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Mindshare becomes first media agency to win 3 awards at Effie 2012

The agency bagged 3 Bronze medals - two for Axe Shower Gel and one for HSBC

BestMediaInfo Bureau | Mumbai | December 6, 2012

Mindshare, the flagship media agency of GroupM, is in the spotlight again as the agency has bagged three awards at the 2012 edition of the Effie Awards, The Advertising Club’s annual property for recognizing effectiveness of marketing communication. Held on December 4, 2012 in Mumbai, this is the most coveted event of the Advertising Industry in India.

In a space particularly dominated by creative agencies, this is the first time in the history of the awards that a media agency has won three trophies.

Commenting on the win, Ravi Rao, Leader, South Asia, Mindshare said, "It has really been a standout year for Mindshare India. We are delighted that our work has been recognized by some of the most prestigious awards bodies. It is truly commendable that the Effie Awards celebrate agency’s works beyond advertising.”

“We bagged three bronzes, two for Axe Shower Gel and one for HSBC. I am really glad that we made it to the Effies. We will strive harder next time around,” he added.

Says Anupriya Acharya, Leader Team Unilever - South Asia, “With so many successes on HUL at the various Media awards in National and International forums this year, we wanted to test waters at the Effies now – so far perceived as a Creative agency bastion. So we picked up one of our best qualifying entries – Axe Shower Gel – and went on to win 2 metals! It is a significant step forward for us.”

Adds Shan Jain, Principal Partner, “The entry itself is a very interesting piece of work. Axe Shower Gel, a completely new brand extension, was launched successfully on the back of a no-TVC route! Shocking, fast-paced, high-voltage drama is what the core targeted consumer wants and so that is what we gave them – that too through seamless storytelling across multiple platforms including Twitter, Viral videos, Social networking sites, User generated content and across multiple screens and short formats.”

Speaking about this, Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group and Effie Committee Chairman says, “Mindshare has already set benchmarks in the world of Media, as can be seen from their continued dominance at the Emvies. It is now delightful to see them enter the Effies and also gain recognition for the effectiveness of their campaigns.”

For this year's awards, two additional categories were introduced - Direct Marketing and Best Ongoing Campaign. Mindshare took the bronze in the Direct Marketing category for its campaign for HSBC Bank.

The Effie Awards are organized by The Advertising Club (erstwhile Ad Club Bombay). The authorities conducted five rounds of judging, of which two were held in Delhi. The entries were judged by 124 experts, of whom 68 were from the client side of the table.

The awards ceremony was held at Mahalakshmi Race Course (Turf Club), Mumbai.

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