Good work happening across large corporates: Ramesh Narayan

The ninth edition of the prestigious IAA Olive Crown Awards is all set to be presented at a glittering ceremony in Mumbai next week. Ramesh Narayan, vice-president, International Advertising Association (IAA) Global and the immediate past president of the IAA India chapter, in an interview with DNA Money, shares details about how the award came about, it's objective and so on. 

Edited excerpts…

Could you briefly tell us about the objective of the Olive Crown Awards?

Instituted nine years ago, the Olive Crown Awards conceptualised by the IAA serves twin objectives. Firstly, the environmental concerns us all and it's a very urgent thing that we seem to be ignoring. The second objective is that the communications industry would also be seen in the right way as one that actually cares. To have these twin objectives met, the first Asian awards that recognises and celebrates excellence in communicating sustainability was launched. 

As time went by we tied up with the Asian Federation of Advertising Associations (AFAA) and made this as a pan Asian award. We have a separate category for international and India specific awards. Most of the larger agencies have submitted their entries this time and a lot of good work has gone into it. The Olive Crowns are also run as a cause, so no entry fee is charged and we never have a ticket for this event and it's by invitation only.

How are the entries for the award looking like this year?

This year now, the jury found that the quality of entries for the award was definitely of a higher standard. And it was a very difficult decision awarding the Olive Crowns this year. Also, we were heartened to see that the entries for the Corporate Social Crusader – it's a separate award – where companies that have done significant work in the area of environment can submit their entries. So all together, I think that the Olive Crowns have come a long way and we are very happy about that.

The participation is largely from established players. Are there any entries from newer agencies too?

Over the years, we have seen a mixed bag of entries. We have one slot of the smaller or the not so well-known agencies entering smaller work also. But this time all the major agencies have entered. I think it only because, it's an acknowledgement of the fact that there is good work happening around the country across large corporate and across categories. And it's a very welcome trend.

So how many entries have been submitted this time around?

We have over 230 entries this year. It's a good number given the fact that it's a very niche award. There are 14 categories spanning across print, television and digital. Then we also have the Green brand of the year, champion of the year categories among others.