MTV strikes gold at ad awards function

MUMBAI, JAN 29: Five were chosen out of an original twenty nine from which just one could get the crown. Judges were put to a severe test ...

MUMBAI, JAN 29: Five were chosen out of an original twenty nine from which just one could get the crown. Judges were put to a severe test as they went through the whacky, smart, innovative advertisements that vied with each other for their attention during the Subhash Ghosal Ad Works VII Gold Trophy presentation at the Taj hotel in Mumbai on Saturday. The MTV advertisement managed to hold its own against this scrumptious array and struck gold with their in house production.

Organised by the Advertising Club, Bombay and BPL Mobile, the programme showcased the best in Indian advertising. The programme was an interesting peep into the inside story behind the five campaigns chosen by a special jury.

One got a low-down on the registration, the commissioning of the final jury, presentations, and even an hour of story-telling along with audio-visuals of the ads; in short the works. And at the end of the day, it was for the audience to judge the advertisements on the basis of account planning, creative and mediacomponents besides the roles the advertisements played and their overall presentations.

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The programme, punctuated with a lunch and then a coffee break seemed to hold the audience spellbound. In between presentations, viewers were busy holding animated conversations and loudly voicing their opinions.

Many were of the opinion that the Ujala Supreme presentation stood out, for its simplicity and of course for the fact that the campaign had kick-started the career of a a small time business house. But what finally handed the gold trophy to MTV (an in-house production) was probably the whacky tinge of the campaign besides, of course, its ability to carve a niche for itself from right under the nose of Channel V with its original and smart advertisements and promos.

Vim (Lintas), Whirlpool (FCB Ulka), Ujala (Situation Advertising & Marketing Services Pvt Ltd) and Pepsi (HTA) had to settle for the silver. The presentation of the awards was followed by Sorab Mistry, chairman, Mc Cann Erikson announcing thatnext year India would host the Effies Awards for the first time in Asia. The awards have been held in New York till now.

Public Safety Minister Gary Anandasangaree said the designation gives law enforcement “enhanced powers to combat a group that has instilled fear through violence and intimidation”.

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