Media and Publisher Abbys: Here’s what nominees have to say
As delegates gather for a dazzling start to Goafest 2019, we caught up with some of the contenders
Published - Apr 11, 2019 2:57 PM Updated: Apr 11, 2019 2:57 PM
As delegates gather for a dazzling start to Goafest 2019, here is what some of the contenders for today’s Media and Publisher Abby Awards have to say
CEO Greater South, Dentsu Aegis Network and Chairman & CEO India
Overall, the relative importance of media has been increasing year-on-year and I expect that trend to continue this year as well. In addition, over the years Digital has been gaining more prominence and that will also continue.
CEO, MediaCom South Asia
Our work on Royal Enfield has been nominated under the category Innovative Use of Mobile. Voice-first technology on mobile is a trend that is changing how consumers and businesses search for things online. Today, voice search contributes 30% of total searches in the digital ecosystem. Considering this marketing trend and our consumer insight that searches on price increase by 25% before the launch of any new automobile, we innovatively gripped the audiences using a unique gamification integration on the day of 650cc Twins Motorcycles price reveal. A 'Guess the Price Game' was created to drive interest and engagement where users had to guess the price of Twins before the official price launch. Riding on this thought, we tied up with Google Assistant App where we asked people to, 'Talk to Royal Enfield Twins'. The personalised approach connected the brand with the consumers while driving excitement about the product price. We achieved set objectives and eliminated our need of spending additional expenses on other mediums. Smart thinking, higher ROI.
It’s extremely encouraging and we are very excited to have so many nominations this year. What makes it very rewarding is that they are nominations across multiple categories – Television, Social, Integrated, Radio, etc. All of that really conveys the width and depth of some of our work. Secondly, our nominations are not restricted only to the work we have done for our top advertisers. The campaigns shortlisted are from our very diverse portfolio of clients from an Amazon and Reckitt Benckiser to an American Tourister and a Hamdard. That’s very satisfying to see because it shows we’re not doing great work only for our big clients. This is a very proud moment for me. I am really excited and I hope that we are able to convert them into many big wins. As you know, filing award entries usually tends to be a night job because these kids are busy through the day with their everyday work. They are really excited and our clients are very happy too.
MD, India, Havas Media Group
Re-launching the 13-year-old technology of Tata Ace to the new generation was a big task for the team to succeed in the declining segment which demands new technology at a competitive cost. The crafted integrated strategy of Tata Ace Gold re-oriented the game of not only marketing commercial vehicles in India but also maximising the potential segment of first- time entrepreneurs tackling India’s growing unemployment issue. Our strategies always strive towards creating meaningfulness for the brands.
General Manager, Madison Media
In today’s competitive and cluttered media environment it is imperative that a brand thinks beyond the conventional horizons of communication and creates a mark in the consumer’s mind through innovation and disruption. It is very exciting to experience the most dynamic and experimental phase in advertising today where we are constantly learning and unlearning to meet the end goal of consumer delight. It’s a real honour for Team Asian Paints to get nominated for entries which are across categories. Cheers!
CEO, Lodestar UM India
Lodestar UM is possibly among the top three agencies in terms of the number of shortlists. Our shortlists are across different categories, including Integrated Media, Print, Activation, Radio, Branded Content, Mobile, Cause Marketing, Emerging Technology and across different products and categories, ranging from Automobile, FMCG, Publication, Paints, Beverages and several others. The sheer width of work which has been shortlisted truly reflects the strength of Lodestar UM. I would particularly like to mention two campaigns, Tata Nexon ‘How Innovations Transformed IPL to Deliver Record Breaking Test Drives’ and Stayfree ‘How Stayfree used Radio to encourage comfortable conversations about menstruation’.
Nexon had won IPL on-ground sponsorship which mainly entitled logo, in-stadia and actual brand presence. Nexon had invested substantially on the sponsorship and was left with little budget for further investment. While sponsors logo act as a great reminder, we needed to enhance imagery to induce large scale test drives nationally. The entire innovative media strategy revolved around innovations that transformed IPL ground sponsorship to deliver record-breaking test drives. The trigger to task strategy pulled in 24 touch-points and ensured best in class outcomes for the auto category.
