Direct ABBY Awards
Digital ABBY Awards
Digital craft ABBY Awards
Design ABBY Awards
Design craft ABBY Awards
Broadcaster ABBY Awards
Technology ABBY Awards
PR ABBY Awards
Mobile ABBY Awards
Category: ADVERTISING
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Here are the winners of the awards presented on Day 3 of Goafest 2022 Abby Awards – Creative + Young/Green/Red Abby
BRAND ACTIVATION & PROMOTION ABBY Awards – 2022
AUDIO VISUAL TV / CINEMA ABBY Awards – 2022
AUDIO VISUAL DIGITAL ABBY Awards – 2022
YOUNG ABBY Awards – 2022
VIDEO CRAFT ABBY Awards – 2022
STILL PRINT ABBY Awards – 2022
STILL DIGITAL ABBY Awards – 2022
STILL CRAFT ABBY Awards – 2022
RED ABBY Awards – 2022
RADIO AND RADIO CRAFT ABBY Awards – 2022
OUT OF HOME / AMBIENT MEDIA ABBY Awards – 2022
INTEGRATED Awards – 2022
GREEN ABBY Awards – 2022
DIVERSITY, EQUALITY AND INCLUSION ABBY Awards – 2022
BRANDED CONTENT & ENTERTAINMENT ABBY Awards – 2022
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Asia Pacific is critical to the future growth of Dentsu Dentsu APAC promotes nextgen leaders
By Our Staff
Dentsu Asia Pacific has announced the promotions of Sharan Jaswal to General Counsel APAC, Luke Speers to Chief People Officer APAC, both effective April 1 and Paul Koppelman to Chief Financial Officer, APAC effective May 1.
Said Wendy Clark, Global CEO, Dentsu international: “Asia Pacific is critical to the future growth of dentsu and our clients. I am delighted to see the promotions of three executives in the region, bolstering the existing team with exceptional people who have grown through our organisation.”
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To strategise and execute brand awareness Pepper Interactive bags Switch Wellness mandate
By Our Staff
Pepper Interactive Communications has been awarded the communications mandate of Switch Wellness, a holistic wellness and health lifestyle brand. Pepper will strategise and execute brand awareness, customer outreach and engagement, and digital outreach for the brand.
Commenting on the partnership, Arnav Kumar, Managing Director – Daivik Life LLP, said: Pepper has done some great work in the health and fitness segment, and we wanted to replicate the same results for our brand. Pepper shares our vision for the company, making them the right fit for us. We look forward to working with them not just as a communications agency, but a partner for our strategic communications.”
Added Amulya Nagaraj, Executive Director, Pepper Interactive Communications: “We are pleased to partner with Switch. The team is doing innovative work in the world of fitness and wellness. We are confident that we will be able to build impactful communications. We are excited to join in their journey to become one of the country’s leading premium fitness and wellness brands.”
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…all aiming for digital preview and viral shareability, writes Sanjeev Kotnala Deeds say a lot more than ads on Mother’s Day…
By Sanjeev Kotnala
Technology day, Valentine’s Day, Armed Forces Day, Day of the Underprivileged, Language Day, Mother’s Day, Father’s Day, Women’s Day and many more. There are too many special days. The brands keep trying to discover or create a higher-order purpose to engage the audience. Many of them are just lip service.As a brand and marketing consultant, I advise clients to comment on special days if they have done something substantial in that area. Otherwise, if they insist, just wishes would do.
For some categories, these days are a perfect fit. The brands have to say or do something different. Find an unexploited nuance that they can associate and better are seen aligned to. This communication may be for a short duration, but the communication is serious. The efforts put into the communication are at par with any other communication. All aiming for digital preview and viral shareability on social media. Nothing wrong with it. Brands and their strategic creative associates are expected to do this.
Mahindra: Acts mean a lot more than ads
We have seen many Mothers’ Day communication without brand association or heavy brand plugins this year. Some work, some don’t. But the one that worked for me is significantly simpler. It is an act, not an ad. It is not merely words but deeds. And because of the way it has been done with subtle simplicity, it is far more authentic and emotional. That is Anand Mahindra’s tweet sharing the company fulfilling the promise of providing a new home to Idle Amma.
