EMVIES 2013 - Synopsis

GOLD

Best Media Innovation - Events

Award Entry: Classroom Mumbai

Akanksha Foundation, an NGO that provides high-quality education to underprivileged children, wanted to create awareness about the need for committed and qualified teachers.
Based on the insight that the joy of teaching can be best felt if one experiences it, we came up with the idea of taking Akanksha to the people in their daily lives and let them experience teaching Akanksha school children first-hand.
On September 5 which is celebrated as Teachers Day, Akanksha kids set out in search for teachers. Their message to the people was simple, 'While you are celebrating your teachers, we are looking for ours'. Armed with school benches and blackboards, Akanksha kids spread themselves in mock classrooms set up in public places in Mumbai. Mock classrooms were set-up in a 'BEST bus' at Carter Road, Bandra; at Phoenix Mills, Lower Parel and at the Mumbai airport.

People passing by were intrigued and encouraged to come forward to teach. Many people including celebrities volunteered and took short lessons on Maths, English, even Spanish and dance!

Big FM extended help and hosted an on-air session in which Akanksha children were invited to the studio and listeners were encouraged to dial-in and teach the children over phone. Social media was also deployed to spread the word through a tie up with MTV ACT which took our message to 4 million MTV Facebook fans.

Through this activity, we received 300 teacher and 450 volunteer applications. Qualifications of applicants saw marked improvement, ensuring we got better teachers. Apart from fulfilling the recruitment objective, the activity received a lot of media coverage, creating massive awareness for Akanksha.

Best Media Innovation - Sponsorship

Agency name: Lodestar UM
Brand name: Amul  - GCMMF
Entry: Making Milk exciting - The Olympics Way

The challenge was to help Amul, India’s largest milk brand,  sell the excess 16% more milk collected over a year of surplus,  adding to a total of 100 lac litres/day.
Amul was already talking to the woman and kid through its communication but the youth did not consider milk to be ‘cool’ and ‘exciting’ thus turning away from ‘pragmatic milk consumption’ to ‘glamorous fizzy drinks’
We wanted young adults to wake up to Amul milk with SURPRISE
We zeroed down on SPORTS to instantly connect to the youth & give them a fresh perspective on the health benefits of milk in a unique, engaging manner.
We connected Amul milk’s proposition of ‘World’s original energy drink’ with Olympics – ‘the world’s original sporting event’
Thus, Amul took a giant leap and sponsored the mother of all sports events – ‘London 2012 Olympic Games’ as ‘The Official Sponsor’ of the Indian

The association placed Amul on the global map of sporting events and went beyond a normal global sponsorship. We went about customizing and creating opportunities to integrate brand Amul milk seamlessly, thus creating many conversations around our Olympic Sponsorship. And all this at 1/10th the cost of a normal GEC Title sponsorship.
In an era where everything stands to be re-evaluated, we decided to be non – conventional, non –conformist and decided to go by the power of intelligence rather than the power of money. 
We got all the deliverables of a big ticket property, went beyond a boring 30sec TVC, we thought long term and we helped change positioning & mindset for the brand. 

 

Best Media Innovation - Ambient Media

Award Entry: Classroom Mumbai

Akanksha Foundation, an NGO that provides high-quality education to underprivileged children, wanted to create awareness about the need for committed and qualified teachers.
Based on the insight that the joy of teaching can be best felt if one experiences it, we came up with the idea of taking Akanksha to the people in their daily lives and let them experience teaching Akanksha school children first-hand.
On September 5 which is celebrated as Teachers Day, Akanksha kids set out in search for teachers. Their message to the people was simple, 'While you are celebrating your teachers, we are looking for ours'. Armed with school benches and blackboards, Akanksha kids spread themselves in mock classrooms set up in public places in Mumbai. Mock classrooms were set-up in a 'BEST bus' at Carter Road, Bandra; at Phoenix Mills, Lower Parel and at the Mumbai airport.

People passing by were intrigued and encouraged to come forward to teach. Many people including celebrities volunteered and took short lessons on Maths, English, even Spanish and dance!

Big FM extended help and hosted an on-air session in which Akanksha children were invited to the studio and listeners were encouraged to dial-in and teach the children over phone. Social media was also deployed to spread the word through a tie up with MTV ACT which took our message to 4 million MTV Facebook fans.

Through this activity, we received 300 teacher and 450 volunteer applications. Qualifications of applicants saw marked improvement, ensuring we got better teachers. Apart from fulfilling the recruitment objective, the activity received a lot of media coverage, creating massive awareness for Akanksha.

