myPOPKORN launches myPOPKORN Creative Awards

By afaqs! news bureau , afaqs!, Mumbai | In Digital | April 13, 2009
The awards will be across television, print and radio media and will be created for three brands: Virgin Mobile, Sprite and Singapore Tourism, a video-driven portal which is part of Digital Media Convergence Limited (DMCL), has announced the launch of myPOPKORN Creative Awards. The awards aim to provide a platform to the unrecognized creative talent in the industry.

The awards will be judged by personalities such as Bharat Dhabolkar, theatre and media personality; Bobby Pawar, chief creative officer, Mudra Group; Punit Goenka, chief executive officer, Zee Entertainment Enterprises Limited (ZEEL) and Vikram Bhatt, Hindi movie producer and director.

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The entries will be accepted through the myPOPKORN website. Both individuals and companies can enter multiple entries and there is no entry fee. The entries will be across three categories: print, radio and television; and have to be created for three brands: Singapore Tourism, Sprite and Virgin Mobile.

Entries will be accepted till May 09, 2009. The winning contestants will be announced in a ceremony that will be held in the second week of May.

The TV ad has to be around 2-3 minutes long, while the radio spot has to be around 40 seconds long. The print ad will be of 400 sq. cm.

The winning print entry will be published in DNA, while the winning ad film will be telecast on the Zee network channels. The ad film winner will also receive a cash prize of Rs 1 lakh. The winning radio spot will be played on Big 92.7 FM. Besides the winners, there will be three runner-ups (one for each brand) for the TV medium and one runner-up each for the print and radio medium respectively.

Goenka says that since the contest has been launched on a digital medium, it will be promoted extensively through the same medium. He adds, "Through these awards, we will be providing a platform to showcase untapped creative talent in our country."

He adds that everyday, a lot of brilliant ideas get rejected and thrown in the bin due to various reasons; and myPOPKORN wants to be the platform where these ideas can be showcased and get their due recognition.

Pawar adds, "This will give creative guys a chance to create ads without the pressure of clients and bosses. Hence, this is an ideal opportunity to showcase one's best work."

Apart from the promotion on the digital medium, there will be a 30-minute weekly show on UTVi, which will keep the viewers updated on the work that is being submitted and interviews with the shortlisted candidates.

Ishwar Jha, chief operating officer, DMCL says that the promotion will be supported by an on-ground activation team. A team of 15 members will visit over 150 ad agencies across six cities to promote the contest. The activation, which is supposed to kick start on April 12, 2009, will continue for seven days.