MAM
Ad Club adds new categories for Creative Abbys 2016; calls for entries
MUMBAI: The Goa Fest Creative Abbys by the Advertising Club, which recognise the best in advertising and marketing, has added two new categories namely Special Abby (Gender Sensitive) and Young Abby.
Additionally, in the Print Craft, Computer Generated Imagery as a sub-category will be introduced, whereas in the Design vertical, new sub-categories of Typography Design and Best Integrated Design with two or more sub-categories will be introduced.
The Advertising Club has called for entries for the Creative Abbys 2016 and the last date for entries is 23 February, 2016. Campaigns released between 1 January, 2015 to 15 February, 2016 will be adjudged by a jury. The entry forms for the awards can be downloaded on the Ad Club website starting 9 February.
Awards Governing Council chairman Ramesh Narayan said, “This year’s Abby Awards will have three very significant improvements. Firstly to make the awards more in line with global practices, entries for almost all categories can be uploaded online. Secondly, to reinforce the idea that ‘what’s good, is good for the industry,’ there will be a special category for Gender Sensitive Advertising. Thirdly, to bring youth and the future onto centre-stage there will be a special Abby for entries received from copy and art teams under the age of 35 on the theme of how communication can help mitigate gender violence.”
“These are all issues, which came up in our interaction with the creative fraternity and the media, and I am pleased to say we are responding with alacrity to industry and societal needs. The young winners of this new category would not only get an Abby but also be sent for the Cannes Lions festival this June, all expenses paid. This would give them a great exposure to international professionals and work,” he added.
Goa Fest chairman Nakul Chopra said, “I welcome these new developments. They are a part of our ongoing effort to keep evolving and improving. The online uploading of entries will pose a technological and financial challenge but we have decided that it is important enough to implement immediately.”
Seconding Chopra’s point, Advertising Club president and Colors CEO Raj Nayak added, “To remain the gold standard of awards in India, we decided that technology, sensitive thinking and the future all needs to be addressed. I had said earlier that we could expect a lot this year, and it is beginning to show. The pre-eminent awards show in the country should show the way in every area.”
“I am very happy that what was publicly requested on an AAAI platform (an award for gender sensitive advertising) just last year, is becoming a reality. We need to be in sync with what is being sought for. The award for young creatives is the industry’s way of nurturing young talent,” added AAAI president Dr. Ambi Parameswaran.
The awards need to be uploaded online on the site on the site www.abbyawardsentries.com.
MAM
Stayfree launches campaign for night-time period protection
New film highlights how Secure Nights pad helps women sleep better during periods.
MUMBAI: Stayfree just turned period nights from restless to restful because when the pad works overtime, even your sleep gets a well-deserved promotion. Stayfree has unveiled a new digital campaign spotlighting the distinct needs of period nights compared with days. The film, conceptualised by DDB Mudra, shows how many women use the same pad day and night, leading to frequent wake-ups from leak worries, poor sleep and drowsy days that follow.
Research cited in the campaign reveals that nearly 67 per cent of women on their periods experience sleep deprivation on some nights due to discomfort and anxiety. The ad gently illustrates this cycle: a woman tosses, checks for stains, and drags through the next day fatigued.
The campaign promotes Stayfree Secure Nights, designed specifically for night-time use with NightLock Technology for superior absorption, 2 times better coverage, a wider back, and a soft feel. It promises up to 100 per cent leakage protection while sleeping, allowing uninterrupted rest so women wake up fresh.
Kenvue, vice president marketing and essential health business unit head Manoj Gadgil said, “Many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. Stayfree Secure Nights addresses specific night-time needs with reliable protection.”
The campaign will run across Youtube, Meta and leading OTT platforms, encouraging women to recognise the day-night difference and switch to night-specific protection.
In a world where periods already demand enough stamina, Stayfree isn’t asking for extra effort, it’s quietly handing women the one upgrade that turns restless nights into recharged mornings, one peaceful sleep at a time.