Best Integrated Campaign - Consumer Products

Category: Madison Media Pinnacle
Client: Cadbury Dairy Milk
Entry: The Grand Indian Mishti Wedding


The strategy was to involve the Bengali audiences in the sweet union of Mishti and Cadbury, by marrying Cadbury Dairy Milk with Mishti. No occasion in our culture is considered more pure and strongly bonded than marriage. The topicality of the task demanded a mass intervention platform that that acts as a social unifier was created in the form of a wedding.

The campaign began with a teaser campaign of a wedding song featuring Bengals prominent celebrities & critics as relatives of mystery girl named mishti and was aired across TV, radio & digital.

Recorded phone calls from Mishti’s celebrity relatives also added a personal touch to the invitations. The sweet shops decked up like mandaps and contended against each other to prove that their Fusion Mishti is the best. Guests blessed the best CDM -Mishti marriage by dialing the unique no. allotted to the mishti outlet or by voting on the tabs kept at the outlet.  Mishti’s celebrity relatives welcomed the consumers or the guests to the sweet shops.

The activity spanning over 5 months was promoted across mass media like Print, TV, Radio, digital, SMS, outdoor and various hoardings put in prime locations across the city.

Best Ongoing Media Campaign

Category: Madison Media Pinnacle
Client: Cadbury Dairy Milk
Entry: SubhAarambh


The strategy was to CHASE all socio-cultural occasions that are considered auspicious in Indian tradition. Across 4 years we built occasion based strategy targeting ShubhAarambh of key milestones like marriages, new job, new purchases like house, car, bike & other household products, start of journey & festivals or more contemporary occasions like DOSTI ka ShubhAarambh.

Best Media Innovation - Out of Home

Category: Madison Media Pinnacle
Client: Cadbury Celebrations
Entry: Sister Street


Brothers are reluctant to reciprocate the love for their sisters and never express their feelings for their sisters.

Cadbury Celebrations wanted to create a platform for brothers to showcase how special their sister is and making it a larger than life Rakhi present to symbolize their special bond.

Brothers were asked to tell their sisters how special she is and were made a part of Sister’s Street. In a never done before activity prime streets across four cities were branded as ‘Sisters Street’. Larger than life hoardings and banners with personalized messages from brothers to their sisters were put up. Cadbury celebrations decorated the area with buntings and a welcome gate of siblings. Overwhelmed by the power of this initiative, the mayor inaugurated these streets. For a fortnight these streets were renamed as sister street featuring the selected siblings from our Facebook fan base displaying more than 40 banners. Minutest of the details were taken into consideration with adequate branding. Every single lamppost was branded, dividers were repainted, walls were redesigned, name plates were changed and popular ‘chowks’ were rebranded. At every 10 meters there was a gate and every building had a 20-30 foot drop down featuring the brother and sister.

Best Media Research Using Proprietory Data

Agency name: MadPlanner
Brand name: Madhouse India
Entry: No ComScore No Problem MadPlanner answered the problem of no ComScore for mobile media planning


Madhouse India's tool MadPlanner won the coveted Gold at Ad Club Bombay's Emvies awards in the category Best Media Research using Proprietary Data.

The MadPlanner tool launched in early 2013 enables multi-screen video based planning and measurement in GRP parlance on mobile for marketers. The MadPlanner tool works on the principle of being able to estimate exact TG reach data for video platforms via an rolling online panel that daily captures data. The panel also helps segment audiences based on behavior, location, affinity & profile and aids superior targeting & delivery of advertising. Every buck invested in mobile video advertising now delivers incremental GRP’s to advertisers and that’s what has moved the industry with the launch of this tool. This is a huge first step in India that enables mobile advertising to find a place with the largest share of the ADEX pie in India – television.

Best Implementation Team of the Year

Award entry: Lifebuoy Roti Reminder

The Maha Kumbh Mela is the largest religious gathering in the world. Lifebuoy wanted to convey the message of hand-washing before meals at this grand event. For this message to change behavior, it would have to be conveyed at the moment of truth – right before meals.

A heat stamp was created which was capable of leaving a simple message on a roti (Indian bread which is eaten by hand): ‘Lifebuoy se haath dhoya kya’ (Did you wash your hands with Lifebuoy?).

Over 2.5 million fresh rotis being served at over a 100 dhabas (inexpensive food joints) at The Maha Kumbh Mela were stamped with this message. Recipients could then wash their hands at the basin in the dhaba with Lifebuoy soaps, as well as read the posters educating them about diseases that can be contracted through unclean hands. The brand message reached over 5 million people directly and earned over 8 million free media impressions.

Best Media Innovation - Direct Marketing

Award entry: Lifebuoy Roti Reminder

The Maha Kumbh Mela is the largest religious gathering in the world. Lifebuoy wanted to convey the message of hand-washing before meals at this grand event. For this message to change behavior, it would have to be conveyed at the moment of truth – right before meals.

