Duo from JWT wins AAAI's Young Lotus Workshop Contest

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | February 18, 2009
The theme of this year's contest was, 'Don't drink and drive' and it received more than 100 entries

Two young creatives from JWT Mumbai -- Hetal Ajmera and Savio Alva -- have been adjudged as the winners for the Young Lotus Workshop, a national creative initiative taken by the Advertising Agencies Association of India (AAAI).

The theme for this year's contest was, 'Don't drink and drive'. More than 100 entries were received from various agencies nationally.

The winning print ad shows

a crashed car with highlighter safety features, such as anti- lock breaking system, airbags and night vision, which are found in expensive cars. The duo's research on the topic had revealed that a lot of drivers rely on the safety mechanisms provided in the car. Hence, they wanted to make people understand that a driver needs to be in control, and not only rely on the safety mechanisms of a car.

Ajmera is a creative director and Alva is a senior copywriter at JWT. They work on brands such as Rin, Diageo, De Beers, Cleartrip, Nikon and Emami.

Ajmera has also recently won the Young Achiever's Award for the best art director category for her work on SNC Jewels - Diamond Robberies Planners campaign.

The entries for Young Lotus Workshop were judged by Josy Paul, national creative director and chairman, BBDO India; K S Chakravarthy (Chax), national creative director, DraftFCB Ulka and Bobby Pawar, chief creative officer, Mudra Group.

Pawar says about the winning entry, "The winning team had an interesting take on a concept that has been done in the past. A lot of people who drink and drive today are youngsters and this ad will definitely connect with them."

The duo will be the official Indian representatives for the AdFest Young Lotus Workshop and they will also attend AdFest (Asia Pacific Advertising Festival), which will be held in Pattaya, Thailand during March 17- 21, 2009.

For the record, Siddhesh Kulkarni and Vikrant Yadav from Orchard Advertising, Mumbai won the Young Lotus Workshop last year for their work on girls' education.

© 2009 afaqs!