IDMA 2013: "We expect to see extremely innovative entries this year"

Jury Chair Mahendra Swarup and other Jury members share the entries will be judged on parameters such as interplay, business connect & innovativeness

e4m by Saloni Surti
Updated: Apr 12, 2013 8:09 PM
IDMA 2013: "We expect to see extremely innovative entries this year"

According to the Pitch Madison Media Advertising Outlook 2013, digital is the only vertical to grow as much as the projected growth. It grew by almost 50 per cent and internet consisted of 8 per cent of the total advertising pie in 2012. Digital’s growth has not only made the industry one of the fastest growing sectors, but somewhere also changed the game for other sectors.

The aim of exchange4media Indian Digital Media Awards (IDMA) is not only recognising the best work across the domain, but also inspiring others to take up this dynamic medium more seriously, to make a difference and to create work that generates better RoI.

“IDMA has a very good positioning. It is probably the only award which concentrates on digital. We expect to see extremely innovative entries this year,” said Mahendra Swarup, Chairman, Smile Interactive and Jury Chair of IDMA 2013.

IDMA focuses on all aspects of digital, ranging from social media to mobile. The purpose is not only identifying talent across these platforms, but also giving an opportunity to veterans and explorers alike.

“IDMA is a credible and coveted validation of the great work happening in digital in a given year,” noted Vikram Sakhuja, CEO, Maxus Worldwide and Jury co-chair of IDMA 2013.

IDMA has a very strict jury process, which will be monitored by the Advisory Board at every level.

Keeping in mind the growth of digital, advancement of technology and changing mindset of the consumers, digital marketing has a very wide scope. Marketers have the opportunity to explore, experiment and come up with bold digital campaigns.

“I would love to see someone redefine the syntax of digital communication. In particular, I would like to see ‘conventional advertising’ redefined, where we need to create a new category,” said Sakhuja, commenting on what kind of entries he expects to see in IDMA.

While the jury will judge all the entries on the basis of pre-decided parameters and criteria, they expect to see certain qualities in them. “I would like to see how innovatively social media campaigns are done and the interplay between traditional media and digital media,” added Swarup.

A number of times conservative marketers are seen shying away from digital media as there is no definite metrics to measure the outcome of a particular campaign or how much it helped in the RoI. “Business aspect of a digital campaign is very important. There has to be a business relation of the campaign in terms of sales. Also, it is important that all digital platforms are integrated well,” said Amit Tiwari, Country Head - Media, Philips India and Jury member of IDMA 2013.

Ranging from apps to hashtags, 2012 some saw of the best digital campaigns. Indian digital market space exhibited evolution in terms of creativity, integration and content.

“The social and digital revolution has accelerated in certain categories like telecom, travel, entertainment and financial products. I have seen some very exciting and creative engagement campaigns online across these categories. The ability to connect one to one and yet touch millions of lives on their terms of reference is quite fascinating to see in these campaigns,” said Radhika Shapoorjee, President, IPAN Hill + Knowlton India and Jury member of IDMA 2013.

As the jury shares, IDMA 2013 aims to identify good work, digital trends and budding talent across the digital marketing space this year.

Also read:

Leading industry stalwarts on IDMA 2013 jury

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