A heat stamp was created which was capable of leaving a simple message on a roti (Indian bread which is eaten by hand): ‘Lifebuoy se haath dhoya kya’ (Did you wash your hands with Lifebuoy?).

Over 2.5 million fresh rotis being served at over a 100 dhabas (inexpensive food joints) at The Maha Kumbh Mela were stamped with this message. Recipients could then wash their hands at the basin in the dhaba with Lifebuoy soaps, as well as read the posters educating them about diseases that can be contracted through unclean hands. The brand message reached over 5 million people directly and earned over 8 million free media impressions.

Best Media Innovation - Ambient Media

Award entry: Lifebuoy Roti Reminder

The Maha Kumbh Mela is the largest religious gathering in the world. Lifebuoy wanted to convey the message of hand-washing before meals at this grand event. For this message to change behavior, it would have to be conveyed at the moment of truth – right before meals.

A heat stamp was created which was capable of leaving a simple message on a roti (Indian bread which is eaten by hand): ‘Lifebuoy se haath dhoya kya’ (Did you wash your hands with Lifebuoy?).

Over 2.5 million fresh rotis being served at over a 100 dhabas (inexpensive food joints) at The Maha Kumbh Mela were stamped with this message. Recipients could then wash their hands at the basin in the dhaba with Lifebuoy soaps, as well as read the posters educating them about diseases that can be contracted through unclean hands. The brand message reached over 5 million people directly and earned over 8 million free media impressions.

Best Media Innovation - Events

Campaign Title: Rotary Eye Bank – Play God

Rotary Eye Bank wanted to create awareness and generate eye donation pledges for the blind.  

Every year, millions of people throng at the week-long festival- Bandra Fair at the Mount Mary Church. Legend has it that if a wax sculpture is offered in the shape of an afflicted body part, it will be healed. In this spiritually charged atmosphere, where everyone turns to God, we decided to give people an opportunity to play God.

We had a blind man stand with an appeal. When people approached him, he gave them a box. As they opened the box, they saw that it had a wax sculpture of eyes. A line inside the box read, Fulfill my petition. Donate your eyes.

Making people realise they had it in their power to give theblind the gift of sight. Over 5000 pledges at the 8-day festival was indeed a miracle.

Best Media Innovation - Digital (Mobile / Handheld Device)

Category : B07d - Best Media Innovation - Digital - Mobile / Handheld Device
Client : Tata Docomo
Entry : Hyper Personalization – The World’s first CRM Powered Mobile Campaign


The Background

Digital advertising has traditionally been considered most effective in delivering ROI. Tata Docomo had been aggressively using many online media campaigns to drive service revenues, but generic advertising was hardly making an impact in the cluttered medium. The marketing objective for us was to create a personalized mobile campaign, targeted at each customer, with relevant service offers to drive better ROI and business revenue impact

The media solution

We launched Hyper Personalization - the world’s first CRM powered, personalized mobile campaign, that served personalized newsfeed ads to each of our customers basis insights from their transactional account details (prepaid balance, consumption pattern etc.) and their social preferences (Facebook Interests)

By intelligently managing the Customer Life Cycle, the campaign prompted users to recharge their balance when balance was low, suggested Service Packs when there was sufficient balance; and also suggested relevant Value Added Services basis the users’ interests

The Hyper-P server was created using Facebook's Custom Audience API, linking data from transaction systems and user's Facebook Interests to be able to create and serve personalized ads in near real time

Results

Hyper Personalization has dramatically changed the effectiveness of mobile campaigns for Tata Docomo and has become a critical component of its Social Monetization efforts

Best Use of a Bollywood Celebrity in Media, Powered By zoOm

Category: Mindshare
Client: Active Wheel
Entry: "Tiger Ne Ghumaya Entertainment Ka Wheel"


Best Integrated Campaign - Media / Media Property

Category: A03 - Best Media Strategy - Services
Client: ABP Ananda
Entry: Cholchhe Na Aar Cholbe NA : "Can't Happen", Won't Happen Anymore !!


