Many Admen Laud Open Jury Debate at Kyoorius Awards
Some are sceptical, saying they would wait & see whether format is a success
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