The 2014 Kyoorius Advertising Awards, in partnership with D&AD, will consist of 9 categories and 35 sub-categories. The jury comprises leading international and Indian professionals
Sohini Sen | Mumbai | March 12, 2014
Kyoorius, a not-for-profit initiative by Transasia Fine Papers, and D&AD have decided to extend their awards programme by introducing Kyoorius Advertising Awards and Kyoorius Digital Awards starting this year. The partnership had previously worked to bring the Kyoorius Design and Student awards which were held in 2013.
Being pegged as the award show which will honour only those who are worthy of it, the Kyoorius Advertising Awards will invite small and big agencies to submit their original work from March 20 to April 21, 2014. The submitted work will be judged by a jury which would comprise international, regional and national advertising gurus. The final award show will be on June 12, 2014.
There will be nine award categories and 35 sub-categories but there won’t be any winning tier structure like Gold, Silver, etc. The award winners will get the Blue Elephant trophy and along with that a free entry to the D&AD Awards next year. The work will also be featured in the Kyoorius Awards Annual.
"The overarching structure of the Kyoorius Awards is to only award work that is worthy of merit. No matter how big the brand, or how small the names behind it, how wide the media reach is or the number of retweets, the ultimate goal is to create outstanding work that works. In India advertising and design have split into two sections, and haven’t matured enough to blend seamlessly yet. We were more focused on design but now the lines are getting more blurred and at the end of the day, it is all about creativity,” said Rajesh Kejriwal, Founder CEO, Kyoorius.
For the Kyoorius Advertising Awards, the international jury members include Rosie Arnold, Deputy Executive Creative Director, BBH, as Jury Foreman, accompanied by Graham Kelly, Regional Executive Creative Director, Isobar, and Woon Siew Hoh, Regional Creative Director, Hakuhudo.
From India, the jury members include Abhijit Avasthi, National Creative Director, Ogilvy & Mather, Agnello Dias, Co-Founder & Chief Creative Officer, Taproot India, Senthil Kumar, National Creative Director, JWT, and Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra.
More jury members will be added soon. All the jury members will be in India during the judging process.
"Kyoorius will try to weed out all unnecessary work from the actual potentials through proper research. The awards will be selected on the basis of three things: whether it is an original idea, whether it was well executed, and if it was relevant to its context. If these criteria are met, then the award has the chance to be the best work,” explained Kejriwal.
Another point which makes the Kyoorius Advertising Awards different from the others is the fact that all the money collected through the award show will be fed back to the industry to develop the Kyoorius FYIdays – which is much like D&AD’s New Blood Programme.
“We thought about where we would like to be, and this is where we would want to be. We want to bring global standards of D&AD to India through the Kyoorius awards and encourage more people to come forward with their creative work. I have seen them, and it unbelievable, the kind of work India does. Global participation has increased but there is always place for more,” said Tim Lindsay, CEO, D&AD.