afaqs!

Think Negative, prevent AIDS

By Abhishek Chanda , afaqs!, New Delhi | In Advertising | November 21, 2008
The Bhaskar Group has announced the call for entries for the third edition of the Think Negative awards

The & #BANNER1 & # Bhaskar Group has started accepting entries for the 'Think Negative' contest from advertising agencies across India. In its third edition, the contest encourages advertising agencies to submit creative and appealing ideas to communicate facts about AIDS which could change perceptions or prevent its spread. The winning idea will be published in all editions of Dainik Bhaskar in December.

The contest was started in 2006 by the Bhaskar Group to counter common myths and propagate facts about the disease in India. With this contest, the Bhaskar Group intends to get the best possible communication from motivated advertising agencies urging people to fight against AIDS. The winning entries of the previous years will be released again on Dec 1 (World AIDS Day).

Speaking about the contest, Rajiv Jaitly, president, marketing and ad sales, Bhaskar Group, says, "At Bhaskar, we understand the need of the hour and the power of effective communication. We will continue to encourage such causes where Bhaskar can effectively use its inherent strengths. We are sure that this year, Think Negative will once again have a huge response."

In the first edition of the awards, Interface Communications emerged the winner for its print entry encouraging pre-marital HIV testing. Ashutosh Anant Joshi and R Sridhar were the brains behind the ad. KS Chakravarthy (Chax) and Sanjay Khare were among the judges for the contest.

AMO Communications, Mumbai, won the second edition of the awards for its campaign, The Story of AIDS. The winning team from AMO included Robert D'Silva, Minoti Shetye (art and photography) and Gwendoline Fernandes (copy). The awards received more than 400 entries last year. The contest was judged by Sanjay Khare, Adrian Mendoza and Jignesh Maniar.

The last date for submission of entries for the third edition, along with the creative ads, is November 28. This year, the entries are being received both in Hindi and English. DNA has joined hands with the Bhaskar Group for the contest.