CIDCA 2013: Draftfcb-Ulka team cracks Laadli Live Brief - Digital

An entry from a three-member team from Draftfcb-Ulka’s has been chosen the winner in the Laadli Live Brief category of the Campaign India Digital Crest Awards (CIDCA) 2013.

As part of the Campaign India Digital Crest Awards, and the DMA Echo Awards India, a new category was introduced: Laadli Live Brief. While the DMA Echo Awards invited direct mail campaigns, the brief for CIDCA was to create a digital campaign to generate funds for Laadli, an initiative by NGO Population First.

Draftfcb-Ulka team cracks Laadli Live Brief

‘The Laadli Canvas - The World’s Longest Virtual Art Gallery by Kids’ entered by Haresh Moorjani, Chaitanya Joshi and Aditi Khokhani of Draftfcb-Ulka was chosen winner by Population First.

Dr Sharada explained the choice: “The Laadli Gallery wins hands down. It is simple to execute and promote through schools and also at birthday parties. All parents love to see their child's picture displayed and children would be the prime movers of this campaign. It can be launched on Children's Day and promoted through schools. More importantly it helps us to reach out to our target audience, that is parents who are likely to have a second child and may be making a decision regarding the gender of the second baby.”

Population First is inviting sponsors to support execution of the project, ‘The World’s Longest Virtual Art Gallery’.

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Direct: M&C Saatchi entry impresses

The Live Brief category in the DMA Echo Awards saw four shortlists, but no winner. On the entry that impressed them the most, Dr AL Sharada and Bobby Sista from Population First picked ‘Battery’, sent by Prasad Acharya from M&C Saatchi.

“It emphasises the need for balance and the importance of both men and women to make a difference. It is very positive and in tune with our concern with gender equality. Being a consumable item, it can be distributed again and again to the same group of people and is also less expensive to produce,” said Dr Sharada, program director.

The NGO is studying the feasibility of executing the idea.

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Laadli Live Brief entries were shortlisted by Campaign India and judged by Population First for both awards.