ASIA-PACIFIC – INDIA, APRIL 8, 2013 – Out of the 71 metals Leo Burnett took home from India’s Goafest 2013, nine were Gold Abbys won across different categories. Leo Burnett was the most awarded, followed by McCann Worldgroup with 56 (seven Golds, one Grand Prix) and JWT India with 48 (five Golds).
Leo Burnett got its Gold metals for its campaigns for Coke Studio (Design); Tata Salt Lite and Sony Entertainment Television (both for Radio Craft and Radio); Indian Red Cross Society (Outdoor), Sony Entertainment Television (Film), Heinz Tomato Ketchup (Print Craft) and Sony Entertainment Television (Integrated).
Grand Prix given out in integrated, print and digital
It was a triumphant evening for McCann, Grey Worldwide India and Interface Business Solution, each taking home the coveted Grand Prix.
Grey Worldwide’s ‘Water Saver’ campaign for Killer Jeans was judged as the best in Integrated category. Leveraging on the youth’s proclivity to social movements, a TV spot shot in Prague shows a mass in protest for the cause of saving water. As the crowd yields to the water attack, a young man walks up to the frontline and demonstrates the power of his water-saving jeans.
In support of this, Grey put out a series of print ads including the bold statement that KIller Jeans save 80% water and supporting declaration of how it affects simple, day-to-day aspects.
McCann Worldgroup also won big at Goafest for its work with Activate Total Security Systems. The print campaign showcased the effectiveness ATSS’ Burglar System on crippling thieves by presenting protected homes as unwinnable knots.
The Digital Grand Prix went to Interface Business Solution for its ‘World first CRM-powered personalized web banner’ for Tata Docomo, announced on the first day of Goafest. The agency worked on creating "hyper personalized" Facebook ads for cellular service provider Tata Docomo, targeting customers as soon as they logged in to the social network.
The campaign used the users’ CRM data from Tata Docomo and Facebook in generating ads that served customers’ individual preferences.
Weeks before the event, Goafest was plagued with rumors and controversies stemming from agency pullouts and the culture of scam advertising. Ogilvy was the first to bow out, followed by Creativeland Asia. The latter’s founder, Sajan Raj Kurup, backed out as jury chair for Digital. JWT India’s ‘Ford Figo’ fake ads caused a stir when it leaked online, to the horror of targeted personalities like Paris Hilton and the Kardashian sisters.
Nevertheless, hundreds of Creative Abby’s were presented on April 4 and 5, including three Grand Prix, 44 Golds, 157 Silvers and 238 Bronze, out of the record 4,300 entries submitted to India’s biggest awards show.
Goafest is organized the Advertising Agencies Association of India (AAAI) and The Advertising Club.
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