The Advertising Standard Council of India (ASCI) has announced the winners of the ‘ASCI Mobile Movie Challenge’ during the event of Goafest 2012, the Creative Abbys. The competition was conducted to promote responsible creativity, and to encourage self regulation in Advertising, under the theme of ‘Creativity with a conscience’.
The winning entries came from team Leo Burnett consisting of Nikhil Pai, Abhinit Agarwal and Almas Ahmed and team Ogilvy & Mather consisting of Parth Gadhiya, Harshad Salian, Aishik Sengupta . All the six winners received an iPad sponsored by media house, Rajasthan Patrika. The competition received a total of 120 registered entries through 41 mobile movies, from across the country. Of all the movies registered, 8 were shortlisted by a jury of eminent ad-makers and 2 were chosen as winners.
As per the contest, teams of three young professionals, under the age of 30 years, were asked to create a short film (between 30 and 60 seconds), using their mobile handsets. Each team was assigned a mentor film maker who guided the team members on the nuances of film making. The teams were asked to create the art forms on one of the four briefs provided by ASCI which were based on the four tenets of ASCI's code of self regulation:
1. Honesty and truthfulness in advertising
2. Decency in advertising as per generally accepted societal norms
3. Safety and avoiding exploitation of vulnerable sections of society, especially children
4. Fairness in competition
Commenting on the competition, Subhash Kamath, ASCI Board Member, said, “Through this competition, we wanted to inspire young professionals to abide by the guidelines set by ASCI and implement the same in their work. We’re extremely happy with the kind of response we’ve received and thankful for all the support. Next year, we hope to make this initiative larger and stronger by reaching out to many more media, advertising professionals.”
The films were showcased at Goafest 2012 and uploaded on youtube.com.