Spikes Asia 2011 announced the shortlists for 11 categories on day one of the Festival. While Indian agencies have done well in categories like Direct, Promo & Activation, Print, Design & Outdoor, the performance has not been as high in Digital, Radio and Mobile. The winners will be announced on September 20, 2011.
Mudra & BBDO make it to Direct shortlist; 8 entries shortlisted
This year onwards, Spikes Asia has divided the Direct and Promo & Activation category into two separate categories. 43 pieces of work were entered from India in the Direct category, and eight from these have made it to the shortlist. Of these four are from Mudra and four from BBDO India.
Mudra Communications ‘Disappearing Discounts’ for R Ayurveda Research Labs is shortlisted in the subcategory Mailings. Also shortlisted in this subcategory is the agency’s entry titled ‘Bouncing Mail’ for Union Bank of India.
The R Ayurveda Research Labs work has also been shortlisted in the subcategory Consumer Products and Services. Mudra Communications Silent National Anthem for Reliance Media Works’ Big Cinema is shortlisted in the Corporate Image and Information subcategory.
BBDO India’s entry ‘Call from the Future’ for Aviva Life Insurance Company has been shortlisted in two subcategories -- Alternative Media and Consumer Products & Services.
The agency’s Shavesutra for Gillette, P&G too is shortlisted in two subcategories -- Consumer Products and Services and the second shortlist is in the subcategory Integrated Campaign led by Direct.
BBDO India leads Promo & Activation shortlist; 6 shortlists in all from India
Of the 34 entries sent for this category from Indian agencies, six have made it to the shortlist. Of these four are from BBDO India.
BBDO India’s ‘Shavesutra’ done for Gillette has been shortlisted in three subcategories -- Best Product Launch/Re-launch; Consumer Products & Services and Integrated Campaign led by Promo & Activation. The ‘Call from the Future’ entry for Aviva Life Insurance from the agency is shortlisted in the Consumer Products & Services.
Contract Advertising’s ‘Soles with Souls’ for JK Tyres is in the subcategory Corporate Image and Information.
Mudra Communications’ Silent National Anthem for Reliance Media Works’ Big Cinema is in the subcategory Corporate Image and Information.
Six shortlists in Design; TBWA\India leads tally
India had seen an increase in the number of works entered this year – from the 26 entries of last year, 48 entries were competing for a Design Spikes. Six entries have made it to the shortlist.
TBWA India’s entry ‘Immigration Stamps’ for Yatra Online is competing in two subcategories – Posters and the subcategory Flyers, Tickets, Invitations, Postcards, Calendars, Christmas & Other Greeting Cards.
Mudra Communications’ work for R Ayurveda Research Labs – ‘Disappearing Discounts’ is shortlisted in the sub category Flyers, Tickets, Invitations, Postcards, Calendars, Christmas & Other Greeting Cards.
Beehive Communications’ ‘Sketch-a-card’ for the Sashikant Gavali Institute of Rapid Sketching is in the subcategory Stationery.
Out of the Box’ entry ‘Love Blossoms Here’ for Marvel Group of Companies is in the sub-category Publications.
And Leo Burnett has an entry shortlisted in the subcategory Typography for the work the agency has done for itself, entry titled ‘Gandhiji Font – Devnagri Script’.
India had won two Design Spikes last year.
Mudra & McCann lead Print shortlist; 6 entries shortlisted
Indian agencies seem to have betted heavily on the Print category as well. In comparison to the 71 entries sent last year, this year 109 pieces of work were competing from India. Of these, only six have made it to the Print Spikes shortlist.
Both Mudra Communication and McCann Worldgroup have two entries each.
Mudra Communication has one entry, including two pieces of work – ‘Bus’ and ‘Mall’ done for Olive Communication in the subcategory Consumer Electronics. The agency’s entry titled ‘Iconic’ for Volkswagen is shortlisted in the subcategory Cars & Automotive Services
McCann Worldgroup has one entry that has three pieces of work – ‘City’, ‘Forest’ and ‘Sea’ for Onida in the subcategory Consumer Electronics and the agency has another shortlist in the Corporate Image subcategory, entry titled Innovation for Marico / Saffola Life.
