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ABBY Nominees speak on their respective works

05-April-2018
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ABBY Nominees speak on their respective works

The Goafest 2018 has just begun, exchange4media spoke to some of the nominees across various categories. Here is what they had to say:



MV Shreyams Kumar, JMD – Mathrubhumi Group 
We are glad to be shortlisted under various categories in the publishers Abby. It is an honour to be appreciated by such a prestigious jury. Our Grihalakshmi Aartha Yaanam (the menstrual journey) campaign entry is a unique activity to communicate our brand’s encouraging and successful attempt to break the silence surrounding menstruation and heaving a healthy discussions regarding alternate sustainable solution for handling sanitary waste which has a winning potential. I look forward to a great innings at Goafest this year.

NOMINATED FOR: PUBLISHER ABBY



Vinay Maheshwari, Senior Vice President, Brand Communication and Sales and Marketing Division, D. B. Corp. Ltd.

It is a moment of pride and honour for us that all seven of our initiatives entered for the awards, have made it to the shortlists for Publisher Abbys. When the industry recognises good work, it is not only a huge motivator in itself but also a testimony of our standing. Our initiatives like Yougle, Jeeto 15 Crore, Live Positive, GST Knowledge Source and Independent Newspaper campaign in Maharashtra only strengthen our belief that our philosophy of putting the reader’s needs at the centre works well for us. Great campaigns are usually backed by creative content and good market research ultimately resulting in enhanced brand equity. We believe our campaigns have done just that!

NOMINATED FOR: PUBLISHER ABBY



Krishna Menon, Group CMO, Sakal Media Group

Being nominated in the Abbys (in the publisher’s category) is a great accomplishment for Sakal Media Group. We had an entire bouquet of events to showcase, such as- Sakal Premiere Awards- Celebrating and felicitating Marathi Film industry, Sakal Schoolympics-The only sports competition across Maharashtra, Sakal Tanishka- Internet Google Sathi Program- Activating Internet Sathis (Women ambassadors) to train women in villages (small attempt to give it back to society), Sarkarnama-A digital platform focusing on various aspects of politics, Sakal Beauty of Maharashtra-Celebrating Womanhood, Sakal Khara Punekar- content led activation bringing families together through contest, etc. We look forward to win some awards and are excited about it. The entries look promising this year and this certainly raises the bar for next year.

NOMINATED FOR: PUBLISHER ABBY



Basant Rathore, Sr VP – Strategy, Brand & Business Development, Jagran Prakashan Ltd

Apart from nominations in 4 categories in the Publisher’s Abby, our campaigns have also been shortlisted in 5 other categories in Creative and Branded Content & Entertainment. It feels good to have your work endorsed by the best in class jury that Abbys puts together. Our team has put in a huge amount of effort to bring these campaigns alive and create a tangible difference for society and our brand. And an award win would be the best acknowledgement of this effort.

NOMINATED FOR: PUBLISHER ABBY




Priti Murthy, CEO OMD India

We had entries shortlist for Appy Fizz and Hasbro. OMD’s strategic focus of ‘consumer first’ is well represented in our shortlist work. The idea emerged from consumers and their eagerness to be engaged upon. Our work is about consumer interaction and integrations and we are excited to focus on delivering results emerging out of ‘Consumer First'.

NOMINATED FOR: MEDIA ABBY




Niti Kumar, Managing Partner, MediaCom:

I believe that the Vicks Touch of Care campaign is a true reflection of the changing social fabric of modern India. Vicks has sensed the openness and inclusiveness that’s inherent to today’s youth culture and built a beautiful story around it. Gauri Sawant, a transgender adoptive mother, redefines the traditional concepts of ‘care’ and ‘motherhood’ - and by associating with her the brand achieves a wonderful balance of keeping its core values strong while also being a modern and progressive brand. Choosing a digital-led media approach was also a smart strategy to build youth connect and drive shareability for the campaign. This one just goes to show that 100 year-old brands can also be cool in the age of tech start ups!

NOMINATED FOR: MEDIA ABBY




Abhik Bannerjee, General Manager, Madison Media

In 2017, Asian Paints launched a revolutionary paint that could control indoor pollution, Royal Atmos. Our challenge was not just to create brand awareness but also showcase the existence of indoor pollution that most of us are not aware of. To generate awareness, we partnered with leading TV and Radio channels where the lead protagonists/RJ wore the mask in their daily lives to create curiosity. Then we umasked the campaign with 'The week we unmasked India'. On PR and Digital, leading celebrities and native platforms propagated the importance of breathing free with Royale Atmos.

NOMINATED FOR: MEDIA ABBY




Jyoti Bansal, Managing Director, PHD India

When an Auto brand is not part of the Auto Expo in India, it needs some really out-of-the-box thinking to trend and create conversation during those days. That’s what we did with #VWLegendaryTestDrive – upstaging the brands inside, with a 30-car VW convoy outside. Bold, creative, something that was not done before, making the right connect with the consumers – we had just the right ingredients for a great consumer activity.

NOMINATED FOR: MEDIA ABBY




Ranjeet Kate, CEO, Vijay Karnataka

Vijay Karnataka created a platform where young Kannadigas could share their ideas on India and write to Prime Minister Narendra Modi under ‘Modige Makkala Patra’ (Children’s letter to Modiji) on Children’s Day in November 2017. The underlying idea was to encourage print readership amongst youngsters in Karnataka state, where readership is a challenge. It also gave a chance to the PM to understand that youngsters understand all important issues in the country, from Demonetisation to GST and seek a new perspective to the education system in the country. This campaign from VK bridged the gap between young minds in Karnataka and the Prime Minister of the country and thus deserves an Abby award.
NOMINATED FOR: PUBLISHER ABBY




Rohan Chincholi, Head of Digital Media & Business Head, Digital (West/South)

Why should we win for our campaign for Tata Ace - Keep Loading in the Use of Media - Best use of Digital Media - Best use of Digital Display Advertising category. Increase in traditional media spends and ad clutter have resulted in lot of spillover and media wastage. Today digital media is emerging as a primary force in influencing purchase decision offering both focused targeting and measurability of success. This project successfully highlight the core promise of ‘Keep Loading’ with 15% higher load carrying capacity using something as simple as a mnemonic. For a market driven by functional communication, Innovation was essential. We delivered media innovation based on insights from the customer’s media consumption.

Also, with increasing number of Commercial vehicle customers also engaging in the online space consuming digital content, it was important for us to address every aspect of this digital spectrum to the fullest. Our planning architecture utilized each of these aspects of OSEP (Owned, Shared, Earned & Paid) media to address two distinct things –
a. Own a Mnemonic on digital that can be resonate with Tata Motors
b. Strengthen the core promise of the ‘Keep Loading' of 15% extra load capacity

NOMINATED FOR: MEDIA ABBY

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