Tata DoCoMo and Interface Business Solutions swept the second edition of the exchange4media Indian Digital Media Awards held on June 3, 2011, in Mumbai. Tata DoCoMo picked up four Golds, higher than any other advertiser at the Awards, taking home a total of six awards. While the top spot was an uncontested one, the rest of the ladder saw some cutthroat competition.
Tata DoCoMo picked up awards in a number of categories, including Best Video Made Only for the Internet, Best Use of Blogs and Best Website for both Corporate and Service categories. Their work often took a very simple, but effective approach to digital – for example, for the Best Video category, they ran a YouTube preroll ad of 15 seconds showing the buffering image, before the main copy came up to tell users that this isn’t something they would experience if they only used Tata DoCoMo’s high speed service.
Idea had been the leader in nominations, with seven nominations across categories, while DoCoMo followed with six. However, while Interface’s entries all picked up some award, Idea picked up four Silvers – for Best Use of Mobile Advertising, Best Video made only for the Internet, Best Display Ad (Single) and Best App, two each for Mindshare and Tribal DDB.
Following Idea was Bausch & Lomb in third place, going for the trifecta with one Gold, one Silver and one Bronze awarded for Best Integrated Campaign, Best Viral Marketing and Best Use of Social Networks. Maxus was the agency behind all three entries.
The Best Integrated Campaign is noteworthy because of the fact that was not a part of the judging process, since the goal was to focus on digital. However, it is worth noting here that the integration did not end with online but carried over to offline, helping the campaign to be more effective than one which focused on either online or offline, at the cost of the other.
Fourth place saw a three-way fight between MTV, Unicef and Nokia, all of which had three wins each. Unicef was the only client to get a Gold though, for Best Integrated Marketing for a Cause. MTV picked up awards for Best Use of Twitter, Best Use of a Microsite (for a cause) and Best Use of Viral Marketing, all of which were executed by Viacom18. Owing to the nature of MTV’s business, the company lends itself to social media and sharing, and has been able to build a strong community with a lot of interaction.
Unicef’s entries were handled by Ogilvy & Mather, while Nokia turned five nominations into three awards, though no Golds. The mobile handset maker picked up two awards for Best Use of Blogs and Best Use of Search Marketing, executed by Maxus, and one for Best Use of Email, executed by 141 Sercon.
India Digital Media Awards: Tata Docomo, Interface Business Solutions lead tally; Deep Kalra is IDMA Person of the Year