The BE Summit 2006, which was held in Mumbai recently, was followed by the BE Awards 2006, evaluated by media veterans, which recognised excellence in sponsorship and branded entertainment. The Awards were distributed among the different agencies, with no particular overall winner.
The jury for the Awards was headed by Anand Halve, Partner, Chlorophyll; and comprised other eminent media personalities like Rajeev Karwal, KS Chakravarthy, KV Sridhar, D Ramakrishna (Ramki), Abraham Thomas, Sanjay Bhutiani, Atul Phadnis, Julie Petersen, Rajit Desai, Dr. Kalim Khan, Pravin Tripathi, Dupindera Sandhu and Chandrasekhar.
The organisers had increased the number of categories to six after seeing the response that the Awards received while nominations were filed. Gold and Silver awards were awarded to the winners by members of the jury during the ceremony.
The Gold for ‘Best Product Placement in a TV programme’ was bagged by Madison Media for integrating Kaya Skin Clinic in ‘Jassi Jaisi Koi Nahin’, while P9 Integrated pocketed the Silver for their work on ‘Corporate’ and CNN-IBN. There was a tie for the ‘Best Product Placement in an Indian language feature film’ Award, between Mates, Mumbai for Tanishq with ‘Paheli’ and Domino’s with ‘Phir Hera Pheri’. The Silver went to Lodestar Media for the placement of Sandoz in ‘Virudhh’.
‘Best Product Placement in a Sports Category’ saw Mindshare ATG, Delhi picking up both Gold and Silver for their Pepsi and cricket combination. Their Pepsi Anthem during the Indo-Pak series won the Gold, while the Pepsi Drink Break during the Tri-Series took Silver. Lintas Media Group Interactions got the Gold for Sunfeast open 2005 in the ‘Best Sponsorship in a Sports Category’ and Creatigies for ING Vysya Premier Hockey League.
The Gold and Silver Awards in ‘Best Sponsorship in Other Categories’ was bagged by Lintas Media Group Insight, Mumbai for Idea and The Media Edge, Mumbai for Colgate, respectively. The final awards for the night, ‘Best Sponsorship for a Feature Film’ went to Mates, Mumbai and P9 Integrated. Mates won the Gold for ‘Paheli’ and Tanishq association, while P9 got Silver for ‘Krrish’ and Lifebuoy.