 Click here to view the synopsis

Best Media Innovation - Digital (Display)

Category : B07d - Best Media Innovation - Digital - Display
Client : Tata Docomo
Entry : Hyper Personalization – The World’s first CRM Powered Display Campaign


The Background

Digital advertising has traditionally been considered most effective in delivering ROI. Tata Docomo had been aggressively using many online media campaigns to drive service revenues, but generic advertising was hardly making an impact in the cluttered medium. The marketing objective for us was to create a personalized display campaign, targeted at each customer, with relevant service offers to drive better ROI and business revenue impact

The media solution

We launched Hyper Personalization - the world’s first CRM powered, personalized display campaign on digital media, that served personalized ads to each of our customers basis insights from their transactional account details (prepaid balance, consumption pattern etc.) and their social preferences (Facebook Interests)

By intelligently managing the Customer Life Cycle, the campaign prompted users to recharge their balance when balance was low, suggested Service Packs when there was sufficient balance; and also suggested relevant Value Added Services basis the users interests

The Hyper-P server was created using Facebook's Custom Audience API, linking data from transaction systems and user's Facebook Interests to be able to create and serve personalized ads in near real time

Results

Hyper Personalization has dramatically changed the effectiveness of digital media campaigns for Tata Docomo and has become a critical component of its Social Monetization efforts

Best Media Innovation - Digital (Video)

Category: Mindshare
Client: AXE Deodorant
Entry: 5.2 years of Digital Content viewed in 6 months!!


Best Media Strategy - Services

Category: A03 - Best Media Strategy - Services
Client: Tata Docomo
Entry: Hyper Personalization – The World’s first CRM Powered Digital Media Campaign


Background

Digital advertising has traditionally been considered most effective in delivering ROI. Tata Docomo had been aggressively using many online media campaigns to drive service revenues, but generic advertising was hardly making an impact in the cluttered medium. The marketing objective for us was to create a personalized media campaign, targeted at each customer, with relevant service offers to drive better ROI and business revenue impact

The Insight

In the prepaid mobile category users do not respond to communication about recharge unless their balance is low and similarly do not respond to communication about decrement based pack subscriptions unless their balance is high. Therefore, if the communication about a kind of subscription were to be made at the time the customer was most likely to act on it he was more likely to respond.

The Solution

We launched Hyper Personalization - a CRM powered, personalized media campaign on digital media, that served personalized ads to each customer basis insights from their transactional account details (prepaid balance, consumption pattern etc.) and their social preferences (Facebook Interests)

By intelligently managing the Customer Life Cycle, the campaign prompted users to recharge their balance when balance was low, suggested Service Packs when there was sufficient balance; and also suggested relevant Value Added Services basis the users’ interests

The Hyper-P server was created using Facebook's Custom Audience API, linking data from transaction systems and user's Facebook Interests to be able to create and serve personalized ads in near real time

The Results

Hyper Personalization has dramatically changed the effectiveness of digital media for Tata Docomo and has become a critical component of its Social Monetization efforts

Best Media Innovation - Digital (Social Media)

Category: Mindshare
Client: AXE Deodorant
Entry: 5.2 years of digital content viewed in just 6 months!


 

SILVER

Best Media Strategy - Consumer Durables

Agency name: Mindshare
Brand name: Godrej Appliancer Range
Entry: Godrej One Watt

Marketing Objective
In the year 2012, Godrej EON, a reputed home appliances company, started looking at today’s consumer who was keen on embracing the culture of ‘green’ in his everyday life, closely. Insufficiency of energy was lurking the nation in a big way.  Therefore, the marketing objective was to design the brand’s role as that of a facilitator helping the consumer articulate his stance effectively towards saving energy, going beyond product benefits communication.

The Target Audience
Every single individual belonging to young India. Passive environmentalists but inclined to conserve energy.

Situation Analysis
Godrej Appliances was historically associated with IPL. However they decided to stay away from the TV sponsorship of this league, for the year. Despite this, we did recognize that the primary chatter would ‘only’ be around cricket during this period.

We therefore decided to associate with ‘popular culture’, while aligning it with the cause found most relevant to the modern day consumer, continuing to upkeep the brands’ association with the league.

Consumer Insight
Consumers at large are passive environmentalists. The younger generation is an exception, they are amenable to environmental causes, particularly energy saving. But, most of them do not know how to engage, however given an opportunity they would volunteer to save energy.

Godrej Appliances was aware that this generation was now the largest consumer of the category and needed to be addressed immediately. It was therefore critical to create – connect & equity uplift.

Media Solution
We created Godrej EON ‘Let’s Save a Billion Watts’, experiential campaign.
To spread the green message to the cricket frenzy masses we associated with Kings IX Punjab-IPL team who made history by changing their head gear from the traditional red to GREEN in the match against Kolkata Knight Riders on 18th April, unveiling the campaign.

The ‘cap change’ took the nation by surprise!
Brand TVC with KXIP players – Adam Gilchrist, David Hussey, Praveen Kumar and Piyush Chawla changing their cap from RED to GREEN color were played during the LIVE match and across multiple channels giving viewers the context.

‘LIVE’ news reporting and ‘Power Scrolls’ on news channels were additional sources of information for our inquisitive audiences.

It didn’t just stop here… We got leading players from KXIP like David Hussey and Shaun Marsh to write columns for us which were syndicated across 10 leading national and regional dailies with Godrej Eon’s Green Products communication, this armed with multiple updates across 3 leading radio stations, informed consumers on campaign development.

