POY India to judge advertising campaigns too

Sumedha Srivastav - Televisionpoint.com | Mumbai
Product of the Year (POY) India, an independent survey on product innovation, will now also judge the advertising campaigns behind the products also.

The ad campaigns of the winners of the POY 2010 awards will be judged and for the same the winners of the POY awards have to submit all communication material created for the advertising, such as TVC, print ads, point of sale material, posters, direct marketing material, digital campaigns etc.

Charulata Ravi Kumar, chief executive officer, Product of the Year India, says, "POY awards indicate the credibility and competitive edge of the product or brand and actually help winners to increase their sales. The success of a new product launch depends on a total partnership between the brand and the ad agency teams."

The two best ad campaigns will get the advertising award and the brand teams of both the ad agency and the manufacturer or client will be rewarded with a free international trip.

Apart from introducing the advertising awards, POY has added a few more product categories for its 2010 awards. Some of the new product categories include fashion, lingerie, household and kitchen appliances.

The POY awards are finalised on the basis of a multi-stage process. In the first stage, companies are invited to enter the contest by submitting details of their retail product, launched in the last 24 months. A company can submit as many products as it wants in the listed categories of more than 26 products.

In the second stage, a panel of jury members consisting of experts from various fields such as manufacturing, marketing and journalism shortlist products based on the details filed by the company and create a list for the final round.

In the final round, a consumer survey of more than 40,000 respondents is conducted by market research firm AC Nielsen and a list of winners is created.

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