Four Indian entries have won at the recently held Internationalists Award for Innovation in Media 2011. DY Works (erstwhile DMA Yellow Works), Media Direction, OMD India and Lintas Media Group were the Indian agencies in the winners list this year. In its third edition, the awards ceremony was held on May 25 in New York.
DY Works managed to bag the only Silver metal among Indian agencies at the awards for their entry titled ‘You can do more with milk’ for Hershey’s chocolate syrup where the brand’s communications strategy focused on making Hershey’s Syrup more than a special occasion product, and creating meaningful everyday usage needs. The Hershey’s media strategy was honed to reaching the right consumers, at the right place -the retail environment and through packaging innovation [as media vehicle]. The entry won in the category of ‘a local execution of a multinational campaign’.
Media Direction’s entry for Siemens titled ‘New Age Content Co-Creation’ also bagged a bronze in the same category. The campaign, intended to sensitize, encourage participation, engage and have a dialogue with the audience, was a print Initiative taken across mediums to give media amplification. The brand partnered with business daily, Mint and launched an initiative called ‘The India Agenda’.
OMD India won a bronze for their entry titled ‘Johnson’s Baby Lories (Lullabies)’ in the category of ‘A Local Brand or Service in a Local Market with innovative media solutions worthy of international adaptation or of world class standards’. Johnson’s Baby created ‘Lories the touching notes’ music CD, available commercially and promoted across mediums, which new mothers can play to make their babies sleep.
In the same category, Lintas Media Group also bagged a bronze for their entry – ‘Unit Trust of India (UTI) presents Financial Advisor Awards 2010’. As part of the media campaign, the brand introduced the Financial Advisor Awards in partnership with ICRA and CNBC India.
Among other winners, Media Experts (Canada), OMD and MPG (US) won a Grand Prix each for their entries. Media Experts won it for a campaign for Bombardier; OMD won it for Dockers and MPG for Fidelity.