Top Story

e4m_logo.png

Home >> Media - Others >> Article

Mindshare Fulcrum and McCann shortlisted for Asian Brand Marketing Effectiveness Awards

29-June-2005
Font Size   16
Mindshare Fulcrum and McCann shortlisted for Asian Brand Marketing Effectiveness Awards

Giving company to Leo Burnett and O&M two more Indian agencies have made it to the final shortlist of Asian Brand Marketing Effectiveness Awards (ABME) 2005. Mindshare Fulcrum has made it big with its entry for HLL’s ‘Lux’ and McCann for its work done on Marico’s ‘Saffola’ brand.

R Gowthaman, General Manager, Mindshare Fulcrum, said, “The biggest strength of the work on Lux is that we were able to communicate the brand’s message most effectively because we enacted the commercial live. It was the perfect trick of story telling used in a very effective manner. When we placed Lux in STAR Plus’s serial ‘Kahin Toh Hoga,’ for 12 episodes, the mileage we extracted for the brand was much greater than what a 30-second commercial can do.”

“We had done ‘Kal Se’ campaign for Saffola and the basic challenge was to retain the equity in heart-care and still expand the relevance of the brand. With this campaign we helped the brand move from its earlier breakdown strategy to being preventive,” said Govind Pandey, Sr Vice-President and General Manager, McCann Erickson.

Adding Marico’s Marketing Head Saugata Gupta, said, “This is a classic case which provided huge insight and Saffola grew 15 per cent in volume after this.”

ABME are the awards where ‘Media’ rewards campaigns that have demonstrated real results and effectiveness based on their objectives. In addition, these awards are about celebrating the agency/client partnership that is essential to the success of any good marketing campaign. To be selected as a finalist against some very tough competition is a great accomplishment that deserves to be celebrated.

With a record number of entries received this year, the judges were faced with the challenging task of reducing their selection to a maximum of five finalists in each category. During the judging session, they had discussed and reached consensus on Gold, Silver and Bronze winners as well as commendations over the 18 categories. The Gold winners were then shortlisted for the Platinum Award, which was then voted on confidentially, so not even the judges know the final winner of this ultimate accolade.

National Geographic Channel Asia, Research International, Synovate and TNS are the sponsors for the awards to be held today in Singapore.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign