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
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 â 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.Â Soon millions of views and conversations appeared on YouTube, Twitter and Facebook.Â Indian Celebrities even forwarded copies to their fans.
2011 was another record year for the Dragons of Asia.Â Indian Agencies again dominated, winning 7 Gold Dragons, followed by another 6 Dragons split equally byÂ SingaporeÂ and Malaysia Agencies.
This year, the Dragons of Asia were dominated by Campaigns which used multiple executional, techniques.Â According to Mike Da Silva, Director of the PMAA Dragons and the MAA GLOBES, âthree stand out campaigns were: Malaysiaâs McCann Ericksonâs âReceipt Storyâ Campaign where Retailer Book Xcess customers submitted and read short stories, printed on the backs of cash register receipts and the Mudra max âTalking Newspaperâ Campaign to launch the VW Vento, which used light sensitive micro chips embedded in 4 major City Press, allowing the Vento actually âto talk for itselfâ.Â Finally, Hungama Digital inÂ India, used the augmented reality technique to engage customers with Allu Arjun, continuing Pepsiâs 7UPâs involvement with the Indian Movie starâ.
Commenting on the win, Pratap Bose, CEO, Mudra Max said, âThe wins for MudraMax at the PMAA Dragons of Asia is absolutely fantastic news. I have waited for a long time to win âThe Best of Asiaâ 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.â
Jagran Solutions has bagged 10 recognitions with 3 Metals across categories at PMAA. In the category âBest Retail, Key Account or Channel Specific Campaignâ it has won Silver for the Learn with Yahoo Campaign. In the category of âBest Use of Social Marketing in a Promotional Marketing Campaignâ it has won Gold for the Casio Music Workshop Campaign. In the category of âBest Activity Generating Brand Volumeâ it has won Gold for the Learn with Yahoo Campaign.
Besides, the agency has won 7 Orders of Merit at PMAA:
Speaking on the occasion, Pankaj Raj Kumar, National Head, Jagran Solutions said, âAll 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.â
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 â You Click, I Dance, bronze in the Best Use of Social Marketing in a Promotion Marketing Campaign for âGolmaal Charadesâ â 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, âIndia today is the fastest growing mobile and digital market in the world. To be acknowledged with a Gold Dragon at the PMAAâs 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, âWith the Golmaal Charades App and NandiBull App on Facebook, we successfully took some popular clichĂ©s onto the social media platform- a place where the target audience is connected.â
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 BrandsÂ (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.Â Winners will be announced globally and at the MAA GLOBES Award Ceremony during the Fall Conference of MAA Worldwide at theÂ CopacabanaÂ Palace,Â Rio de Janeiro,Â Brazil, on 20 October 2011.