MUMBAI: The Advertising Standard Council of India (ASCI), in a bid to encourage self regulation in advertising, has announced its unique association with Goafest 2012. As a part of this partnership, ASCI will be a conducting a one-of-a-kind contest to promote responsible creativity, under the theme 'Creativity with a Conscience' during Goafest 2012. The ASCI 'Mobile Movie Challenge' contest, which is open for advertising, marketing and media professionals, revolves around creating short films using a mobile phone.
As per the contest, teams of 3 young professionals, under the age of 30 years, will be asked to create a short film (between 30 and 60 seconds), using their mobile handsets. Each team will be assigned a mentor film maker who can guide the team members on the nuances of film making. The teams will create the art forms on one of the four briefs provided by ASCI.
The teams will create the art forms on the four tenets of ASCI's code of self regulation:
- Honesty and truthfulness in advertising
- Decency in advertising as per generally accepted societal norms
- Safety and avoiding exploitation of vulnerable sections of society, especially children
- Fairness in competition
According to Subhash Kamath, ASCI board member, “The theme, ‘Creativity with a Conscience,’ goes hand-in-hand with ASCI’s objective of responsible advertising. Our aim is to inspire professionals to abide by the guidelines set by ASCI and to take up self regulation on an individual level as the only other alternative is governmental censorship, which is, not desirable for a creative industry like ours.”
He further added, “By reaching out to young professionals, we are ensuring that our efforts towards self regulation are understood by the people who will be implementing the work. Through this initiative, we want to instill the message in the minds of young professionals to always remember that with great creative power, comes greater responsibility.”
These films will then be showcased at Goafest 2012 and will be 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. Four winning teams, one per brief, will be selected and each team member will be awarded during the Creative Abbys. Alongside, there will be a ‘Popular Choice’ award for the winner of a shortlisted best 16 film, which will be voted via SMS by over 3000 participants at Goafest.