Twenty one of the 39 shortlisted entries for the 2015 Warc Prize for Asian Strategy are from India.
Warc will award the $5,000 Grand Prix to the region’s best strategy case study, plus five further Special Awards of $1,000 each. The Warc Prize for Asian Strategy will be presented in Mumbai on 29 October.
With 21 case studies, entries from India made up more than half of the shortlist. Singapore claimed four shortlist spots, and Hong Kong and the Philippines three each. Case studies from the emerging markets of Vietnam, Bangladesh, Sri Lanka and Indonesia are also represented.
Now in its fifth year, the Prize received more than 130 entries from across the region. The shortlist came from eight markets and from a mix of major networks and local independents, with budgets ranging from under US$500,000 to more than US$20 million.
David Tiltman, head of content, Warc, said, "This shortlist shows the best of Asian strategy. What struck me was the variety of work – from small but smart ideas to major brand-building work across multiple markets. What unites these entries is fresh thinking that delivers real results."
The judging panel of senior marketers and agency-side strategy experts was chaired by BV Pradeep, global vice president, Unilever.
Here are the Indian entries that made the cut:
Britannia Cake: Innocent bribes
(Grey Group / Britannia Industries)
Clinic Plus: Acts of inspiration
(Mindshare / Hindustan Unilever)
Coca-Cola: Taking on formality to enter Indian homes
(McCann WorldGroup / Coca-Cola India)
Good Knight Fast Card: How a two cent product became the most successful insect repellent launch in history
(JWT / Godrej Consumer Products)
Havells: A woman is not a home appliance
(Mullen Lowe Lintas Group India / Havells India)
HCL Technologies: #aMileForHer
Idea Cellular: The 'fool-proof' internet service
(Mullen Lowe Lintas Group India / Aditya Birla Group)
Johnnie Walker: The Journey
(BBH Communications India / Diageo India)
Lifebuoy: Appealing to a mother's basic instinct
(Mindshare / Hindustan Unilever)
Lux: Perfume Portraits
(JWT; Golin Harris / Unilever)
MakeMyTrip: Tapping into people's holiday ambitions - Dil To Roaming Hai
(Publicis Communications / Make My Trip)
McDowell's No.1: Celebrating brotherhood – future proofing an Indian icon
(DDB Mudra / USL Diageo)
Meswak: How a tiny toothpaste brand turned its loyalists into its sales force
(McCann Worldgroup / Dabur)
Mountain Dew: Real Heroes
(JWT / PepsiCo)
Nestle: Share your goodness
(McCann WorldGroup / Nestle India)
How Orient Electric broke its own shackles of the past
(McCann Worldgroup / Orient Electric)
Saffola Masala Oats: Tukdon Pe Jeena Chhodo (Don't live in bits & pieces)
(McCann Worldgroup Mumbai / Marico India)
Tata Tea: From packaged good to packaging good
(Mullen Lowe Lintas Group India / Tata Global Beverages)
Titan Raga: Her life, her choices
(Ogilvy Advertising / Titan Industries)
Voluntary Compliance Encouragement Scheme: A crash course in recovering taxes from stubborn defaulters
(McCann Worldgroup / Government of India)
Whisper: Touch the pickle
(BBDO India / Whisper)
The full shortlist can be viewed on the Prize website, www.warc.com/asiaprize, where Warc subscribers can also read the shortlisted papers. All cases that win an award will be showcased in the Asia Strategy Report, a study of smart strategic thinking in the region.