Old vs New

Jun 24 2014, 02:16 IST
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SummaryKyoorius D&AD awards have found ready takers in the industry that was increasingly losing faith in the Goa Advertising Festival

At a time when a large section of the advertising and marketing fraternity was getting distanced and disillusioned with the Goa Ad Fest, Kyoorius D&AD advertising awards have found ready supporters among the big and small agencies in the industry including those that gave Goa a miss this year. Organised by D&AD—the UK-based non-government organisation that promotes excellence in design and advertising—and Kyoorius, a not-for-profit organisation that publishes a bi-monthly magazine—Kyoorius Magazine apart from organising various conferences and allied events such as the Kyoorius DesignYatra for the advertising and design industry, the just-concluded award got most of the industry's representation including from the biggies such as Ogilvy & Mather (O&M), Grey India, Creativeland Asia, Leo Burnett and BBDO India who were conspicuous by their absence at this year's Goafest. “The fact that Kyoorius D&AD award has a limited number of categories, a transparent judging process apart from zero tolerance for scam ads is the reason why some of the big agencies like us are supporting it,” said Piyush Pandey, executive chairman and creative director, South Asia, Ogilvy & Mather.

Run by Transasia Fine Papers— Mumbai based distributor of fine papers, Kyoorius has been organising the Designyatra, a design conclave since 2006. Last year, the company for the first time joined hands with D&AD and the India chapter of the International Advertising Association (IAA) to launch the Kyoorius Awards for the design fraternity. Rajesh Kejriwal, CEO and founder, says that though he agrees with many in the advertising industry that the organisers of the Goa ad fest need to put in a system of checks and balances, he is not competing with it.

“In a country like India, there is enough space for both the awards to co-exist. Moreover, the Goa fest is positioned as popular awards.

It follows Cannes Lions, while we have tied up with D&AD and are positioned as critic awards,” says Kejriwal.

The highpoint of Goafest are the Creative and Media Abbys—the gold, silver and bronze metals apart from a Grand Prix given to the winners across several categories, such as television. print, digital, outdoor, etc. This year 329 metals were awarded at the festival. Of this, three were grand prix, 49 gold, 117, silver and 160 bronze. The Kyoorius D&AD ad awards, on the other hand, has restricted the number of advertising categories to nine and digital categories to seven. And, following the footsteps of

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