Mosaic II: Reliving the Best of Print

10 Apr,2013

 

By Johnson Napier

 

Goafest 2013 saw agencies, big and small, make a beeline with their coveted entries at the Zuri White Sands in Goa. The hope was that the absence of the number one agency would lead to high possibility of others winning some metal at the festival. To everyone’s surprise, the number of entries that were submitted at the festival was the maximum ever entered so far.

 

While the deserving entries across categories were awarded their share of merit at the festival, it was not just the teams from agencies who were rejoicing at the wins. They were joined in spirit and body by clients who were as excited in seeing their brand make an impact in the marketplace.

 

While clients now acknowledge the uniqueness that the forum offers and make it a point to attend the festival, there is still not enough done from their end in recognizing the efforts put in by the workforce across agencies. Sensing an opportunity, print major Dainik Bhaskar Group showed its appreciation by unveiling the second edition of their much-appreciated work, Mosaic at Goafest.

 

Through Mosaic, the Dainik Bhaskar Group lends recognition to and establishes a platform for creative agencies to showcase their best print work. Grander than its previous edition, Mosaic 2012 features 121 print campaigns across 105 brands from 31 top agencies. This number is significantly higher than the first edition where works by 70 brands created by 23 leading creative agencies in India was curated by the Dainik Bhaskar group. In fact, this year is more special as it features additional inclusion of select regional print work and the personal favourites section wherein industry experts offer their insight on what makes a print ad work.

 

Highlighting the experience witnessed in compiling the second edition, Sanjeev Kotnala, VP – Brand & Marketing, Dainik Bhaskar Group said, “The second edition has more campaigns and brands in it. And yes, this time we do see a decent inclusion of regional – language work too. Also, the favourites have been picked by a mix of seniors from marketing and media.”

 

Mr Kotnala added, “The entries featured in the book are by invitation only. We have, in consultation with our partner Afaqs, invited large agencies well-known for their creative to submit their work – agencies that have in the past won awards.”

 

The book features creatives handpicked by creative heads across agencies. While each agency has submitted 5 entries, an exception has been made with DDB Mudra that sent 12 campaigns. Said Mr Kotnala on this decision, “The team looking through the entries found that all the entries submitted by them should be included for their excellence. Dropping any one would have been wrong in this case.”

 

As was the case with the first edition, the second edition also contains a section – A different point of view – which sees seven industry heads select their favourites among the lot. Manish Vyas of VIP industries, Manisha Lath Gupta of Axis Bank, Santosh Desai of Future Brands, CVL Srinivas of Group M, Lara Balsara of Madison World, Mallikarjundas CR of Starcom Mediavest and Shripad Kulkarni of Allied Media have all presented their favourites from the list.

 

The book was unveiled on the sidelines of Goafest along with the Dainik Bhaskar-sponsored IAA Debates by media industry captains: Prasoon Joshi, Vikram Sakhuja, Partha Sinha, Monica Tata, Anupriya Acharya, and Srinivasan Swamy. Industry stalwarts like Sam Balsara, Shashi Sinha, Nakul Chopra, Jishnu Sen, Alok Lal, Sanjay Naik, Bobby Pawar and KV Sridhar among others were present too.

 

On the response that the book has managed to elicit so far, Mr Kotnala said, “The second edition has been appreciated and we had enough people at Goafest coming and asking for it. It is too early, but last year we had more than 8,500 downloads and more than 4,500 copies distributed. We expect the second edition to obviously fare better.”

 

In fact Mr Kotnala and team are already brainstorming on what the third edition of the book should look like. On his expectations from agencies for the third edition he said, “Agencies qualify themselves for it. And we do not have any preference or bias but hopefully we would see more work being produced in languages.”

 

And it’s no surprise where the third edition of the book will be launched. Asserted Mr Kotnala, “We shall, like this year, bring out Mosaic III before or during Goafest.”

 

MxMIndia presents glimpses of some of the creatives shortlisted by experts…

 

 

Manish Vyas
Vice President – Marketing, VIP Industries Ltd.

“A great initiative to bring together some of the best work in the industry. I am sure it will inspire many greater campaigns in the future.”

 

 

 

Top 5 choices

Click on the image for larger view

 


 

Manisha Lath Gupta
Senior Vice President and Chief Marketing Officer, Axis Bank

“This book is a great study, as there is so much to learn from this collection of print ads. Many of them inspire marketers to think differently and take more risky decisions on creative.”

 

 

 

Top 5 choices

Click on the image for larger view

 


 

Santosh Desai
Managing Director and Chief Executive Officer, Future Brands Ltd.

“Its a good initiative but needs more real work to become truly meaningful.”

 

 

 

Top 5 choices

Click on the image for larger view

 


 

CVL Srinivas
Chief Executive Officer – South Asia, GroupM

“Hats off to Dainik Bhaskar for continuing this initiative. This compilation is adequate proof that print as a medium can be as effective as any other.”

 

 

 

Top 5 choices

Click on the image for larger view


 

Lara Balsara
Executive Director, Madison World

“Great idea to further the cause of print. Can become a collector’s item.”

 

 

 

 Top 5 choices

Click on the image for larger view


Mallikarjunadas CR
Chief Executive Officer, Starcom MediaVest

 

 

 

 

Top 3 choices

Click on the image for larger view


 

Shripad Kulkarni
Chief Executive Officer, Percept Media”An excellent initiative which can probably be taken to a higher plane and level to address the serious concern of lack of support to print from ‘creatives’ in a more holistic manner.”

 

 

Top 5 choices

Click on the image for larger view

 

Text and images published with permission of the Dainik Bhaskar group. The e-book can be downloaded from http://www.bhaskar.com/mosaic/

Post a Comment 

One response to “Mosaic II: Reliving the Best of Print”

  1. K Iyer says:

    Nice collection! where do I get a copy?

Videos