Immense gratitude to our team for completing the construction of the house in time to gift it to Idli Amma on #MothersDay She’s the embodiment of a Mother’s virtues: nurturing, caring & selfless. A privilege to be able to support her & her work. Happy Mother’s Day to you all! pic.twitter.com/LgfR2UIfnm
— anand mahindra (@anandmahindra) May 8, 2022
ID: Overload Brand Integration
Compare it to the heavily (not heavenly) emotional ad from ID full of product placement. At times intrusive product placement. The communication could have been equally or far more effective if the packs were not so forcefully integrated. They are still stuck with #KHANNAKAYA and in-the-face brand placement. But this time, the emotional content is high.
Remember, when the message is completed in mind, it leaves a far more substantial impact- than when the brands try to spoon-feed their association. The thought is excellent, but the execution could have been far better.
BANDHAN BANK: Mother – the biggest banking inspiration
If you must integrate the product or the brand, it can be done subtly. Bandhan Bank has done this nicely and in a way that most households would relate to. It is lovely the way banking products are positioned and explained. A similar thought is voiced by Aavas Funanciers but due to different visualisation and all centred within the classroom lacks lot more impact.
PANASONIC: Good cause, weak brand link
Meanwhile, Panasonic takes on a good cause- making Mother-care part of Childcare. And it should be – because healthier moms make healthier families. But the brand product and the thought seem too distant and unrelated. What’s happening here?
DSM GROUP: Good connect, focussed approach
DSM group operates in the area of animal and human Nutrition and Health. It original name is Dutch State Mines, but now it would want DSM to read as Do Something Meaningful. They have been focused on Immunity development. Hence their communication in past has talked of #InvestInIron #InvestInYourImmunity and now again pushing #InvestInIron. The communication though created around #WorldAnaemiaDay (Nov 26) is relevant on Mother’s Day too. A case of clearly identified relevant purpose and objective under #ProjectStreeDhan
PREGA NEWS: Connecting with imperfect mother
Then there is Mankind Pharma which keeps surprising you with their communication. The brand in the past has demonstrated strong insight-oriented work with Women’s Day– so there is consistency in approach and tonality. This time, they do it brilliantly for Prega News with #SheIsImperfectlyPerfect and something that will touch each mother. Why should perfection be demanded from every mother? Why the mother should always be under pressure to be perfect? Perfection is, in fact, a myth and imperfection a part of life.
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And yes, if the brand really focuses on the special days, they can make an impact, thus creating or at least initiating a solid relationship with the audience. Yet, one has seen more ads than acts. The audience wants proof of preaching and questions the degree of involvement with the cause. Something that the brands must reconsider in the changing media and market scenario.
In that space, the Cadbury dairy milk digital campaigns like the , promoting local businesses, and the recent IPL behind the scenes are far more effective and relevant. There is something for the other brands to learn.
MOM of a different nature
Meanwhile MOM ( Methods of Madness by Scarecrow M&C Saatchi) sends a heartfelt video message for sons and daughters of India’s creative families. If you have anything to do with creative communication, you must watch these sessions that MOM has carefully recorded for you. You will get to hear Prashant Godbole, Agnello Dias, Bobby Pawar, Kalpesh Patankar, Ashish Khazanchi, Sajan Raj Kurup, Arun Iyer, Emmanuel Upputuru, Josy Paul, Viral Pandya, Vikram Gaikwad And Dave Dye, Definitely a motherly moment.
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To decipher the health benefits of consuming OTC medicines for minor ailments Value of OTC medicines in India: Havas Life Sorento & Oppi Study
By Our Staff
Havas Life Sorento, the health division agency of Havas Group India, recently commissioned a study, Value Of OTC in India, with the Organisation of Pharmaceutical Producers of India (OPPI).
KG Ananthakrishnan Citing the importance of such a study in India, KG Ananthakrishnan, Director General, OPPI, said: “In India, the need for a self-care policy needs to be a top priority. Self-medication has always been viewed as a convenient solution for the management of commonly occurring ailments, with minimal intervention from HCPs. Accessibility to regulated over-the-counter (OTC) medicines through the development of a robust policy will ease the current uncertainties. To give a deeper understanding of the synergy between self-medication and the health ecosystem in the country and to support regulators and policy makers in assessing the role of self-care in health systems, OPPI collaborated with Havas Life Sorento for the first of its kind study in India to determine the ‘Value of OTC in India’ and assess the role of self-care in health systems.”
