Arati Rao
May 25, 2012

Maxus team wins AAAI-Cannes Young Lions Media Competition 2012

Abhishek Grover and Ashish Bajaj from Maxus Gurgaon head to Cannes

Maxus team wins AAAI-Cannes Young Lions Media Competition 2012

Maxus Gurgaon's Abhishek Grover and Ashish Bajaj, both business executives, have won the AAAI-Cannes Young Lions Media Competition 2012. The brief was 'Beat Breast Cancer with Regular Check-ups'.

Bajaj explained their idea, "The TG for the brief was SEC A, female, 30 to 50 year olds. We thought that women are normally burdened with too many things with their families to take care of, and hence decided to give the external push to their husbands. The strategy was contextual targeting, and to hit them where it hurts. We thought of placing advertorials in The Economic Times, because it would never occur to the men that they would see a touching advertorial in a financial daily. The media activation campaign was called 'I care, I'm here', which called upon husbands to register with us. At the end of the six month-long campaign, there would be a big event where the husbands would be invited with their wives, and female celebrities would talk openly about breast cancer. There would also be check-ups at the event which would help induce behavioural change."

The jury for the contest comprised Sam Balsara, chairman and managing director, Madison World; Lynn de Souza, chairman and chief executive officer, Lintas Media Group; Ambika Srivastava, chairperson, VivaKi Exchange; and CVL Srinivas, chairman, SMG India and managing director, LiquidThread – APAC.

Srinivas said, "The entry of the Maxus duo won because it was a great idea combined with a sound strategy. They also put together a very good presentation."

The contest was organised by the Advertising Agencies Association of India (AAAI) with the support of The Times Group. The Maxus team will be the official Indian team to take part in the Young Lions Media Competition 2012 at the Cannes Lions. 

Source:
Campaign India

Related Articles

Just Published

4 hours ago

Zomato’s ‘Fuel your hustle’ runs on empty

The food delivery platform trades its signature wit for a tired hero montage, borrowing from Nike and Apple with little freshness.

6 hours ago

Omnicom tops revenue estimates, APAC posts 6.5% ...

However, profitability took a hit, weighed down by acquisition and restructuring costs linked with Omnicom’s IPG merger and sweeping efficiency cuts across media and production units.

7 hours ago

WPP hires AKQA global CEO from Accenture

Baiju Shah replaces founder Ajaz Ahmed, who left in October 2024.

8 hours ago

Discounts are dead. Rewards speak louder than cashbacks

In a cluttered digital landscape, BigCity Promotions’ co-founder points out that brands are swapping coupons for contextual rewards to build loyalty, data, and deeper connections.