IAA Olive Crown turns two

The Olive crown awards are India's first awards dedicated to creative excellence in communication sustainability.

Launched last year by the India Chapter of the International Advertising Association (IC-IAA), these awards for "green communication" were presented at the Goa Fest where they received fulsome praise from Sir John Hegarty as a very meaningful recognition to marketers and advertising agencies who were committed to preserving our planet.

The "Olive Crown Awards" address a crying need to recognize the pioneering work in communicating the green efforts of some responsible corporate houses and agencies.

Kaushik Roy, President India Chapter of the International Advertising Association said "in its very first year the Olive Crown awards fired the imagination of our industry. The response to a unique award like this was heartening. In fact the award is beginning to be seen as a "cause". I hope that this would continue to inspire marketers to communicate their green efforts in every facet of business, and motivate advertising agencies to bring communication of such efforts to the top of the strategic agenda of advertisers. With consumers increasingly demanding a "green" approach, marketers and agencies are realizing that what is "good" is also "good for business".

The Olive Crown Awards also seek to position marketing and advertising as critical components of not just economic growth but more importantly, responsible growth. To achieve this objective, the IAA felt it was important to reward outstanding creative work that communicates sustainability in any form.

Roy added that "in the bargain, the IAA would be encouraging positive thinking and debate on matters of sustainability and positioning itself and the industry as not just custodians of a particular brand, but custodians of Brand Earth."

The Olive Crown Awards would be open to all marketing companies, advertising agencies and others who had created and placed paid communication that espoused sustainability in the calendar year 2011. They would cover a wide range of media and marketing disciplines including print, television, radio, digital out-of-home advertising, printed literature, documentaries, events and advocacy campaigns.

The Energy Resource Institute (TERI) would be the "knowledge partner' for the IAA in these awards.