Rana Barua Added Rana Barua, Group CEO, Havas Group India: “At Havas Group India, we believe in making a Meaningful Difference to consumers lives through meaningful work, conversations and initiatives. The Value of OTC in India Study by Havas Life Sorento and OPPI is extremely unique considering that there is no such study that quantifies the economic benefits of self-medication in India. A whitepaper such as this can go a long way in reinforcing the need for self-care initiatives through meaningful dialogues with policy makers and other key stakeholders. Going forward, we plan to launch such relevant studies that will aid in assessing various healthcare related implications and making informed decisions.”
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Contract manufacturing and an increasingly mature last-mile logistics are two pillars enabling the D2C revolution, writes Ashoke Agarrwal D2C Marketing’s Amazon Dilemma
By Ashoke Agarrwal
Over the past two pandemic-infected years, e-commerce in India and worldwide has flourished.Parallelly, the market is in an increasing set of categories – packaged foods, personal care, fashion, electronics etc. – flooded with Direct-To-Consumer (D2C) brands.
Contract manufacturing and an increasingly mature last-mile logistics ecosystem are the two pillars that enable the D2C revolution.
A third dimension keeps most D2C entrepreneurs awake at night in the form of a Hamletian question -“To Amazon or Not To Amazon?”
For an established brand with widespread awareness, a loyal consumer base and a solid traditional distribution, Amazon is just one more channel.
However, when it comes to a new brand in a competitive market, whether or not to place their product with a big-box e-tailer like Amazon is a critical and fraught question.
Given the increasing relevance of e-commerce in most categories, digital marketing and e-commerce offer the lowest cost go-to-market route for a new or small business.
The question that most new or small consumer businesses and brands would therefore face is whether to focus exclusively on building and promoting their exclusive e-commerce platform. Alternatively, have their product available both on their exclusive e-commerce platform and with the relevant big-box e-tailer – the generalists like Amazon and the category specialists.
The pros of being on a big box platform are immediate reach and visibility.
The cons are data asymmetry and low brand engagement.
The big-box e-tailer has all the data on consumer interest and purchases in the category, and the brand has none.
Such a situation gives the big-box e-tailer an advantage if and when the e-tailer decides to launch its private label brand. AmazonBasics is a prime example of a data-driven private label strategy.
However, in cases when most of the competition is already selling on the platform, the data issue is moot.
As for brand engagement, on Amazon, the dominant brand is Amazon. Especially when to consumer searches for a category and is faced with row after row of choices. In such a case, the product brand becomes almost a commodity.
Brand engagement is less of an issue when a consumer specifies a brand in her search.
That, however, is likely to happen only when the brand is already an established brand.
So how does a newcomer brand decide on the “To Amazon Or Not To Amazon” question?
To my mind, the answer hinges, as it does with most questions in life, on a complex set of interacting factors.
Some of the factors at play would be the stage in the product lifecycle that the category is, the price and consumer segments the brand is addressing, the competitive set and strategy, the overall distribution scenario and channel shares.
Even after taking all relevant factors into account, the answer to the question might be different from different points-of-view
A recent HBR case study titled “Should a Direct-to-Consumer Company Start Selling on Amazon” provides a lucid example.
It is about PedalSpark a successful direct-to-consumer seller on the company’s e-commerce platform of $4000 luxury e-bikes.
PedalSpark planned to launch a cheaper, entry-level model at around the $900 mark.
The marketing and sales team had differing opinions on whether PedalSpark should put this cheaper model up for sale on the Amazon platform besides their exclusive platform.
The case study outlines the different arguments.
And as in all HBR case studies, two experts offer their opinion. And viola, the two offer diametrically different but equally convincing answers!
Expert One advocates that not only should PedalSpark put the cheaper $900 model on Amazon, but it should also consider putting the $4000 model on Amazon. The extra reach that Amazon offers, according to this expert, overrides any negatives.
On the other hand, Expert Two suggests that PedalSpark should focus on building the brand. And consider launching the brand on Amazon once the brand strength reaches a level where it can be sure that a substantial number of potential buyers on Amazon would search for “PedalSpark e-bikes” instead of just “e-bikes”.
The HBR case study is available at around $10.
While “To Amazon Or Not To Amazon” is a sticky question, the question of whether or not to invest in reading the entire case study is not.
Just do it!
PS: I published a version of this article under the title “To Amazon Or Not To Amazon” on my blog on March 11th 2019.
