BBDO India's 'Share the load' wins Grand Prix at 2016 Warc Prize for Asian Strategy
Among the 17 awarded campaigns, 11 were from India winning two Gold, four Silver and four Bronze awards besides the Grand Prix
BestMediaInfo Bureau | Delhi | November 4, 2016
BBDO India has won the Grand Prix for its 'Share the Load' campaign done for Procter & Gamble's Ariel Matic at the 2016 Warc Prize for Asian Strategy. The winner of many Lions including a Glass Lion at Cannes Lions 2016, 'Share the load' had also recently won the Grand Prix at Spikes Asia.
At an event in Singapore last night, a total of 17 campaigns were awarded including seven Bronzes, five Silvers and four Golds. Five Special Awards were also announced alongside the winner of the $5,000 Grand Prix. Among the 17 awarded campaigns, 11 were from India which scooped up two Gold, four Silver and four Bronze awards beside the Grand Prix.
Ariel's 'Share the Load' campaign was commended by judges for disrupting its category and placing the product within a wider societal change. Judges also noted that the campaign's strategic approach offered a sound philosophy and provided good space for the brand to grow in future.
The campaign was spread across online, cinema and TVCs, while celebrity endorsements, earned media outlets and campaign-specific live events carried on the conversation. As a result, the brand doubled value and volume sales, which grew 106 per cent and 105 per cent, respectively.
"Gender empowerment is a very critical initiative that great brands should support," said Sanjeeb Chaudhuri, Global Head of Brand and Chief Marketing Officer of Standard Chartered Bank and chief judge for this year's Prize.
"Ariel's 'Share The Load' campaign brings this sensitive subject to life in a very heart-warming way. It stood out among the many brands in Asia which are getting increasingly involved with social good. This campaign also helped Ariel double value and volume sales, making the campaign a very deserving winner of this year's Grand Prix," Chaudhuri added.
The list of winners:
Grand Prix: Ariel Matic 'Share The Load'
Agency: BBDO India
Advertiser: P&G India
Country: India
Winner of The Asia First Award
Ariel, a detergent brand, used a strong social message to engage its Indian audience and increase brand awareness. The campaign film 'Share the Load' worked to overthrow deep-rooted cultural views that put Indian women in charge of all household duties.
As a result, 1.57 million men pledged to 'share the load' and Ariel more than doubled value and volume sales.
Gold winners:
Lifebuoy: FutureChild
Agency: MullenLowe Singapore, MullenLowe Lintas Group, India
Advertiser: Unilever
Country: Singapore
The health soap brand successfully targeted United Nations policy makers with an emotional campaign about child mortality in India.
Love Yourself #staynegatHIVe
Agency: Dentsu Jayme Syfu
Advertiser: Love Yourself
Country: Philippines
The non-profit organisation used a simple online tool to increase the number of Filipinos testing for HIV.
Make Love Not Scars: #EndAcidSale
Agency: Ogilvy & Mather, Mumbai
Advertiser: Make Love Not Scars
Country: India
Winner of The Channel Thinking Award
The NGO dedicated to providing rehabilitation to acid attack victims used a digital campaign to end the open sale of acid in India.
Onomichi-City: Cat street view
Agency: KOO-KI, I&S BBDO Japan Group
Advertiser: Hiroshima Prefecture
Country: Japan
A small port town in Japan's Hiroshima Prefecture created an ingenious campaign using stray cats as the city's tour guides.
Silver winners:
Amazon.in: Show Me More
Agency: Orchard Advertising (The Leo Group)
Advertiser: Amazon
Country: India
Creamsilk, Sunsilk, Dove, Clear, Tresemme, Toni & Guy
All Things Hair
Agency: OgilvyOne Worldwide Philippines
Advertiser: Unilever
Country: Philippines
Diu Tourism: Keep Calm and Visit Diu
Agency: Ogilvy and Mather, India
Advertiser: Daman and Diu Toursim Department
Country: India
Winner of The Local Hero Award
Fair & Lovely: Delay Marriage
Agency: MullenLowe Lintas Group
Advertiser: Hindustan Unilever
Country: India
Vodafone m-pesa: Democratising money transfer
Agency: Ogilvy & Mather India
Advertiser: Vodafone m-pesa India Limited
Country: India
Winner of The Market Pioneer Award
Bronze winners:
The Akanksha Foundation: A for Anthem
Agency: Ogilvy & Mather, Mumbai
Advertiser: The Akanksha Foundation
Country: India
Bajaj V: The Nation's Bike
Agency: Leo Burnett, Mumbai
Advertiser: Bajaj Motorcycles
Country: India
Comfort: Pure SofTest
Agency: Ogilvy and Mather (Singapore) Pte Ltd
Advertiser: Unilever
Country: Singapore
KitKat: Breaker Benches
Agency: J Walter Thompson Philippines
Advertiser: Nestlé Philippines
Country: Philippines
Lego: SG50 Rebuild
Agency: iris Singapore
Advertiser: LEGO
Country: Singapore
Maggi: #WelcomebackMaggi
Agency: McCann Worldgroup
Advertiser: Nestlé India Ltd.
Country: India
MasterCard:
Using social data to win hearts and wallets
Agency: Digital Arts Network
Advertiser: MasterCard
Country: India
Winner of The Research Excellence Award