Campaign India Team
Mar 06, 2013

Media Abbys 2013: Mindshare has 20 shortlists; Lodestar UM 16, Maxus 15

124 entries from 27 entrants shortlisted; final round of judging on 8 March

Media Abbys 2013: Mindshare has 20 shortlists; Lodestar UM 16, Maxus 15

A total of 124 entries, from 27 entrants, have been shortlisted for the Media Abbys at Goafest 2013, organised by AAAI and The Advertising Club.

Organisers received a total of 660 entries this year for the awards.

Mindshare India has 20 shortlists, Lodestar UM 16 and Maxus 15. Madison Media Pinnacle has 13 shortlists.

Other entrants among shortlists are Ad2C (1), BBDO Proximity (3), Blazar Media (1), DDB Mudra Group (7), Discovery Networks (1), Ignitee (1), Interactive Avenues (4), Interface Business Solutions (6), iProspect (1), Isobar (3), Madison Media (4), McCann Worldgroup (2), MEC (2), Mediacom (6), Mediavest (1), Milestone Brandcom (1), Mindshare SriLanka (1), OMD India (1), Omnicom Media Group (4), Platinum Media (1), Starcom MediaVest Group (6), Telibrahma (1) and Vizeum India (2).

Unlike last year, when there was a single category for digital, six digital categories were introduced in 2013: Use of Digital Search, Use of Social Media, Use of Digital Display Advertising, Digital Content Creation Strategy, Use of Digital as a Medium and Use of Mobile Media.

Explaining the rationale behind having multiple categories under digital, Ashish Bhasin, chairman, Media Abbys, said, “There are so many aspects of digital which need to reflect in the awards. So we thought it was apt to break digital into multiple categories, recognising the fact that social, mobile, content strategy etc. have become very important part of digital media campaigns.”

Bhasin added, “More than 40 per cent of the total entries we received this year are under these (digital) categories.”

The second and final round of judging will take place on 8 March 2012.

The judging process this year, Bhasin informed, has been completely digitised. “Every jury member will have a laptop to look at the entries independently. By doing so, you’re ensuring that issues such as self-voting etc. doesn’t happen. This will be followed by a discussion round (on March 8) where the winners will be finalised.”

The Media Abby winners will be announced on 5 April 2013, at Goafest.

THE GOAFEST2013 MEDIA ABBY SHORTLISTED CASE STUDIES
BEST USE OF TV
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Madison Media Airtel Mobility India's First Social TV
2 Mindshare Surf Excel Surf Excel " Nanhe Bacche" Bane "Nanhe Farishtey"
3 Madison Media Dish TV Sky Jacking
4 Lodestar UM Tata Docomo The Big Story
5 Maxus Center Fruit Centerfruit Khaoge Toh Laplapaate Reh Jaaoge
6 Mediacom Communications Pvt. Ltd. Ariel My Story My Ariel
       
BEST USE OF CINEMA
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Mindshare Fair & Lovely Cream 30 seconder to 3 hour
2 Madison Media - Pinnacle Bournville A Fine Dark Duet
3 Mindshare Lifebuoy Handwash Chintoo - The Reel Hero
4 Maxus Titan Industries-Sonata Torch Carrying to Torch Wearing Usher
       
BEST USE OF NEWSPAPERS AND MAGAZINES
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Madison Media - Pinnacle Cadbury Oreo Dear Dad
2 Mindshare Kissan Ketchup KISSANPUR-WHERE PRINT SEEDED A NEW WAY OF LIFE
3 Mediavest Sab TV Sab ke Comics: bringing more laughter to the Indian family
4 Mindshare Lifebuoy Handwash CHINTOO'S LIFEBUOY ADVENTURES
5 Mediacom Communications Pvt. Ltd. Oral B News that make you smile :)!
6 Lodestar UM TATA MANZA TATA MANZA CLUB CLASS IN 3D
       
BEST USE OF OUTDOOR AND AMBIENT MEDIA
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Mediacom Communications Pvt. Ltd. Volkswagen Think Blue The day India get turned Blue
2 DDB Mudra Group Rotary Eye Bank Play God
3 DDB Mudra Group Volkswagen  BEETLE MADE IN INDIA
4 DDB Mudra Group Mumbai Police Heads UP
5 Milestone Brandcom Mc Donalds Mc Spicefest
       
