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Goafest 2013: Mindshare leads with 21 shortlists for Media Abbys

Among other top contenders are Madison with 17, Lodestar UM with 16 and Maxus with 15 nominations in a list of 124 shortlists

Shachi Tapiawala | Mumbai | March 6, 2013

The shortlists for Media Abbys 2013 were announced yesterday evening. The shortlists across categories include 124 entries from 24 agencies. Mindshare leads with a tally of 21 shortlists followed by Madison with 17, Lodestar UM with 16 and Maxus with 15 nominations. The final round of judging will be held on March 8, 2013.

This year, the Abby Awards will witness a major change as they sub-categorise the digital category into Best Use of Branded Content, Best Use of Social Media, Best Use of Digital Search, Best Use of Digital Display Advertising, Best Digital Content Strategy, Best Use of Digital as a Medium, Best Use of Social Media, amongst others.

Speaking in his capacity as a member of AAAI, Ashish Bhasin, Chairman India and CEO South East Asia, Aegis Group, said, “This year we have seen almost 45 per cent of the entries coming in the Digital category alone, leaving other categories such as Television, Print, Radio, etc., with 55 per cent. With these numbers I feel the Digital medium has evolved substantially and it is time to give the medium recognition. Additionally, there has been a 100 per cent media agency participation which makes the awards far more competitive.”

Bhasin further said about the emergence of Digital, “We have witnessed and discussed much about the digital medium as an embryonic trend. The fact that around 50 agencies have enrolled themselves is a record in itself. I did not expect 45 per cent of the entries to be occupied by digital alone! And though the big ones have participated, there are a lot of small independent agencies too.  I think Digital is a fast evolving medium and it is very much here to grow. Moreover, I feel youngsters are very much active and use this medium in a very effective way.”

So why is media spend on Digital yet to pick up? Said Bhasin, “It is written all over the wall but agencies are either blind to it or taking time to accept it as an effective medium. Hence, I would say that it may take some time to grow, but will definitely gather momentum.”

Last year, the Abby Awards witnessed around 628 entries compared to this year’s 660.

The full list of shortlisted case studies:

Agency wise tally:

 
Mindshare

21

Madison

17

Lodestar UM

16

Maxus

15

DDB Mudra Group

7

Starcom MediaVest Group

7

Mediacom

6

Interface Business Solutions (I) Pvt. Ltd.

6

Interactive Avenues Pvt. Ltd.

4

Omnicom Media Group

4

BBDO Proximity India

3

Isobar India

3

Vizeum

2

MEC

2

McCann Worldgroup

2

Milestone Brandcom

1

TELiBrahma Convergent Communications

1

Blazar Media

1

Ad2C India Pvt. Ltd.

1

Platinum Media

1

Iprospect India

1

Ignitee Digital Services Pvt. Ltd.

1

OMD

1

Discovery Networks Asia Pacific ( South Asia)

