The Triple A Awards 2004 meant a party night for the entire advertising fraternity. The theme of the awards this year was ‘Pushing the envelope’. With Publicis Group CEO, Maurice Levy as the Chief Guest and Madhukar Kamath as the chairman of the awards, AAAI ensured that all who participated are offered an evening of fun and glitterati.
The immediate past president of the AAAI, Sam Balsara opened the evening’s ceremony sharing some of the changes that are instituted in the awards this year onwards. He began with the change of the reference year from the calendar year to the June to July period. Said he, “This will give us a unique and exclusive time frame to showcase our work.”
Citing a few examples of the people who tried the unconventional way and pushed the envelope in the course of setting trends in the world of creativity, the AAAI showed works of Charlie Chaplin, Walt Disney, The Beatles and Bill Berubach. With this Kamath took over the evening. Beginning where Balsara left, he shared more on the changes in the awards this year. Apart from the reference year, the awards this year were given category wise, including radio and outdoor. “The objective to give a better perspective of the category itself,” said Kamath. This year, a People’s Choice award was instituted, sponsored by STAR News and the jury put together a ‘Best of the Best’ award as well.
The judging process was spanned over two days. There was a Chairperson for each category who was assisted by 16 judges for the processes. Press was under the custodianship of Ambience’s Elsie Nanji, while Lowe’s R Balakrishnan was the chairperson for television, McCann Erickson’s Prasoon Joshi took care of radio and Leo Burnett’s K V Sridhar handled the outdoor.
Kamath also shared that the AAAI received 2,750 entries this year seeing a jump of 850 since last year and 127 awards were given in totality.
What went to whom?
Beginning with the Food and Beverages, in the press category, the gold award went to Ambience Publicis for Sweekar, Silver to McCann Erickson for Coca-Cola and Bronze to Ambience Publicis for Sil Chillivilli Red Chilli Sauce. In the TV category, the Silver went to Lowe Lintas for Shaw Wallace and the joint Bronze went to Everest Integrated for Parle-G and Lowe Lintas for Britannia 50-50. In the Radio section, McCann Erickson won the gold for Coca-Cola and Everest Integrated won the Bronze for Parle Marie Choice. In outdoor, McCann Erickson won the gold for Diet Coke and Ambience Publicis won the silver for Sil Chillivilli Red Chilli Sauce. The joint Bronze was taken by Ambience Publicis for Sil Chillivilli Red Chilli Sauce and McCann Erickson for Coca-Cola.
Moving to Personal Consumable Household Goods, in the press category, the silver went to JWT for Reynolds 045. In the TV category, the silver went to Lowe Lintas for Surf Excel and the Bronze went to Lowe Lintas for Camlin. In the outdoor, Leo Burnett won the silver for Tide and the joint Bronze was taken by Leo Burnett for Tide and Lowe Lintas for Luxor Gloliter.
In the press category of Household Durables, the gold went to Leo Burnett for Bajaj Fans. In the TV category, the gold went to Lowe Lintas for Saint Gobain and the Bronze went to Leo Burnett for Hitachi Logicool. In Radio, Leo Burnett won the silver for Bajaj Fans. In outdoor, both the joint silver awards went to Lowe Lintas for Saint Gobain. Leo Burnett took the Bronze for Bajaj Fans.
In the press category of Home Electronics and Entertainment, the silver went to Rediffusion DY&R for Thomson and the bronze to Saatchi & Saatchi for IFB Appliances. In the TV category, the silver went to Leo Burnett for Darna Mana Hai and the Bronze went to Quadrant for Toshiba. For outdoor, both the joint Silvers were taken by Contract for Fame Adlabs the bronze went to Leo Burnett for Darna Mana Hai.
Moving to Personal Toiletries, Cosmetics and Perfumes, in the press category, the silver went to Rediffusion DY&R for Colgate Navigator Plus and the Bronze again went to Rediffusion DY&R for Colgate Whitening. In the TV category, Contract and Lowe Lintas won the joint gold for Godrej Shaving Cream and Pepsodent respectively. In outdoor, the silver was given to Rediffusion DY&R for Colgate Navigator Plus.
In the press category of Medicine and Over The Counter Products, the bronze went to Mudra for Dabur Nature Care. In the TV category, the joint bronze was awarded to Lowe Lintas for Rakshak Condoms and McCann Erickson for Sweetex. For Radio, McCann Erickson won the bronze for Dabur Chyawanprash. In outdoor, McCann Erickson won both the gold and silver for Sweetex. The three bronze awards in the category went to Mudra – two for Itchguard and one for Dabur.
In the Textiles, Readymades, Shoes, Watches, Jewellery and Accessories, the silver and bronze in the press category went to Enterprise Nexus for Killer. In the TV category, the silver went to Enterprise Nexus for Killer and the Bronze went to Lowe Lintas for Parker. In outdoor, the gold went to Rediffusion DY&R for Nike. Enterprise Nexus took the joint bronze for Killer and Leo Burnett for United Colours of Benetton.
In the press category of Single Release Advertisements, both the silver and bronze were awarded to Lowe Lintas for Luxor and Sportstar. In the Best of the Best, the press category saw Leo Burnett’s Sanctuary as the winner. Lowe Lintas Saint Gobain won in the TV category. McCann Erickson won both in the radio and outdoor category for Coca-Cola and Sweetex respectively.
Amongst the other awards, The Copywriter of the Year was awarded to Leo Burnett’s Agnello Dias and the Advertiser of the Year was given to Saint Gobain.