Ogilvy Mumbai only Indian agency to win at Young Guns

Ogilvy Mumbai has won two Young Gun awards in the YGA 2013 Awards - for :{to:) CleftToSmile and Message Barter for NGO Akanksha

e4m by exchange4media Staff
Updated: Apr 11, 2014 8:33 AM
Ogilvy Mumbai only Indian agency to win at Young Guns

Ogilvy Mumbai has won two Young Gun awards in the YGA 2013 Awards.  Ogilvy Mumbai is the only agency/ office in India to have won at Young Guns 2013.

Commenting on the wins, Abhijit Avasthi, National Creative Director, Ogilvy & Mather India said, “Both the ideas work so well because they are simple yet charming. And they are both unconventional in the sense that they have used social media in new ways. :{to:) CleftToSmile is a typable logo that anyone with a keypad can use to spread much needed awareness about cleft treatment in India. Message Barter, on the other hand, is a cheeky way to get the country’s biggest celebrities to spread awareness for Akanksha, an NGO. We’re really glad both these ideas have done well on the international stage.”

The idea for Ogilvy Mumbai’s Young Gun Award winning entry – :{to:) CleftToSmile – is a ‘typable’ logo to bring the Cleft in the public eye by making it the world’s most tweeted logo. One in ten children will die before their first birthday. A million children in India alone are affected by it. Yet most people know nothing about the cleft and why a cleft charity such as Operation Smile India has to often struggle for support.

The other winning entry is an experiment called ‘Message Barter’. Akanksha, an NGO, needed teachers but didn’t have funds for advertising. Akanksha’s kids conducted activities to spread promotional messages for top celebrities at prominent public places. They then sent a video of these activities to the respective celebrities, asking them to spread a message for Akanksha in return. The celebrities tweeted about Akanksha’s need for teachers and the barter was complete. 18 million people were reached vial this initiative at no cost. 

One of these entries received a special mention from Johnny Dantonio, Jury member at YGA 2013, who said, “Many Young Guns submissions deserve special recognition, but one in particular left an impression on me. India’s branch of Operation Smile provides free cleft treatment for those affected. Their Cleft to Smile campaign aims to raise awareness through a logo: :{to:).”

Navin Talreja, President, Ogilvy Mumbai & Kolkata remarked, “I am proud that two of our entries have achieved international acclaim. What’s more is that both these ideas were led by the young talent in Ogilvy Mumbai. Our digital capability has also been established in the idea and execution of Operation Smile and Akanksha. Young Gun Awards are a much sought after recognition for younger talent and to be the only winners in India is quite something.”

Young Gun Awards is now in its 12th year of recognising young talent globally. It is the only show that truly focuses on young talent, providing a window to the creative leaders and influencers of tomorrow.


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