Tuesday 26th November marked the Indian jury day for LBB’s Immortal Awards. Ten contending projects were discussed at length until the Finalists emerged: Battlegrounds Mobile India ‘Royale Pass’, HDFC Bank ‘Lulumelon EOSS’ and Motorola India ‘Motorola Deep Connect’. These three projects will move forward to the Asia jury day to compete with the rest of the region for a place on the global shortlist.
The Indian jury Rroom was made up of: Mayuresh Dubhashi, CCO at FCB India; Mukund Olety, CCO at VML India; Sandipan Bhattacharyya, managing director and CCO at Grey, South Asia; Shruthi Subramaniam, senior creative director at BBDO India; Varun Shah, managing partner at Publicis Production; Mahima Mathur, creative director at DDB Mudra Group and Vasudha Misra, president at Lowe Lintas.
The work that made it through was chosen for its representation of what’s currently prominent in India and the variety of diverse creative that comes from the region. Here’s what the jurors had to say about the three Finalists…
Battlegrounds Mobile India - Royale Pass (submitted by DDB Mudra Group)
Mayuresh said: “It’s a well crafted piece that solves a real business problem, done in a very entertaining way. Sometimes you just need simple storytelling to get a point across which is what the film does. We can be too caught up with five second reels and other short content in this type of landscape. This is classic advertising just represented in a very modern way. Not to mention, great casting, great location, great production, great music, all of it put together.”
HDFC Bank - Lulumelon EOSS (submitted by FCB Kinnect)
Varun said: “What I loved about the campaign was that it addressed a very relevant problem with a clear well-crafted message. What could be a basic advisory, has been given a visual language designed to capture the audience’s reaction. I feel that the idea was holistically crafted perfectly using technology, celebrity and social media in a cool way. To me, it perfectly represents the power of using digital as the core medium for communication and how brands can successfully create impact despite moving away from mainstream media.”
Motorola India - Motorola Deep Connect (submitted by Dentsu Creative India)
Sandipan noted: “Over the decades we’ve seen so much incredible innovation when it comes to mining technology to make it more efficient. But it’s surprising that not much has been done for miners. This idea puts the spotlight on miners in a new, humane way which struck me as really heartfelt and compelling. Not to mention, I love the way the work juxtaposes a need gap (human connection between people) and a tech gap (converting radio waves to mobile).”
Mukund added: “It reminded me of Nike FuelBand. When it was first celebrated in the award shows there was a lot of debate about it around who came up with the technology. That was the whole beauty of it. You don’t know who came up with it but it solved something. Motorola reminded me of what agencies today are capable of doing. We go beyond just writing or art direction and can be creative technologists. It shows where advertising is going and I’m excited to be part of that journey.”
Shruthi said: “This represents the future of how Indian advertisers are starting to think, going beyond just film or basic out of home. I think it’s the future of Indian advertising and it’s high time we step into that tech space and lead with this sort of approach.”
Thanks to our wonderful Immortal Awards partners
