In­dus­try News

Point of Purchase - - CONTENTS -

It’sthat time of the year when ex­cel­lence is hon­oured with pres­ti­gious awards as POPAI (Point Of Pur­chase Ad­ver­tis­ing In­ter­na­tional) In­dia gears up for its third edition of OMA (Out­stand­ing Mar­ket­ing at re­tail Achieve­ments) Awards which will be held on 21st Fe­bru­ary 2013 at Bom­bay Ex­hi­bi­tion cen­tre Mum­bai un­der the aegis of In-Store Asia. This year the cer­e­mony is touted to be on a much grander scale. The cat­e­gories have ex­panded and so is the expected num­ber of en­trants. The most in­no­va­tive and the most ef­fec­tive In-store re­tail dis­plays will be recog­nised as they com­pete and fight for this cov­eted ti­tle.

Glob­ally rec­og­nized by the POP in­dus­try, POPAI In­dia’s OMA awards will bring to­gether the Brand Mar­keters, Re­tail­ers, De­sign firms, ad­ver­tis­ing agen­cies and the mar­ket­ing in­dus­try. In to­tal there will be 15 cat­e­gories as com­pared to last year when there were only 10 cat­e­gories, and they will be cov­er­ing all as­pects of the re­tail mar­ket­ing in­dus­try. The ma­jor change this year is that all the cat­e­gories are clas­si­fied in to 1) Mod­ern Trade & 2) Tra­di­tional Trade. This clas­si­fi­ca­tion will pro­vide an op­por­tu­nity to show­case cre­ativ­ity and recog­ni­tion for the ef­forts on the in­dus­try plat­form. The gen­eral cat­e­gory cov­ers all brands while a spe­cial cat­e­gory cov­ers all in­no­va­tion. A new sub cat­e­gory is in­tro­duced in the spe­cial cat­e­gory, known as ‘Best Re­tail Ac­ti­va­tion’ which will cover all the multi el­e­ment cam­paigns, pro­mo­tions and ac­ti­va­tions. The FMCG cat­e­gory is fur­ther clas­si­fied in to four cat­e­gories as 1) Food & Bev­er­ages; 2) Health Care & Per­sonal Care; 3) Home Care; 4) Al­co­holic Bev­er­ages, Tobacco & al­lied prod­ucts, as per the in­dus­try re­quire­ment since POP plays a ma­jor role here. Each division will be awarded in each cat­e­gory with: 1 Gold, 1 Sil­ver and 1 Merit. Fur­ther there will be a ‘Dis­play of the Year’ award which will be cho­sen out of the Gold win­ners (not by en­try). The OMA Award jury panel com­prises brand mar­keters, re­tail­ers, shop­per in­sights pro­fes­sion­als and POP de­sign­ers. The first phase of the judg­ing has been com­pleted on­line. Judges will eval­u­ate con­test en­tries us­ing sub­mit­ted im­ages and Fact Card in­for­ma­tion (de­scrip­tion). The sec­ond phase of judg­ing is com­pleted on the POPAI In­dia show floor. All the short­listed en­tries (by on­line judg­ing) are dis­played on the show floor and judges will eval­u­ate these dis­played en­tries for fi­nal re­sult. The Last date for send­ing en­tries is 20th De­cem­ber, 2012

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