Yahoo! completes first-ever Agency Hack in India

Ad agencies competed in a 24-hour ‘Hackathon’ to build prototype solutions. Webchutney won the Gold for its hack ‘Y! Loo’

e4m by exchange4media Staff
Published: Nov 6, 2012 8:16 PM  | 3 min read
Yahoo! completes first-ever Agency Hack in India

Yahoo! India has completed its first-ever Agency Hack in India. The 24-hour non-stop ‘Hackathon’ was held at Gurgaon over November 2 and 3. The event saw participation from leading advertising agencies with teams from Delhi, Bangalore and Mumbai competing to come up with smart digital and tech-powered solutions to address real-life challenges.

In the past, Yahoo! has organised Agency Hacks in New York with large advertising groups such as WPP and Publicis. This is the first time the Agency Hack has been held outside the US.

Agency teams comprising developers, designers, user-experience specialists, copy-writers, media planners and digital strategists got together to come up with innovative ideas and build prototype solutions within 24 hours. Participating teams could choose to either build a campaign-based solution or a product-based one, using technologies from Yahoo! and other players. Seven agencies, including Ogilvy, Webchutney, Sapient Nitro, ad2c, Digitas, Indiatimes and Reprise Media participated in this event.

Eight working prototypes ranging from mobile applications, to companion apps in a living room experience, to social apps for voting and blood donations, were completed in the 24-hour hacking event.

The hacks were adjudged by a team comprising technology, media and marketing experts. The Gold Prize was won by the team from Web Chutney (Mandeep Singh, Sattvik Mishra, Gurbaksh Singh, Abhishek Saxena and Akshay Raheja) with their utilitarian hack ‘Y! Loo’ – a hardware-led hack that uses Yahoo! Messenger and allows users to remotely check the status of the office loos (and conference rooms). Users can knock on the door if the loo is engaged and it is smart enough to notify the user back, once vacant.

Team Digitas (Akshat Bhardwaj, Prosenjit Som, Sidharth K Dhanda and Vivek R Sharma) walked away with the Silver Prize for their Twitter-based hack ‘Twinority Report’, a tweet investigator that anticipates criminal intentions ranging from drug abuse to suicide to serious national threats by analysing keyword patterns.

The Bronze prize was won by Team SapientNitro (Syed Suffiyan and Parag Gajjar) for their movie viewing companion experience platform ,‘Lens’.

The Agency Hack was one of the initiatives that Yahoo! hosted in the run up to the Yahoo! Big Idea Chair Awards. This year’s Yahoo! Big Idea Chair has received 383 entries across eight categories. The entries will be evaluated and judged by a panel of 16 jury members from diverse sectors within the marketing and advertising world. The panel will shortlist three outstanding campaigns in each of the eight categories: Best Use of Display Advertising, Best Online Video Advertising, Best Use of Social Media, Best Use of Technology, Best Use of Mobile Advertising, Best Use of Search, Digital 360, and Yahoo! Big Idea Chair Award.  They will also select the Grand Winner from amongst all the entries received across all categories. The winners will be announced at a gala event in Mumbai on November 9, 2012.

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