Mudra Advertising has won the advertising and marketing effectiveness AME Awards (New York Festivals) for 2005. The judges bestowed the award on Mudra Communications, New Delhi, for the creativity and balance, together with the platform presented with the message, which signifies the total concept.
Mudra is the only advertising agency in India to win this award this year. The Silver World Medal Award is for the `Save Water' campaign created for Electrolux Appliances in the environmental issues category.
"The whole idea triggered when one of the media agencies carried out an event to mark water conservation. Electrolux being one of our key clients readily agreed," said Mr Hemant Mishra, Head, Mudra Advertising Delhi.
The film has been conceived and written by Mr Saurabh Dasgupta who is a Creative Director with Mudra's Delhi branch and directed by Mr Arjun Mukerjee.
It features a man in an arid land using handpump. After several attempts, a tiny drop of water appears at the mouth of the pump. It's actually not water but his sweat that has trickled down. The film ends with a saying "Water, use it wisely'.
"This was more of a public service campaign targeted at not just communicating the simple message of saving water but presaging about a world without water, and it clicked," added Mr Mishra.