The second edition of the Media Abby Awards at GoaFest 2010 concluded with much fanfare. Sweeping the awards was Maxus, which won a total of 11 metals that included one Gold, five Silvers and five Bronzes. Lodestar Universal and Mudra Max won the maximum number of Golds – three each.
Lodestar won a total of nine metals (three Golds, four Silvers and two Bronzes), acquiring the second position, while Mindshare ranked third bagging seven metals (two Golds, two Silvers and three Bronzes). Mudra Max bagged six metals (three Golds, two Silvers and a Bronze) and secured the fourth position in the awards tally. Mediacom ranked five with three Bronzes, while the agencies that followed were Lintas Media Group, Mediaedge:cia and Madison Media Infinity, each winning one metal.
A total of 39 awards were given away across 14 categories.
In the ‘Best use of Television’ category Mudra Max bagged the gold for ‘Big pictures-PAA Movies’ for the entry titled ‘The film god speaks on India’s biggest religion’. Other metals given away in the same category were to Maxus and Mediacom. Maxus bagged a Silver for its work on ‘Zoozoo Marathon – World’s first advertisement’.
No Gold was awarded in the ‘Best Use of Cinema’ category. The Silver in this category went to Maxus for its work on ‘India’s first lyricode’ for Tata Sumo Victa.
In the ‘Best use of Newspapers and Magazines’ category, the Gold went to Lodestar Universal for their work on Tata Nano, entry titled ‘How we said it uncommonly’. The Silver was awarded to Mindshare for their work on Surf Excel titled ‘Surf Excel: Nanhe Patrakar’.
Under the category of ‘Best use of Outdoor and Ambient Media’, Mudra Max took away the Gold for their work on Aircel titled ‘Aircel – History in the making’. In the same category, the Silver went to Lodestar Universal for its work on Tata Nano titled ‘The power of Nano Innovation’.
Mudra Max again won the Gold for ‘Aircel – Histroy in the Making’ under the category of ‘Best use of Special events and Stunts/Live Advertising’. Within the same category, two Silvers were given away to Mudra Max and Lintas Media Group.
Two Golds were awarded in the category of ‘Best use of Radio’, with Maxus winning one for its work on ‘Vodafone – from awareness to conversations in 30 seconds’ campaign. Maxus also won a Silver for Nokia 5800 Xpress Music. The second Gold in this category went to Lodestar Universal for Tata Nano, entry titled ‘Creating a Nano parallels’.
Under the ‘Best use of Internet and Media’ category, Mindshare won the Gold for Nike, entry titled ‘coming to life with a code’. The Silver went to Maxus for its work on ‘Nokia Music Store’.
There was no Gold awarded in the ‘Best use of Sponsorship’ category, however, the only Silver went to Maxus for its work on Nokia Xpress Music 5130. No Gold or Silver was awarded in the category of ‘Best use of Branded Content’.
The ‘Best Use of Mixed Media’ category saw Lodestar Universal bagging the Gold for Tata Nano, entry titled ‘The power of Nano Innovations’. Lodestar’s work on Tata Docomo bagged a Silver in this category.
Mindshare bagged a Gold under the ‘Best use of never before Media’ category for its work on Nike, entry titled, ‘Coming to life with a code’. Lodestar Universal bagged the Silver for the ‘Tata Nano – Nanovations’.
Under the ‘Best use of Youth Marketing’ category, there was no Gold awarded, but Mindshare bagged the Silver for its work on ‘Axe - Call me’.
In the ‘Best use of Pro Bono Marketing’ category, there were two Silvers given away with Lodestar and Mudra Max bagging one each. There was no award given away in the ‘Best use of Vertical Marketing’ category.
Ajit Varghese, MD, Maxus:
Winning is a habit is what I would like to believe. Over the last few years, Maxus has consistently been able to generate good work, which the industry has recognised at various forums. In 2010, we started with the Agency of the Year award at Ad Club Bangalore Awards, and now bagging the highest number of awards at GoaFest is only proof of the hard work the team has put in.
Shashi Sinha, CEO, Lodestar Universal:
I am glad that the overall performance of all the agencies has been good and that the quality of work this time has gone up. We bagged three Golds, which brings us great pleasure. We hope that the good work continues and next year we win many more metals.
Pratap Bose, CEO, Mudra Max:
It has been a fantastic performance and us winning three out of the nine Golds is proof of that. I am hoping for a better performance next year. We won one Gold last year, three this year, and hopefully, we will win five golds next year.