NEW DELHI: India made a mark at the Promotional Marketing Awards Asia, bagging a total of 23 Dragons. The tally includes a Best for Country Dragon, seven gold Dragons, eight silver and seven bronze Dragons. Jagran Solutions walked away with the Best for Country Dragon for its campaign for ‘Microsoft Go-A-Live Challenge.’
Other winners from India include Dentsu, Solutions Digitas, Encompass, Tequila India, Mudra Communications, ICICI Bank, Digital Radio Broadcasting Ltd., Candid Marketing and Netscribe Ltd.
The PMAA saw a 34 percentage-point jump in the number of entries from across the Asian region. Entries from India also saw a surge of 24 per cent. Commenting on the awards and India’s participation, Ambika Sharma, zonal head, PMAA, and member of the 2009 jury, said, “The judges reported that an increased number of campaigns were clearly focused on a strong ROI, this is in sync with the overall concentration on result orientation of marketing initiatives today.” She added, “India saw an increase of 24 per cent in entries with clients also participating directly.”
Jagran Solutions topped the metals tally for India with 7 Dragons. It also won a silver Dragon for Pepsico India’s campaign for Gatorade Pacers 2008 campaign in the best sponsorship or Tie-In campaign.
India stole the show in the Best Use of Direct Marketing in a promotion campaign with Solutions Digitas winning the gold Dragon for Thomson Press India Ltd for the Thomson Press Digital ‘Champi wala’ campaign. While the silver Dragon went to Tequila India for the ‘Big bangle’ promotion for Gold Plus from Tata. Jagran Solutions bagged the bronze Dragon for Disney Ratatouille Mailer for The Walt Disney Company India.
Encompass won the silver Dragon in Best Innovative Idea / Concept category for the Colgate Maxfresh – Foonkball campaign for Colgate Palmolive.
In the Best Brand Building Campaign category, Dentsu Communications India pocketed the bronze Dragon for Toyota Kirloskar Motor’s ‘Toyota - touching a billion lives’ campaign.
In the Business-to-Business Campaign category, India bagged all the three metals with gold Dragon going to ICICI Bank for ICICI Bank ‘Talkies on the Move’. The silver Dragon went to Jagran Solutions for the Disney ratatouille mailer for The Walt Disney Company India. Solutions Digitas walked away with bronze Dragon for the Thompson Press Digital ‘Champi wala’ campaign for Thompson Press.
In the Event and Experiential Marketing Campaign category, Digital Radio (Mumbai) Broadcasting Ltd. bagged the gold Dragon for Red FM’s ‘Bajaate Raho Awards – No Votes’ campaign. In the same category, Encompass won the silver Dragon for Colgate Maxfresh’s – ‘Foonkball’ for Colgate Palmolive.
The Best Activity Generating Brand Loyalty category also belonged to India with Mudra pocketing the gold for ‘Women on Wheels – The TVS Institute for TVS Motors’. Jagran Solutions won the silver for ‘Microsoft – Go – A-Live challenge for Microsoft Corporation India’. The bronze Dragon went to Solutions Digitas India for Aviva Life Insurance’s ‘Aviva Dollar dreams’.
Candid Marketing bagged the silver Dragon in the Long Term Marketing Campaign category for ESPN Star Sports’ ‘ESPN Star Sports: Learning Ground’, while Jagran Solutions won the bronze Dragon for Pepsico India’s ‘Gatorade Pacers 2006 – 2009’ campaign. In the Best Dealer or Sales Force Activity category, Solutions Digitas India won the gold Dragon for Aviva Life Insurance’s Aviva Dollar Dreams. While the bronze Dragon in the same category went to Netscribes India for IDBI Fortis Life Insurance’s Weathsurance Made Easy campaign.
In the Best Brand Awareness and Trail campaign, Jagran Solutions won the gold Dragon for Microsoft Corporation India’s ‘Microsoft – Go A-Live campaign’.
For the small budget campaign, Mudra won the silver Dragon for Raymod’s ‘Iron Man’ campaign while Tequila India pocketed the bronze Dragon for the ‘Big bangle promotion’ for Gold Plus from Tata.
All the winning 49 campaigns are now being adjudicated by the MAA Globes International Judging Panel, against the Best of the Best in Promotion Marketing from Award Programmes run in Argentina, Austria, Australia, Brazil, Canada, Ireland, Japan, Russia, Switzerland, UK and the USA. Winners will be announced at the MAA Globes Award, during the Fall Conference of MAA Worldwide, on 19 October, 2009.