While this ‘change’ was witnessed by over 163 million on IPL, the experience van was flagged off by Australian Cricketer Adam Gilchrist – the Kings XI captain. This carried our message across the length and breadth of the country urging fans to become responsible “Wattizens”, this consumer activation  program– ensured the campaign wasn’t short lived.

Our ‘owned’ asset- http://www.onewattproject.com had growing traffic, managing to record millions of consumer pledges.

All this was ably supported by an exhaustive multi media campaign.

Results-

  • Post IPL, overall campaign research showed ‘equity’ scores increase by 22%.
  • On mind measures, ‘offer something different’, the brand grew by 16% while on ‘better opinion’, a whopping 57%!
  • The strategic alliance with IPL helped us engage  with 25 million Wattizens, parallel coverage on News channels, radio and editorial presence, experiential van and social media garnered us an overall media value of 20 million INR.
  • Over 2000 hours of activation, garnering 14,138,559 impressions across 33 markets.
  • Campaign galvanized 33 cities into the One Watt Project traveling 20,000 kms across the Indian subcontinent.
  • Our website has clocked over 100 million Watts saved by millions of inspired “Wattizens”.

Client Testimonial  - Ramesh Chembath, AVP Marketing – Godrej Appliances, India:

“One watt project is one of our most powerful and effective marketing activity building our corporate ethos and business philosophy of sustainability with triple bottom-line focus –planet, people and profit. The very fact that it has delivered in all parameters with minimal spends is proof to its success… we are absolutely delighted !”

Best Media Innovation - Branded Content

Agency name: Mindshare
Brand name: Closeup Toothpaste
Entry: Closeup Muskaan Begum

Best Media Innovation - Radio

Agency name: Mindshare
Brand name: Closeup Toothpaste
Entry:  India's Favourite Non - Sporting Game

Best Integrated Media – Consumer products

Agency name: OMD India
Client name: Johnson & Johnson - Stayfree
Entry: Stayfree Women for Change


Stayfree wanted to work towards the betterment of sanitary health and hygiene facilities of women in rural India and simultaneously raise its equity amongst the premium consumers in urban India. Only 12% of the menstruating women in the country use sanitary napkins. While the underprivileged women lacked education and resources, the privileged women were completely unaware of the plight of their rural counter parts. Stayfree in association with UNICEF and other NGOs attempted to bridge this inequality by encouraging the urban women to donate for the cause of rural women.

However, the task was not easy as women find it embarrassing to talk about menstruation. We used a three pronged strategy of Sensitize-> Awaken -> Inspire – an integrated media approach that invoked the power of media to touch her emotional conscience. Carefully selected media vehicles at each stage, that included free plays unbranded anthem, TV ads, print ads, PR, radio, youtube, social media and bloggers meet, helped us touch the emotional chord of the urban women in India

By the end of the campaign we managed to improve the lives of 1 million girls in rural India while Stayfree equity scores saw a significant jump on key mind measures (Socially responsible up by 28%, Stands for women’s welfare up by 31% and progressive brand up by 14%)

Best Media Strategy – Consumer Products

Agency name: OMD India
Brand name: Johnson's Baby
Entry: Johnson’s Baby Share the language of love

Johnson’s Baby wanted to further raise its equity in India and simultaneously contribute to the welfare of the society. 80% of the children in India are under privileged. We decided to give the mothers of the privileged 20% a platform to share their old toys and clothes with the needy. For this we tapped into her desire of teaching her kids “The value of sharing”. Johnson’s Baby Share the language of love in association with a leading NGO gave her the right opportunity. This was a one month activity where mothers could donate their kids old belongings.

The challenge we faced was that we had to make this mom aware of the initiative, persuade her to pull out her kid’s old articles and make her go to the collection Centre and donate – all within a month’s time. Her life revolved around her child and hence it was important to reach her multiple times through multiple touch points.

We deployed the TELL-> RECOMMEND-> ENGAGE strategy that not only made her aware of the initiative but also persuaded her to go and donate. While traditional media was used in at the TELL stage, we used the power of PR and social media RECOMMENDATIONS to persuade her. On-ground activations helped ENGAGEMENTS that linked to digital and social media platforms not only helped donations but also generated a lot of earned media that added momentum to the initiative.

By the end of the campaign we not only brought smiles to 40,000+ underprivileged children but also managed to further strengthen key equity parameters for the brand - Caring brand up by 16%, makes a difference to society up by 8%, teaches my child value of sharing up by 8%.

