Zee partners Kyoorius to sponsor ~75% of Kyoorius Creative Awards entry fee

24 Jan,2020

By A Correspondent


Entertainment major Zee Entertainment Enterprises Ltd (ZEE) and Kyoorius have announced a unique offer for the advertising fraternity which will see Zee funding around 75% of the awards entry cost incurred by the creative agencies, making their participation in the Kyoorius Creative Awards significantly less expensive. Punit Goenka, MD and CEO, Zee & President, International Advertising Association (IAA), Rajesh Kejriwal, Founder & Director, Kyoorius and journalist Anant Rangaswami made the announcement. To be called the Zee Kyoorius Creative Awards, the last date for receiving entries is April 10, 2020 and the awards are scheduled to be held on June 5, 2020 in Mumbai.


Last year, Kyoorius Creative Awards had received 2600 entries. Given the entry fee of Rs 15,000 and Zee taking care of Rs 11,000, it could well be a spend between Rs 2.75 and 3 crore.


Punit Goenka and Rajesh Kejriwal

The move, notes a communique, is provoked by the acknowledgement of the challenges faced by the creative fraternity, and encourages increased participation while significantly reducing their award entry budgets. It further added: “Recognising budget constraints and immense pressure on margins experienced by the agencies, Zee has announced this support to ensure that every creative work finds its due share of recognition and appreciation. A significant reason for Zee’s support to the advertising fraternity is the fact that, as an Entertainment Company with strong and established businesses in the realm of broadcast, films, music, digital and live entertainment, the company has been a direct beneficiary of the immense creative talent of the Industry. With this initiative, Zee recognises and applauds the creative quotient of the industry, which complements the entertainment environment through the creation of television commercials, and the significant contribution of the community through their involvement in TV programming, films and content for digital platforms.”


Speaking on the announcement, Goenka said: “We are extremely proud of our symbiotic relationship built with the advertising fraternity, both media and creative, in this journey of entertaining the world. We firmly believe that no creative work should be deprived of being showcased, appreciated or recognised due to commercial constraints. Our association with the Kyoorius Creative Awards enables us to make this disruptive and much-needed change in the current ecosystem. I am glad that this initiative is also in line with IAA’s overall approach of democratizing the advertising world.”


Added Kejriwal: “As we step into the seventh year of the Kyoorius Creative Awards, it gives us a great sense of satisfaction to witness the immense support expressed by the creative community and marketers. This initiative would not have achieved the success levels which it has without the investment of time and energy of all the players in the value chain. We are delighted that Zee has taken a yet another thought leadership stance by supporting the creative community through its association with the Kyoorius Creative Awards. The support from Zee will not just democratise the awards ecosystem, but will also disrupt the existing power structures.”

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