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Tariq Engineer

Levi's Slim Jeans, Apollo Tyres and IAPA campaigns are winners

Mumbai , Nov. 7

Three Indian entries picked up awards at the London International Advertising Awards ceremony in London on Monday. JWT collected two awards, winning for its Levi's Slim Jeans campaign, and its Apollo Tyres campaign. Ogilvy & Mather (O&M) collected the other award, winning for its Indian Association For Promotion of Adoption and Child Welfare (IAPA) campaign.

Mr Sumanto Chattopadhyay, Group Creative Director of O&M, Mumbai, who served as a member of the apparel, alcoholic beverage and non-alcoholic beverage category juries at the awards, said the world is starting to sit up and take notice of Indian advertising.

India's turn

"A decade ago Brazilian advertising came of age," Mr Chattopadhyay said. "What people abroad feel now is Indian advertising is poised for a similar breakthrough. There is a lot of promise. The Levi's slim jeans campaign was clearly the best in that category," added Mr Chattopadhyay. "It was nice to be part of a jury that voted for them."

In fact, the Levi's and IAPA campaigns were among the top 50 print ad campaigns in the world, according to The Gunn Report, a comprehensive listing of most creative advertising efforts from around the world

Mr Chattopadhyay also emphasised that creative advertising is good advertising for the customer. "Award winning work is also effective work," he said. "Unless you are creative, your product is not going to move. Companies such as Unilever used to feel creativity was a luxury. Now, big delegations (to the award ceremonies) come from Unilever. Everybody has come around to the view that creativity is paramount. To break through the clutter, you have to be creative."

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