Promotion Marketing is gaining ground in India, and with Indian agencies bagging 12 awards at the Promotion Marketing Awards of Asia 2006, there is much to cheer about.
“This year has drawn another rich and diverse lode of entries, each having made its own mark in some of the most demanding, high growth markets of the world. Not an easy task by any stretch of imagination. The winners deserve the plaudits for capturing the imagination of audience, while delivering results,” said Soumitra Sen, Associate Marketing Director, P&G Australia, ASEAN and India, and Chairman of the PMAA 2006 Judging Panel.
A three-tier judging panel comprising 50 clients, media and agency executives accessed the PMAA website to review, score campaigns for creativity, originality, execution and results. The 54 winners of 18 Gold, 19 Silver and 17 Bronze awards reflect the closest judging of the PMAA Programme.
Pankaj Wadhwa, Zonal Director for India and Director of Kidstuff Promos & Events, said, “First Cannes and now the PMAA’s – Indian agencies are on a roll! Promotions are moving from a short team tactical afterthought to a core strategic tool to build brand demand and customer relationships all over Asia.”
Looking at Indian winners in a category-wise sequence, Kidstuff Promos & Events won a Bronze for ITC Design the Trophy in the category ‘Best Sponsorship or Tie-In Campaign’. In the category ‘Best Use of Direct Marketing’, Solutions Integrated Marketing won a Gold for Murphy’s Law Direct Mailer.
‘Best Use of Interactive Media’ saw Virtual Marketing win a Silver for Banaras Diya Application and a Bronze for Axe Unlimited Academy. In ‘Best Activity Generating Brand Volume’, Virtual Marketing won a Silver again for Malamaal and O&M won a Bronze for Wheel Rural Contact Programme and a Bronze for Vim Bar Rural Campaign.
Solutions won a Silver for Run 2 Win in the category ‘Best Dealer or Sales force Activity’. In ‘Best Cause or Charity Marketing Campaign’, Kidstuff Promos and Events won a Bronze for Sunfeast Hara Banao. In the ‘Best by Country’, Solutions won from India for Murphy’s Law Direct Mailer.
“Promotions are assuming importance with organisations underscoring the critical role of ROI,” remarked R Lakshminarayanan, CEO Mudra Marketing Services. “Kidstuff has repeatedly won accolades for work that brings in the bounty for clients. Promotions based on brand ideas – big, genuine and effective creative ideas – are proving that the way to a consumer’s wallet is through his or her appreciation of true value. I am not surprised why these ideas are also recognised at award ceremonies. They work,” he added.
Judges representing 11 countries included John Hong, Reemtsma International Asia Service, China; Somesh Dayal, Mastercard, India; Devi Sadewa, Coca-Cola Indonesia; Se Yoon, Kim Kwang In, Korea; Vibhuti Channa, Fosters India; Fiona-Anjani Foebe, Unilever Indonesia; Ching Alano, Philippine Star; Frances Yong, American Express Singapore; Ray Poletti, Tiger Beer Singapore; Wen Santos, Monde Nissen Thailand; and Justin Sampson, ESPN, Singapore.
“All winners have now been uplifted to the MAA GLOBES website in New York, together with the Best of the Best from Award Programmes in the US, Canada, South America, the UK, Europe and Australia to compete in the MAA GLOBES recognition Programme. Asian Promotion Marketers again stand a strong chance to take on the rest of the World,” said Mike Da Silva, PMAA Director, VP, MAA Globes and MAA Worldwide President-elect.