PMAA, Dragons of Asia, recognises and honours the most spectacular and innovative campaigns done by agencies and clients, across all countries in Asia, for the last 13 years.
Agencies that bagged top honours at PMAA 2012 were DDB Mudra Max, Hungama Digital Media Entertainment and Pulp Strategy amongst others. The award was open to all companies in the field of advertising, promotion marketing, activation, experiential, integration, social media, interactive, digital, direct marketing and public relations.
DDB Mudra Max swept the PMAA by winning a Gold in the ‘Best Consumer Activity Generating Short or Long Term Brand Loyalty’ for their campaign on the LG Mobile Army, a Silver for Tops Security in the ‘Best Innovative Idea or Concept’ and two Bronze metals in the category ‘Best Sponsorship or Tie-In Campaign’ for LG Mobile Phones and in the ‘Best Cause, Charity or Corporate Responsibility Marketing Campaign’ category for Uninor. DDB Mudra Max also won seven Orders of Merit.
Hungama Digital Media Entertainment created a campaign that bagged four awards including the PMAA Dragons of Asia - The Best Campaign from India for its Maruti Suzuki Cricket Stock Exchange campaign. In a conversation with exchange4media, Siddhartha Roy, COO, Consumer Business and Allied Services, Hungama Digital Media Entertainment said, “To be acknowledged by the PMAA for our campaigns is a great boost to the team’s morale, but it does raise the bar for them to keep creating successful, clutter breaking campaigns. Our Biggest winner - Maruti Suzuki Cricket Stock Exchange was a well thought out and superbly executed project by the team.”
The company bagged the first Gold in the ‘Best Innovative Concept’ category and two Silvers in the ‘Best Use of the Internet in a Promotion Marketing Campaign’ category and ‘Best Use of Social Marketing in a Promotion Marketing Campaign’ respectively. About its association with Cricket Stock Exchange (CSX), Sunila Dhar, Deputy General Manager Media, Maruti said, “We are very happy to have got this award. Our association with CSX has been for two years and it is overwhelming to see the response to the game as it was based on the correct consumer insight and passion for cricket. Also the game was made highly engaging by Hungama with many new segments in the second avatar.”
Roy added, “Cricket by far dominates and drives consumption on digital gaming, and with CSX we created a differentiated offering for consumers. With a trading game that is impacted by the real world cricketing news and stats, consumers have the opportunity to be more involved within the game.”
Pulp Strategy won six recognitions including three metals and three Orders of Merit. Microsoft India's Campaign, ‘I Love You Guys’ for Windows Phone the agency Gold in the category of ‘Best Integrated Communications’ campaign and Silver in the category ‘Best Digital Promotion Marketing Campaign’. The Learn with Yahoo – New to NET campaign won a Bronze in the category ‘Best Consumer Activity Generating Short or Long Term Brand Loyalty’.
Ambika Sharma, Managing Director and CEO, Pulp Strategy said, “Pulp Strategy is an agency that is already known for strong strategically driven consumer engagement campaigns backed by great execution. As a young agency these awards add to our credibility and greater word of mouth for our work. It is great to have work recognised on global platforms, which see tough competition from the biggies in the game. It is important to note that the categories of Integrated Communications campaign, Digital Promotion in a campaign and then Best Activation generating Brand Loyalty. This is in tune with our expertise in youth marketing with the ability to synergize digital engagement with ground experience marketing.”
She added. “We are thrilled with the wins, being a start up and sweeping a prestigious award like the PMAA, almost took our breath away. We were confident of our work and the quality of it as against the best of the best. At the same time I know that this is a beginning and we now have to not just keep up but surpass the standards we have set for ourselves and our clients. We need to be better and work harder. To simply say we are geared up to put our best towards bigger and better work.”
Including the merits, the total number of recognitions each of the agencies bagged included 11 for Mudra Max, eight for Hungama Digital Media Entertainment and six for Pulp Strategy. This year the awards were held on July 27, in Kuala Lumpur.