Best Integrated Campaign - Consumer Durables

Agency name: Lodestar UM
Brand name: Tata Vista D90
Entry: Vista D90 - Creating thrill across media

Vista D90 was to be launched with  ‘Designed to Thrill’ positioning. However, the ‘Thrill’ positioning has been appropriated across categories & was no longer a differentiator. We decided to chased Thrill seekers to whom thrill was everything. However, we realized ‘Thrill Seekers’ don’t consume media traditionally & chase thrilling & exciting content

Hence to connect with them we rode on an insight ‘An experience in Thrill is almost never forgotten & crafted ‘Experiential Thrill’ across 30+ media touch points. We integrated media, as integrated it could get. We integrated mediums, thrill, content, product, media partnerships, user experience & communication. A never before launch, that thrilled ‘thrill seekers’ for life.

Best Media Innovation - Cinema

Agency name: Lodestar UM
Brand name: Tata Nano
Entry: Tata Nano student of the year: From Reel to Real

Bollywood has always been a rage amongst every generation of youth & they want to live their life ‘king size’; exactly how they show in films. Youth constantly imagine themselves playing roles of heroes and heroines onscreen and aspire to live the same life in reality. Riding on this insight, we thought of bringing the reel world to real for the youth.

Thus was born, Tata Nano Student of the year wherein we recreated the film; ‘Student of the year’ for youngsters and fulfilled their dream of living life like film stars. It was a national level hunt for the best student, crafted exactly the way shown in the film, The initiative gave youngsters glamour, popularity and enabled a brighter future with scholarships.  In short, we gave Cinema innovation a new meaning.

Best Media Innovation - Sponsorship

Agency name: Lodestar UM
Brand name: Tata Nano
Entry: Nano Drive - Athon

Youth today enjoy navigating across media platforms while constantly broadcasting & sharing their experiences. With this insight, we decide to find ways to engage youth embedding Nano in their life, in unique ways that facilitated direct two way interactions.

So we partnered MTV India & created ‘Nano Drive with MTV’ India’s 1st ever Social Streaming adventure road-trip in a Tata Nano. 4 teams each mentored by MTV VJ’s embarked on a journey of social exploration in the Nano. They travelled across India with a limited daily budget as the route that unfolded before them.

‘Nano Drive with MTV’ allowed them to touch, play & create their own brand experiences while being able to switch platforms & broadcast their adventures in the Nano . And thus we created a new benchmark of how to best use a sponsorship!

Best Media Innovation – Ambient Media

Entry: Fevicol 'Free Store'

Over the past 20 years, Fevicol has come to own the biggest generic benefit of synthetic white adhesives: ‘strength of bonding’; it has only done so in ‘Reel life’ (TVCs, print etc.), which meant that instead of product demonstration we communicated ‘unbreakable bonds’ using analogies and metaphors.

However, this time around, we wanted people to experience Fevicol's bond first hand in ‘Real Life’ and demonstrate that Fevicol bonds are truly unbreakable.

Taking advantage of the psyche - “People tend to grab anything which is FREE”, we set up a “Free store” (where everything is free!!!). All the items in the “Free store” were glued down by Fevicol.

The best way to prove Fevicol bonds are unbreakable was by challenging people to break them, but its effectiveness depended on how people reacted to participating in such a challenge. The goal here was to ensure that the bonds look breakable.

However, nothing would hurt people more, than being proved unable, especially in a public space - so we also had to ensure that we created a situation that was more gratifying than the possible shame of not being able to break the bonds.

The execution was spread over a weekend at Citi Mall in Mumbai and the impact was as expected. Attracted by the artistic wooden bowls, decorative clocks and other display items, hoards of eager shoppers tried to pick up the ‘free’ items - but in vain, since everything was glued down by Fevicol.

Fevicol lived up to its brand promise of having ‘The Ultimate Bond’ and moreover for the first time, consumer masses got a first-hand experience of its product benefits.

Fevicol is known for its humorous and witty advertising, once the message was revealed, the participants had a hearty laugh about it. Social media-savvy onlookers shared it further on their feeds, too.

The video of this activity put up on YouTube attracted the public’s attention, with affectionate brand recall. In just two days, this is what happened:

  1. In 24 hours: It was one of YouTube India’s top trending videos.
  2. By 36 hours: Over 150,000 unique impressions had been delivered on the net.
  3. At 48 hours: Countless blogs and news channels had picked it up, and talked about it.

With an initial investment of just INR 1 lakh, Fevicol got 1260% return on investment in free media publicity in just a week’s time. The videos residing on the net continue to be shared by users.