1

Total

124

The Goafest 2013 Media Abby shortlisted case studies:   
BEST USE OF TV
Sr.No. AGENCY NAME Brand Caption Title
1 Madison Media Airtel Mobility India's First Social TV
2 Mindshare Surf Excel Surf Excel " Nanhe Bacche" Bane "Nanhe Farishtey"
3 Madison Media Dish TV Sky Jacking
4 Lodestar UM Tata Docomo The Big Story
5 Maxus Center Fruit Centerfruit Khaoge Toh Laplapaate Reh Jaaoge
6 Mediacom Communications Pvt. Ltd. Ariel My Story My Ariel
BEST USE OF CINEMA
Sr.No. AGENCY NAME Brand Caption Title
1 Mindshare Fair & Lovely Cream 30 seconder to 3 hour
2 Madison Media - Pinnacle Bournville A Fine Dark Duet
3 Mindshare Lifebuoy Handwash Chintoo - The Reel Hero
4 Maxus Titan Industries-Sonata Torch Carrying to Torch Wearing Usher
BEST USE OF NEWSPAPERS AND MAGAZINES
Sr.No. AGENCY NAME Brand Caption Title
1 Madison Media - Pinnacle Cadbury Oreo Dear Dad
2 Mindshare Kissan Ketchup KISSANPUR-WHERE PRINT SEEDED A NEW WAY OF LIFE
3 Mediavest Sab TV Sab ke Comics: bringing more laughter to the Indian family
4 Mindshare Lifebuoy Handwash CHINTOO'S LIFEBUOY ADVENTURES
5 Mediacom Communications Pvt. Ltd. Oral B News that make you smile :)!
6 Lodestar UM TATA MANZA TATA MANZA CLUB CLASS IN 3D
BEST USE OF OUTDOOR AND AMBIENT MEDIA
Sr.No. AGENCY NAME Brand Caption Title
1 Mediacom Communications Pvt. Ltd. Volkswagen Think Blue The day India get turned Blue
2 DDB Mudra Group Rotary Eye Bank Play God
3 DDB Mudra Group Volkswagen BEETLE MADE IN INDIA
4 DDB Mudra Group Mumbai Police Heads UP
5 Milestone Brandcom Mc Donalds Mc Spicefest
BEST USE OF SPECIAL EVENTS & STUNTS/LIVE ADVERTISING
Sr.No. AGENCY NAME Brand Caption Title
1 Madison Media - Pinnacle Cadbury Dairy Milk When Roshgulla Turns Chocogulla
2 BBDO Proximity India Gillette The Everyday Soldier Movement
3 DDB Mudra Group Rotary Eye Bank Play God
4 Mindshare Mountain Dew Dew Xtreme Tours 2012 - Beyond Fear, Lies Victory
5 Madison Media - Pinnacle Cadbury Celeberations Gift a Diwali
6 McCann Worldgroup Zara- The Tapas Bar Yamaraj
7 Starcom Mediavest Group Samsung Galaxy Note ll Samsung sparks a New Guinness World Record
8 BBDO Proximity India Gillette You Shave I Shave
9 Madison Media - Pinnacle Cadbury Bournvita Shoe Project
10 Mindshare Kurkure "Kurkure Battles Street Food"
11 DDB Mudra Group Volkswagen Volkswagen Beetle Made in India
BEST USE OF RADIO
Sr.No. AGENCY NAME Brand Caption Title
1 Maxus YouTube Visual Radio!
2 Maxus Colors-Viacom18 Bigg Boss ki citttyyyy, Aur Radio city bana Video City
3 Starcom Mediavest Group Samsung Metro 2252 Let's Chat !
4 Mediacom Communications Pvt. Ltd. Skoda Skoda On Air
5 Madison Media Mediker Lice negative to life positive
6 Vizeum India MTV Unplugged TV Show TV Show gets distributed on the streets using Radio!!!
BEST USE OF SPONSORSHIP
Sr.No. AGENCY NAME Brand Caption Title
1 Madison Media - Pinnacle Cadbury Dairy Milk Kaun Banega Crorepati
2 Starcom Mediavest Group Samsung Samsung House
3 Lodestar UM Coca-Cola Coke Studio
4 OMD India Intel Ultrabook Ultrabook Inspired By Intel - For a Young India
5 Lodestar UM Mahindra & Mahindra Celebrating the Spirit of the Amazing Indians
6 Lodestar UM i-Sure Sperms Toh Ready ho Jayenge Kya Aap?
7 Lodestar UM Amul Milk Making Milk Exciting - The Olympics Way
8 Mindshare Sunsilk Character Sponsorship for Cocktail
BEST USE OF BRANDED CONTENT
Sr.No. AGENCY NAME Brand Caption Title
1 Discovery Networks Asia Pacific ( South Asia) Discovery Channel Discovery Channel & YRF Brand Association
2 Lodestar UM Mahindra & Mahindra Celebrating the Spirit of the Amazing Indians
3 Lodestar UM Coca-Cola Coke Studio
4 Interface Business Solutions (I) Pvt. Ltd. Kotak Mahindra Bank Save With Subbu - Co-authoring a book on Social Media
5 Starcom Mediavest Group Captain Morgan Captain Shack
6 Mindshare Axe Deodorant 5.2 Years of Brand Content Interactions in just 6 Months
7 BBDO Proximity India Gillette The Everyday Soldier Movement
8 TELiBrahma Convergent Communications Pvt. Ltd. Coca-Cola 10 million ears efreshed
BEST USE OF DIGITAL SEARCH (seo and/or sem)
Sr.No. AGENCY NAME Brand Caption Title
1 Blazar Media Domino's Pizza India Intent Marketing Through Integrated Search Strategy
2 Interface Business Solutions (I) Pvt. Ltd. Bajaj Finserv Lending Search Account- The world's first account information on search
3 Interactive Avenues Pvt. Ltd. ebay India There's always a first time at eBay
4 MEC Reliance Mobile "Search"
5 Maxus Fiat The Advantage Of Disadvantage
6 Interface Business Solutions (I) Pvt. Ltd. Tata Docomo My Account on Google Search- Account services redefined
7 Interactive Avenues Pvt. Ltd. Book My Show HOUSEFUL!
8 Iprospect India Chevrolet Sail UVA Chevrolet Sail U-VA Launch
BEST USE OF  SOCIAL MEDIA
