Warc, the global online service offering advertising best practice, evidence and insights from the world's leading brands, announced the winners of the 2016 Warc Prize for Asian Strategy. The annual competition, now in its sixth year, recognizes strategic thinking that has driven business results in Asia.
207 submissions from 15 countries across Asia were judged by a 20-strong eminent judging panel, chaired by Sanjeeb Chaudhuri, Global Head of Brand and Chief Marketing Officer of Standard Chartered Bank. After reaching a shortlist of 34 entries, a total of 17 winners have been selected: 1 Grand Prix, 4 Golds, 5 Silvers and 7 Bronzes.
In addition, the jury selected the winners of the five special award categories - The Market Pioneer Award, The Research Excellence Award, The Channel Thinking Award, The Local Hero Award and The Asia First Award - each receiving $1,000 prize.
BBDO India managed to take top honours by winning both The Grand Prix, which comes with a $5,000 prize, and The Asia First Award for 'Share The Load', P&G's laundry detergent brand Ariel Matic which used the issue of whose responsibility it is to do the laundry to highlight the wider problem of gender inequality, encouraging Indian men to 'Share The Load'.
Commenting on the strategy of BBDO India's winning work, jury chair Sanjeeb Chaudhuri, Global Head of Brand and Chief Marketing Officer of Standard Chartered Bank, said, "Gender empowerment is a very critical initiative that great brands should support. Ariel's 'Share The Load' campaign brings this sensitive subject to life in a very heart-warming way. It stood out among the many brands in Asia which are getting increasingly involved in being associated with social good. This campaign also helped Ariel double value and volume sales, making the campaign a very deserving winner of this year's Grand Prix."
Meanwhile, Ogilvy & Mather, Mumbai bagged ‘Gold & Innovative Channel Thinking Award’ for its campaign #EndAcidSale for Make Love Not Scars India. Ogilvy & Mather India took home two silver and one bronze metals as well. While its campaign ‘Keep Calm And Visit Diu’ for Daman and Diu Tourism Department scored a ‘Silver & Local Hero Award’, the agency won a ‘Silver & Market Pioneer Award’ for ‘Democratising Money Transfer’ for Vodafone M-Pesa India. The agency also bagged a bronze for its work ‘A For Anthem’ for Akanksha Foundation.
MullenLowe Lintas Group won a silver for its campaign ‘Delay Marriage’ for Hindustan Unilever Fair & Lovely India. Orchard Advertising (The Leo Group) grabbed a silver for Amazon.in India’s campaign ‘Show Me More’ Digital Arts Network Using Social Data To Win Hearts And Wallets Mastercard Mastercard India Bronze & Research Excellence Award
Leo Burnett, Mumbai and McCann Worlgroup earned a bronze each for Bajaj Motorcycles’ The Nation’s Bike campaign and Nestle India’s ‘Welcome Back’ campaign for Maggi respectively.