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Bloomberg TV awards ‘Disruptors’ in A&M

Ariel, Hero Motocorp, Bharti Airtel among winners in the first edition of Bloomberg TV Disruptors Awards held in Mumbai

BestMediaInfo Bureau | Mumbai | March 21, 2016

Kalyan Kar and Mini Menon felicitating P&G and BBDO with FMCG Disruptor of the year award Kalyan Kar and Mini Menon felicitating P&G and BBDO with FMCG Disruptor of the year award

The first Disruptors Awards for excellence in advertising and marketing, instituted by Bloomberg TV, were announced at a function held in Mumbai on Friday, March 18, 2016. It was attended by stalwarts of advertising, marketing and brand custodians.

A panel discussion was held before the awards ceremony to give a perspective on the concept of ‘disruption’ created by brands. Sam Balsara, Chairman of Madison Media, Sandeep Tarkas, CEO, Future Group, Sunil Alagh, former MD and CEO, Britannia Industries, and Partho Dasgupta, CEO of Broadcast Audience Research Council (BARC) India, discussed the significance of ‘disruptions’ in the market. Vikram Oza, consulting editor at Bloomberg TV, moderated the panel.

Alagh mentioned how consumers are the biggest disruptors for any brand. “They have done it to many people, just like they did it to Cadbury and Nestle.” To this, Tarkas clarified that many times, the consumer also doesn’t know that he is behaving as a disruptor but can cause great destabilisation for any brand. “The consumer is evolving much more rapidly than us. We are trying to respond in 15 minutes and we do that in 90 per cent of the cases, but the rest 10 per cent is tricky.”

Sam Balsara Sam Balsara

Balsara went on to explain the kind of damage that consumers can do to a brand in a fraction of time. “I am amazed at how much damage a consumer can do to a brand by merely saying something at 3 PM, while we are trying to sort it out till 9 PM. At these times, resources fall short and all the energy goes into disaster control.”

Dasgupta explained the sheer role of numbers in this whole consumer game.

Alok Nair Alok Nair

Alok Nair, Executive VP and Business Head, Bloomberg TV India, said, “It gives me immense pleasure to congratulate all winners of the ‘Disruptors Awards 2016’. I would also like to extend my heartfelt thanks to the brilliant Jury members for their time and valuable guidance during the shortlisting round. This was a great journey in terms of learnings for the jury and us as we sat through various presentations and campaigns. The amount of disruptive work happening today makes us proud. We at Business Broadcast News are excited to create a first-ever platform that recognises disruption in advertising and marketing.”

Nair further said, “We truly believe that disruption is not only the new normal but a necessity for any business today. Disruption will aid clients to position better in a fiercely competitive marketplace where consumers have multiple options. The Disruptors Awards and Dialogue on Disruption shall be continuity across our platforms and we look forward to interesting conversations with disruptors of our times.”

The award ceremony then kicked off with the Automobile category. Disruptor of the Year in the Automobile category was given to Hero MotoCorp for their campaign ‘Feel the Josh’.

Disruptor of the Year in CSR category was awarded to Hindustan Unilever for their campaign ‘Haath Munh Bum’, referring to various brands of the company.

The third award to be given away, Disruptor of the Year in the Telecom industry went to Bharti Airtel for their much talked about Airtel 4G ‘Challenge’ campaign.

Titan Company was the Disruptor of the Year in the Fashion category for their Celestial and Titan Raga campaigns.

In Banking, Union Bank of India won the Disruptor of the Year award for their ‘Union Selfie’ campaign.

Within the e-commerce category, the award for Disruptor of the Year went to Myntra Designs for their Anouk Bold is Beautiful campaign, 'The Visit'. The ad film focused on the controversial subject of lesbian relationships and brought out an amazing emotional quotient in such a relationship.

The much appreciated and one of the most shared videos on social media, ‘Share The Load’ campaign, depicting a father’s letter to his daughter, was recognised with two awards. Procter & Gamble received the Disruptor award in the FMCG category for their Ariel brand as the Disruptor of the Year (Jury Special Award). The campaign also got recognised as the Dainik Bhaskar Positiver Campaign of the Year.

Disruptor of Year - Advisory Council award was given to Star India for their ICC World Cup campaign, ‘Mauka Mauka’. The campaign took a humorous angle to cricket rivalries between various countries.

The Dainik Bhaskar Ziddi Campaign of the Year was awarded to the Ministry of Urban Development for their Clean India campaign (Swachh Bharat Abhiyan).

Special Recognition as Disruptor of the Year was given to Acharya Balkrishan Ji from Patanjali Products, a company that is climbing up the ladder of advertising and sales very rapidly.

Personality of the Year Government - Advisory Council Award was given to Amitabh Kant, CEO of Niti Ayog, while the Personality of the Year in the corporate sector was given to Anand Mahindra, Chairman and MD of Mahindra Group.

The last award to be announced was Government Disruptor of the Year - Advisory Council Award to Swachh Bharat Abhiyan of the Government of India.

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