Sr.No. AGENCY NAME Brand Caption Title
1 Interface Business Solutions (I) Pvt. Ltd. Tata Docomo Hyper Personalization- the world's first, CRM powered, personalized, communication on Social media
2 MediaCom Communications Pvt. Ltd. Pampers Pampers- "Mobile Dai"
3 Lodestar UM TATA NANO Nano Drive with MTV- Riding Social Media Wave
4 Ignitee Digital Services Pvt. Ltd. Viacom18 Motion Pitctures Gangs of Wasseypur
5 Maxus Tanishq My Expression- Product Research= Marketing Campaign
6 Maxus Nokia Lumia 510 (Trendify) Nokia's Magic Button that creates Kolaveri di & Gangnam Style
7 Interface Business Solutions (I) Pvt. Ltd. P&G Thank you Mom Thank You Mom- The mother of all social media campaigns
8 Madison Media - Pinnacle Bournville The Dark Chocolate Rises
BEST USE OF  DIGITAL DISPLAY ADVERTISING
Sr.No. AGENCY NAME Brand Caption Title
1 Starcom Mediavest Group Samsung India Who Needs A Remote Control?
2 Maxus Royal Stag Smallest Ad Unit- Makes it Large
3 Interface Business Solutions (I) Pvt Ltd Tata Docomo Hyper Personalization- The world's first, CRM powered, personalized, display campaign
4 Starcom MediaVest Group Samsung India Say Cheese
5 Platinum Media Fiama Di Wills Men Click. Shoot. Participate
6 Mindshare Century Ply Century Ply- World Anger Day
7 Lodestar UM TATA NANO Nano 'Colour' eidoscope
8 Mindshare Slice Seduction in bottle!
9 Maxus Red Bull Drink and Drive
BEST DIGITAL CONTENT CREATION STRATEGY
Sr.No. AGENCY NAME Brand Caption Title
1 Madison Media - Pinnacle Bourville The Dark Knight
2 Mindshare Axe Deodorant 5.2 years of Digital Content Viewed in just 6 months!
3 Isobar India Reebok India Reebok Felx-a- Mob
4 Madison Media - Pinnacle Cadbury Dairy Milk Eclairs League of Extra Ordinary Gentlemen
5 Madison Media - Pinnacle Cadbury Celebrations India Celebrates
6 Mindshare Boost By the people, for the people
7 Maxus Nokia Asha 200 World's First Reality Show on Mobile
8 Lodestar UM TATA NANO Nano Drive with MTV- Creating a sea Of content
9 Maxus Wrangler The Story of 2 Lakh Bikers who rode on 10 bikes
10 MEC Colgate Maxfresh Are U Fresh Enuf
11 Maxus Fiat The Advantage of Disadvantage
12 Interactive Avenues Pvt Ltd Mahindra Rise Winning over with Good News
13 Madison Media Parachute Advanced Hot Oil Nargis Monsoon Diaries
14 Omnicom Media Group Bebeautiful BeBeautiful- Giving a million Woman a Space they call their own
15 Omnicom Media Group Axe Shower Gel Kidnap
16 Isobar India Expedia Around the world with Expedia
17 Maxus Corporate Thankyou Kubler and Ross once again
BEST USE OF DIGITAL AS A MEDIUM
Sr.No. AGENCY NAME Brand Caption Title
1 Mindshare AXE Deodorant 5.2 years of digital content viewed in just 6 months!
2 Omnicom Media Group Kissan Chalo Kissanpur ! Where what you grow is what you eat
3 Interactive Avenues Pvt. Ltd. Mahindra Rise Spark The Rise
4 Mindshare Woodland Step Out 2 Go Pro Planet
5 Isobar India Goodyear Goodyear Joy of Journey
6 Madison Media - Pinnacle Cadbury Dairy Milk Eclairs League of Xtra Ordinary Gentlemen
7 Maxus Center Fruit Centerfruit Guide - Jeebh Laplapaastic
BEST USE OF MOBILE MEDIA
Sr.No. AGENCY NAME Brand Caption Title
1 Mediacom Communications Pvt. Ltd. Pampers Pampers- "Mobile Dai"
2 Mindshare Sunsilk An Ambient Advertising Model Using Mobile
3 Mindshare Star Sports Angrezon Ki Pungi Bajaao
4 McCann Worldgroup Cheaters Cross-connection
5 Mindshare Idea 'Hello! Honey Bunny'
6 Omnicom Media Group Wheel One Missed Call
7 Ad2C India Pvt. Ltd. Samsung Draw Something Draw Samsung
BEST USE OF MIXED MEDIA
Sr.No. AGENCY NAME Brand Caption Title
1 Lodestar UM Microsoft Windows Meet the peer Influencers
2 Lodestar UM Tata Docomo The Complete Story
3 Madison Media - Pinnacle Cadbury Celebrations Gift a Diwali
4 Madison Media - Pinnacle Cadbury Oreo Dear Dad
5 Vizeum India MTV Unplugged TV Show TV Show gets distributed on the streets using multi-media innovatively!!!
6 Mindshare Horlicks Food For Cause - Horlicks Aahar Abhiyan
7 Mindshare Kissan Ketchup Kissanpur - Where Tomato Ketchup Grew Tomato Farmers
SPECIALIST CATEGORIES -YOUTH MARKETING
Sr.No. AGENCY NAME Brand Caption Title
1 Lodestar UM Coca - Cola Coke Open Happiness
2 Maxus Titan Industries - Fastrack Think diffrent- Using Online to make an Offline plan
3 Lodestar UM Tata Nano Nano Art In Motion - Express!!
SPECIALIST CATEGORIES -PROBONO MARKETING
Sr.No. AGENCY NAME Brand Caption Title
1 Lodestar UM Coca - Cola Support My School
2 DDB Mudra Group Rotary Eye Bank Play God
3 DDB Mudra Group CPAA Smoker's Balloon
SOUTH ASIA CATEGORY - BEST USE OF MIXED MEDIA
Sr.No. AGENCY NAME Brand Caption Title
1 Mindshare Srilanka CloseUp Closeup Arrives in Srilanka
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