Entries open for 2010 PoY awards

Entries for the 2010 PoY awards, announced last week, are now open.

Product of the Year (PoY) is a global consumer recognition standard that champions and rewards the best innovations in retail products done through an independent consumer survey of 40,000 consumers across the country; in 26 countries for over 20 years now.

The Product of the Year provides a platform for consumers to identify the best innovations in the market and to manufacturers and showcase them effectively.

The Indian arm has extended its scope to cover mobiles, electronics, durables, appliances and debit and credit cards.

Says Charulata Ravi Kumar, CEO, "We are further extending its scope next year to new categories. This was the debut year for Product of the Year in India and the response has already been overwhelming with participation from leading brands across categories."

Star will telecast this show on Star One and Star World on February 15 from 07:00 PM onwards.

The surveys for the POY award were conducted by Nielsen across 36 centres in India. To ensure accuracy of results, all interviews were face to face unlike in the other countries where it is done via the internet.

Charulata adds, "Product of the Year tests the conviction of a marketer in their product innovation against the reality that a consumer choice assigns. Therefore we do not define innovation to the participant. Companies nominate the product (or products) they feel are their best innovations in the last 18 months. The jury-filtered products are voted for by its best judges - the consumers.

"We are proud to have Star as our presenting partners and together we aim to bridge the gap between the innovations with strong consumer benefits that seek to be noticed and consumers who seek such products".

Some of the eminent brands that have been participating over the years across various countries are Unilever, P&G, Nestle, L'Oreal, Reckitt Benckiser, Johnson & Johnson, Danone, Heinz and Kingsmill Bread, Kelloggs, Coca Cola and Pepsico amongst others.

Its benefit for brands has been seen to be high as it creates an instant differentiator and high visibility.