Interface Communications wins Bhaskar Group's Dry Ideas contest

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | February 25, 2010
Initiated by Bhaskar Group, the Dry Ideas contest is aimed at creating communication to spread awareness about conserving water

The Bhaskar Group has announced the results of the Dry Ideas Contest 2010. Interface Communication, Mumbai has been judged as the winner in the Print category.

The winning team from Interface Communication comprised Pratim Putatun and Nupur Banavalkar. The communication depicts water as one the main natural resources being pulled out in a pichkari, and urges people to be careful and not to finish the natural resource.

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Apart from Interface Communications, five other teams won merit certificates, including from Network Advertising, Mumbai; AMC Creative Communication, Mumbai; RK Swamy BBDO, Mumbai and Neev Advertising and Consultancy, Surat.

Since 2005, the contest has been a part of the Jal Satyagraha initiative by the Bhaskar Group; and this is the first time that amateurs have been invited to participate in it. The contest aims at recognising the best creative solutions in print media to promote the celebration of a dry Holi, and in the process, conserve water. The winning entries of the contest intend to create awareness about water being a perishable and precious resource and the need to conserve every drop of it.

This year, the contest started on February 5 and concluded on February 18. Over 350 entries were received. The entries were judged by Pushpinder Singh, founder of Saints & Warriors; Manish Bhatt, founder of Scarecrow; and Nilesh Vaidhya, executive creative director, Euro RSCG.

Sanjeev Kotnala, vice-president, marcom, Bhaskar Group, says, "With more than 350 entries coming in this year, and a larger share of entries from metros, it shows that the contest has been accepted as an annual calendar event. The ideas vary from water wastage as terrorism, to simple thirsty crow and empty well. We are sure that in some way, these contests and the exposure of the winning creatives are making an impact in our water conservation drive."

In 2009, Pickle Advertising had been judged as the winner in the Print category, while JWT won in the Radio category.

Apart from the Dry Ideas Contest, the Bhaskar Group conducts two other contests every year -- Think Negative, which focuses on AIDS awareness and Kritikar Awards, which focuses on encouraging creative talent at the regional level.