Best Media Innovation - Direct Marketing

Award Entry: Classroom Mumbai

Akanksha Foundation, an NGO that provides high-quality education to underprivileged children, wanted to create awareness about the need for committed and qualified teachers.
Based on the insight that the joy of teaching can be best felt if one experiences it, we came up with the idea of taking Akanksha to the people in their daily lives and let them experience teaching Akanksha school children first-hand.
On September 5 which is celebrated as Teachers Day, Akanksha kids set out in search for teachers. Their message to the people was simple, 'While you are celebrating your teachers, we are looking for ours'. Armed with school benches and blackboards, Akanksha kids spread themselves in mock classrooms set up in public places in Mumbai. Mock classrooms were set-up in a 'BEST bus' at Carter Road, Bandra; at Phoenix Mills, Lower Parel and at the Mumbai airport.

People passing by were intrigued and encouraged to come forward to teach. Many people including celebrities volunteered and took short lessons on Maths, English, even Spanish and dance!

Big FM extended help and hosted an on-air session in which Akanksha children were invited to the studio and listeners were encouraged to dial-in and teach the children over phone. Social media was also deployed to spread the word through a tie up with MTV ACT which took our message to 4 million MTV Facebook fans.

Through this activity, we received 300 teacher and 450 volunteer applications. Qualifications of applicants saw marked improvement, ensuring we got better teachers. Apart from fulfilling the recruitment objective, the activity received a lot of media coverage, creating massive awareness for Akanksha.

Best Media Innovation - Direct Marketing

Agency: GroupM Dialogue Factory
Client: Municipal Corporation Of Greater Mumbai
Entry: Sweet Of Life

Best Media Innovation - TV - Consumer Products

Category: Madison Media Pinnacle
Client: Cadbury Celebrations
Entry: Gift a Diwali


Serials, a reflection of today’s society acted as the best platform to bring in change.
Lead protagonists of a leading network endorsed “Gift a Diwali” to a loved one. Lead characters of 3 most popular shows on the network – Kuch Toh Log Kahenge, Parvarish & Chidiyaghar championed the cause by telling the viewers who they will be including in their Diwali Celebrations. There was a roadblock for 3 days across the network’s 7 channels.  Every single break started with the 15 seconder spots that ran for 3 days consecutively leading up to Diwali. In the midst of high Diwali advertising clutter, these executions were carried out without a single spot drop.

Best Media Innovation (Events)

Category: Madison Media Pinnacle
Client: Cadbury Dairy Milk
Entry: When Mishti Weds Cadbury


The strategy was to involve the Bengali audiences in the sweet union of Mishti and Cadbury, by marrying Cadbury Dairy Milk with Mishti. No occasion in our culture is considered more pure and strongly bonded than marriage. The topicality of the task demanded a mass intervention platform that that acts as a social unifier was created in the form of a wedding.

56 Mishti Shops of 18 leading Mishti chains were transformed in to wedding mandaps and contended against each other to prove that their Fusion Mishti is the best. These shops invited guests to get a firsthand experience of the wedding and to try out the new range of Cadbury-Mishti creation. A giant Topor, a traditional Bengali groom’s head dress was built for the occasion, which signified that the wedding preparations were well underway. Millions showered their blessing for the Best Cadbury-Mishti creation through missed calls on mobile phones and Tablets placed at Mishti Shops. Celebrities guests like Mithun Chakraborty, Rupam Islam and many others joined in the celebration and attended the marriage.

Best Media Innovation (Branded Content)

Category: Madison Media Pinnacle
Client: Cadbury Dairy Milk
Entry: The Wedding Song


The strategy was to involve the Bengali audiences in the sweet union of Mishti and Cadbury, by marrying Cadbury Dairy Milk with Mishti. No occasion in our culture is considered more pure and strongly bonded than marriage. The topicality of the task demanded a mass intervention platform that that acts as a social unifier was created in the form of a wedding.

As music appeals to each and every Bengali household, a culmination of popular Bengali artists and music was used to unveil the grand event that was about to happen in Mishti's life.

The campaign began with a teaser campaign featuring some of Bengals prominent celebrities as relatives of a girl named Mishti.  The grandeur of the wedding was bought alive by a song for the Bengals very own mishti. To get the local fervor, their very own Bengali celebrities like Paran Bondhopadhyay -Dadu (Grandfather), Koninneca - Aunt – Pisi (Father's sister) and Best Friend- Mimi Chakraborty were roped in.

Best Media Innovation - Sponsorship

Agency name: Mindshare
Brand name: Lay's
Entry:What's Cooking ..... Good Looking !!


