Goa, May 2025: On Day 3 of Goafest 2025, one of the most thought-provoking sessions came from Anupama Ramaswamy, Chief Creative Officer and Joint Managing Director of Havas Creative India. Taking the stage for the session titled ‘What Ignited the Jury Room?’, Anupama offered an inside look into the ideas and intentions that sparked meaningful debates and stood out during the Abby Awards jury process.
The session explored how creativity, when rooted in purpose and authenticity, can act as a powerful tool for social impact. Anupama shared some of the standout entries that captured the jury’s attention — not just because they addressed pressing issues, but because they did so with originality and boldness.
Among them was the Lay’s x UNA campaign, “Farm Equal”, which challenged gender norms in agriculture by highlighting the role of women in farming. Reliance’s “Pink Star Rating” introduced the world’s first global safety app for women travellers. Mahindra’s – “Nanhi Kali” campaign used football as a metaphor to shift perceptions about girls’ roles,beyond household roles. The session also spotlighted Navneet’s Colour Blindness Book, a simple yet powerful idea aimed at helping over 1 crore children facing colour vision difficulties. The Sabhyata x Motherhood Diwali campaign redefined festive narratives by portraying women in corporate roles, while Vaseline’s skincare range for the trans community addressed the unique needs of a long-overlooked group. Even international campaigns made an impression, such as Japan’s Surname Reform, which advocated for gender equality through the right to choose surnames.
The session ended with a clear message: while supporting good causes matters, it’s the strength of a big idea that truly makes a campaign stand out. The jury appreciated how creative thinking can spark real change in society when it’s done with honesty and heart.
