‘Where tomato ketchup grew tomato farmers', Mindshare India’s case study for Hindustan Unilever Limited’s ketchup brand Kissan, is among seven shortlisted for the WARC Prize for Innovation 2013.
The US $ 10,000 Prize rewards the best case study worldwide of effective innovation in communications.
The case study by the Mindshare India team lists Anagha Ingle and Baljeet Singh as authors.
A panel of 15 judges, chaired by Howard Draft, executive chairman, Draftfcb, praised shortlisted entrants for their original approaches to challenges such as real-time marketing of food brands, increasing hotel revenues, selling train tickets and demobilising terrorists, informed a WARC statement.
Other shortlisted case studies are:
- ‘Daily Twist’ for Oreo from the US
- V/Line’s ‘Guilt Trips’ from Australia
- Metro Trains Melbourne’s ‘Dumb Ways to Die’ from Australia
- ‘Rivers of Light’ for Group of Humanitarian Attention to the Demobilised, from Colombia
- Art Series Hotels’ ‘Overstay Checkout’ from Australia and
- Peres Center for Peace’s ‘Blood Reltions’ from Israel
The winner is to be announced on 5 June 2013. Summaries of all 15 ‘long-listed’ case studies can be read here.
Warc is also awarding a Popular Vote trophy for the entry that attains the highest combination of ‘likes’ of its video on the Warc Prize Vimeo page and downloads of the case study on www.warc.com. The vote will run until 00.01 on 1 July 2013 (GMT).