The Telegraph
Saturday , October 27 , 2012
Since 1st March, 1999
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Biz cradle’s marketing event goes viral

Talk of advertising and the Marketing Association of XLRI (Maxi) believes in banking on the virtual world to make an impact.

The marketing association of the Jamshedpur-based business cradle is trying to fight various social taboos through its annual competition Legalize 3.0, an event on surrogate advertising, which has gone international this year.

According to the organisers, the event — the first phase of which concluded recently — requires the teams to market a product or a social cause masked under a different product by means of a 90-second advertisement.

Twenty business cradles, including five from abroad, are competing in the event that was started three years ago and has $1,000 up for grabs as prize money.

The organisers said they had duly uploaded all the ads, 62 of them in total, submitted by all the teams on their Facebook page. The popularity of an advertisement would depend on how viral, or how many likes, a concept garnered over a period of time on the social networking website.

Legalize has come a long way since it was first started in 2010 as a daylong event. The students then were required to make small advertisement videos and submit it to the college, whose mentors then judged it.

Last year, Legalize 2.0 upgraded itself and asked the participating students to post the advertisements, shot and edited by them on their respective college campuses, on Maxi’s webpage online.

This year, the dimension was further broadened with Maxi deciding to invite cradles from across the globe for its surrogate ad competition.

“Surrogate advertisements usually doubles the fun because the products or services that they deal with cannot be easily depicted visually. The number of advertisements that we have received this year is very encouraging. The winners will be decided on the basis of how viral a video goes on social networking websites like Facebook and Youtube,” said Jitendra Bansal, secretary of Maxi.

The uniqueness of the event was cause of the fact that it served the dual purpose of bringing smiles while conveying a strong social message.

Bansal said the creativity of the ads garnering the most number of likes would be judged by a well-known advertisement agency, with the marketing impacts being scrutinised by a group of XLRI professors.

“The second phase is underway and all the entries are being scrutinised. We might take some time to announce the results,” Bansal said.

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