India leads with 17 shortlists at 2013 Warc Prize for Asian Strategy

38 papers from across Asia shortlisted for $10,000 Prize. China has five shortlists and Malaysia four  

BestMediaInfo Bureau | Delhi | September 6, 2013

A total of 38 case studies have been shortlisted for the 2013 Warc Prize for Asian Strategy, the cash prize for the most insightful marketing strategy in the region. Warc, the marketing intelligence service, will award the $5,000 Grand Prix to the region's best strategy case study, plus five further Special Awards of $1,000 each. Now in its third year, the Prize received more than 140 entries in 2013.

Shortlisted entries came from 10 different markets around Asia, and from a mix of major networks and local independents. For the third year running, India supplied the largest number of shortlisted entries (17), well ahead of China (5) and Malaysia (4).

The judging panel, made up of senior client-side marketers and agency-side strategy experts, is currently deciding which entries will be awarded Gold, Silver and Bronze awards, and which will take home the cash prizes. Their picks will be announced at an event in Singapore on 26th September.

“We were particularly impressed with the number of entries that challenged category norms and behaviour, and found creative solutions that were breathtakingly simple yet amazingly effective,” said Leanne Cutts, President & Managing Director Japan at Mondelez International and the 2013 chair of judges. “Finally, we were reminded once again that budget is no prediction of the quality of strategy thinking, creative idea or effectiveness in the real world.”

Entrants were asked to specify the media channels used in their cases. On average, the shortlisted campaigns used 8.4 channels each, higher than the average of 7.4 used across all entries. For the first time in the competition, social media was the most-used media channel, ahead of television. Across the shortlist, 74 per cent of campaigns used social media, ahead of 61 per cent who used television. Across all entries the figures were 57 per cent social media and 53 per cent television.

The full shortlist can be found below, and viewed on the Prize website, www.warc.com/asiaprize.

Shortlisted Indian entries (Agency / Client / Campaign Market)

Be The Dad Your Dad Never Was

(Ogilvy & Mather Mumbai / IDBI Federal Life Insurance)

Happily Married: Chocolate and Mishti

(Pinnacle / Mondelez International)

Helix: Waste Time

(JWT India / Timex Group India)

Lifebuoy: Help A Child Reach 5

(Lowe Lintas & Partners, PHD / Unilever / India, Indonesia)

Killer Jeans: Making an Environmental Cause Fashionable to the Indian Youth

(Grey India / Kewal Kiran Clothing)

Kissanpur - Where Tomato Ketchup Grew Tomato Farmers

(Mindshare India / Hindustan Unilever)

Mahindra Spark the Rise

(VML Qais / Mahindra Group)

Mediker Anti-Lice Treatment: The Journey from Lice Negative to Life Positive in Rural India

(BBH Communications India, Madison Media Group, Radiowani, Perfect Relations, School / Marico)

Mission Kerala: Times Of India's Final Frontier

(JWT India / Bennett, Coleman)

Once Again: The Tagging Drive

(Ogilvy & Mather Bangalore / Once Again)

Parachute Advansed Ayurvedic: Recommended By Those Who Care About You

(BBH Communications India / Marico)

Seduction in a Slice bottle

(Mindshare, JWT / PepsiCo)

Taking On A Religion Called Cricket

(JWT India / PepsiCo)

The 'Everyday' Soldier: How Gillette Leveraged its Brand Values to Ignite a Social Awakening

(BBDO India / Procter & Gamble)

Vat Man

(BBH Communications India / Diageo)

Voltas All Weather AC – how a pure play Indian brand turned a giant killer

(Ogilvy & Mather / Tata)

Women For Women

(McCann WorldGroup / Stayfree)

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