BEST USE OF SPECIAL EVENTS & STUNTS/LIVE ADVERTISING
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Madison Media - Pinnacle Cadbury Dairy Milk When Roshgulla Turns Chocogulla
2 BBDO Proximity India Gillette The Everyday Soldier Movement
3 DDB Mudra Group Rotary Eye Bank Play God
4 Mindshare Mountain Dew Dew Xtreme Tours 2012 - Beyond Fear, Lies Victory
5 Madison Media - Pinnacle Cadbury Celeberations Gift a Diwali
6 McCann Worldgroup Zara- The Tapas Bar Yamaraj
7 Starcom Mediavest Group Samsung Galaxy Note ll Samsung sparks a New Guinness World Record
8 BBDO Proximity India Gillette You Shave I Shave
9 Madison Media - Pinnacle Cadbury Bournvita Shoe Project
10 Mindshare Kurkure "Kurkure Battles Street Food"
11 DDB Mudra Group Volkswagen Volkswagen Beetle Made in India
       
BEST USE OF RADIO
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Maxus YouTube Visual Radio!
2 Maxus Colors-Viacom18 Bigg Boss ki citttyyyy, Aur Radio city bana Video City
3 Starcom Mediavest Group Samsung Metro 2252 Let's Chat !
4 Mediacom Communications Pvt. Ltd. Skoda Skoda On Air
5 Madison Media Mediker Lice negative to life positive
6 Vizeum India MTV Unplugged TV Show TV Show gets distributed on the streets using Radio!!!
       
BEST USE OF SPONSORSHIP
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Madison Media - Pinnacle Cadbury Dairy Milk Kaun Banega Crorepati
2 Starcom Mediavest Group Samsung Samsung House
3 Lodestar UM Coca-Cola Coke Studio
4 OMD India Intel Ultrabook Ultrabook Inspired By Intel - For a Young India
5 Lodestar UM Mahindra & Mahindra Celebrating the Spirit of the Amazing Indians
6 Lodestar UM i-Sure Sperms Toh Ready ho Jayenge Kya Aap?
7 Lodestar UM Amul Milk Making Milk Exciting - The Olympics Way
8 Mindshare Sunsilk Character Sponsorship for Cocktail
       
BEST USE OF BRANDED CONTENT
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Discovery Networks Asia Pacific ( South Asia) Discovery Channel Discovery Channel & YRF Brand Association
2 Lodestar UM Mahindra & Mahindra Celebrating the Spirit of the Amazing Indians
3 Lodestar UM Coca-Cola Coke Studio
4 Interface Business Solutions (I) Pvt. Ltd. Kotak Mahindra Bank Save With Subbu - Co-authoring a book on Social Media
5 Starcom Mediavest Group Captain Morgan Captain Shack
6 Mindshare Axe Deodorant 5.2 Years of Brand Content Interactions in just 6 Months
7 BBDO Proximity India Gillette The Everyday Soldier Movement
8 TELiBrahma Convergent Communications Pvt. Ltd. Coca-Cola 10 million ears efreshed
       
BEST USE OF DIGITAL SEARCH (seo and/or sem)
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Blazar Media Domino's Pizza India Intent Marketing Through Integrated Search Strategy
2 Interface Business Solutions (I) Pvt. Ltd. Bajaj Finserv Lending Search Account- The world's first account information on search
3 Interactive Avenues Pvt. Ltd. ebay India There's always a first time at eBay
4 MEC Reliance Mobile "Search"
5 Maxus Fiat The Advantage Of Disadvantage
6 Interface Business Solutions (I) Pvt. Ltd. Tata Docomo My Account on Google Search- Account services redefined
7 Interactive Avenues Pvt. Ltd. Book My Show HOUSEFUL!
8 Iprospect India Chevrolet Sail UVA Chevrolet Sail U-VA Launch
       
BEST USE OF  SOCIAL MEDIA
       
Sr.No. AGENCY NAME Brand Caption Title
1 Interface Business Solutions (I) Pvt. Ltd. Tata Docomo Hyper Personalization- the world's first, CRM powered, personalized, communication on Social media
2 MediaCom Communications Pvt. Ltd. Pampers Pampers- "Mobile Dai"
3 Lodestar UM TATA NANO Nano Drive with MTV- Riding Social Media Wave
4 Ignitee Digital Services Pvt. Ltd. Viacom18 Motion Pitctures Gangs of Wasseypur
5 Maxus Tanishq My Expression- Product Research= Marketing Campaign
6 Maxus Nokia Lumia 510 (Trendify) Nokia's Magic Button that creates Kolaveri di & Gangnam Style
7 Interface Business Solutions (I) Pvt. Ltd. P&G Thank you Mom  Thank You Mom- The mother of all social media campaigns
8 Madison Media - Pinnacle Bournville The Dark Chocolate Rises
       
BEST USE OF  DIGITAL DISPLAY ADVERTISING
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Starcom Mediavest Group Samsung India Who Needs A Remote Control?
2 Maxus Royal Stag Smallest Ad Unit- Makes it Large
3 Interface Business Solutions (I) Pvt Ltd Tata Docomo Hyper Personalization- The world's first, CRM powered, personalized, display campaign
4 Starcom MediaVest Group Samsung India Say Cheese
5 Platinum Media Fiama Di Wills Men Click. Shoot. Participate
6 Mindshare Century Ply Century Ply- World Anger Day
7 Lodestar UM TATA NANO Nano 'Colour' eidoscope
8 Mindshare Slice Seduction in bottle!
9 Maxus Red Bull Drink and Drive
       
BEST DIGITAL CONTENT CREATION STRATEGY
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Madison Media - Pinnacle Bourville The Dark Knight
2 Mindshare Axe Deodorant 5.2 years of Digital Content Viewed in just 6 months!
3 Isobar India Reebok India Reebok Felx-a- Mob
4 Madison Media - Pinnacle Cadbury Dairy Milk Eclairs League of Extra Ordinary Gentlemen
5 Madison Media - Pinnacle Cadbury Celebrations India Celebrates
6 Mindshare Boost By the people, for the people
7 Maxus Nokia Asha 200 World's First Reality Show on Mobile
8 Lodestar UM TATA NANO Nano Drive with MTV- Creating a sea Of content
9 Maxus Wrangler The Story of 2 Lakh Bikers who rode on 10 bikes
10 MEC Colgate Maxfresh Are U Fresh Enuf
11 Maxus Fiat The Advantage of Disadvantage
12 Interactive Avenues Pvt Ltd Mahindra Rise Winning over with Good News
13 Madison Media Parachute Advanced Hot Oil Nargis Monsoon Diaries
14 Omnicom Media Group Bebeautiful BeBeautiful- Giving a million Woman a Space they call their own
15 Omnicom Media Group Axe Shower Gel Kidnap
16 Isobar India Expedia Around the world with Expedia
17 Maxus Corporate Thankyou Kubler and Ross once again
       
BEST USE OF DIGITAL AS A MEDIUM
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Mindshare AXE Deodorant 5.2 years of digital content viewed in just 6 months!
2 Omnicom Media Group Kissan Chalo Kissanpur ! Where what you grow is what you eat
3 Interactive Avenues Pvt. Ltd. Mahindra Rise Spark The Rise
4 Mindshare Woodland Step Out 2 Go Pro Planet
5 Isobar India Goodyear Goodyear Joy of Journey
6 Madison Media - Pinnacle Cadbury Dairy Milk Eclairs League of Xtra Ordinary Gentlemen
7 Maxus Center Fruit Centerfruit Guide - Jeebh Laplapaastic
       
BEST USE OF MOBILE MEDIA
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Mediacom Communications Pvt. Ltd. Pampers Pampers- "Mobile Dai"
2 Mindshare Sunsilk An Ambient Advertising Model Using Mobile
3 Mindshare Star Sports Angrezon Ki Pungi Bajaao
4 McCann Worldgroup Cheaters Cross-connection
5 Mindshare Idea 'Hello! Honey Bunny'
6 Omnicom Media Group Wheel One Missed Call
7 Ad2C India Pvt. Ltd. Samsung Draw Something Draw Samsung
       
BEST USE OF MIXED MEDIA
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Lodestar UM Microsoft Windows Meet the peer Influencers
2 Lodestar UM Tata Docomo The Complete Story
3 Madison Media - Pinnacle Cadbury Celebrations Gift a Diwali
4 Madison Media - Pinnacle Cadbury Oreo Dear Dad
5 Vizeum India MTV Unplugged TV Show TV Show gets distributed on the streets using multi-media innovatively!!!
6 Mindshare Horlicks Food For Cause - Horlicks Aahar Abhiyan
7 Mindshare Kissan Ketchup Kissanpur - Where Tomato Ketchup Grew Tomato Farmers
       
SPECIALIST CATEGORIES -YOUTH MARKETING
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Lodestar UM Coca - Cola Coke Open Happiness
2 Maxus Titan Industries - Fastrack Think diffrent- Using Online to make an Offline plan
3 Lodestar UM Tata Nano Nano Art In Motion - Express!!
       
SPECIALIST CATEGORIES -PROBONO MARKETING
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Lodestar UM Coca - Cola Support My School
2 DDB Mudra Group Rotary Eye Bank Play God
3 DDB Mudra Group CPAA Smoker's Balloon
       
SOUTH ASIA CATEGORY - BEST USE OF MIXED MEDIA
       
Sr.No. AGENCY NAME Brand Caption Title
       
1 Mindshare Srilanka CloseUp Closeup Arrives in Srilanka
       

 

Source:
Campaign India