MAM
APPIES 2015 announces advisory council and chief judge
MUMBAI: A two-day showcase of the best marketing campaigns from across over 10 markets in Asia, APPIES 2015, which is now in its sixth year, has announced its advisory council and chief judge.
The advisory council members are Parkway Pantai chief marketing officer Alvin Neo, Asia Pacific Breweries Singapore head of marketing René de Monchy and R3 Asia Pacific co-founder and principal Goh Shu Fen.
The chief judge is Lenovo director of marketing Sridhar Ramaswamy, whereas the chairman is de Monchy.
Organised by the Institute of Advertising Singapore (IAS), APPIES 2015 will be held on 26 & 27 August at the National University of Singapore Society.
The APPIES 2015 will only award 10 Gold Medals and five Silver Medals to the top marketing campaigns as judged by a panel, as well as hand out five awards to the top presenters.
Shortlisted marketing campaigns will cover a broad spectrum of six product/service categories that include Consumer Durables, Consumer Services, Food & Beverage, Non-Food FMCG, Business Services and Government, Cultural, and Social & Environmental campaigns.
These campaigns will be brought to attention via the APPIES’ distinctive and unique format: a LIVE 4-6-10 campaign presentation structure. Each presentation begins with a 4-minute showreel video summarising the campaign, followed by a live six-minute exposition of the campaign’s key highlights by the brand’s marketers/campaign creators. Then comes the interactive 10-minute session where each campaign will be cross-examined by the judges and audience members.
The 4-6-10 live format of the APPIES continues to be a key hit aspect of the APPIES with industry professionals as it not only showcases the best practices but provides an educational opportunity to immerse oneself in new learnings and gain insight to effective applications over today’s multiple platforms.
“The APPIES is a showcase of work garnered through creative insights and executed with effectiveness via the collaboration between the client side and the agency. It serves as a stimulating and eye-opening platform for players in the industry to see how multiple channels can be used effectively through campaigns around the region. Plus, it’s a great avenue for one to meet with like-minded peers,” said Ramaswamy.
Building on last year’s list of campaigns by brands such as Adidas, Unilever, Heineken, Gillette, HSBC, McDonald’s, Nike, SingTel, Smirnoff, Starbucks, MasterCard, British Airways, Canon and the Health Promotion Board, the APPIES 2015 will continue to showcase the finest from various industries that span highly-diverse markets in Asia Pacific including China, India, Indonesia, Japan, Malaysia, Philippines, Hong Kong, Singapore, Sri Lanka, Thailand, Korea and Taiwan.
The APPIES 2015 is now open for submission. Brands and agencies alike can submit their best case studies for review. Deadline for submission is 8 June, 2015.
“In a rapidly changing and evolving industry, Marketers need to be able to adapt and constantly evolve with the times. The continual theme of relearn everything is all about unlearning the past and relearning the principles of marketing for the future. The APPIES is all about learning through seeing some of the best and most effective Marketing strategies from around the region. The unique format allows for a LIVE interactive platform as it allows delegates to an unparalled opportunity to learn, network and celebrate with the brightest minds in the business. Join us this year at the Appie Centre of innovation, knowledge and learning for Asia’s best brands,” said de Monchy.
MAM
Catch launches TVC for iodised pink rock salt push
DS Group expands beyond spices with campaign going live April 20
MUMBAI: A pinch of salt just got a personality and a prime-time slot to match. Catch Salt & Spices, part of the Dharampal Satyapal Group, has rolled out its first television campaign for Catch Premium Iodised Pink Rock Salt, signalling a clear step beyond its core spices and sprinklers play. Conceptualised by Dentsu Creative Webchutney, the campaign leans into a product-led narrative, aiming to build awareness in the relatively less-explored salt segment. The film goes live from April 20 across television and digital platforms, including social media and OTT, as the brand seeks scale and visibility.
Set in a neighbourhood play area, the TVC swaps hard selling for a slice-of-life moment. Two mothers chat while their children hover nearby until a young girl takes centre stage, confidently breaking down the origins and benefits of pink rock salt. The message lands softly but clearly: even everyday ingredients now come with a story.
The creative pivot reflects a broader shift in consumer behaviour. Salt, long treated as a commodity, is being reframed as a conscious choice part health cue, part lifestyle signal. By placing a child at the centre of the narrative, the film plays on the idea that awareness is no longer confined to adults; it’s trickling down, reshaping household decisions.
For DS Group, the campaign marks more than a product launch, it’s a category expansion. With Catch already established in spices, the move into salt positions the brand to tap into adjacent kitchen essentials, while reinforcing its long-standing thought that food is more than just fuel.
In a market where differentiation is often hard to sprinkle in, Catch is betting that storytelling and a dash of everyday relatability can do the heavy lifting.
