Business is what business sells. Keeping that adage in mind, CNBC-TV18 introduced a new category at IBLA-2012 - the Brand Of The Year award. Supported by CNBC-TV18's longest running feature,Storyboard, some of the best brand campaigns of the year gone by, vied for the top honours in the category. The first round of rating was done by surveying a select group of chief marketing officers, national creative directors and media agency CEOs before allowing the IBLA grand jury to make the final selection
It would be no exaggeration to say that this jury of seven business leaders is amongst the country's most brand-conscious. Add to that a jury chairman who is a die-hard fan of Indian brands, it promised to be an interesting round of debate to select the Brand of the Year award.
N Chandrasekaran, MD & CEO, TCS and jury member, IBLA 2012, said "Clearly, I would have chosen Airtel even if these six other campaigns would'nt have been there and every other member of the jury chose Airtel as well. The ad was cool and it really achieved the purpose of presenting a younger brand for a younger generation."
The Airtel campaign was designed by Taproot India with Madison as the media agency. The campaign repositions Airtel as a youthful brand reaching out to the younger half of India.
"I think everyone liked the campaign because they felt connected to it. It connected well with young India, it got the idiom right, it got the music right, it got the craft right and most importantly, it presented and connected the idea of Airtel as a brand which is young with young India," explained Raghav Bahl, MD, Network18 and jury member, IBLA 2012.
So on November 2, the team behind Bharti-Airtel's crackling ad campaign will claim their crown for the Brand Of The Year.