Mumbai: The Advertising Agencies Association of India (AAAI) on Tuesday announced a contest to redesign its logo to reflect the future of advertising and recast the descriptor 'Advertising Agencies Association of India' so as to showcase the evolving larger world of marketing communications. The contest is open to all creative individuals and advertising agencies.

The association also emphasised that the acronym AAAI (the three As of I) has a rich legacy and a fabulous brand recall which it does not want to tamper with.

AAAI also announced that the winner of the contest will be given a cash prize of Rs one lakh along with an all-expenses-paid trip for a team of two to attend Goafest 2022, which is scheduled between 5-7 May in Goa. 

FCB Group India Group chairman and chairman of this contest Rohit Ohri said, ‘The advertising industry is facing its biggest transformation ever. The key question is not whether advertising will change, but how radically it will do so. It is high time that the AAAI identity changes to reflect this new direction being taken by the industry.”

"The present AAAI logo was designed in 2005, since then advertising has undergone a sea change and it is high time that we allow the next generation to take AAAI’s identity into the future,” AAAI president Anupriya Acharya said. “Keeping this in view, it was felt that AAAI should also forge a new identity which would reflect the current and future direction that the industry is taking."

The last date for receiving entries of the designs is 15 April, said the statement.