PMAA 2011: India brings 55 metals home

Mudra Max claims 3 Gold Dragons including The Best in Asia Dragon followed by Jagran Solutions with 2 Gold Dragons.

BestMediaInfo Bureau | Delhi | August 9, 2011

Violence was on the increase against migrants to Mumbai, many of whom spoke one of many, many other Indian languages or dialects.

Big Cinemas Agency, Mudra Max, challenged increasing language-inspired violence against migrants, with a language themed Promotion, featuring a piece of music common to all Indians, the National Anthem.

Nearly all Indians know that the words of the Anthem celebrate the diversities of the country, but reciting or singing the words had become a formality with the public.

That the song was falling on deaf ears became the idea: a Silent Anthem – without lyrics, yet inspiring all emotions.

The Agency invited young students of a School for the Deaf to gesture the Indian National Anthem in sign language and broadcasted this Presentation to Cinema audiences.

Audiences were shaken out of their insensitivities.  Soon millions of views and conversations appeared on YouTube, Twitter and Facebook.  Indian Celebrities even forwarded copies to their fans.

2011 was another record year for the Dragons of Asia.  Indian Agencies again dominated, winning 7 Gold Dragons, followed by another 6 Dragons split equally by Singapore and Malaysia Agencies.

This year, the Dragons of Asia were dominated by Campaigns which used multiple executional, techniques.  According to Mike Da Silva, Director of the PMAA Dragons and the MAA GLOBES, “three stand out campaigns were: Malaysia's McCann Erickson's “Receipt Story” Campaign where Retailer Book Xcess customers submitted and read short stories, printed on the backs of cash register receipts and the Mudra max “Talking Newspaper” Campaign to launch the VW Vento, which used light sensitive micro chips embedded in 4 major City Press, allowing the Vento actually 'to talk for itself'.  Finally, Hungama Digital in India, used the augmented reality technique to engage customers with Allu Arjun, continuing Pepsi's 7UP's involvement with the Indian Movie star”.

Commenting on the win, Pratap Bose, CEO, Mudra Max said, “The wins for MudraMax at the PMAA Dragons of Asia is absolutely fantastic news. I have waited for a long time to win 'The Best of Asia' and to finally do so, is terrific for the agency and the people who made that happen. I would like to thank all the clients who made us proud on the other winners too.”

Jagran Solutions has bagged 10 recognitions with 3 Metals across categories at PMAA. In the category “Best Retail, Key Account or Channel Specific Campaign” it has won Silver for the Learn with Yahoo Campaign. In the category of “Best Use of Social Marketing in a Promotional Marketing Campaign” it has won Gold for the Casio Music Workshop Campaign. In the category of “Best Activity Generating Brand Volume” it has won Gold for the Learn with Yahoo Campaign.

Besides, the agency has won 7 Orders of Merit at PMAA:

• Best Integrated Communication Campaign: Mosquito Free Movement for Dabur Odomos Oil
• Best B2B Campaign : Learn with Yahoo
• Best Activity Generating Short or Long Term Brand Loyalty : Valvoline Real Hero
• Best Use of Social Marketing in a Promotional Marketing Campaign : Mosquito Free Movement for Dabur Odomos Oil
• Best Brand Awareness & Trial Campaign : Mosquito Free Movement for Dabur Odomos Oil
• Best Activity Generating Brand Volume : Maa Juices-Pum Palam Pum for Cavin Kare Pvt Ltd
• Best Cause, Charity or Corporate Responsibility Marketing Campaign : Bihar Government-  Arogya Rath

Speaking on the occasion, Pankaj Raj Kumar, National Head, Jagran Solutions said, “All of us are extremely delighted as we are holding the second position in India in the metals tally and first position on Orders of Merits. With 3 Metals and 7 Orders of Merit, Jagran Solutions has won the highest number of honours in India at PMAA 2011. This constant recognition of our work at such a prestigious platform motivates us to innovate and think differently to deliver clutter breaking campaigns.”

At No.3, Hungama Digital bagged four awards including the Gold in the Best Digital Promotion Marketing campaign category and Bronze in the Best Activity Generating Short or Long Term Brand Loyalty for its augmented reality advertising campaign for 7 Up – You Click, I Dance, bronze in the Best Use of Social Marketing in a Promotion Marketing Campaign for 'Golmaal Charades' – a dumb charades game launched for the movie Golmaal 3 and Order of Merit in Best Digital Promotion Marketing campaign category for the creation of the Bull of Fortune Facebook App NandiBull, for the movie Isi Life Mein.

Speaking on the win, Carlton D'Silva, Creative Director, Hungama Digital, said, “India today is the fastest growing mobile and digital market in the world. To be acknowledged with a Gold Dragon at the PMAA's for an innovation the AR campaign for 7 Up is a testament that Digital advertising in India is slowly coming of age. Our aim with this particular campaign was to introduce technology that has never been used before in brand campaigns. It was also an exciting way to engage the consumer, whether they are connected via the Web or Mobile. He added, “With the Golmaal Charades App and NandiBull App on Facebook, we successfully took some popular clichés onto the social media platform- a place where the target audience is connected.”

At PMAA 2011, the other agencies bringing metals for India were Bates141 (1 Gold, 1 Silver); Solution Digitas (1 Silver and 1 Bronze); Ogilvy Action (1 Silver); Evolve Brands (1 Bronze); Aircel (1 Silver), Accentiv (1 Silver) and Vibgyor Brand Services (1 Bronze).

This year too, we saw a reverse trend where stronger ROI, whether via sales, subscriptions or data capture being instructed by Clients.

The 51 Gold, Silver & Bronze Dragon Campaigns representing 11 Countries in Asia 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 Australia, Brazil, Canada, Ireland, Israel, Japan, New Zealand, Russia, UK and the USA.  Winners will be announced globally and at the MAA GLOBES Award Ceremony during the Fall Conference of MAA Worldwide at the Copacabana Palace, Rio de Janeiro, Brazil, on 20 October 2011.

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