Abby Awards Day 3: Here’s what the nominees have to say
The final day of Goafest 2019 will see a host of awards being given away, including Abbys in Video Craft, Radio, Digital & Mobile, Out of Home, Still Content, and National Geographic Green Award
Day 3 of Goafest is all set to award Abbys in Video Craft, Radio, Radio Craft, Branded Content & Entertainment, Digital & Mobile, Digital Craft, Out of Home, Ambient Media/Activation, Still Content, Audio Visual Content as well as the National Geographic Green Award, Young Abby by MTV Award, Special Abby (Gender Sensitive) and Integrated Abbys.
Here is what some nominees had to say…
Satbir Singh, Founder and Chief Creative Officer, Thinkstr
We worked with a start-up firm called Pariz, which is in the menstrual hygiene space. We have three entries for that brand, one of which is in the outdoor category. We are definitely hoping to win. On a lighter note, the mind is such that even if there were no nominations I would have been hoping to win through some wild card entry or magic.
Abe Thomas, CEO, BIG FM
The Abbys have over the years raised the bar in recognising and commemorating the creative excellence showcased by the different industry sectors, including media, broadcasting and radio. Seeing the quality of the nominations going up a few notches every year, the Radio Abbys have clearly become the most sought after and the benchmark for creativity in audio entertainment. This year, the range and quality of creatives for the Radio Abbys augurs well for the future of audio. We are thrilled with the two Gold Abbys picked up by our partner agencies for our campaigns – Close-up's 'Basant loves Nidhi' and Stayfree's 'Maa beti ka rishta'. It showcases how brands are using radio in the most innovative manner to get hyper-local connect reach. We look forward to more such awards which showcases our story-telling formats and data-driven marketing expertise.
Arnab Mitra, Managing Director, Liqvd Asia
We have had a great year as an integrated agency, because we launched #ZeeHindustan as their creative agency, sold pizzas on Truecaller for #SmokinJoe as their performance agency and became the first-ever agency to produce a full-fledged web series going live on an OTT platform like SonyLiV called #TheGoodVibes for Legrand as their partner for every communication. We are glad our work has been shortlisted by the esteemed jury of Goafest 2019. With 16 shortlists from across categories, we are going to Goa with butterflies in our stomach as a single integrated independent agency fighting for its place with specialised agencies.
Shamsuddin Jasani, Group MD, Isobar South Asia
This year has been good in terms of the number of nominations. On the media side, we have the Reebok India- UnRest- #DoneResting campaign and the campaign we did for Estee Lauder Companies - Bobbi Brown India Use of Weather Based AI banners to Drive Sales. On the creative side, we have Reebok’s #BruisesCanBeGood campaign, which we have a lot of expectations from. That is one campaign that has been nominated under several categories. Among our Digital campaigns, we have done a lot of work for National Geographic India around sustainability and environment conservation, and we feel that will be a top contender. I am also very proud of the work we have done on the #EnergiseMom Campaign for Duroflex Mattresses which has come out of our Bangalore office and has been nominated in the Gender Sensitive Abby category. Irrespective of what campaign wins, we are very proud of all our work this year.
Sooraj Bhalla, Co-founder & CEO, Mates
In the branded content space, we sent two entries this year and both have been shortlisted. We had done an association with the movie ‘Gold’ for Cadbury Bournvita and the other one was for Noble Hygiene’s Friends Adult Diaper where we associated with the movie ‘102 Not Out’. The competition looks interesting this year. The good part about content is that it is exploding. Every client is looking at content more seriously and making it an integral part of their strategy. I’m looking forward to Goafest. Overall, there are some great campaigns that have been done, good campaigns will be recognised and some very interesting awards will be given away this year. The content space will be heating up quite a lot and I look forward to it.
Nitin Naresh, Managing Director, Magnon\TBWA
The year 2018 saw not just highest-ever financial profitability for the Magnon Group since its inception but also creative profit. We won a lot of industry awards in the year. And this wouldn’t have been possible without creating exhilarating and meaningful work for our clients. From oiling the ‘social engine’ for a global lubricants brand across South East Asian countries to making viewers drop TV in favour of mobile-screen during FIFA’18 and helping brands overhaul their digital-video advertising, it was a year that made us run faster, jump higher and punch harder. Our FIFA’18 campaign for SonyLIV is among the closest to our hearts, and I am hopeful it will bring us glory at the fest.
Moosa Khan, Head of Digital Creative, Cheil WW India
The number of shortlists Cheil has received at Goafest this year, though not entirely unexpected, have come as a pleasant surprise to us. Out of the 50 entries, which have been shortlisted this year, 25 shortlists are in digital and tech categories alone. For the first time, the number of digital shortlists Cheil has received has rivalled the number of traditional media shortlists. For me, it’s a sign of how advertising is headed towards a new digital-first era. In fact, I really look forward to seeing some digital-led integrated work at Goafest this year. My favourites for the win? Powerful work backed by real tech like 'Bixby Voice Forever’, by Samsung and campaigns using sharp pop culture insights like Adidas’ Connected By Colours.
Anusha Shetty, Founder and CEO, Autumn Grey
We are always thinking of possibilities for our client Samsonite. This time, we decided to tell the story of millions of Keralites who were out of job because of tourist cancellations post the floods. We wanted this to be a story of the people of Kerala. The small business owners who were ready and waiting to welcome tourists. We wanted to tell the story of a brighter tomorrow for Kerala Tourism. This campaign was pure heart. We knew it would touch a chord amongst people. We just didn’t know it would touch that many. The film got picked up by Kerala Tourism Minister Shashi Tharoor, Virat Kohli, Resul Pookutty, Amitabh Kant, Incredible India and was in almost every WhatsApp group. It was truly a humbling experience. Also, the hashtag resonated with people and still stands as the phrase uplifting Kerala Tourism. When Deepika Padukone and Ranveer Singh got married, we saw tweets inviting them to Kerala because #KeralaIsOpen. The success of the campaign remains close to our heart and we were glad to be the ones to tell the world the story of Kerala and to proclaim that #KeralaIsOpen. We are delighted to be shortlisted at Goafest 2019. Feels great to be acknowledged by our customers first and now by our industry.
Anusheela Saha, Group Creative Director, FCB Ulka
It will be interesting to see the winners of branded content at Goafest this year – that would explain what the jury is looking for in this specific category. It’s not just what the creative piece is, but where it resides and how well it connects with the end user that all forms a part of creative thinking. Looking forward to this category the most.
Arjun Modayil, Executive Director, Innocean Worldwide India
Hyundai Brilliant Moments campaign is extra special, because agencies rarely get the opportunity to create work that’s endearing and also path-breaking enough to gather global reach on social media in a matter of weeks. It’s great also because our client believed our ideas, understood it as the want of the time and backed it wholeheartedly. The overwhelming response for the campaign on social media with over 500 million views and 18,000 consumers writing in their stories has been a true testament of our love for the work we do for our clients and catapulted #BrilliantMoments with Hyundai into becoming the world’s biggest and most viewed campaign of 2018. The shortlist of all entries just reinforces our belief further that good creatives always win hearts.
Shrenik Gandhi, CEO and Co-Founder, White Rivers Media
This year in Goafest, I expect to see a lot more chatter around digital campaigns, digital-only campaigns and digital-driven mainline campaigns. Along with it, I hope to see a lot more boutique digital first agencies bagging metals compared to last year. This year, the advertising industry in India has seen some record-breaking, eye-opening and never-seen-before campaigns and to see the best amongst the best win a metal up there on the stage shall be a 'marketing high’.
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