Kyoorius launches Melt, 2-day ad, media & marketing festival

01 Apr,2015

By A Correspondent

 

Transmedia Fine Papers-promoted Kyoorius has launched Melt 2015, a festival of creativity for the advertising, media, digital and marketing industry in partnership with Zee Entertainment, media services conglomerate GroupM and London-based creativity body D&AD.

 

The festival will take place on May 21 and 22 in Mumbai at the National Sports Club of India (NSCI) and neighbouring Nehru Centre, culminating in the Kyoorius Advertising and Digital Awards night on May 22 at the NSCI. “We expect over 5000 people over the two days which will be packed with seminars, exhibitions and workshops,” said Rajesh Kejriwal, Founder and CEO of Kyoorius who has curated the event, adding that the intent is to build the event around four pillars: Learning, Networking, Showcase and Celebration. “Our objective is to see everyone carry a key takeaway from each of these buckets,” said Kejriwal. The Kyoorius Awards will continue to have Colors as the presenting sponsor.

 

Punit Goenka

Said Punit Goenka, MD & CEO of Zee Entertainment Enterprises Limited (ZEEL): “Zee is proud to partner with Kyoorius at Melt 2015, which promises to be India’s largest celebration of creativity. Zee Melt offers us a platform to curate and present thoughts and lessons that all of us in the business need to know.“ Zee is also hosting the third edition of its Mindspace series at Melt with leading marketing heads from global and Indian corporations in attendance. “We are also looking at crowdsourcing content ideas, where we will give people the opportunity to put forth their ideas which Zee will then evaluate,” Goenka said.

 

Added Tim Lindsay, CEO of D&AD in a statement: “Engaging the wider marketing communications industry in a conversation about excellence – in insight, creativity and execution – can only have positive economic, cultural and social outcomes. This is at the heart of what D&AD and Kyoorius are about.” Like last year, the judging process of the event will continue to be powered by D&AD.

 

CVL Srinivas

Talking of GroupM’s association with the event, CVL Srinivas, CEO, GroupM South Asia said that while there is a lot of talk about digital media, technology and data, “ultimately, ours is an ‘ideas’ business. We continue to support many initiatives that act as a rich learning ground for the industry. We will be partnering with Kyoorius and Zee to help curate the event and organise some interesting sessions around creativity in the digital era.” GroupM in partnership with HT Media Group and Kyoorius will conduct a print advertising contest, where entries will be invited from not only the creative community in advertising, but from young professionals who have a great print idea to share on the given brief.

 

While attempts are made to not compare Melt with Goafest officially, the three-day festival held in April in Goa by the Advertising Agencies Association of India and the Advertising Club, industry persons are looking forward to both events. Srinivas believes it’s incorrect to compare the two and said GroupM is actively associated with both events as also with many such initiatives. Said Goenka: “We are confident of what Melt is going to deliver for the industry, and that’s why Zee has chosen to partner it.” And Goafest? “We’ve been associated with it in the past, and will continue our association with it,” Goenka clarified.

 

Elaborating on the way he has built the festival, Kejriwal said Melt has no sponsors. “We only have partners. So, Zee is a principal partner, GroupM and D&AD are strategic partners, then there are other partners who are bringing in content in some way or the other.” The IP of each of the events at the fest will be owned by the partners, he added.

 

Partners include Zee, GroupM, D&AD, Hindustan Times, Happy Finish, afaqs, Pepperfry, Future Laboratory, Hyper Island, The Partners, BrandMusiq, One Eyeland, Maxus, Youtube, Google, BARC and many more in the pipeline. Details on Melt can be accessed at readytomelt.com.

 

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