Olive Crown Awards: For Creative Excellence In Communicating Sustainability

Forwarded to the portal by: Rohit Rellan

The India Chapter of the International Advertising Association (IAA) seeks to recognize creative excellence in communicating sustainability.

These are the country’s first ‘green’ awards for communication.

Any communication that highlights the ‘green’ nature of a product, service or corporate philosophy is covered by this award. This would include communication about anything organic, eco-friendly, power-efficient, energy-saving, pollution-controlling, recyclable, reusable and generally something that offers a positioning as not just the custodian of a brand but also a custodian of Brand Earth.

Entries can be sent in English or Hindi in the following categories:


  1. Consumer Products
  2. Consumer Durables
  3. Media & Communication
  4. Financial
  5. Telecom
  6. Industrial
  7. Other Services
  8. Corporate
  9. NGO
  10. Public Service (any category)
  11. Unreleased work
  12. Campaign of the Year
  13. Green Brand of the Year
  14. Green Advertiser of the Year
  15. Green Agency of the Year

Please note:
Category 11 – This is for creative which has not been released. In the event that the same work is released later by a brand or a corporation, the work will be eligible for entry next year as well.

Category 12 – Entry must be a multimedia campaign, which has appeared in a minimum of two vehicles. The number of entries forming a campaign must be a minimum of four. Eg: Three press single and one TVC single.

Category 13 - Entries for Green Brand of the Year should include the following:

A note, not exceeding 1000 words explaining the objectives of the campaign with a perspective of the sustainability issues that were sought to be addressed, the creative concept, the media mix used, any unique methods used in the communication, the budget and an assessment of the impact it made. Print and photographic annexure validating the
effort could be attached.

Category 14 and 15, no entries can be sent. These awards will be for the cumulative points won by the agency/advertiser.

For the above categories entries may be entered as single:

  • Print
  • TVC / Cinema
  • Radio
  • OOH
  • Digital (including internet ads and websites)
  • Brochures
  • Events
  • Documentaries / Short films (not exceeding 45 minutes)*

*We will provide the screening equipment for a normal DVD presentation.
For any other format such as tapes and slides, the entrant will have to make the necessary arrangements.


  1. Entries should have been released (or held) between January 1 2010 and December 31 2010.
  2. Should conform to the guidelines of the Advertising Standards Council of India (ASCI).
  3. Should not have been created mainly for the purpose of winning an award.
  4. Should not be exercises in “green-washing”.
  5. The organizers reserve the right to reject entries which could be seen as offensive to National, religious or public sentiments or taste.


In each category the jury will award an Emerald and Jade Olive Crown to the winning entries (Winner, Runner Up). These awards will be conferred on the entrant companies. In case an entry is submitted by more than one entrant, the organizers
will bring it up to both parties at an appropriate time – only one entrant per entry will be accepted.


Print: Art pulls mounted on soft board and flush-cut or printed on art card. The size should not exceed 1750 sq.cm.

Film: DVD only. Entries for each category should be recorded on DVD with a 5 second gap between commercials. Please attach a cue sheet if there is more than one commercial on a single DVD.

Radio: Audio CD’s in MP3 format with 10 second leaders between commercials.

OOH: Art pulls not exceeding 1750 sq. cm. Also affix an original color photograph of the site in a maximum 4”X6” size behind the entry.

Entry Deadline: January 31, 2011

Click here to download the entry form

Please send your forms to:
The Secretariat,
IAA – India Chapter,
c/o Reliance Industries Limited,
1103 Raheja Center,
Free Press Journal Road,
Nariman Point,
Mumbai 400 021.

January 31, 2011 12:00AM