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.