The Olive Crown Awards, instituted by the India chapter of the International Advertising Association (IAA) last year to recognise and reward ‘green' communication, is back. The property that made its debut at the Advertising Agencies Association of India's (AAAI) festival Goafest in 2011 will be hosted in Mumbai as a standalone event in March. The IAA has called for entries for the 2012 edition.
Speaking to Business Line , Mr Kaushik Roy, IAA India Chapter President and President — Brand Strategy and Marketing Communication, Reliance Industries Ltd, said, “We are grateful to the AAAI for helping us host the event last year at Goafest, and this year too, they have made the offer to do so. But we felt that we must do it alone, for the Olive Crowns to grow as a property and earn its own place.”
Encouraged by response last year, the Olive Crown Awards might also see a few international editions — talks are on within the IAA, but it is early days yet, Mr Roy added.
Another reason for the awards not being hosted as part of Goafest is the choice of city — Mumbai.
Has a Role to play
Mr Roy explained, “The focus of the awards is as much on the corporates as it is on the creative people in advertising. Agencies do have a role to play in saving the planet and some of the senior most people in Indian advertising are in Mumbai.”
Music channel 9XM is on board as the presenting sponsor this year. The jury for the 2012 edition has not been named yet. There is more acceptance now — after the launch edition — of the need for an award that recognises environment-friendly marketing communications, according to the IAA spokesperson.
Last year, Mr Sam Balsara of Madison World headed the jury. Dentsu won the ‘Green Agency of the Year' award, thanks to its campaigns ‘Save the Tiger' for Aircel and ‘NDTV-Toyota Greenathon' for Toyota. Aircel was presented the ‘Green Advertiser of the Year' crown, while Idea and Nokia shared the ‘Green Brand of the Year' title.