Two Indian campaigns have been recognised for their excellence at the Festival of Media Global 2013 Awards, which was celebrated at a gala dinner in Montreux, Switzerland on April 30.
Best Use of Mobile was awarded to Omnicon Media Group for its ‘One Missed Call’ campaign for Wheel laundry liquid brand. The campaign leveraged the insight that to save money, many consumers give each other a ‘missed call’ so they can get a call back from the person they want to speak to.
Consumers could give a ‘missed call’ to a special Wheel mobile number, to then receive a call back with a humorous recorded message from Bollywood star Salman Khan. About 14.7 million missed calls were generated during the campaign, resulting in a 300 per cent increase in brand sales.
Best Communications Strategy was awarded to Mindshare for Kissanpur’s ‘Where What You Grow is What You Eat’ initiative. The campaign reinforced ketchup brand Kissan’s position as being all natural, grown from 100 per cent real tomatoes. Kissan encouraged families to grow their own tomato plants at home to send to the world’s first crowdsourced tomato farm in Mumbai. The produce of the top 100 participants rewarded would eventually become the ingredients of their own customised bottle of Kissan ketchup.
Chair of the Awards Jury and Group Head of Global Media at Mastercard, Ben Jankowski, commented, “We were truly privileged to see such innovative, groundbreaking work from all around the world. It was refreshing to see markets such as Guatemala, Peru and India make their mark. Some of the campaigns we assessed set a real benchmark for their competitors through a clever use of insight and sophisticated execution, and will be talked about for years to come.”
Festival of Media Global Founder and CEO of C Squared Charlie Crowe said, “The Festival of Media Global Awards have always reflected the best media creativity from all over the world, and I’m pleased to see so many markets represented with campaigns that were not only strategically strong but also delivered unequivocally against a business’s bottom line. The media sector’s valuable contribution to the advertising industry is clear for us to see.”