Apocalypso Filmworks wins Abbies for Aajtak ad film

NEW DELHI: Aaj Tak has bagged the silver trophy for the best media campaign of the year at the ABBY Awards 2003. Akhil Mishra bagged the best actor award for Aaj Tak campaign and Pradeep Sarkar of Apocalypso Filmworks won the best director awards for the Aaj Tak TVC campaign.

Speaking to, veteran ad film maker Pradeep Sarkar says: "The Aajtak team gave us an exhaustive brief and total freedom and liberty to think of the concept. They wanted us to be contemporary but refrain from being newsy. The themes we developed was about the issues facing today's society."

Commenting on the channel’s latest achievement, Aajtak CEO G Krishnan was quoted in a press release as saying: “This is yet again an example of the creativity and uniqueness in presentation that we maintain. We are thankful to our viewers, advertisers and other associates who have supported us all along in our endeavours to make Aaj Tak the best news channel in the Indian sub-continent.”

The communication objective of the TVC campaign was to showcase Aaj Tak’s position as an eye-opener and opinion creator through relevant and credible news. The concept of the advertisement had to appeal to the viewers, and since humour has universal appeal, Aaj Tak looked at situations where it could bring out this serious facet of the brand with an underlying sense of humour.

Perhaps, this was the reason why the O&M creative whizkids gave a standing ovation to the film maker Sarkar when he walked up to the stage to receive the award.

Talking about the ad concept, Krishnan further added: “The challenge was to highlight Aaj Tak’s uniqueness of providing credible news at the earliest. The idea of using a black and white, humorous and old style juxtaposed with contemporary themes was to emphasize the changes that it makes in our lives. The ABBY award is a sure sign of the appreciation and success that the ads have achieved."

"If we had used normal colour, it would have looked like any normal documentary. By using black-n-white background, we managed to raise the curiosity of viewers!" says Sarkar.

ABBY awards are considered to be the most prestigious awards in the advertising industry and around 2400 entries were vying for 17 awards in various categories.

Latest Reads
Sourav Ganguly becomes undercover delivery boy for Pizza Hut

What if you were standing in a queue and suddenly discovered that the person standing next to you is your favourite celebrity or hero? Will you be starry-eyed, nervous or excited? That’s exactly how people assembled at the Sourav Ganguly Cricket Academy in Kolkata on 15 May felt. After all, they...

MAM Marketing Brands
Virat Kohli promotes multigrain chips

Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group launched IPL's longest ad this year for its healthy snacking brand Too Yumm!

MAM Media and Advertising Ad Campaigns
IRCTC Partners with ixigo for Hotel Bookings

Leading travel marketplace ixigo has partnered with IRCTC to exclusively power hotel bookings for IRCTC users. Through this partnership, ixigo’s wide range of accommodation offerings from its domestic and international hotel partners and OTAs will be available on IRCTC’s web and mobile platforms.

MAM Marketing Brands
Publicis launches AI powered tool Marcel

Publicis Groupe has unveiled Marcel - named after Publicis Groupe founder Marcel Bleustein-Blanchet - an AI-powered innovation that will accelerate transforming the organisation from a holding company to a platform, creating the first truly borderless, frictionless enterprise workforce, comprised...

MAM Media and Advertising AD Agencies
F&B cos reduce sugar to target health-conscious customers

MUMBAI: There’s never been a better time for fitness brands with the younger generation becoming more and more health conscious. With almost sedentary lifestyles, people are opting for healthier eating and exercise options to stay fit. Brands are ensuring their communication shows their commitment...

MAM Marketing MAM
Kundan Gold Refinery launches campaign for gold coins

MUMBAI: Gold has deep routed significance in the Indian culture, its traditions and is an integral part of religious connotations. It holds an auspicious status in Indian marriages and considered to bring blessings of Goddess Lakshmi for the bride and groom. Therefore, people are more conscious and...

MAM Marketing MAM
Twinkle Khanna joins Kohler as ambassador

MUMBAI: Kohler Company, the global leader in kitchen and bath industry, partnered with interior designer, author and former Bollywood actress Twinkle Khanna for its latest campaign, ‘Colours by Kohler’. The campaign is meant to inspire people to bring colours in the bath space with confidence...

MAM Media and Advertising People
Piramal promotes super loans in latest campaign

MUMBAI: Piramal Housing Finance has launched a series of TVCs to promote super loans by the company. Piramal Housing Finance head of sales and marketing Mayank Jain says, “Tagvinnatti team has been a delight to work with. Along with their remarkable servicing skills, they bring rich experience and...

MAM Media and Advertising Ad Campaigns
HSBC's global media business moves to Omnicom's PHD from WPP

MUMBAI In a major blow to WPP, HSBC Bank has handed over its global media business to Omnicom’s PHD. The agency won the business following a review which began in January along with Mindshare and Dentsu. In a press statement, HSBC said, “We have selected PHD as our preferred media planning and...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories