Small screen & big screen properties exploited digital the best: IDMA 2013

Movies and TV leveraging digital effectively emerged as one of the biggest trends of 2012, share IDMA jury members Radhika Shapoorjee and Rajdeep Endow

e4m by Saloni Surti
Updated: Jun 12, 2013 7:12 PM
Small screen & big screen properties exploited digital the best: IDMA 2013

IDMA 2013 witnessed a stunning 856 entries across five broad categories namely Web, Mobile, Social Media, Language and Special Awards and across 52 out of 59 sub categories.

The screening council viewed each entry and measured it under various parameters, shortlisting 219 entries as the best works. Then top five nominations were selected based on top scores across all categories. Final winners will be selected out of the above mentioned top five nominations from each category.

Commenting on the quality of entries Radhika Shapoorjee, President, IPAN Hill + Knowlton Strategies (India) and IDMA 2013 jury member said, “It was a fantastic experience to see the diverse range of work being done in digital and social media. We have selected some very good entries by talent that will surely shape the future in India.”

Maxus India lead IDMA 2013 short list with 30 nominations and Viacom18 is leading from the clients’ end with 12 nominations.

The screening council expressed that the level of creativity and innovation indeed put them in a fix. The screening council consists of eminent industry stalwarts such as Abhishek Bharadwaj CEO, Erachnida; Avinash Joshi, Social Media Lead, Sapient Nitro, India; Alok Seth, Regional Marketing Manager, South Asia, Dow Jones; Bharat Malik, Country Manager, OMG India; Deepak Taneja, Head of Consumer Engagement, Nokia India; Dinesh Swamy, Digital Creative Leader, BBDO Proximity and many more…

Digital initiatives for various sectors were enrolled for the awards this year; however, broadcast media across digital emerged as one of the biggest trends in 2012. From social media to web, digital has been leveraged by both, small screen and big screen properties. Apps of various television series such as MasterChef India, Dance India Dance, MTV Roadies, Satyamaev Jayate, etc. were seen. ‘Gangs of Wasseypur’ and ‘Ferrari ki Sawari’ were some of the films that leveraged digital to the fullest.

“I had an interesting day at IDMA 2013. It was nice to see some very good work. Particularly in social media and personalisation, I saw some very impressive work. Overall, I’d like to see more consumer insights brought to the fore. Looking forward to IDMA 2014,” said Rajdeep Endow, MD, Sapient Nitro (India) and jury member of IDMA 2013.

Major brands such as Mahindra, Dainik Bhaskar, BMW X1, Micromax, Chevrolet India, Standard Chartered displayed glorious work and managed to make it to the shortlisted entries.

IDMA 2013 will conclude in a gala event on June 25 in Mumbai.

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