“The ABBYs are not just a way to celebrate and encourage the next gen but is a platform to recognise and celebrate new-age advertising which is omnipresent in the world we live in today,” says Ahmed Aftab Naqvi, global CEO and co-founder of GOZOOP Group. Naqvi was the jury chair of the Mobile category of ABBY One Show Awards. In an interview with Storyboard18, he shares his views about the quality of work at the ABBYs this year, what it takes to win an ABBY, and why the ABBY is the Indian Premier Advertising Fest.
Edited excerpts follow.
How was the quality of the entries this year at the ABBYs?
As a jury chairman, I am delighted to describe the quality of entries at this year’s ABBYs as nothing short of remarkable. The submissions truly showcased the highest level of creativity, innovation and strategic thinking in the Indian advertising industry. Having been part of multiple previous ABBY juries over the years, I must say that while the quantity in some of the categories has increased, the quality has remained of the same high standard that we expect at the Indian Premier Advertising Fest.
Did you have set expectations? Did the work meet those expectations?
If anything at all, they pleasantly exceeded expectations. The high quality of entries made the task of selecting the winners extremely challenging for the jury. It is a testament to the remarkable talent and competitiveness within the advertising community. Overall, the quality of entries and their competitiveness at this year’s ABBY Awards was a reflection of the excellent work being done in the field of advertising in India, and a true celebration of creativity, strategy, and innovation.
What according to you makes for a winning work at an award show like the ABBYs?
It is important to see how a real problem—whether for a business, for the society or for an individual—is being solved creatively with measurable impact. Work should not be created just for the purpose of winning an award. It is easy to spot such work and the strongest processes along with jury deliberations will always weed it out. Four things, or 4 ‘i’s can be kept in mind:
1) Insight and strategic thinking. Winning works demonstrate a well-defined strategy that aligns with the brand’s challenge while having a deep understanding of right audiences and platforms.
2) Idea that solves a real problem leveraging creativity. Award-winning works often showcase originality, fresh perspectives and innovative ideas. They push creative boundaries and challenge the norm, captivating the audience with unique and interesting ways to solve the problem.
3) Implementation of the idea and execution that is done well. Attention to detail and a high level of finesse are essential aspects of a winning entry. The execution should be flawless, with impeccable production quality and a keen focus on aesthetics, whether in print, audio-visual or digital formats.
4) Impactful results. Winning works should have a tangible impact on the intended audience and achieve measurable results. Whether it’s an increase in brand awareness, sales, increase in CLT, engagement, etc, the effectiveness and real-world outcomes of the campaign are critical for it to have a chance of winning. And don’t forget to dot your i’s with imagination and ingenuity.
Do you think awards like the ABBYs are a way to celebrate and encourage the next gen? Is it really helping? What can be done better?
The ABBYs are not just a way to celebrate and encourage the next gen but a platform to recognise and celebrate new-age advertising which is omnipresent in the world we live in today. It is a true reflection of the times we live in and advertising moving with it. With expanded categories across digital, a lovely mix of experience and next gen in the jury and a governing council that is always motivating and encouraging emerging talent—I strongly believe that the ABBYs have done all the right measures to inspire the next gen. It is now up to the next gen to leverage this fantastic platform and accelerate their journey.
Last year, a bunch of work put India on the top of the global creative map. What according to you does it take to set new benchmarks for Indian creativity?
Originality and freshness in creativity. Indian advertising has shown its mettle over the years to shine at the global stage and I have no doubt that this year will be no different. In fact, Indian creativity across industries is shining bright at the biggest platforms on the international stage and advertising is certainly playing its role. Beyond being creative, we Indians also have a technological bent of mind. This has become a potent combination to solve real problems in this new world and some of it we also see putting India on the top of the global creative map. As a part of the Indian advertising industry, we should all be proud of the remarkable work being produced, as it continues to push boundaries and redefine what is possible in the field of advertising.
Read more: Goafest 2023: What made the cut at ABBY One Show Awards this year?