For the third time, India made it big at the Promax Marketing Awards. Last year India won four awards and this time, four Indian entries have bagged 10 awards at the Promotional Marketing Awards of Asia (PMAA). The Asia Pacific chapter of PMA - the 15-year-old prestigious annual international award for the best promotional campaigns, has been there for three years. PMAA has chosen works done for Pepsi, Hungama.com, Radio Mirchi and Cartoon Network for the International Globe's award to be held in October in Miami, USA.
"Just like Cannes is to advertising, PMA is for promotion. Pepsi has been selected for its overwhelming presence in the ICC Trophy 2003 (the blue campaign). The judges in Australia have chosen hungama.com for its exemplary work for ESPN and Pepsi, while Cartoon Network has been selected for works done on Bharat Petroleum. The jury panel has picked up Radio Mirchi for its self-promotion initiatives," said Pankaj Wadhwa, Managing Director, Kidstuff Promos and Events.
This year, there was 35 per cent additional participation compared to 2003. Out of the 10 awards India won, the biggest one, 'Best in Asia' has gone to PepsiCo India for its unmistakable blue campaign during the ICC World Cup 2003. Gold award under the 'Best Activity Generating Brand Loyalty' category goes to Radio Mirchi, Delhi for the '9-8-3 Kismat Khol De' promotion. The FM channel has also won a bronze in the 'Best Activity Generating Brand Awareness and Trial Recruitment' category. Varma Corporations' flagship brand Hungama.com has claimed all three - gold, silver and bronze under the 'Best Use of Interactive Media' category, while Cartoon Network reached a tiebreak with Singapore-based Pernord Ricard Asia and would share the bronze for the 'Most Innovative Idea or Concept'. Again, in the 'Best Sponsorship for Tie-in Campaign' category, Pepsi has picked up the gold and the bronze goes to Cartoon Network. Lastly, Hungama.com strikes again with the 'Best In India' award.
"It was pleasing to see the quality of work being carried out in India over the last three years, being rewarded this year with the 'Best in Asia Award' to Pepsi Foods India for their World Cup Cricket Campaign," said Mike Da Silva, Director, PMAA and International Executive Vice President for Asia South for the Marketing Agencies Association Worldwide and MAA Worldwide Globe's judge. Previous winners were Malaysia, Singapore (twice) and Korea, who won the 'Globes' Best in the World' last year.
PMAA had received 610 entries from 18 countries across Asia. This year, 45 PMAA winners will take on the best from Europe, the UK, the US, Canada, Australia and South America in the Marketing Agencies Association Worldwide, Globes Programme.