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Fans stand a chance to meet their favourite players this IPL season Wunderman Thompson creates gamified ads for Nestle Munch
By Our Staff
Nestle Munch has tied up with four teams this cricket season to create an engaging immersive experience for the Nestle Munch brand. The campaign crafted by Wunderman Thompson India is an experiential, immersive, gaming experience for cricket fans that dials up the brand franchise through use of technology. The entire approach is gamified to build a non TVC tech first approach that is triggered via a scan of specially designed cricket team Nestle Munch packs.
Talking about the campaign, Rupali Rattan, Head – Confectionery Business, Nestlé India, said: “We are really thrilled about how we are leveraging technology to bring alive this exciting partnership between Munch and the loved sport of Cricket. It not only enables youngsters to play specially curated, fun games but also enables them to come up close with their favorite cricketing heroes in an augmented reality universe so they continue to be inspired and stay confident.”
Commenting on the campaign, Joy Chauhan, Managing Partner, Wunderman Thompson Delhi, said: “As we rapidly move towards a digital first economy and spend more and more of our time online, getting consumer’s attention and time through new and emerging technology has become imperative for the brands. The dependence of consumers on technology reflects in time they spent on social media, use technology for commerce, and even use technology for their wellbeing which in turn necessitates for the brands to leverage this changing consumer behaviour and be a part of this evolving journey.
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For its digital agency Experience Commerce Cheil India appoints Umesh Bopche as CEO
By Our Staff
Cheil India has appointed Umesh Bopche as CEO for its digital agency – Experience Commerce.
On this new addition to the Cheil India, Sanjeev Jasani, Chief Operating Officer, Cheil India said: “I am delighted to welcome Umesh into the family. Umesh is an astute & result-oriented business leader with good vision, exactly what Experience Commerce needs at the moment to continue its exponential growth in India. More importantly he is a good human being who is empathetic towards his people and can bring them together to rally towards a common goal. In my mind, Umesh is a perfect fit for the role. I am sure Umesh will play a crucial part in Cheil India’s growth trajectory in the years to come and make Experience Commerce one of the top digital agencies in India and the APAC Region. I wish Umesh the very best for this role as the CEO of Experience Commerce.”
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To focus on growing the client base in Mumbai Wunderman Thompson appoints Anurag Tandon as Managing Partner
By Our Staff
Wunderman Thompson has appointed Anurag Tandon as its Managing Partner to lead its Mumbai operations effective May 16. In his new role, Tandon will focus on growing the client base in Mumbai and closely work with teams on providing business solutions for brands by leveraging the agency’s capabilities of creative, technology, strategic consultancy, commerce and data-driven experience and design.
Tandon joins Wunderman Thompson from DDB Mudra where he served as Managing Partner heading the Mumbai and Ahmedabad operations focused on driving top line growth and delivering profitability. He was also Global Brand Director for Unilever’s Ice Cream business – responsible for developing integrated brand strategies and communication plans in markets across SEA, NAMET and LATAM.
Commenting on Anurag’s appointment, Shams Jasani, CEO, Wunderman Thompson, South Asia, said, “Mumbai is one of our strongest offices and with our focus on being the strategic partner for our clients across the brand and consumer experience ecosystem, we are delighted to onboard Anurag at this critical juncture to augment growth for our clients and teams. With his strong track record of achieving business targets and vast experience across diverse categories and brands, we are convinced that he will be able to accelerate the momentum we have and achieve great success.”
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Results can be seen on www.goldenaward.com Montreux Festival 2022: India bags 4 Golds and 10 Finalists
By Our Staff
At the 33rd Golden Award of Montreux Festival, Indian companies won four Golds in the categories of Digital/Interactive, Direct Marketing and Design.
BC WebWise bagged a Gold in the Digital category with the website for Vespa75 Bioscope. Blink Digital India was awarded Gold for ICICI Prudential Mutual “Quest2Invest”. In Direct Marketing, Cog Culture received a Gold for “Committed To Cure”‘ for Medharbour and Tree Design won Gold in the Design category for motion graphics on packaging for Tata Tea.
Cog Culture won three Finalists for The Class of One, Osho Flexibles and Medharbour. HT Labs won two Finalists for OTT Play. Tree Design won two Finalists for PVR and one Finalist for Tata Tea. Blink Digital won two Finalists for ICICI Prudential Mutual and Amazon.
Said Frank Bodin, President of Art Director Club, Switzerland: “Montreux is a place of world-class creativity,” “As a musician, you have to experience the Montreux Jazz Festival. As an advertiser, you have to have won a Golden Award of Montreux.”
