JWT emerged as the Agency of the Year (National) at the third edition of the Advertising Club Calcutta’s Consumer Connect Awards held on September 2, 2006. Response India was the Agency of the Year (Kolkata). The Campaign of the Year award went to FCB Ulka, Mumbai for their work on Naukri.com.
As reported last week, the Consumer Connect Awards, instituted by the Advertising Club Kolkata, the oldest ad club in the country, in 2003 to mark its 50th year, seek to honour communication that connect best with their respective target audience. All the entries are put through a rigorous research process conducted by Indica Research on a proprietary model, Consumer Resonance Impact Score, and then the shortlisted entries get an opportunity to present the thinking behind the work to an eminent panel of judges at a day long conclave.
Said Sunil Alagh, former Britannia supremo and one of the judges this year, “I was delighted to be part of a judging process where apart from the usual things like the problem/opportunity, consumer insights, competition, and strategy adopted, the consumer verdict was presented.”
According to Ram Ray of Response, who has been associated with the event as a judge since its inception, “It is interesting, even for the jury, to watch the leading advertising case studies in India. I think it is a great concept, but I must add that the Ad Club Calcutta has not been able to create the awareness that these awards deserve.”
Among the three categories – FMCG, Consumer Durables and Consumer Services – maximum competition was seen in the FMCG category, where as many as nine entries were shortlisted, and the winner was JWT for Kurkure. No Kolkata agency was awarded in this category.
In the Consumer Durables category, the winner was FCB Ulka, Mumbai for their Indica V2 campaign. Response walked away with the Kolkata Award in this category for Sreeleathers ‘Bags and more’.
FCB Ulka, Mumbai also emerged as the winner in the Consumer Services category for Naukri.com, whereas the Kolkata award went to Radio Mirchi for their campaign on the Kolkata Police Friendship Cup, a local goodwill soccer tournament.
The other highlight of the evening was the induction of Lowe’s Prem Mehta to the Advertising Club Calcutta’s hallowed ‘Hall of Fame’, which is like a veritable who’s who of Indian advertising and marketing.