Mumbai: The India chapter of the International Advertising Association (IAA) hosted the eleventh edition of its annual Olive Crown Awards 2021 acknowledging the remarkable work of those individuals who drove the message of sustainability or ‘green advertising’.
‘Green Campaign of the Year’- Gold was bagged by Bhamla Foundation for ‘Dhakk Dhakk Dharti’ while IIFL Home Finance Ltd won the ‘Green Brand of the Year’- Gold. ‘Green NGO of the Year’ - Gold went to Project Mumbai for ‘The Mumbai Plastic Recyclothon’. ‘Green Campaign of the Year’- Silver was bagged by Ogilvy for ‘I Will Wear Out Plastic’. Heartbeat Creative Lab, Taiwan led the pack as they bagged four Gold & two Silver followed by Ogilvy with six Silvers at the Olive Crown Awards 2021.
An eminent jury comprising media professionals such as Havas India chairman & chief creative officer, Bobby Pawar; BBDO India chairman & chief creative officer, Josy Paul; Wunderman Thompson South Asia regional creative director, Tista Sen; House of Awe co-founder, Carlton D'silva and Reliance Industries Ltd advisor, Kaushik Roy, shortlisted the winners through a rigorous process.
The event, which had Zee Entertainment as its presenting partner and Discovery Communications as the associate partner, was attended by the who’s who of the ad world, including senior marketing, media, and advertising professionals from across the country. This year's awards received over 200 entries across 20 categories.
The state minister of environment, tourism and protocol Aaditya Thackeray was felicitated as ‘Green Crusader of the Year’ for his efforts to save the Aarey Forest in Mumbai, active promotion of urban forests in cities across Maharashtra, and hands-on approach in beach clean-ups. Addressing the gathering he said, "This award is very special for me and I take this as an encouragement for me to go ahead and take the stride to work more for climate change mitigation. I was on my way here and I was thinking what do I ask from you. When you meet an august crowd of the best people in communication, I think I can only ask for your help in communicating the climate emergency we faced today."
IAA - India chapter president and managing director – South Asia, Discovery Communications India, Megha Tata said, “In the last 11 years of Olive Crown we have seen campaigns and brands go from doing ‘something green’ to being vested in sustainability and we are glad that this is a platform to showcase work that can inspire. One of the things 2020 taught us is that Nature loved our lockdown! But we need to find this balance and co-exist every single day! And some of the campaigns we have seen this year, have presented this balance beautifully."
IAA Olive Crown Awards, chairperson and Hungama Digital Media Entertainment, founder & CEO, Neeraj Roy said, “Over the next two decades, your entire customer base and your teams - the talent you are hoping to attract will largely be millennials and Gen Z and we know that they rate a brand’s ethics and sustainability higher than ever before so it will be impossible and impractical to ignore these trends. Brands, media, advertisers, agencies, and marketers, essentially the core of the IAA community, has always played a key role in communication for centuries and it is encouraging to note that brands here in India too are taking note and actions toward sustainability and a greener planet in their product offerings."
