Many Ad­men Laud Open Jury De­bate at Ky­oo­rius Awards

Some are scep­ti­cal, say­ing they would wait & see whether for­mat is a suc­cess

The Economic Times - - Business Of Brands -

PRITHA MI­TRA DAS­GUPTA

Ky­oo­rius Ad­ver­tis­ing and Dig­i­tal awards, which is mak­ing its de­but this year, will make its judg­ing ses­sion open for in­dus­try pro­fes­sion­als and me­dia in line with in­ter­na­tional awards such as D&AD, Cleo and Lon­don In­ter­na­tional.

The event, which is backed by UK ad­ver­tis­ing show D&AD, starts its three-day jury ses­sion on Tues­day. View­ers can watch the judges de­bate and de­cide, and they can also raise ob­jec­tions if they find any work to be not gen­uine or a scam.

Ra­jesh Ke­jri­wal, founder and CEO of Ky­oo­rius, said open jury ses­sion will en­sure it is fair and trans­par­ent. “Sec­ondly it al­lows the young­sters to see all the great work, hear the jury de­bates and gives them im­mense in­sights and ex­po­sure to what goes into mak­ing works that work,” Ke­jri­wal said.

Sev­eral in­dus­try in­sid­ers wel­comed the open for­mat, es­pe­cially at a time when many agencies have drifted away from Abby, the old­est ad­ver­tis­ing award in the coun­try, pri­mar­ily be­cause of lack of trans­parency.

“This is a fan­tas­tic idea and I am all for open­ness and trans­parency,” said Ab­hi­jit Avasthi, na­tional cre­ative di­rec­tor at Ogilvy and Mather, who is also a part of the Ky­oo­rius ad awards jury. “People should know what hap­pens be­hind the screens and that we judge with a lot of in­tegrity.”

Josy Paul, chair­man and chief cre­ative of­fi­cer at BBDO In­dia, said it will pro­mote ex­change of ideas where a non-jury mem­ber will also have a say.

Pra­soon Joshi, ex­ec­u­tive chair­man at McCann World­Group, how­ever, said he would wait and watch be­fore call­ing it a suc­cess in In­dia. “What Ky­oo­rius is do­ing seems more like an ex­per­i­ment. So one has to see how it pans out,” he said. Pratap Bose, pres­i­dent at Ad Club of Bom­bay and awards chair­man of Goafest 2014, said he found the idea “weird”. “I don’t think it's a great for­mat at all. If you are try­ing to pacify people be­cause of what has hap­pened in the past, in Goafest, then I think it's a crazy thing to do. You are be­lit­tling the jury that way,” Bose said. “Its not a pub­lic fo­rum and, if you are do­ing it then what’s the point in hav­ing a jury?” Bose added.

This year, Goafest will put up all the short­listed en­tries on its web­site for the in­dus­try to scan through and raise their ob­jec­tion if they find scam work.

Josy Paul, chair­man and chief cre­ative of­fi­cer at BBDO In­dia, said it will pro­mote ex­change of ideas where a non-jury mem­ber will also have a say

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