heritage.

In addition to all the individual iterations, a pattern was created to represent inclusivity and the coming together of all the unique expressions and people who make up MullenLowe.

To complete the visual identity, the system includes its own trademarked typographical treatment. The octopus’s tentacles morph into letters and numbers that create a full typeface from A to Z, and from 0 to 9.

The identity has rolled out across the agency’s communications touchpoints, including the website and social media. It will be splashed across office walls and with highly anticipated swag. The new look goes beyond design to create renewed energy, pride, and confidence in the network’s next chapter.

“This is more than just a logo redesign. We have a point of view on how brands grow, and we built our identity and voice to reflect that belief. In a rapidly changing world, more of the same is not the path to long-term success. Brands need to earn and continually defend their unfair share of attention,” says Cavallo. “Products might be boring, but brands can never afford to be.”

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