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Ogilvy wins Yahoo! Big Idea Chair 2012

It won for its digital campaign ‘The Date Fillum’ for the 5-Star brand of Kraft Foods. The awards witnessed 376 entries out of which 19 winners were selected across eight categories

Shachi Tapiawala | Mumbai | November 12, 2012

The Yahoo! Big Idea Chair Awards India 2012 was held on November 9 in Mumbai. The flagship Big Idea Chair was awarded to Ogilvy India for producing the most innovative and creative digital campaign – ‘The Date Fillum’ – for the 5-Star brand for Kraft Foods India. Nineteen winners were chosen from a list of 376 entries across eight categories in the third edition of the coveted digital awards.

The Yahoo! Big Idea Chair Awards is a global initiative that recognises outstanding work in the online creative and media community, celebrating the power of creativity, innovation and imagination. Introduced in India in 2010, this industry award has documented breakthrough digital innovations from advertising agencies for their India work on brands across creative, media, digital and social executions.

Nitin Mathur, Senior Director - Head of Marketing, India and South-east Asia, Yahoo!, said, “Online advertising has come a long way from an extension of offline marketing campaigns to becoming a powerful driver of brand engagement. Brands are now looking to explore the unique attributes internet offers – innovation, flexibility, reach and relevance. India’s digital advertising canvas has witnessed a wide sweep of brilliant ideas and innovative execution. At Yahoo! Big Idea Chair Awards India, we recognise some of the frontrunners leading this transformation.”

A panel of 16 jury members comprising experts from marketing, brand and advertising selected three outstanding campaigns in each of the eight categories: Best Use of Display Advertising, Best Online Video Advertising, Best Use of Social Media, Best Use of Technology, Best Use of Mobile Advertising, Best Use of Search, Digital 360, and the flagship Big Idea Chair Award. 


Last year, 287 entries were submitted with participation from more than 80 brands and 57 agencies. However, this year’s award witnessed an unprecedented 376 entries from 73 agencies for 128 brands, which is more than double the entries received in the first year.

Abhijit Avasthi, National Creative Director, Ogilvy India, commented, “Winning the Yahoo! Big Idea Chair is indeed special as it awards excellence in an emerging and important medium. Ogilvy has dominated TV and print advertising, so it is great to see we have tremendous talent in digital as well. Our win today is a sure eye-opener for folks who have thought Ogilvy as only a TV ad agency.”

In other categories, Interactive Avenues walked away with the Gold for Mahindra & Mahindra’s ‘Spark the Rise campaign’ in the Digital 360 category, and Maxus India walked away with the Gold award for Best use of Technology for its campaign ‘Light powered media for light powered watch,’ created for Titan Industries. Innocean Worldwide India bagged Gold for Best use of Social Media for its campaign ‘Catch the Buzz - Live Reporting of Auto Expo’, created for Hyundai Motor India.

Winners at Yahoo! Big Idea Chair 2012

Category Position Advertiser Campaign Agency
Big Idea Chair (Flagship Award)   Kraft Foods India (5-Star) The DateFillum Ogilvy India
Digital 360 Gold Mahindra & Mahindra Spark The Rise Interactive Avenues
Silver Bharti AirtelLimited Har FriendZaroori HaiYaar Madison CommunicationsPvt Ltd
Bronze Kraft Foods India Date Fillum Ogilvy, India
Best use of Technology Gold Titan Industries Light powered media for light powered watch. Maxus India
Silver Nokia India PvtLtd The Times of India becomes LIVE TV Maxus India
Bronze Titan Industries Limited The Curious case of Missing Diamonds Maxus
Best use of Online Video Gold Kraft Foods India Date Fillum Ogilvy, India
Silver Asian Paints Royale The Wall takes it All Contract Advertising
Bronze UTV Motion Pictures The Flavour ofBarfi - YoutubeCustom Gadget Media2win India Pvt. Ltd., The Glitch, Disney UTV Studio's Digital Team
Best use of Social Media Gold Hyundai Motor India “Catch theBuzzâ€- Live Reporting of Auto Expo on Social Media InnoceanWorldwide India
Silver Johnson & Johnson Johnson's Baby Bedtime Stories LBi
Bronze Shoppers Stop Shoppers StopTweetstore Contract Advertising
Best use of Search Silver Bookmyshow Houseful Interactive Avenues
Bronze Cleartrip Dynamic Remarketing Resultrix
Best use of Mobile Advertising Silver Platinum Guild India Pvt Ltd The First Ever PersonalizedJewelleryShowroom. Maxus India
Bronze Nokia India PvtLtd Nokia Net Ka Guru Maxus India
Best use of Display Advertising Silver Pernod Ricard Royal Stag IPL Innovation Maxus
Bronze Slice - PepsiCo India Holding PvtLtd Slice - Seduction in a Bottle Mindshare

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