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Prime Time Ads are trying to push boundaries to create impact: CVL Srinivas

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Prime Time Ads are trying to push boundaries to create impact: CVL Srinivas

At the 4th Prime Time Awards in Mumbai, CVL Srinivas, Country Manager WPP India and CEO, GroupM South Asia, who was the jury chair for this year’s awards, spoke about the key factors that decided the winners of this year’s Prime Time Awards.

Expressing his deep gratitude for the jury for their all their efforts while choosing this years winners from 110 shortlisted entries, Srinivas said, “I must thank my jury for putting all the hard work and it was great fun judging the Prime Time awards. We had a good mix of senior creative directors and very senior media agency people as part of the jury and representation from technology and startup companies too. I have been associated with these awards since its inception and this happens to be my fourth year of association. While deciding upon the winners, we had a lot of good debate and discussion. We had over 110 shortlisted entries and we were looking for ideas that were unique and executed flawlessly. Lot of emphasis was also placed on the effectiveness of communication.”

Terming this year’s nominations as something that tried to push the boundary in order to create more impact, Srinivas added, “If you look at the quality of entries this year, I would say it was bit better than the entries received last year. We also saw a lot of ads that were trying to push the boundary and doing something for brands rather than just looking good. “

Stating that there was a lot of innovation and creativity happening in the ad world driven by newer categories, Srinivas said, “When we look at advertising across different sectors, one of the trends that we have seen in the last 3 to 4 years is that earlier advertising on TV was mostly FMCG and bulk of the spends were from FMCG sector and now it has changed. Today there is a lot of innovation and creativity and taking of few risks happening in other categories.”

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