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Tuesday, Nov 12, 2002

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Red & White Awards ads shift focus

Ratna Bhushan

NEW DELHI, Nov. 11

FROM brawn to compassion. That's the journey which Red & White Bravery Awards, the 11-year-old property owned by tobacco major Godfrey Phillips India (GPI), has undertaken.

GPI is in the process of breaking a fresh advertising campaign for its annual Red & White Bravery Awards property. And interestingly, this is the first time the communication for the awards will incorporate a `compassionate aspect', a top official at Everest Advertising, told Business Lin.

"All these years, the advertising for Red & White Bravery Awards was focused primarily on physical bravery and valour. However, this year, another dimension -- that of the social context of bravery - has been added to the communication,'' the Everest official said.

While the category of awarding candidates displaying social acts of courage has existed all along, it has been highlighted upfront for the first time, in the current communication, the official added.

Therefore, one of the films in the advertising revolves around a lady taking care of an old age home. The second ad in the series displays a physical act of courage.

he third ad in the series will feature National Dairy Development Board's Dr V. Kurien, a GPI official said.

Apart from portraying the awards in a different light, the objective of the advertising is also to invite participatory entries. "This is not a platform for surrogate advertising,'' the Everest official said.

Everest has been handling the advertising for Red & White for nearly two decades now.

The television advertising is being aired on channels such as Star Plus, Aaj Tak, ESPN and Star Gold. The print advertising, meanwhile, is being run across regional newspapers. While the advertising on television will run for a period of two months, the print ads will run for a longer duration, the Everest official said.

The awards itself have been spread over the next few months, and are being given regionally, beginning with Bhopal and Hyderabad, to be followed by Punjab, Rajasthan, Uttar Pradesh, Orissa, Maharashtra and finally Delhi where the `lifetime achievement award will be given', the GPI official said.

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