Advertising veterans laud the open jury format at Kyoorius Creative Awards

The four-day jury session at Ecole Intuit Lab, Mumbai is open to industry members, who may wish to watch, learn and benefit from the discussions

Archit Ambekar | Mumbai | May 5, 2016

The third edition of Kyoorius Creative Awards opened to a good response. The increase in entries from 1,419 last year to 1,863 this year was in itself an indication of the rising popularity of the Blue and Black Elephants that are given away to the best creative works of the year gone by. Altogether 323 advertising agencies and corporate houses are taking part in the event.

Kyoorius, which is known for its innovations, introduced the open jury concept a year ago. This concept was adopted internationally by D&AD at its own judging session this year. Creative minds who were present at the jury session were first timers in an open jury session and indicated that they were enjoying the discussions, in the process of judging creative works submitted by agencies.

Rajesh Kejriwal

Rajesh Kejriwal, Founder and CEO, Kyoorius, said, “'Good creativity is good business' and at Kyoorius we strive to stimulate the industry by celebrating and rewarding all the works that have broken ground like never before.”

The entries will be judged on three basic criteria. The work should be original and the idea should be inspiring. The creative work should be well executed and finally, relevant to its context.

R Balki

Applauding the initiative and commenting on the work, R. Balki, Group Chairman, Mullen Lowe Lintas Group, said, “We've just begun. There are some interesting pieces of work. I hope to discover a lot more. As a jury, we have to decide what to put out best. So we have discussions on the work. This is not an award where we have to award a piece of work; it is an award which deserves to be recognised. I think it is an interesting format. As a jury foreman we have to have a lot of discussions and finish voting. And of course, people whose agencies work is involved don't become a part of the conversation.”

Tista Sen

Tista Sen, National Creative Director, J. Walter Thompson, said, “The work is really interesting and I love the whole vibe in here. The quietness allows us to concentrate on the judging. It reminds me of the D&AD judging in London few years back. It's a simple structure and the work is standing out. I think the open jury session is a wonderful idea. I always wondered when someone would get to see the kind of hard work we do.”

Ajay Gahlaut

Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather said, “The entire jury judging and more or less everything else, is also interesting. I'm sure it has its own pros and cons. It is definitely different from other award judging. It is a great concept and I think we are making it more fair and perhaps more stringent as well. If we don't try new things, we won't improve at all. The work has been decent so far, there are few more days to go. There is good work and there is not so good work. It will only get interesting from now.”

Sharing his first Indian judging experience, Scott Dungate, Creative Director, Wieden+Kennedy, said, “There's a couple of things that have caught my mind. I think craft could be pushed across the category. Some of the entries fall in the classic in being visual. I'm interested in the discussion where we talk about the relevance about the work.

“We just abstain from the irrelevant context. There are couple of executions that I like,” Dungate went on to say, adding, “There are also some well-crafted ideas, but weren't well executed in my opinion. Of course we will have discussions with the jury.”

Apart from the regular agencies such as Ogilvy & Mather, DDB Mudra Group, BBDO, Creativeland Asia, the event has also attracted corporate participants like Hindustan Unilever, Adidas, Dainik Bhaskar, Jagran Publications, Star India and Godrej.

The open jury session is being held at Ecole Intuit Lab in Mumbai from May 4 to May 7, 2016. The jury will review the best work from January 2015 to March 2016 and decide which of them deserves the coveted Kyoorius Blue Elephant. The session is open to members of the industry to drop in at the venue to watch, learn, check and benefit from the discussions and display of entries.

The Kyoorius Creative Awards show will be held on June 3, 2016 at The Dome (SVP Stadium), NSCI in Mumbai. This year, the Kyoorius Creative Awards are being presented by Colors, powered by Hindustan Times. The main partners of the event include ABP News, Rishtey, Happy Finish and Kinetic.

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