Most mothers in UP/Bihar have never used a sanitary napkin. They neither know how to use it, nor can they decipher written instructions. This ignorance leads them to misguide their daughters on menstruation. We needed to urge mothers and daughters to have conversation without hesitation around menstruation and related topics. To enable this, we devised a two-pronged approach. A) We created ‘Maa Beti Ki Kahani’ showcasing the power of the mother-daughter bonding and how the most challenging situations can be tackled by a simple conversation. B) We created a platform ‘Maa Beti Ke Sawaal Jawaab’ where they could address their queries without feeling self-conscious, or hesitation. Radio enabled the girls/mothers to seek answers to their queries about sanitary protection anonymously without inhibitions. The insight, the creative solution made a big difference to the business outcome.
Lodestar UM was the Media Agency of the Year in 2018. We have some crackling shortlists this year too. So I am hoping for the best!
MV Shreyams Kumar,
Joint Managing Director, Mathrubhumi Group
It is yet again a great honour for Mathrubhumi to be nominated under various categories in Publisher Abbys. Our campaigns also have been shortlisted in the Public Relations category which will be its very first and it feels good to be part of an enthusiastic team who have been working behind these campaigns. Winning an award would be the best acknowledgement of their efforts.
Dr Sathya Sriram,
Head of Strategy and Marketing, The Hindu Group
We are delighted that we’ve been shortlisted for the Publisher Abbys in multiple categories. Each of our nominations is very different in nature, showcasing the breadth of work we do. #UnderMyWatch was a social movement to celebrate every day citizens doing their bit to change their communities in small ways. Our videos received over 13 million views online and 2.5 million people engaged with it. We had so many stories pouring in, we were quite overwhelmed. It was tough to choose which would be published in our newspaper. On the flip side, our campaign in Bangalore focused on systematic reader acquisition, across multiple channels, to ensure we are the second largest read English daily in the city. And with Parle, we took our learnings about our consumers and helped design and execute a marketing campaign that connects this historic brand with the South Indian audience.
It is truly an achievement when the industry comes together to recognise our efforts and outcomes.
President, Lokmat Media Pvt Ltd
It is an honour for Lokmat to be nominated in the Publisher Abbys category and across brands. ‘Rin Lokmat Jalsamruddha Maharashtra’ is one among many such initiatives; it has been a catalyst in bringing about positive change in the lives of the people of Maharashtra. We at Lokmat believe good work is about bringing change and making a difference. And I am extremely happy and proud of the collective hard work done by team Lokmat and Rin towards delivering award-winning work. We are hoping this campaign stands tall amongst the rest.
Sr VP, Strategic Planning, Brand and Business Development, Jagran Prakashan
To be nominated at the Publisher Abbys is a huge honour. Winning always creates a positive motivation to surpass yourself. We’ve done well at the previous editions of the Abby Awards, and we hope to keep the winning momentum going.
Venkatesh Babu M
Brand Head, Vijay Karnataka
Vijay Karnataka launched a campaign called ‘VK Drug Free Mangalore’ along with the Police Department to create awareness amongst the youngsters to stay away from consumption of drugs. The campaign, launched in Mangalore city, included interactive sessions, drawing, quiz, slogan writing and skit competitions and a mega rally. The 41-day campaign covered 75 educational institutions and resulted in more than 30,000 students pledging ‘Say No To Drugs’. Another campaign VK Super Star Raita, is a unique state-wide farmer awards programme aimed to recognize and reward star farmers of Karnataka who have excelled in their crops by adopting innovative techniques. Vijay Karnataka created a 360-degree campaign to identify farmers from 30 districts. VK reached out to a new set of audience through this campaign and stands a chance to get the Abby Gold under the Best Marketing campaign at GoaFest 2019.
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