IAA Olive Crown Awards 2021: Bhamla Foundation, Heartbeat Creative Lab, IIFL Home Finance take top honours

Bhamla Foundation wins 'Green Campaign of the Year' while Heartbeat Creative Lab wins 'International Green Campaign of the Year'; Bhamla Foundation, Project Mumbai, Sheerang Charitable Trust and Wunderman Thompson also bag Gold wins

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(L-R) Ramesh Narayan, Srinivasan K Swamy, Aaditya Thackeray, Megha Tata, Neeraj Roy

The India Chapter of the International Advertising Association (IAA) hosted the 11th edition of the Olive Crown Awards 2021, on 3 September in Mumbai.

The awards acknowledge work that drives the message of sustainability or ‘green advertising’.

Heartbeat Creative Lab, Taiwan, bagged a total of six awards - four Gold and two Silver.

Three of the Gold wins were for the entry titled 'Disaster Chocolate Bitter and Sweet' for the client Dae By Day. The Gold wins included the 'International Green Campaign of the Year'. The other Gold win came for 'The Taiwan Government has its own facial mask brand' for Soil and Water Conservation Bureau, COA.

Ogilvy also had six wins - all of them being Silver.

The ‘Green Campaign of the Year’- Gold was presented to Bhamla Foundation for its ‘Dhak Dhak Dharti’ campaign.

IIFL Home Finance bagged the Gold in the ‘Green Brand of the Year’ category.

Other Gold wins included Sheerang Charitable Trust's 'Eco-friendly Ganesha Celebration with Health' for Maharashtra Pollution Control Board (MPCB), Wunderman Thompson for Jimmy Nelson Foundation's '#SOS - Save Our Sentinels', and Project Mumbai's 'The Mumbai Plastic Recyclothon'.

The ‘Green Crusader of the Year’ award was presented to Aaditya Thackeray, Minister of Environment, Tourism and Protocol, Govt.of Maharashtra for his untiring efforts to save the Aarey Forest in Mumbai, active promotion of urban forests in cities across Maharashtra, hands on approach in beach clean ups and for ushering in a ‘Climate of Hope’.

Megha Tata, president, International Advertising Association (IAA) - India Chapter and managing director – South Asia, Discovery Communications India, said, “In the last 11 years of Olive Crown we have seen campaigns and brands go from doing ‘something green’ to being vested in sustainability and we are glad that this is a platform to showcase work that can inspire. One of the things 2020 taught us is that nature loved our lockdown! But we need to find this balance and co-exist every single day! And some of the campaigns we have seen this year have presented this balance beautifully."

Neeraj Roy, chairperson, IAA Olive Crown Awards, and founder and CEO, Hungama Digital Media Entertainment, added, "Over the next two decades, your entire customer base and your teams - the talent you are hoping to attract will largely be millennials and Gen Z and we know that they rate a brand’s ethics and sustainability higher than ever before so it will be impossible and impractical to ignore these trends. Brands, media, advertisers, agencies and marketers, essentially the core of the IAA community, has always played a key role in communication for centuries and it is encouraging to note that brands here in India too are taking note and actions toward sustainability and a greener planet in their product offerings."

SNO	Category Name	Gold / Silver	Title of Entry	Agency	Advertiser
1	Press- Consumer Products	Silver	Kill or Recycle	Wunderman Thompson Kolkata	Tata Steel

2	Press- Services	Gold	Eco-friendly Ganesha Celebration with Health	Shreerang Charitable Trust	Maharashtra Pollution Control Board (MPCB)
		Silver	Vitthal is Environment, Environment is Vitthal	Shreerang Charitable Trust	Kokan Lokwari
		Silver	The Turtle & The Elephant	Ogilvy	The Hindu Group
		Silver	The Turtle & The Elephant	Ogilvy	The Hindu Group

3	Press- Corporate	Silver	Meet The Dumbest Creatur Of The Planet & Hats Off To Your Courage Dear Human	Ogilvy	The Hindu Group

4	TVC/Cinema- Services	Gold	#SOS - Save Our Sentinels	Wunderman Thompson India	Jimmy Nelson Foundation
		Silver	Eco-friendly Ganesha Celebration with Health	Shreerang Charitable Trust	Maharashtra Pollution Control Board (MPCB)

5	Digital	Silver	#TogetherWithNature	Korra Worldwide	National Geographic India

6	Events	Gold	Disaster Chocolate -Bitter and Sweet	Heartbeat Creative Lab, Taipei	Dae By Day
		Gold	The Taiwan Government has its own facial mask brand	Heartbeat Creative Lab, Taipei	Soil and Water Conservation Bureau, COA
		Silver	Eco Lohri	Ogilvy India	Vodafone Idea Ltd.
		Silver	R\|Elan at LFW 2020	Reliance Industries Limited	Reliance Industries Limited

7	Out-Of-Home	Silver	Water Cycling	Medialand Digital Strategy Ltd, Taiwan	Friends of Daan Forest Park Foundation
		Silver	I Will Wear Out Plastic	Ogilvy Mumbai	United Nations Environment Programme

8	Green Campaign of the Year	Gold	Dhak Dhak Dharti	Bhamla Foundation	Bhamla Foundation, UN & Ministry of Forest & Climate
		Silver	I Will Wear Out Plastic	Ogilvy Mumbai	United Nations Environment Programme

9	International Green Campaign Of The Year	Gold	Disaster Chocolate -Bitter and Sweet	Heartbeat Creative Lab, Taipei	Dae By Day
		Silver	The Taiwan Government has its own facial mask brand	Heartbeat Creative Lab, Taipei	Soil and Water Conservation Bureau, COA

10	Green NGO of the Year	Gold	The Mumbai Plastic Recyclothon	Project Mumbai	Project Mumbai

11	New Age Green Initiatives	Gold	Disaster Chocolate -Bitter and Sweet	Heartbeat Creative Lab	Dae By Day
		Silver	I Will Wear Out Plastic	Ogilvy Mumbai	United Nations Environment Programme
		Silver	The Taiwan Government has its own facial mask brand	Heartbeat Creative Lab	Soil and Water Conservation Bureau, COA

12	Green Brand of the Year	Gold	eKutumb “Green Affordable Housing	IIFL Home Finance Ltd	IIFL Home Finance Ltd
		Silver	Recycled Plastic Dustbins	ReCity Network (Nestle India's CSR initiative, implemented by ReCity Network)	WorkshopQ

13	Young Green Crusader Of The Year	Prachi Shevgaonkar

14	Green Crusader Of The Year	Aaditya Thackeray