The India Chapter of International Advertising Association (IAA-IC) conducted its maiden Olive Crown Awards Presentation at the Goafest 2011, Seminar Hangar on April 9, 2011. Most of the industry CEOs graced the function with Sir John Hegarty as the Guest of Honor and Mr Bittu Sahgal as the Chief Guest.
The evening started with Mr Bittu Sahgal being conferred the first IAA Olive Crown Green Crusader Award, which he received from the IAA-IC President, Mr Kaushik Roy and the Chairman of the Olive Crown Awards, Mr Ramesh Narayan.
Talking about the award Mr Kaushik Roy, President IAA-IC said “This is India’s first ‘Green’ award for creative excellence in communicating sustainability. It’s an award that not only celebrates the work done by advertising agencies and the advertisers but also supports concern for our home - planet earth. We are proud to have started a movement in India for which there is already a global recognition and a request for offering the franchise to other countries”.
Sir John Hegarty, who gave away the coveted trophies, such as the Green Campaign of the year, was quick to remark “The advertising industry has always been known for ‘selling’, now it’s time to be known for ‘saving’ the earth.”
Advertisers such as Aircel and Toyota made their presence felt with the ‘Save The Tiger’ and the NDTV-Toyota “Greenathon’ campaigns, respectively. For both, the common agency was Dentsu who walked away with the ‘Green Agency of the Year’ trophy. Aircel was the clear leader as the ‘Green Advertiser of the Year’. Idea and Nokia shared the Green Brand of the Year Gold for ‘Save Paper – Use Mobile’ and ‘Planet Ke Rakhwale – Mobile Recycle’, respectively. The Green Brand Award was judged in consultation with TERI, the Knowledge Partner.
The eminent panel of judges was led by Mr Sam Balsara as the Chairman of the Judging Committee who got a fine mix of practicing Creative Heads as well as some Ex Creative Heads who today work in the area of conservation and developmental work. The judges were: Mr Bobby Pawar - Mudra, Mr B Ramnathkar - Umbrella, Mr Gangadharan Menon – Ex Creative Director now Wild Life Photographer & Activist, Ms Lynn de Souza Lintas Media/Animal Activist, Mr Russell Barrett - BBH, Mr Saumya Sen Ex Creative Director now Developmental Filmmaker/Activist, Mr Sumanto Chattapadhyay – O&M.
GREEN ADVERTISER OF THE YEAR
AIRCEL (45 points)
(Second and third position: Idea 35 points, NOKIA 20 points)
GREEN AGENCY OF THE YEAR
Dentsu (55 points)
(Second and third position: Mudra Group 20 points, Umbrella Design 15 points)
POINT SYSTEM: 5 points for Silver and 10 points for Gold. For Campaign of the Year and Green Brand of the year, the scoring was 10 for silver and 20 for gold.
Olive Crown Green Hungama Contest – for young Indians. IAA in collaboration with hungama.com ran an innovative contest on the internet. Within six working days, that too during the world cup fever, 21 films were posted on line. The age criteria was 30 years and below. These people had to create a green film. Judging criteria was the idea and not the execution. Contestants were allowed to use borrowed footage to create these films that would have to have a powerful idea to bring about a change. This entire contest was created, managed and hosted by hungama.com. Based on the judge’s scores we narrowed down to the five top rankers – which were six films.
Olive Crown Green Hungama Silver (Cash Prize Rs 40,000) – Corsair Films. Title: Staircase.
Olive Crown Green Hungama (Cash Prize Rs 60,000) – Fatima Husain and Rajeev Roy – BBH. Title: Bathing
The trophy and cheque was given to winners on the coveted Abby Awards stage. IAA hopes to complete these films and run it on national television.
The IAA “Olive Crown Awards” addresses a crying need to recognize the pioneering work in communicating sustainability by some responsible corporate houses and agencies. The entries received from the leading ad agencies and advertisers have been judged by an eminent panel of advertising professionals and environment activists. The Energy Resource Institute (TERI) has played the role of ‘knowledge partner’ for these awards. The awards will be presented on April 9, at the Goafest 2011 Seminar Hangar in the presence of leading professionals and noted environmentalists.
The International Advertising Association (IAA) is a one-of-a-kind strategic partnership, which addresses the common interests of all the disciplines across the full spectrum of marketing communications, from advertisers to media companies to agencies to direct marketing firms, as well as individual practitioners.
Founded in 1938 the IAA promotes the freedom to compete through responsible commercial speech; defends consumer choice made possible by commercial speech, which informs, inspires and empowers individuals to raise their sights and reach for the life they want; upholds brand building communications as a force that can enable consumers to make an informed choice. No other Association is as inclusive of all the disciplines involved in brand building and has an organization, which is global in scale yet, has grass roots representation in 76 countries.