Got a million-dollar idea? Shoot an ad and win 1,000 USD.
Legalize 4.0, the surrogate advertising contest of Maxi — Marketing Association of XLRI — that went global in 2012, has already attracted 30 participating B-schools from India and abroad, 10 more than last year.
Online entries that opened on October 2 will close by October 14 as B-schools are making a beeline to win a cool thousand bucks, oops, dollars.
The marketing and advertising contest banks heavily on viral marketing on the XLRI YouTube page, Facebook and other social sites.
Teams are supposed to make surrogate ad videos for a maximum of 90 seconds and submit it to Maxi.
The more hits an ad gets, the more popular it is.
“Last year, there were 20 B-schools and 70 teams. This year, we expect to cross the 100 mark. Legalize is an immensely popular concept. Though the maximum time limit is 90 seconds, we request teams to make ads as short and snappy as possible. The shorter and stronger the message, the beautiful it is,” said Avishek Ray, senior executive member of Maxi, XLRI.
In 2010, Legalize 1.0 was a simple daylong event where students made ad videos and got remarks from college faculty members.
Initially, surrogate advertising was limited to alcohol and cigarettes.
Now, XLRI has widened subjects, categorised under embarrassment, guilt, taboo or any social message.
From last year, there is a lot of emphasis on sensitive social issues such as child labour, rape, surrogacy, contraceptives, women empowerment and so on.
There’s one condition, though.
The videos must be shot and edited by students themselves, on campuses.
This event not only tests the creative imaginations of students across the globe but also their technical acumen and marketing strategies.
“We want to check if you have managed to create a successful brand,” Avishek said.
Creative excellence of all entries will be judged by a well-known ad agency.