Mumbai: The Advertising Standard Council of India (ASCI) today announced the winners of the ?ASCI Mobile Movie Challenge? during the closing event of Goafest 2012, the Creative Abbys. The competition conducted to promote responsible creativity, and to encourage self regulation in Advertising, under the theme of ?Creativity with a conscience? garnered huge public support during the 3 day ad-fest.

The winning entries came from team Leo Burnett consisting of Nikhil Pai, Abhineet Agarwal & Almas Ahmed and team O&M consisting of Parth Gadhiya, Harshad Salian, Aishik Sengupta . All the six winners received an iPad sponsored by media house, Rajasthan Patrika. The competition received a total of 120 registered entries through 41 mobile movies, from across the country. Of all the movies registered, 8 were shortlisted by a jury of eminent ad-makers and 2 were chosen as winners.

As per the contest, teams of 3 young professionals, under the age of 30 years, were asked to create a short film (between 30 and 60 seconds), using their mobile handsets. Each team was assigned a mentor film maker who guided the team members on the nuances of film making. The teams were asked to create the art forms on one of the four briefs provided by ASCI which were based on the four tenets of ASCI?s code of self regulation:

1. Honesty & truthfulness in advertising
2. Decency in advertising as per generally accepted societal norms
3. Safety & avoiding exploitation of vulnerable sections of society, especially children
4. Fairness in competition

According to, Mr. Subhash Kamath, ASCI Board Member, ?Through this competition, we wanted to inspire young professionals to abide by the guidelines set by ASCI and implement the same in their work. We?re extremely happy with the kind of response we?ve received and thankful for all the support. Next year, we hope to make this initiative larger and stronger by reaching out to many more media, advertising professionals.?

The films were showcased at Goafest 2012 and uploaded on youtube.com and select online portals, so as to inspire professionals to understand the importance of self-regulation in advertising. The entries will be judged by a jury of top creative directors and film makes of the industry.