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ItchGuard campaign fetches gold award for Mudra

22-October-2004
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ItchGuard campaign fetches gold award for Mudra

The ‘ItchGuard’ campaign has proved lucky for Mudra. The agency has been awarded with the International ‘Creativity 34’ gold medal for ambient media campaign for ItchGuard. Mudra has also won awards of distinction for four advertisement entries –DermiCool – the snowman press ad, DermiCool ‘Air Conditioner’– POP material, Jade Blue ‘Where’s Summer?’ outdoor campaign, and the Rasna Jucy ‘Hiccup’TVC.

There were entries from 31 countries and 40 states from all around the world. These winning entries will be featured in the Creativity Annual to be published in 2005.

Asked on the creative rationale behind the campaign, Rajesh Sonawne, Creative Director, said: “The campaign was conceived in an off-beat manner. The campaign used a lateral connect between the ‘irresistible urge to scratch on body areas’ and the ‘irresistible urge to scratch graffiti on walls, trees and other surfaces’ by innovative use of outdoor media i.e. signboards and stickers. The signboards were placed at strategic locations where they caught the public eye for a fixed period. The stickers were placed behind bus seats.”

In fact, Sonawne admits that dealing with a socially unacceptable feature such as itching was highly challenging. “We had to be extra subtle on the TVC whereas on the ambient media campaign we could be slightly more specific—giving leverage to the TVC. The challenge was to communicate this socially unacceptable and the visuals had to be such that it won’t be held against the brand,” he said.

Commenting on the awards, the Executive Vice President, Chandan Nath said, “It is a matter of pride to have been awarded a gold medal for an ambient campaign. This not only shows us in a different light, but also builds pressure on us to continue surpassing our standards year after year.”

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