ASIA-PACIFIC – INDIA, APRIL 3, 2013 – In the wake of the controversy behind JWT India’s scam ads, Creativeland Asia has decided to bow out of Goafest 2013 and all other creative awards in India until the local advertising community takes on the issue critically.
Founder Sajan Raj Kurup also resigned as Goafest’s jury chairman for Digital, pertaining to the issues surrounding the awards as "depressing".
In a letter to the jury, Kurup pointed to the proliferation of scam ads in India. “It is a harsh reminder of how deep-rooted scams are in our country. The double-standardness of its consequences and our approach to it depresses me. I remember the pressure of winning awards when I used to work for an agency as well. When I got out to start on my own, I decided not to do it again and it has made all the difference in my life. I have won awards thereafter, year after year. Fewer, better and probably more meaningful ones.”
Creativeland Asia is one of the most awarded creative organizations from India with five Grand Prixs, received on both national and international stages, and three Agency of the Year titles in the last five years of its existence.
The decision came after fake poster ads from JWT for Ford Figo were entered into Goafest. The ads, which pokes fun on the feud between celebrities Paris Hilton and the Kardashian sisters, former Italian Prime Minister Silvio Berlusconi and scantily-clad women, and top racer Michael Schumacher and F1 rivals.
Hilton on celebrity gossip show TMZ, called the leaked campaign "stupid" insisting that her feud with the sisters has ended, while the Kardashians are already contemplating a lawsuit.
Goafest 2013, which is happening on April 5-6, has already seen the pullout of Ogilvy India. The agency topped the overall metal tally in 2012, including a Grand Prix, and the Creative Agency of the Year title in 2005. In 2009, Ogilvy originally decided to skip the festival due to "tough economic conditions", but eventually opted to participate honoring industry effort.
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