Of the 40 entries shortlisted for the 2014 Warc Prize for Asian Strategy, a cash prize for the most insightful marketing strategy in the region, 19 are for cases executed in India.
The region’s best strategy case will win US $ 5,000 and the Grand Prix title, while five special award winners will earn US $ 1,000 each.
Shortlisted entries from India are (Agency / Client / Market of Origin):
Bournvita: Race
(Ogilvy & Mather / Cadbury India / India)
Cadbury Silk: How we got people to pay 10 times the price of CDM for CDM
(Ogilvy & Mather / Mondelez / India)
Clean & Clear: Morning energy face wash - an alarm clock for your skin
(DDB Mudra Mumbai / Johnson & Johnson / India)
Coca-Cola: Adding fizz to the Indian family meal time
(McCann Worldgroup / Coca-Cola / India)
Gillette: Soldier for women
(BBDO India / Procter & Gamble / India)
Google: How Google Search brought hope to 1.4 billion people
(Ogilvy & Mather Mumbai / Google / India)
!dea: Honey Bunny
(Lowe Lintas & Partners / Idea Cellular / India)
Ink Advantage: Help your child shine
(BBDO Singapore and PHD / Hewlett-Packard / India)
Johnnie Walker The Journey: Restaging an icon
(BBH Communications India / Diageo / India)
Kan Khajura Tesan: Unilever's mobile media channel
(Lowe & Partners and PHD India / Hindustan Unilever Limited / India)
Kissan: Little farmers of Kissanpur
(Lowe Lintas & Partners / Hindustan Unilever Limited / India)
Lifebuoy Soap: Roti - The unlikely reminder
(Geometry Global / Hindustan Unilever Limited / India)
Maruti Suzuki: Kitna deti hain? (How much does it give?)
(Publicis / Maruti Suzuki / India)
Old Spice Smell Mantastic: Local relevance on a limited budget
(Wieden + Kennedy / Procter & Gamble / India)
Park Avenue Beer Shampoo: Stealing a lead from the giants in men's hair care
(Publicis / JK Helene Curtis / India)
Tata Sky +HD: Turning on a customer who has switched off
(Ogilvy & Mather Mumbai / Tata Sky / India)
Tata Tea: Power of 49 - empowering 100 million women to cast an informed vote in the Indian General
Elections
(Maxus (GroupM) / Tata Global Beverages / India)
The Akanksha Foundation: How a brand got celebrities to work for it for free
(Ogilvy & Mather Mumbai / The Akanksha Foundation / India)
Windows from Microsoft: Turning middle class homemakers into PC evangelists
(JWT / Microsoft / India)
Winners will be announced at an event in Singapore on 6 November. The ‘prize chairman’ for the award’s fourth year is Freddy Bharucha, CMO, Procter & Gamble Asia.
Bharucha said, “The ideas and execution must be brilliant in driving the brand’s strategy, equity and benefits (emotional and functional), and give the brand a competitive advantage in the marketplace.”
The full shortlist can be found below, and viewed on the Prize website, www.warc.com/asiaprize.
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