AAAI awards, instituted to celebrate the ‘creative excellence in Indian Advertising’ awarded 13 of Lowes’ and 10 of Contract’s works, from over 1000 entries. Hindustan Levers was adjudged the Advertiser of the Year for effective advertising.
Other agencies that found themselves amongst honors, were Quadrant, HTA and Saatchi. In total, there were 53 awards up for grabs.
Among its several wins, Lowe bagged the prestigious, TV Showcase of the Year. This award is given to the agency, with the best collection of TV advertising for the year. It is awarded for consistently high quality creative output across campaigns, product categories and brands.
The award recognises the agency's creative skills, its depth of understanding of the consumer and the way consumers interact with the medium. Some of the memorable TV campaigns produced by Lowe, during the year involved Hamara Bajaj, Britannia, Pepsodent, Surf Excel, Clinic, Liril, Parker, ICICI Prudential, Kissan Jams, J&J baby oil, Indya.com, Maruti Versa, Berger Paints, Saint Gobain and Fair & Lovely.
Commenting on the wins, Prem Mehta, Managing Director, said that "while winning awards is good, what is even more satisfying is that the advertising has helped build strong brands for our clients. That gives us, as an agency, immense satisfaction. It is testimony to our belief that Creativity pays "
The awards have been mired with some controversies in recent past, with a few agencies pulling out of the contest. A 10-member jury comprising five creative directors and five agency heads judged the awards.