MUMBAI: In an industry-first move, Zee Entertainment Enterprises Ltd (ZEEL) has expanded its support to the creative community in India. The media conglomerate will fund 75 per cent of entry cost incurred by creative agencies for Kyoorius Creative Awards. ZEEL MD and CEO Punit Goenka and Kyoorius founder and director Rajesh Kejriwal announced the initiative on Thursday. One of the main aims of the partnership is ensuring entries of agencies who, for reasons of commerce, were not able to participate earlier.
The move will make the participation of creative agencies in the Kyoorius Creative Awards much easier and significantly more cost-efficient. Recognising the budget constraints and immense pressure on margins experienced by agencies, ZEEL has announced this support to ensure that every creative work finds its due share of recognition and appreciation.
A significant reason for ZEEL’s support to the advertising fraternity is that, as an entertainment company with strong and established businesses in the realm of broadcast, films, music, digital and LIVE entertainment, the company has been a direct beneficiary of the immense creative talent of the industry. With this initiative, ZEEL recognises and applauds the creative quotient of the industry, which complements the entertainment environment through the creation of television commercials, and the significant contribution of the community through their involvement in TV programming, films and content for digital platforms.
Speaking on this announcement, Goenka said, “We are extremely proud of our symbiotic relationship built with the advertising fraternity, both media and creative, in this journey of entertaining the world. We firmly believe that no creative work should be deprived of being showcased, appreciated or recognized due to commercial constraints. Our association with the Kyoorius Creative Awards enables us to make this disruptive and much-needed change in the current ecosystem. I am glad that this initiative is also in line with IAA’s overall approach of democratising the advertising world.”
Kejriwal added, “As we step into the seventh year of the Kyoorius Creative Awards, it gives us a great sense of satisfaction to witness the immense support expressed by the creative community and marketers. This initiative would not have achieved the success levels which it has without the investment of time and energy of all the players in the value chain. We are delighted that ZEE has taken a yet another thought leadership stance by supporting the creative community through its association with the Kyoorius Creative Awards. The support from ZEE will not just democratise the awards ecosystem, but will also disrupt the existing power structures.”
