Nine Indian shortlists for 2012 Warc Prize for Asian Strategy 

Overall 32 entries shortlisted from across Asia; India also supplies more entries than any other market

BestMediaInfo Bureau | Delhi | September 6, 2012

A total of 32 case studies have been shortlisted for the 2012 Warc Prize for Asian Strategy for the most insightful marketing strategy in the region. Warc, the marketing intelligence service, give the $5,000 cash prize to the region's best strategy case study, plus a $2,000 prize for the best example of low-budget strategy.

Shortlisted entries this year came from eight markets around Asia, and from a mix of major networks and local independents. For the second year running, India supplied the largest number of shortlisted entries (9), though Singapore (7) and China (6) were close behind.

The shortlist of 32 has been drawn from the 160 entries submitted in June. The prize, now in its second year, saw a 20 per cent rise in entries in 2012.

The judging panel, made up of senior client-side marketers and agency-side strategy experts, is currently deciding which entries will be awarded 'Highly Commended' status and which will take home the cash prizes. Their selections will be announced at an event in Singapore on September 20, 2012.

Charles Wigley, Chairman of BBH Asia-Pacific and the 2012 Prize Chairman, commented, “The number and overall quality of the entries have both been very high. At BBH we talk of 'ZAG thinking' when we see something that breaks with convention in a brilliant way. There was enough of that in the entries this year to feel that the industry is very much coming of age from a strategic perspective in Asia.”

Entrants were asked to specify the media channels used in their cases. On average, the shortlisted campaigns used nine channels each, higher than the average of 7.5 used across all entries. Television was the most commonly used channel in the shortlist, with 22 cases employing this channel. The same number used events or experiential work, while social media was used by 20 of the 32 shortlisted entries.

Shortlisted entries (Agency / Client / Campaign Market)

Be Idiot Safe with CEAT Tyres

Ogilvy & Mather Mumbai / CEAT Gripp / India

Chok! Chok! Chok!

McCann Worldgroup Hong Kong, UM / Coca-Cola / Hong Kong

Drive into the Big League – An idea and some space helps Vodafone generate a SME database worth $ 57.7 million in India

Ogilvy & Mather Mumbai / Vodafone / India

Flavours of Life

BBDO China / Wrigley's Extra / China

Getting India to love chocolates – Cadbury Dairy Milk's growth story of 2004-2011

Ogilvy & Mather Mumbai / Cadbury / India

Hero Pleasure: Question Marks

Draft FCB Ulka / Hero MotoCorp / India

I Hate Slow

McCann Worldgroup / Smartfren Telecom / Indonesia

I Quit: From Anti-Smoking to Pro-Quitting

Ogilvy & Mather Singapore / Health Promotion Board / Singapore

It's More Fun In The Philippines

BBDO Guerrero / Philippines Department of Tourism / Philippines

'Jaani Na' (I Don't Know)

BBH Communications India / Nihar Naturals / India

Johnnie Walker Yulu Campaign

BBH China / Johnnie Walker / China

Launching the Lynx effect in China

BBH China, Razorfish Shanghai, PHD China / Unilever / China

Let's Gap Together

Y&R China / Gap / China

Little V Diary

Raynet Ogilvy / GYNO Daktarin / China

Love Karaoke

DDB Group Singapore / Action for Aids / Singapore

Messages Interrupt, Utility Delights

Advocacy WOM / Dettol / China

Meters\Bonwe 'Xinguohuo' Movement

NIM Digital / Meters\Bonwe / China

Milo Cans Next Games

Ogilvy & Mather Kuala Lumpur / Milo / Malaysia

Modernising Singapore's Oldest Insurance Brand

BBH Asia Pacific / NTUC Income / Singapore

Mothers against Secret Sugars

OMD Malaysia, BBDO Singapore / Anmum Essential / Malaysia

Nescafé Dolce Gusto: Singapore Launch 2011

McCann Erickson, Social@Ogilvy, Mindshare / Nestlé / Singapore

Polident Kilauan Emas: Breaking a Psychological Barrier and Improving Lives of Denture Wearers

Grey Group Singapore / GlaxoSmithKline / Malaysia and Singapore

Selling Dad's Bike to the Young Dude

JWT / Hero MotoCorp / India

Shave Sutra – Or, How to Turn A Mundane Solitary Chore into a Pleasurable Duet

BBDO India / Procter & Gamble / India

Shoot the Music

JWT Bangkok / Heineken / Thailand

The Power of Silence

DDB Mudra Group / BIG Cinemas / India

The Value of Dirt

Lowe & Partners Singapore / Unilever / Regional

The Web is What You Make of It

BBH Singapore, BBH India, BBH New York, Phibious Thailand / Google Chrome / Regional

Tiger Beer '50 Must Do Things in Asia'

JWT Bangkok / Tiger Beer / Thailand

Uplifting Simple Food Moments Everyday

McCann Worldgroup / Coca-Cola / Philippines

Whisper Gives You Wings

Leo Burnett Mumbai / Procter & Gamble / India

Wyeth Gold Truth and Dare

OMD Hong Kong / Pfizer Hong Kong / Hong Kong

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