The Golden Award of Montreux only Golds, there is no Silver or Bronze – so the Finalist Certificate is also said to carry a lot of value.
Results can be seen on www.goldenaward.com
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Why would someone advertise their win in print in the digital era, wonders Sanjeev Kotnala Long live Advertising Awards
By Sanjeev Kotnala
As the trend goes, the agencies had stopped advertising their win at award events even before the pandemic. However, after Goafest 2022, one ad appeared in Brand Equity, in The Economic Times. And one started questioning the need for it. Why would someone advertise their win in print in the digital era? Not a tricky question, but the answers are vague. So, I did what I usually do, I reached out to my dear friend and a well-known brand and marketing consultant, Vermajee. I wanted an explanation for this anti-advertising posture of agencies? You win something good- so why not advertise?As I poured Vermajee his glass of preferred Single malt, I could see he was deep in thought. Today, the mystery would be resolved.
Vermajee on award wins
Like any good consultant, Vermajee placed the case details for agreement.
Agencies enter awards to win. Entering awards is a costly ritual, and no agency enters awards to be counted as an also-ran. So, they enter their best work. A work they can be proud of and at least is internally considered award-worthy under peer group evaluation. In fact, the agency does not want anyone to know they entered the awards unless they make it to the finalist.
The participants hate shortlists, but then it works for the event organisers.
It all was making sense after two pegs.
Who advertises the award win?
There are only two possible outcomes: you win an award, or you don’t. The reaction and happiness on winning an award is a function of what metal the agency wins, the size of the business, who worked on the creative, if winning awards is a habit or if the award is a surprise.
It holds true for most awards other than the Cannes Advertising award. There every win is worth celebrating.
Vermajee explained the logic.
If one win is a bronze or a silver or two, it is not worth advertising. And that is true for small as well as big creative powerhouses. Anyway, the winners will brag on social media about the win. Friends would congratulate, and the client might add their social media support to the win.
On the other side, say one wins big. Like Grand Prix, the agency of the year type, it changes the perspective. It is a piece of huge news. It should naturally get covered by media partners and industry-specific media, including social media. Most likely, the people who matter would be following the event, and hence they would know. Seems logical.
However, the agency may want to amplify the win by advertising and making the unaware target group know of their big win. It will happen only if the win counts in the eyes of the CMOs. The creative awards are okay for this, but they are no proof of efficiency and effectiveness. And then it costs money to advertise.
Rather than advertising, doing personal communication to the few the agency wants to reach out and impress will be more effective.
But, if the awards have lost their sheen. Suppose they are no longer considered the epitome of excellence and have lost their importance and relevance as a business development tool. In that case, there is no need to consider advertising the win.
Vermajee seeks accountable award organisers
Vermajee was playing with his glass and my thoughts. He smiled at my ignorance and continued. Award organisers for years have gone unchallenged. They go out of their way to amplify the call for entries; their moral duty is to amplify the wins in relevant media. Not as coverage, but as an ad.
Vermajee adds it may not be possible to do justice to every winner. Prioritisation and award hierarchy need to be defined to communicate the top awards. Where media organisations are sponsors, the deal itself could include space for such an ad and special rates for the winners to advertise.
What’s missing from the award ads
The award ads tell you who won what. However, you are left guessing what they won it for. The ad cannot show every thumbnail, but it can carry a QR that loads a page where you can see all the relevant wins in their full glory and details. One can even link it to the agency’s pages featuring other work.
The award organisers can easily create an award page as the entries now are digitised. In fact, it works for the awards. Is it too much to expect the myopic award organiser to look for stakeholders’ interests? Most even don’t allow the Jury to present their point of view as to why they awarded one entry over the other equally good entry.
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Vermajee closed the discussion with a bottom-up of his fifth drink.
Advertising or not advertising is dependent upon a few simple answers. How creatively can you treat the award win ad? How strong is the need to commu8nicate the win? If there is an internal pressure to advertise? Do you want to reassure the existing clients with these wins or use them as a new business tool? And finally, What is the ROI you expect from the investment in an award advertisement.
Vermajee dramatically raised the glass and shouted at the top of his voice, “To the last of the award ads. Go treasure the moment. Long live advertising- long live awards, Jab Tak Client Aur Agency Rahegi, Tab Tak Awards Their Kaam Rahega“. Award will remain till there are clients and agencies.