JWT Mumbai and Bates 141 are among the entries from India to make it to the shortlist of 4A’s Jay Chiat Awards for Strategic Excellence 2009, which will be presented on September 22, during the Advertising Week to be held in New York. The objective of these Awards is to celebrate brilliant strategic thinking that result in a powerful creative expression. Forty-six finalists have been selected from 187 entries.
JWT Mumbai has been shortlisted in the category of Social Strategy: Best Strategic Thinking for Social Impact for their ‘Teach India’ campaign. Reacting to the news, Dhunji S Wadia, Managing Partner, JWT, said, “For me, Teach India has no equal in Indian advertising history, even though there have been campaigns on education in the past, accompanied by jingles. Teach India is a programme about transforming the lives of disadvantaged Indian children. It is perhaps the largest such programme in Indian history.”
Bates 141 has been shortlisted for the Virgin Mobile strategy - Building a youth brand in a youthful country. Prasad Narsimhan, CMO, Virgin Mobile India, said, “It is a matter of immense pride that the Virgin Mobile campaign has been nominated for the 2009 4A’s Jay Chiat Planning Awards. This reinstates Virgin Mobile’s strategic efforts in creating a distinct youth brand identity in a hyper-competitive telecom market that has giant, entrenched players. We are proud to have Bates 141 as our ad agency. The strategic thinking that they bring in our communication, based on their understanding of our brand promise and the way the youth behave, has been fundamental in establishing the Virgin Mobile brand in India. The results speak for themselves. With much smaller budgets than our competitors, we already enjoy 92 per cent awareness amongst youth as measured in a recent AC Nielsen survey.”
Sandeep Pathak, CEO, Bates141, added here, “I am absolutely delighted that Virgin Mobile is ranked amongst the 46 Best Ideas in the world. It is competing with some of the most celebrated ideas in the world this year like ‘The Best Job in the world’. The key aspect of the nomination has been that the work has always been consistent and honest to the strategy. After winning Silvers and Effies and AME, it is a great feeling to be nominated at a prestigious award like Jay Chiat.”
The Jay Chiat Awards for Strategic Excellence are the first global advertising awards that recognise brilliant strategic thinking, which result in path-breaking creative execution. JWT Mumbai created history last year by winning the Grand Prix. ‘Diamond Bride’, the winning case study, was also the first ever Indian entry to be shortlisted.