Ogilvy & Mather, Mumbai, has emerged as the lone Indian winner at the 20th London International Advertising Awards. The win comes for its poster campaign for Fevicol in the ‘Poster and Outdoor’ Category.
The typically ‘desi’ campaign for Fevicol Adhesive – the series of ‘Fevicol, Familicol, Fevibone’ – was among the 128 winners at the awards this year. There were nine finalists from India, in a total of 1,609. In all, the awards honouring Advertising, Design and Interactive Media received 16,686 entries from 79 countries.
The credits for the agency’s winning entry for client Pidilite Industries runs as follows: Chief Creative Officer: Piyush Pandey; Executive Creative Director: Abhijit Avasthi; Creative Director: Sachin Ambekar; Copywriters: Vijay Sawant / Yogesh Mani Pradhan / Vikram Pandey; Art Director: Vijay Sawant; Photographers: Vijay Sawant / Vishlesh Deshmukh; and Illustrator: Mahesh Bolaikar.
Speaking to exchange4media, Executive Creative Director, Abhijit Avasthi, said, “That it would get some recognition was expected, but this particular series going on to win at the awards did come as a bit of a surprise. That’s because unlike some of the other Fevicol ads, this series was ‘drastically’ Indian. The humour and some of the nuances in the creative are very Indian.”
So does this mean that international award forums are waking up to very ‘regional’ creative? “Increasingly so,” asserted Avasthi.
“People have realised across the world that there is creative work done locally, which needs to be recognised. Awards like the D&AD have set up special juries to evaluate ads in languages other than English. We also see awards getting in more jury members from across the world, and people are realising that there is a lot of spectacular creative work done in regional languages,” he explained.
As reported by exchange4media, the other finalists from India were from Dentsu, JWT and rmg david, now renamed David.
London Intl Ad Awards: Nine Indian finalists and one winner