(Editor’s note: As the Awards Governing Council has not assigned weightages to metals, we have followed the Olympic system of scoring for the Abby Awards again this year, according to which most Grand Prix awards scores over most Golds, scores over most Silvers and, finally, most Bronzes.)
Mindshare snared the sole Grand Prix at the Media Abby Awards 2012 in Best Use of Branded Content for Surf Excel ‘Little Big Film Maker’. The campaign also won a Gold. Additionally, the agency picked up two Silvers (Axe ‘Male Fantasy Theme Parks’ and Kissan Jam ‘Kissan Jammy Art’) and two Bronzes (Nike Cricket ‘Bleed Blue’ and Kwality Walls Cornetto ‘Luv Reels Take 2’).
WATCH glimpses of the awards ceremony with comments from the winners
MEC won a Gold for Reliance 3G ‘Feeling Is Believing’ in the Best Use of TV category, and another Gold in the Best Use of Newspapers and Magazines for Colgate Dental Cream ‘The Night Hammer’. It also picked up a Silver (Reliance Mobile ‘Ego Search’) and a Bronze (Reliance Mobile ‘Mera Versus Tera Network’).
Lodestar bagged six metals, of which one was a Gold for Bombay Psychiatric Society ‘Zindagi Se Dosti – Make Friends With Life’ in the category Pro-Bono Marketing. The agency also won two Silvers (Coca-Cola ‘Coke Studio Woos India’ and Amul MasterChef India 2) and three Bronzes (Thums Up ‘Hunt for the Thunder Star’, Amul MasterChef India 2 and Indica Vista ‘Vista Blogger Outreach Programme’).
Madison Media Infinity won one Gold in Best Use of Newspapers and Magazines category for Parachute Advansed Ayruvedic Hair Oil ‘Turning Print Into Social Media’. The agency also took home a Silver (Cadbury Celebrations ‘Diwali Rishton Ki Mithaas’) a Bronze (Cadbury Celebrations ‘Cadbury Celebrations Airways’).
Starcom won a Gold in Best Use of Cinema for Samsung Galaxy Tab ‘Touch Cinema With Galaxy Tab 1’.
Maxus won two Silvers (Google ‘Cinema Queue Becomes History’ and Google Mobile Services ‘How We Converted 3000 Sceptics Per Second’) and three Bronzes (Tata Sky HD ‘Amitabh Bachchan Died Twice Because Of A House Fly’, Askme (Infomedia) ‘Google on Radio’, ABT Associates ‘Saathi Bachpan Ke – Second Mothers Fight Against Diarrhoea’).
Mediacom Communications (Whisper ‘Magic and Girl Dosti’) and Madison Media Plus (Airtel ‘Har Ek Friend _____ (dash) Zaroori Hota Hai) got one Silver each.
DDB MudraMax (Big Bazaar ‘The Magic Frisk’) and Interactive Avenues (American Express ‘Recommend the AMEX Experience’) won a Bronze each.