Mudra South has taken the centerstage in the Chennai ad club awards by winning three golds and three silvers in a contest with at least seventy agencies that participated in the awards this year. Around 820 entries were received. The awards were given in a ceremony at the Kamaraj Memorial Hall in Chennai.
The agency bagged gold for a single press ad (colour) of Nutrine Koka Naka, press ad for Deccan Herald (Olympics coverage) and a television commercial (Get Out) for Monster.com. It also won silver for Cycle Agarbattis product campaign, media innovation for Cycle Agarbattis yet again and unpublished work for Conserve Forests (Tarzan). In addition, the agency was nominated for Malayalam Manorama classifieds (TV commercial) and Nutrine Eclairs Wrappers Promotion ads.
Radhakrishnan, Head, Mudra South, said, "Mudra South has always been pretty big in the ideas department. We have always managed to come up with clutter busting creative solutions for our clients. With Nutrine Koka Naka, it was primarily the appearance of the press ad that held the most importance. For instance the sweet was shaped exactly in the shape of a coconut elaborating the brand attributes. Again with, Cycle Agarbattis, we took up the base-line 'Everyone has a reason to pray' and it leveraged a lot more than the traditional portrayal of agarbattis. During election time we posted trucks with people wearing masks of the politicians themselves. And then the base-line 'Everyone has a reason to pray. It drove the message home."
Radhakrishnan discussed two other entries that caused much of a ruffle at the Chennai Ad Club awards. He said, "With Deccan Herald, we portrayed an athlete who was in the throes of physical exhaustion. We coupled that with a one-liner 'For complete and exhaustive Olympics coverage, read Deccan Herald. Simple yet powerful communication, wouldn't you say?"
Similarly, the Conserve forests campaign displayed an extremely doleful Tarzan, who doesn't have any trees to monkey around with. Meanwhile, Jagdish Acharya, Executive Creative Director, said, "We thrilled with this recognition. We've done some excellent work last year, but nothing to beat this time around. The performance follows on the back of a good showing by Mudra South at the Bangalore Ad Club Awards earlier. We firmly place ourselves as one of the strongest creative forces in the South."
Mudra South, however, missed by a few notches the agency of the year title. Sharad Haksar's 1pointsize proved a giant-killer to become the Agency of the Year at Ad Club Madras' `Spark 2005' awards. It beat Mudra South, by hundred points.
JWT Bangalore, which won the last two editions, was pushed to the third place as 1pointsize dominated categories such as POP, typography and photography.
The Chairman's `Best of Show' award, introduced this year, was also bagged by 1pointsize for its work for Perri Alley. Linterland came fourth while rmg david, participating for the first time, was placed fifth, boosted by Golds in Web advertising and corporate identity. There was also a significant jump in the radio category, which this year witnessed 55 entries compared with 15 in 2004.