Hindi daily, Dainik Bhaskar, has invited creative ideas for print and radio from agencies and amateurs as a part of its Dry Ideas contest. The contest aims to promote a dry Holi through "thought provoking and action oriented creative solutions".
While the competition is in its fourth year, this is the first time that amateurs have been invited to participate in it. The winner in the Professional category will get Rs 25,000, while the winner in the Amateur category will take home Rs 10,000.
The contest is a part of Bhaskar's bigger campaign, Jal Satyagraha, for water conservation. According to a Bhaskar communiqué, the campaign urges people to save "gallons of water wasted every year while playing Holi. It should create awareness about water being a perishable precious resource and the need of the hour to conserve every drop of it."
According to Kotnala, while the entries for the Amateur category will be judged internally by Bhaskar's editorial team, the entries in the Professional category "will be judged in New Delhi on February 20 by a jury comprising creative people from the Delhi circle".
The winning entries will be a part of the Dainik Bhaskar campaign and on My FM from March 1 to March 13. Holi is on March 13 this year.
While My FM is the radio partner for the contest, afaqs! and The Brand Reporter are the media partners.
To promote the contest, Dainik Bhaskar will send last year's winning entries as postcards to various agencies, with the question: "Can you beat this idea?" Trade magazines and websites will also be used to promote the contest. Dainik Bhaskar, the daily, and My FM will be used extensively to reach out to amateurs.
For the record, around 65 agencies participated last year with more than 250 entries. Last year, the contest was won by Anish B Doshi of Concept Communications.