Best Media Innovation - Print (Magazines)

Campaign Title: Femina User Generated Magazine : Made By You

In order to grow the business, Femina – India’s oldest women’s English magazine, needed to recruit more and more young women into the Femina franchise. But the problem was these 20yr olds weren’t reading magazines. We needed to find a new way to connect with these digitally driven young. We realized that despite living in a socially connected world where each one had a facebook profile, twitter handle etc, their voices often went unheard. We chose to address this very gap by giving women a chance to be heard – a chance to write their very own magazine ‘Femina Made by you’. The campaign ‘If you’ve got a story, we’ve got the space’ beautifully captured this insight. The initiative got tremendous response with over 12 million (total) daily impressions on facebook and contributions from over 7,000 women across the country, resulting in India’s first fully crowd sourced issue.

Best Media Innovation - Out of Home

Campaign Title: Earth Hour Happy Hour

March 23, 2013 was Earth hour and Country Inn and Suites wanted to do more than just switch off the lights.

Country Inn and Suites did a countdown to the Earth Hour, beginning sixty minutes earlier. The countdown was seen on the hotel façade facing the NH8, as the digits were formed using lighting through the hotel’s room windows. This was followed by lights out during the Earth Hour. All guests were gratified with an hour of complimentary food and drinks, for supporting participation in the initiative.

The countdown was witnessed by the rush hour Gurgaon traffic, reminding them of their own responsibilities towards the environment.

Best Media Strategy - Media / Media Property

Agency name: Mindshare
Brand name: ABP Ananda
Entry: Cholchhe Na Aar Cholbe Na- "Can't Happen", Won't Happen Anymore !!


 Click here to view the synopsis

Best Media Innovation - Branded Content

Agency name: Mindshare
Brand name: AXE Deodorant
Entry: 5.2 years of content interaction in just 6 months !!


Best Integrated Campaign - Services

Agency name: Mindshare
Brand name: Idea Cellular
Entry: India beats to the tune of Honey Bunny


Last year, Idea launched a song based campaign called “Honey Bunny” and the objective was to take the song to every nook and corner of the country.

Our plan was to launch “Honey Bunny” in true Bollywood style, replete with teasers to create curiosity, then the big launch, followed by a sustenance program. We studied the daily pattern of consumption of audio-visual mediums by our audience and ensured that the song reached out to them at each of those touch points.

The music was launched first, in the form of teasers to create a consumer desire for the song and generate conversations. The tune greeted users as soon as they logged on to the mobile application “Rocketalk”. On Radio, the Honey Bunny song slipped into the RJ’s playlist, unbeknownst to them. Audio teasers were embedded on sites like in.com, sify.com and more. Honey Bunny teaser TVCs played every time a user logged in to the Clinck cyber cafés. On TV, the song was integrated into the ‘Phone-a-Friend’ segment of ‘Kaun Banega Crorepati’ wherein the song was played as the ringtone

Upon the TVC launch, users on Rocketalk were encouraged to set the song as their profile tone. On Saavn, a roadblock was created integrating the jingle in the playlists. On radio, RJ led integrations like quizze etc continued, thereby encouraging song downloads. The ‘Honey Bunny’ TVC was launched on the silver screen, along with super hit movies like Dabangg 2 and Talaash. On TV, we started with a roadblock on the entire Sony network, followed by character integrations like ‘Bheegi Billi’ (9XM) and ‘Hapy Singh’ (MH1) performing on the Honey Bunny song.

Results

a) Brand track index grew by 7% b) Additional revenue through 5 million downloads of tune c) One of top ten viral videos/songs of the year d)6000 conversations between RJ’s and listeners, 12 hours’ worth of free air time e) More than one million visits on Honey Bunny page f) Over 2000 likes on Facebook page

 

EMVIE of the Year - RUNNER UP

Young EMVIE of the year

Agency name: Mindshare
Brand name: Clinic Plus, Clear Anti Dandruff Shampoo, Tresemme, Brylcreem
Entry: Neel Pandya

Young EMVIE of the year

Campaign Title: 90 Nano Stories, Generation Einstein 3.0, Cycle Agarbatti, Vivel Dhoop ki Rani

Facts are forgotten stories are forever.

This is a simple yet powerful truth that guides all our work at DDB Mudramax. In all the work that I have presented as a nominee for a Young EMVIEE 2013, this simple truth serves as a uniting theme.

In some cases it could stating the context of a piece of news that get the nation to hold its collective breath (Cycle Agarbati)  , in another instance it could be demonstrating the Sun blocking properties of a cream (Vivel Fair and Active )utilizing the mnemonic of photochromatic lens (Kala Chashma) to a female demographic.

We even got the chance to turn a story into a powerful memory by becoming a college student’s first car (Tata Nano) thereby ensuring good will that would last a life time.

My personal favorite was when we took on the challenge to establish thought leadership for a client (UTV Bindass) and authored a book to demonstrate this proposition (Generation Einstein: Indian Edition)

One thing is for certain though. My search for stores that influence people has just begun.

Emvies 2016 - Award Ceremony

Emview 2015 - Entry Form