Goafest 2013: Mindshare bags three Golds, 10 metals at Media Abbys

The results of the Media Abby competition were announced at Goafest 2013 on the night of 5 April. Mindshare India won a total of 10 metals, the maximum by an agency. Among the GroupM agency’s metals were three Golds Abbys, also the maximum haul of yellow.

In all, 46 metals were given away: six Gold, 16 Silver and 24 Bronze Media Abbys. The competition received 660 entries this year, with 40 to 45 per cent of them coming in digital-related categories. Organisers had expanded the digital category to include relevant sub-categories in the 2013 edition.

Ashish Bhasin, chairman, Media Abby Awards 2013, said, “We’ve had around 50 agencies participating this year. In addition to a record number of entries, the quality of entries has been very good.’

Shashi Sinha, chairman, Abby Awards Governing Council, added, “Normally, we see around 35 agencies participating and six or seven of them winning awards. This year we have had 16 companies winning awards, which itself is a record.”

The winning entries

Mindshare’s Gold-winning entries were for entry ’30 seconder to three hour’ for Fair & Lovely Cream in the Best Use of Cinema category, ‘5.2 Years of Brand Content Interactions in just 6 Months’ for Axe Deodrant in the Best Use of Branded Content category, and for ‘Kissanpur – Where Tomato Ketchup Grew Tomato Farmers’ for Kissan Ketchup in the Best Use of Mixed Media category. 

The other agencies to win Gold were Milestone Brandcom in the Best Use of Outdoor and Ambient Media category for McDonald’s ‘Mc Spicefest’, Starcom Mediavest in Best Use of Digital Display category for ‘Who needs a remote’ for Samsung India, and Interface Business Solutions in the Best Use of Digital Display Advertising category for ‘Hyper Personalisation – The World’s First CRM powered, personalised display campaign’ for Tata Docomo.