Ogilvy & Mather Mumbai has become the first Indian agency to win Gold at the IPA Effectiveness Awards held in London on October 29, 2012. The award was won for Cadbury Dairy Milk’s seven-year long ‘Kuch Meetha Ho Jaaye’ campaign. Launched in 2005, this campaign has led to Cadbury Dairy Milk increasing its business manifold, and has also contributed to increased revenues and profits for Cadbury India. The campaign also won a special award for ‘Best Use of Insight’.
The Awards this year saw a total of 65 entries, of which 35 entries made it to the shortlist. Ogilvy’s winning entry was India’s only shortlisted entry at the Awards.
Reacting to the win, Piyush Pandey, Executive Chairman & Creative Director, Ogilvy & Mather South Asia, and also 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 rigorous 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.”
Chandramouli Venkatesan, Director, India Snacking & AP Developing Markets – Chocolate Lead at Cadbury India, said, “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 that the brand has done over a long time. Special kudos to our partners Ogilvy India for being such an outstanding brand steward.”
IPA is the professional body for advertising, media and marketing communication agencies in the UK. Since their launch in the UK in 1980, the IPA Effectiveness Awards are recognised by agencies and clients as the industry’s most rigorous award scheme, because entrants have to prove their communications strategies have worked in hard business terms.