India’s number of entries for Spikes Asia had dipped in comparison to last year, but the number of metals won has increased multiple-fold. Last year, India had won only 11 metals at the event, whereas this year, the count is as high as 39, including two Grand Prix awards for JWT India for the Teach India campaign. As is known, The Times of India is also the Advertiser of the Year at the event.
India opened big with JWT India winning the Grand Prix in the Integrated category. The winning work was for the Teach India campaign done for The Times of India.
Ogilvy India’s work ‘ZooZoo’ done for Vodafone Essar has won a Gold Spike. The entry had not won any accolades at Cannes Lions International Advertising Festival and that had created its share of disappointment in the India camp this year. Contract’s entry, ‘Donkey Thrashes Tiger’, won a Bronze Spike for Sanctuary Asia.
Direct & Sales Promotion
India had one more Grand Prix – the winning agency once again was JWT India – for the same campaign, ‘Teach India’, for The Times of India.
There were two Silver Spikes in this category – McCann Erickson’s work done for Prism Papyrus and Contract Advertising for ‘Donkey Thrashes Tiger’ entry for Sanctuary Asia. Contract’s entry has also won a Bronze Spike.
There were eight entries from India that were shortlisted in the Direct & Sales Promotion category.
There were 46 metals handed out in the TV/Cinema category. Of these, India won six metals. Ogilvy India’s entry, ‘Bike Owner’, for Breakthrough Trust won a Gold Spike. JWT India’s ‘A Day in the Life of Chennai’ for The Times of India won a Silver Spike. JWT India also won two Bronze Spike awards for ‘The Game’ for Godrej Sara Lee and ‘Arjuna the Archer’ for Sulekha.com. McCann Erickson’s work, titled ‘Elephant’, for Happydent won a Bronze Spike, while Publicis Ambience’s ‘Human Machine’ for Emami also won a Bronze.
In all, Indian agencies had sent 18 entries for this category of which eight had made it to the shortlist.
Of the 84 pieces of work that were awarded in the Print category, eight were from India, but were distributed between three campaigns only.
There was no Gold Spike for India, but Ogilvy India won a Silver Spike for the entries ‘Caveman’, ‘Diver’ and ‘Tourist’ for the Sour Marbel Candies campaign. DDB Mudra brought home one more Silver Spike for the entries ‘Mumbai-New York’, ‘Bangalore-Delhi’ and ‘Delhi-London’ for the Air India campaign. Euro RSCG won a Bronze Spike for ‘Moon’ and ‘Obama’ for the HDFC campaign.
There were in all 11 pieces of work across six entries from India that had made to the Print shortlist.
There are two Bronze Spikes for India in the Radio category. These include Bates 141’s campaign done for Virgin Mobile – ‘Old Man’ and ‘Terms & Conditions’. DDB Mudra’s entry titled ‘Bush’ for Islamic Research Foundation has also won a Bronze Spike.
Interestingly, India had sent only five entries in this category, and of these, three made it to the shortlist and all three of them have won.
In the Digital category, too, all the three entries from India that were shortlisted have been awarded.
The entry ‘Run/Ban Jallikaatu’ from JWT India for Bennett, Coleman & Company Ltd has been awarded a Silver Spike in the sub-category of Consumer Services, and also a Bronze in the ‘Best Use of Viral’ sub-category. Bates 141’s entry, ‘Greenpeace’, for Greenpeace also won a Bronze Spike.
In all, Indian agencies had sent 14 entries for the Digital category.
Indian agencies have won seven metals in the Outdoor category. There are four Silver Spikes – DDB Mudra’s campaign for Air India; Ogilvy India’s campaign for Sour Marbel Candies; Leo Burnett’s campaign for Tide Detergents; and JWT India entry for Berger Paints.
O&M and JWT nabbed a Bronze Spike each for Sab Miller and Pepsico campaigns, respectively, while Publicis Ambience, too, won a Bronze Spike for Sansui Electronics.
Indian agencies had nine entries that had made it to the shortlist.
India has won one Silver Spike and two Bronze Spikes in the Media category. Mediacom India’s much awarded work for Gilette Mach 3 – ‘To Shave or Not to Shave’ – has won a Silver Spike, and both the entries from Lodestar Universal for the work done for Tata Nano has been awarded with a Bronze Spike each.
This was again a 50 per cent strike rate, as only six entries from India had made it to the Media Spike shortlist.
India has won five metals in the Design category, including two Gold Spikes. Red Lion Publicis got a Gold for the Sulakshan Kulkarni entry and a Silver for the Ranjit Barot entry. Similarly, JWT India got a Gold for Maharashtra Jan Vikas Kendra and a Silver for Sulekha.com.
Bates 141 got a Bronze Spike for TC Ghai. Eight entries from India had made it to the Design shortlist.
In TV Craft, all four Indian entries that were shortlisted have been awarded. All the entries were from JWT India. ‘A Day in the Life of Chennai’ for The Times of India won a Silver Spike and a Bronze Spike. ‘Arjuna the Archer’ for Sulekha.com won two separate Bronze Spikes.
In the Print Craft category, Ogilvy India’s campaign for Perfetti’s Sour Marbels, comprising entries ‘Caveman’, ‘Diver’ and ‘Tourist’, which was the only shortlisted entry from India in this category, has won a Bronze Spike.