BBDO India has one entry, with three pieces of work including ‘Nuclear’, ‘Sea Level’ and ‘Terrorism’ for White Collar Hippies in the subcategory Sports, Entertainment, Travel & Leisure.
And TapRoot India has one shortlist for The Times of India, entry titled ‘Visual Classified’.
Last year, India was awarded five metals in this category.
McCann & Mudra lead Outdoor shortlists; 6 in all from India
Outdoor is another category that saw more entries from India this year. In comparison to the 71 entries last year, 133 pieces of work were entered in the category this year. Six entries have made it to the shortlist.
McCann Worldgroup has three shortlists in this category. These include three pieces of work, across one entry -- ‘City’, ‘Forest’ and ‘Sea’ for Onida in the subcategory Consumer Products: Clothing, Footwear and Accessories. Also shortlisted is the agency’s ‘Blind Car’ for Hard Rock Cafe and ‘The Cascade of Books’ for Videocon Mobile Phones.
Mudra Communications has two shortlists. The agency’s entry ‘Iconic’ for Volkswagen in the subcategory Consumer Products: Cars & Automotive and ‘Locker Room’ for Stedfast in the subcategory Business Products, Services and Corporate Image.
Leo Burnett India’s ‘Fold a Stain Wall Painting’ for P&G’s Tide is also contending for a metal in this category. Last year, India had won three Outdoor Spikes.
Five shortlists in PR for India
This is the inaugural year of PR awards at Spikes Asia. Indian agencies had sent 12 pieces of work in the category, and five have made it to the shortlist.
BBDO India’s ‘Shavesutra’ for Gillette is shortlisted once again in two subcategories --- Best Product Launch/Re-launch and in the subcategory Integrated Campaign led by PR.
‘Shavesutra’ has earned a shortlist for Corporate Voice Weber Shandwick in the subcategory Consumer Products.
Silent National Anthem has won Mudra Communications a shortlist in the subcategory Consumer Services.
Contract Advertising’s ‘Soles with Souls’ for JK Tyres is shortlisted in the subcategory Corporate Reputation.
Ogilvy leads Films shortlist again; 4 shortlists in all
In all, the Film category saw a decline in entries this year. From India as well, only 35 pieces of work were competing in this category. Of these, four entries have made it to the shortlist.
These included two from Ogilvy India -- entry titled ‘Cyclist’ for Pidilite in the subcategory Home Furnishing, Appliances, Maintenance and Household Products and entry titled ‘Train’ for the Ministry of Railways in the subcategory Corporate Image.
Mudra Communications ‘Silent Anthem’ for Big Cinema is shortlisted in the subcategory Corporate Image.
And JWT India’s ‘Belle de Jour’ for The Times of India has made it to the Internet Film subcategory.
Last year, India had won two metals in this category.
CreativeLand Asia leads Digital shortlists from India
The Digital category saw a drop in number of entries from India this year. Of the 26 pieces of work entered, three have made it to the shortlist.
Two of these are from CreativeLand Asia. The first is for the agency’s work done for Audi A8 from Audi India and for Hippo from Parle Agro.
Also shortlisted is Experience Commerce Mumbai’s work for Tata Motors’ Tata Aria.
India had won only one award in the category last year.
JWT sole contender from India in Radio shortlist
Indian agencies had entered 22 pieces of work in the Radio category, and have managed only two shortlists.
Both are for JWT India’s work done for BCCL, entry titled ‘Nakka Mukka, Now in English’. The entry has been shortlisted in the subcategory Consumer Services and also in the subcategory Music/Sound Design.
Last year, India had won one metal in this category.
Also announced on the day was the mobile category, and India had no shortlists there.