AMO Communications has won the prestigious UNFPA-Laadli National Creative Excellence Awards for Social Change by ‘Population First’ for the category – print ads (cartoons) . AMO Communications also bagged the bronze at the Outdoor Advertising Convention (OAC) Social Awareness Campaign competition, presented by Outdoor Advertising magazine (OAM) & Indian Outdoor Advertising Association (IOAA).
The winners were announced at a grand award ceremony at the OAC 2008 convention, held at Nehru Science Center, Worli on 28th June 2008. The contest was launched by IOAA to creatively highlight social issues that needed to be addressed. The winning concepts would be rolled out as a campaign across outdoor formats in the country. The competition received more than 3000 entries from across the country and was judged by a jury of senior advertising, marketing and media professionals headed by Pratap Bose, CEO, O&M. Minoti Shetye and Gwendoline Fernandez, from AMO Communications, bagged the bronze for their entry on ‘Stop Domestic Violence’.
“The recent spate of awards for AMO proves that our pursuit for creative excellence has now become a process. A lot of social messages are shocking but fail to connect with the heart. The trick in designing communication aimed at influencing social change is to create something that connects with the heart. The message must convert to action, only then it would have achieved success. I think this is exactly what the team has achieved ,” Elvis Dias, Managing Director, AMO Communications said .
Suneel Katarnave – Art Director and Viral Bhatt – Copy writer, teamed up to execute the campaign idea. The awards were open to creative professionals from any organisation and also to freelance professionals. The categories for the awards included TVCs; slogans, lyrics and songs; print ads-cartoons; posters-outdoor media; photography; and innovative merchandise materials. The entries were judged by some of the stalwarts in the advertising industry viz. AP Parigi, MG Parameswaran, Pranesh Misra, Mohammed Khan, Pradeep Guha, Priti Nair and Ramesh Narayan.
“We have set aside a budget to actively promote communication towards initiating social change and will be executing such campaigns across various mediums. This gives us immense satisfaction. Next on the line is a campaign to deter the spit fire types from painting the town red, with an edible but non-edible substance, called paan,” Elvis Dias said.
‘Population First’, a Mumbai based NGO working on population and health issues within the framework of women’s rights and social development had instituted these awards to specifically target the social issue of female foeticide and falling sex ratio in the country. ‘Laadli’ is the name of an ongoing girl child campaign in Mumbai.
Said Bob D’Silva, Creative Director, AMO Communications, “We, at AMO, are glad that we are doing our bit for the society. Honestly, the awards and cash are but incidental. “
AMO – the acronym for ‘Analysis of Marketing Opportunities’ is a Percept-Hakuhodo company. AMO works on a model that is based on the bottom-up approach to planning marketing communication, and is specially designed to mine insights in cluttered / generic categories. AMO believes that its role as an marketing communications agency is to bridge the divide between a brand and its consumers by staying close to the consumer, keeping tabs on his desires and aspirations, and then designing communication by finding an appropriate slot to slip the brand into the need gap.
Percept Limited, an entertainment, media and communications company, today, is at an enviable leadership position with a team of 1200 people and 62 offices in India and the Middle East and a capitalized billings of about INR 2,000 crores (FY’08).