Hum Saath-Saath Hain! Aditya Birla Finance felicitates marketing services vendors

By A Correspondent

Marketing campaigns define a brand, to an extent. To create effective campaign, every agency needs to be innovative and come up with new ideas. The success of these agencies is determined through encouragement and motivation.

Taking a cue from the same, Aditya Birla Financial Services Group (ABFSG) launched Eureka Awards four years ago wherein the group honours its agencies and their hard work. This year too, ABFSG held its Eureka Awards with all of its agencies attending and celebrating the success of their hard work.

Speaking to MxM India, Ajay Kakar, Chief Marketing Officer, Aditya Birla Financial Services Group, said, “This is our way of thanking our agency partners. All year round they work very hard for us, they are thinking of us, they are slogging for us. So, this is our way of thanking them, giving them a fun time but also rewarding the agency for the award and the agency colleagues for hardwork.”

The agencies that participated were Mindshare, DDB Mudra Max, Eikona, HansaCequity, Ketchum Sampark, TrackDDB, The Social Street, Taproot India, 9 Point Design, Pi Communications and Resultrix. There were 40 entries comprising the campaigns and work done by the above mentioned agencies.

This year the awards categories were compressed into two categories: Agency Eureka and People Eureka. The former category awards the work of an agency and the latter is to recognise individual effort.  Out of the 40 entries, 23 were for Agency Eureka and 17 were for individual Eureka. But there were only 15 winners, eight in Agency and seven in People Eureka.

This unique concept of recognising hard work not only encourages the agencies and individuals, it takes the agency-client partnership to another level.  “I think it is a very innovative thing which motivates people to work harder. It is a good way to recognise contribution. It is a very nice gesture on part of the company,” said N. S. Rajan, Global Partner and Managing Director of Ketchum Sampark, who was also a jury member. Added Rakhshin Patel, Managing Director of Pi Communications: “I have been in the business for 30 years, I have not seen any client appreciate the agency this much. Relish your love and affection and appreciation for what teams do.”

Indeed.