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JWT & Inter Publicity Win Creative Accolades At Midas Awards 2010

JWT Mumbai wins a Silver metal and Finalist Award; Inter Publicity took home a Finalist award.

BestMediaInfo Bureau | Delhi | October 29, 2010

The Midas Awards, the only competition that recognizes excellence in financial services communications on a global scale, announced the winners of their 2010 competition. The Midas Awards are organized by International Awards Group that organizes other advertising and programming competitions like AME Awards for Advertising Marketing Effectiveness; The Global Awards for Healthcare Communications; NYF Advertising Awards; NYF Television & Film Awards; and NYF Radio Programs & Promotions.

JWT Mumbai and Inter Publicity from India have managed to win the creative accolades at The Midas Awards this year.

JWT Mumbai has won the prestigious Midas Award in two competitive categories for its creative work on Aditya Birla Financial Services Group (ABFSG). The agency won a silver award for Birla Sun Life Mutual Fund ‘Growthscope’ and Midas Finalist Award for Birla Sun Life Insurance ‘Wealth with Protection Solutions campaign’. Birla Sun Life Mutual Fund campaign created by JWT India was adjudged as the world’s best advertising initiative in the Direct Mail category by a grand jury of industry experts from all over the world.

Inter Publicity was adjudged the Midas Finalist winner for its campaign 'The Banker To Every Indian' for State Bank of India in Corporate Image category.

Commenting on the award, Ajay Kakar, Chief Marketing Officer - Financial Services, Aditya Birla Group said “At the ABFSG, we like to celebrate creative excellence that works with our customers. We are delighted to receive these awards through an international forum that solely recognizes creative excellence in financial services. Industry recognition like these re-inforces our faith in our brand philosophy of creating communication that is simple, clear, distinct, positive and relevant to our target group.”

Commenting on this achievement, Tista Sen, Executive Creative Director, JWT Mumbai said, “We are elated to have won this prestigious award on an international platform judged by global industry experts. The competition was stiff across 31 countries, with a number of players in each of these categories. We look forward to partnering ABFSG on many more such innovations in future.”

Birla Sun Life Mutual Fund won an award for its direct mailer called ‘Growthscope’ based on the theme of kaleidoscope. This direct mailer created by Dipesh Kowarkar & Dhaval Ramtirthkar, was aimed at educating the potential young and ambitious investors on the benefits of compounding their wealth by way of systematic investment in Birla Sun Life Mutual Fund.

On the other hand, Birla Sun Life Insurance was adjudged a finalist for its Wealth with Protection Solutions TVC, featuring cricketers Virender Sehwag and Yuvraj Singh. The idea was to create relevance for these solutions among today’s young and confident Indian, who has seen the good times of the post liberalization era and has a tendency of taking them for granted. This campaign presented the real side of the celebrities, beyond the success and glamour, with the philosophy ambassadors echoing a life truth. The films were set within the realistic frame work of a candid interview set up, where the cricketers spoke of the highs and lows of their careers, the bouquets - brickbats that come along with it and the sense of vulnerability every time they are out on the field.

Founded in 2001, the Midas Awards honors advertising in banking, brokerage, insurance, mutual funds, and credit, in addition to real estate, accounting, and consulting. This year’s competition saw a 27% increase in entries, submitted from 31 countries around the world.   The Midas Jury awarded one King Midas Award, 18 Gold Ingots, 32 Silver Ingots, and 71 Finalist Certificates.


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