Warc Prize for Asian Strategy: 17 of 38 shortlisted papers from India

Shortlists for the 2013 Warc Prize for Asian Strategy, for insightful marketing strategy, have been announced.

From the 140 entries received for the third edition from 10 markets, 38 have been shortlisted, of which 17 are from India.

Winners of Gold, Silver and Bronze awards, besides cash prizes ($ 5,000 for best case study and five special awards of $ 1,000 each) are to be announced on 26 September in Singapore.

Leanne Cutts, president and MD - Japan, Mondelez International, chair of judges, said, “We were particularly impressed with the number of entries that challenged category norms and behaviour, and found creative solutions that were breathtakingly simple yet amazingly effective. Finally, we were reminded once again that budget is no prediction of the quality of strategy thinking, creative idea or effectiveness in the real world.”

A Warc statement disclosed that on average, shortlisted campaigns used 8.4 channels each, higher than the average of 7.4 across all entries. Among shortlisted entries, social media (71 per cent) was found to be the most used media channel, ahead of television (61 per cent). Across all entries, the corresponding percentages were 57 and 53.

Shortlisted entries from India: (Agency / Client / Campaign Market)

Vat Man

(BBH Communications India / Diageo / India)

Voltas All Weather AC – how a pure play Indian brand turned a giant killer

(Ogilvy & Mather / Tata / India)

Women For Women

(McCann WorldGroup / Stayfree / India)

Be The Dad Your Dad Never Was

(Ogilvy & Mather Mumbai / IDBI Federal Life Insurance / India)

Helix: Waste Time

(JWT India / Timex Group India / India)

Happily Married: Chocolate and Mishti

(Madison Media Pinnacle / Mondelez International / India)

Killer Jeans: Making an Environmental Cause Fashionable to the Indian Youth

(Grey India / Kewal Kiran Clothing / India)

Kissanpur - Where Tomato Ketchup Grew Tomato Farmers

(Mindshare India / Hindustan Unilever / India)

Mahindra Spark the Rise

(VML Qais / Mahindra Group / India)

Mediker Anti-Lice Treatment: The Journey from Lice Negative to Life Positive in Rural India

(BBH Communications India, Madison Media Group, Radiowani, Perfect Relations, School / Marico / India)

Mission Kerala: Times Of India's Final Frontier

(JWT India / Bennett Coleman / India)

Once Again: The Tagging Drive

(Ogilvy & Mather Bangalore / Once Again / India)

Parachute Advansed Ayurvedic: Recommended By Those Who Care About You

(BBH Communications India / Marico / India)

Seduction in a Slice bottle

(Mindshare, JWT / PepsiCo / India)

The ‘Everyday’ Soldier: How Gillette Leveraged its Brand Values to Ignite a Social Awakening

(BBDO India / Procter & Gamble / India)

Taking On A Religion Called Cricket

(JWT India / PepsiCo / India)

Other shortlisted entries:

Gillette: Shave Sexy

(BBDO China, @PR / Procter & Gamble / China)

ShoesShoesShoes: Shoe dating

(Ogilvy Action / Heart and Sole / Malaysia)

SMART TXTBKS

(DDB DM9 JaymeSyfu / Smart Communications / Philippines)

Tempo Toilet Paper: The Perfect Man

(Publicis Hong Kong / SCA Tissue / Hong Kong)

Minute Maid Pulpy: The Real Juice Challenge

(Ogilvy Action / Coca-Cola / Malaysia)

THPF Smoking Kid: A Personal Message to the Smokers

(Ogilvy & Mather Thailand / Thai Health Promotion Foundation / Thailand)

Tiger Blue Christmas

(Leo Burnett, M&T / Viet Nam Brewery / Vietnam)

X2 Voice Resuscitation: The Truth

(Draftfcb Kuala Lumpur / Celcom Axiata / Malaysia)

Mentos National Night

(BBH Asia Pacific / Perfetti Van Melle / Singapore)

Milo Cans: Twisted Football

(Ogilvy & Mather Kuala Lumpur / Nestlé / Malaysia)

Pump It Forward

(NIM Digital / Johnson & Johnson / China)

Realtime Olympics

(NIM Digital / McDonald’s / China)

Ariel Shirt Flag: How a detergent not only lifted stains, but the spirit of an entire nation

(Ace Saatchi & Saatchi Advertising / Procter & Gamble / Philippines)

Baileys: Cream With Spirit

(BBH Shanghai / Diageo / China)

Band-Aid: A Mother's Love

(McCann Erickson Japan / Johnson & Johnson / Japan)

Chrome Open Spaces: Creating Street Art Through the Web

(BBH Asia Pacific / Google / Indonesia)

Clear: Hidden Idol

(Lowe Vietnam / Unilever / Vietnam)

Happydent White: from Dental brand to the Dazzlemouth Show

(BBH Asia Pacific / Perfetti Van Melle / Indonesia)

Corona: Let the World Wait

(TBWA\ Singapore, Digital Arts Network (DAN), INTO-DIGITAL OY, Wicked Digital Media / Grupo Modelo / Regional)

It's More Fun In The Philippines

(BBDO Guerrero / The Philippines Department of Tourism / Regional)

Lifebuoy: Help A Child Reach 5

(Lowe Lintas & Partners, PHD / Unilever / India, Indonesia)

Nike China: Greatness Campaign

(Wieden+Kennedy, Mindshare, AKQA, Razorfish / Nike / China)