Advertising is perceived as an industry of young minds because it is believed that young people are more capable of thinking out of the box and come up with hard-hitting revolutionary ideas. While this is largely true, the challenge lay in providing them international exposure and provide them a platform to gauge the weight of their ideas with the standard of ads created internationally. This will help to raise the bar for the Indian advertising industry since more exposure will do them a world of good.
Two platforms were provided to help young talent showcase their creativity on a global scale – Young Lions and Young Spikes. In both these competitions, national teams of young, creative media and marketing professionals from around the world got a chance to compete against each other and win the titles. The Young Lions Competition had 3 competitive categories – Print, Marketing and Media, whereas in Young Spikes, there were only 2 – Media and Integrated.
The participants had to be under 30, employed within the creative communications industry, and had to first prove themselves as the best of the best in their own country by participating in the local competitions. In India, The Times of India was the official partner for both the Awards, and ran the local competitions to select teams in the lead-up to the Festivals.
Young Lions Competition
The winners of the Young Lions title – Raisa Chakravarty, Anupama Sharma – ITC (marketing) Ankita Israney, Bhaumik Vyas – Mindshare (media) Yash Modi & Omkar Raccha BBDO India (Creative) – went to the final round of competition at Cannes Lions.
Young advertising professionals in India participated wholeheartedly. In 2017, the total number of entries received was 120 in the Print, Marketing and Media categories. This was in response to 15 ads that were released across 3 publications – ET, TOI and BE. In 2018, the numbers rose – a total of 179 entries were received in the same three categories. Here too, 15 ads were released in a similar fashion along with social media engagement, posters in the agencies and emailer reminders.
Young Spikes Competition
Young Spikes is an offshoot of Spikes Asia, and the winner of the Young Spikes title went into the final round of competition at Spikes Asia.
The initiative received 100 entries and 2 winning teams travelled to Singapore to participate in Spikes Asia – Shriya and Shikha from Mindshare won in the media category, and Kulteja and Neenad from CreativeLandAsia won it in the integrated category.