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Digital advertising not all pervasive yet: Nitin Mathur

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shooting-starsIn an initiative to encourage innovations in digital advertising, the ad fraternity, Yahoo India has launched the ‘Shooting Star’ contest. While the contest is not just restricted to digital advertising, the larger thought behind the initiative, besides engaging the ad and the B2B community, could be to encourage young professionals under the age of 30 to explore the wider opportunities in digital advertising.

Nitin Mathur

Nitin Mathur, Senior Director & Head, Marketing, India and SE Asia, Yahoo

Nitin Mathur, Senior Director and Head, Marketing, India and SE Asia, Yahoo, says that besides promoting young talent, this contest will help Yahoo in generating ideas that can be linked back to its business. “This will allow us to get ideas to solve real-life business problems converted into a communication brief.”

Yahoo has been associated with such initiatives in the past as well. Yahoo Big Idea Chair, for instance, recognises creativity in digital advertising. Explaining the rationale behind this property.

The contest that kicked off earlier this month, is being organised in association with production house, Flying Saucer, and is restricted to contestants under the age of 30. However, participants can be from any profession and necessarily need not be from the advertising fraternity.

The contest opens up an opportunity for young writers to write an ad-film based on a real brief from Yahoo.
The selected script will be produced by Flying Saucer for Yahoo and the work will also be sent to the Cannes International Festival of Creativity.

Pushpendra Misra, Founder-Director, Flying Saucer

Pushpendra Misra, Founder-Director, Flying Saucer

Pushpendra Misra, Founder-Director, Flying Saucer, feels that “creatively juicy campaigns are often given only to senior people”, hence the contest will allow young professionals to showcase their talent.
The last date for submission of entries is January 31, 2013. The winner will be announced on February 15 by a jury that comprises Mathur from Yahoo and Misra from Flying Saucer, along with Malvika Mehra, NCD & Senior VP, Grey Worldwide and Sonali Bhatia, Head of Design, Flying Saucer.

The final product of this contest – the ad film will be used on different properties of Yahoo. According to Mathur, the film idea will be media agnostic and not limited to any particular channel.

At the same time, such a move will also help unearth innovative ideas for the digital space and engage the digital community. Despite the meteoric rise in the number of internet users and number of brands using the digital space to engage with their target audience, is there a paucity of creativity in digital?
According to Mathur, while there is a lot of original thinking that is already happening in digital, the brightest ideas are the ones that can quickly translate into multiple mediums. “When we conduct workshops with agencies, they are mostly tactical in nature. People have started thinking about creativity with digital at the centre of it, but it is not all pervasive yet,” he adds.

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