Ad Club Bombay’s 39th Abby Awards were held in Mumbai on March 31. The awards were mostly along expected lines with O&M being awarded the ‘Agency of the Year’ for the seventh consecutive year. But there was one surprise – JWT bagged the most golds.
But the star of the evening without any doubt was O&M, which got 144 points, bagging two golds and 32 silvers in the process. JWT came a distant second with 60 points, bagging four golds and seven silvers. Last year’s No. 2, Everest Brand Solutions, slipped a notch to No. 3 with a total score of 28 points. The agency bagged two golds and three silvers.
JWT won two golds and three silvers for Levi’s Slim Jeans campaign and two golds for Indian Red Cross. O&M won two Golds for HT Matrimonial Services in the Interactive Digital Marketing category and for Fevicol ‘Guess’ radio spot.
Everest Brand Solutions won two golds for ING Vysya Mutual Funds (Direct Mail) and Autocop - The Box (Product Manufacturing and Distribution) and three silvers for its campaigns for Tortoise mosquito coil, Intercontinental – The Grand and XPS Couriers.
Reacting to the wins, Mahesh Chauhan, President, Everest Brand Solutions, said, “It feels great to be ranked No. 3. This is important because last year when Everest was ranked No. 2, people thought that it was a fluke. Everest being ranked No. 3 proves that we truly deserve to be ranked amongst the top three agencies and that we are performing consistently.”
Chauhan added, “The special part this year is that Everest has won awards for brands across various categories. Surely we are doing something right, but we have a long way to go. We are working harder to deliver quality work.”
Grey Worldwide returned with a bang by winning six silvers while Rediffusion DYR scored 16 points and was ranked No. 5. Percept H, Alok Nanda & Company and Interface Communications won two silvers each, while Euro RSCG, K-Factor, RMG Connect, Palasa, Orchard, David, Solutions Integrated Marketing, Tribal DDB, Media2win and Hungama won a silver each. Web Chutney won a gold for Makemytrip.com (Chidiya Uddi) for Digital Innovation under Interactive Digital Marketing.
Under the Film Craft category, Ramesh Deo Production won a Gold for Outstanding Direction for The Times of India (Pakya Select Hua) while Corcoise Films won a gold and silver for Toyota Innova campaign for Outstanding Editing and Outstanding Direction, respectively.
The sixth INS Think Print contest this year saw enthusiastic participation from several agencies. This year’s contest was based on the print version of Mentos ‘Classroom’ TVC. O&M won a gold in this contest while Bates Enterprise, Kolkata, and JWT, Mumbai, won silver and bronze, respectively.
The top agencies that did not participate in this year’s Abby included Leo Burnett, Contract, McCann Erickson, Mudra, Publicis India, Ambience Publicis, RK Swamy BBDO and Saatchi & Saatchi.