Mindshare, Network Advertising win Young Spikes Media and Integrated Competition

The Advertising Agencies Association of India (AAAI) has announced the winners of Young Spikes Media Competition 2010 India, and the Young Spikes Integrated Competition 2010 India. Paridhi Johri and Deepa Raghuraman of Mindshare, Mumbai were declared the winners of the Young Spikes Media Competition; while Aditya Seshadri and Prachi More, team members from Network Advertising, Mumbai were hailed winners of the Young Spikes Integrated Competition.

These two competitions were organised by the Advertising Agencies Association of India (AAAI) and were supported by the Times Group to encourage young creative talent in the country and provide them with an opportunity for international exposure.

The two-phase judging of competitions was completed today, with participation of eminent members of the industry acting as the jury. Jasmin Sohrabji (Radeus), Nandini Dias (Lodestar UM), S Yesudas (Vizeum) and PRP Nair (Media Direction) were the jury members for the second phase of judging of Young Spikes Media Competition 2010, India while Shripad Kulkarni (Allied Media), Gowthaman Ragothaman (Mindshare), Vanita Keswani (Madison), Divya Gururaj (Mediacom) and Pratap Bose (Mudra Max) were the jury members for the first phase of judging.

For the record, the theme for this year's Indian competition was 'Driving traffic discipline in young India'. The task was to persuade the urban youth belonging to SEC A, B, and C to follow all traffic rules and adopt a certain traffic discipline with a view to reduce travel time and make it safer. The indicated budget was Rs 20 crore, spread over six months from October 1, 2010 to March 31, 2011.

Rather than tactical media plans, the competition required the participants to develop a conceptual media planning approach, explaining why a medium was selected and how it was intended to be used to powerfully drive the objective. The participants had to demonstrate the strategic idea clearly across the selected media channels.

The judges evaluated the teams based on the approach selected to reach the precise target audience and the strategy and tactics adopted to encourage the TG (target group) to take the desired action.