Ogilvy & Mather, Mumbai, won Gold at the IPA Effectiveness Awards for Cadbury Dairy Milk’s seven year-long ‘Kuch Meetha Ho Jaaye’ campaign. The case also won a special award for ‘Best Use of Insight’. This marks the first Gold won by an Indian campaign in the IPA, which was launched in 2005.
Piyush Pandey, executive chairman and creative director, Ogilvy & Mather South Asia, the brain behind the ‘Kuch Meetha Ho Jaaye’ campaign, said, "I am totally delighted that we have won India’s first ever Gold at one of the most rigourous effectiveness awards in the world - the IPA. And that too for Cadbury. As I have always said in the past, great work comes out of great partnerships. A big salute to you, Cadbury India. And heartiest, heartiest congratulations to my young colleagues at Ogilvy & Mather, Mumbai.”
Chandramouli Venkatesan, director, India snacking and Asia Pacific developing markets chocolate lead, noted, "It is a matter of great pride that Cadbury diary milk is the first ever gold winner from India. It is a testimony to the exceptional advertising the brand has done over a long time. Special kudos to our partners Ogilvy India for being such an outstanding brand steward. 'Kuch Meetha ho jaye'."
Kawal Shoor, head of planning, Ogilvy & Mather, Mumbai, and co-author of the entry, received the award at the ceremony held in London on 31 October. He said, “This is unprecedented. Only time will tell what this means for us, and Indian advertising, but right now we're over the moon. We have always loved and stood by our work, and knew it was world class, but to now get acknowledged as that, by arguably the most renowned and sceptical set of judges, ahead of other strong campaigns from around the world... across categories... Wow! And then to win another one for insights... perfect!”
Navin Talreja, head of Ogilvy & Mather, Mumbai added, “This is absolutely fantastic! We strongly believe that our wins happen only because of the faith that clients show in us, and are invariably a result of a process of co-creation with clients. Cadbury has been one such relationship that we have enjoyed for over 60 years. As an office, we pride ourselves on the efficient working of the Creative, Account Planning and Account Management triumvirate. This win is a great testimony of the same”.
The IPA is the professional body for advertising, media and marketing communications agencies in the United Kingdom.