To select seven favourite Abbys out of a lifetime of favourites is indeed difficult. Being a ruthless suit, I had to categorise them and cover as much ground, which has been my attempt. So here goes...
Fevicol: Best continuing campaign (2005 Gold)
Twenty years? How much more proof do you need than that? A single-minded proposition that you look forward to each year.
The brilliance of this ad is in its clarity and detailing. The setting and the build-up to the climax keeps one enthralled to the end, which packs a tiny wallop in it.
Surf Excel: Puddle 2006
If there’s a benchmark on the perfect repositioning of a brand, this is it. Cold logic is presented through the most endearing and haunting lens of children, giving them the power to be themselves.
Few campaigns have captured the highs and lows of life in India with the intensity of this one.
Conqueror Paper: 2010
A fantastic, brilliant depiction of the product and its various hues.
Sharad Haksar Camera Calendar: 2009
A calendar that breaks all conventional notions. Brilliant idea period.
Itchguard, the Itch: 2006
A website that discusses itching is a very lateral idea because one never discusses itching problems. Hilarious and honest, this was good stuff.
(Rajan Narayan is President and CEO of Quadrant.)