Goafest 2014: JWT, Umbrella Designs lead Creative Abbys Gold rush

Day one of Creative Abbys saw 35 Gold medals and two Grand Prix being awarded in 9 categories including the newly introduced PR and broadcaster categories

Sohini Sen & Sarmistha Neogy | Goa | May 30, 2014

JWT and Umbrella Design led the metals tally in 9 categories on Day 2 of Goafest 2014. Giving them company were two Grand Prix awards in the Design and Direct category won by JWT and Alok Nanda & Company, respectively.

Day two of Goafest 2014 saw 9 creative categories being awarded. These were Branded Content, Direct, Design, Print Craft, Public Relation, Brand Activation and Promotion, Out Of Home, Ambient and Broadcaster.

The print craft category saw 189 entries from which 27 medals were awarded. OOH and ambient together received 290 entries from which 29 were awarded. Design and direct categories received 188 and 55 entries, respectively, out of which 25 and 13 metals were given out.

Pratap Bose

Other than metros also the entries this year came from different parts of the country. "Mumbai, Delhi and Bangalore always had large number of entries. This time Pune, Trivandrum, Kolkata have also sent in a large number of entries for the Abbys," said Pratap Bose, former COO, DDB Mudra and President, Ad Club.

Ajay Chandwani

"Smaller agencies are also being encouraged to send in their entries this year. But we do have some challenges. For example, other than putting it up on the website, we cannot do road shows in some place like Indoor. If we could do this, it would probably double the entries for us. Unfortunately this time what happened is that for quite some time people were not sure whether the Goafest was happening or not. By the time we had announced the dates, it was sort of late," said Ajay Chandwani, Director, Percept Group.

JWT India took home, four Gold Abbys, with two in the category of Print Craft. One was for the brand Godrej Security and its three campaigns-'Antique Shop', 'Music Store' and 'House'. The second one was for the brand, Nestle Kitkat and for the campaigns-'Break-free-Snail', 'Break Free-Tortoise' and 'Break-free-Armadillo'. The other two, Gold Abbys by the same agency were from the Brand Activation & Promotion category. Indian Premier League's (IPL)-Sony Max's 'Sirf Dekhneka Nahi' and Bay Beat Collective's Genomusic Project were the winners.

In the category of Design, Umbrella Design bagged three Gold Abbys. Three of it was won for the client Integriti for the campaign 'The spirit called youth-Integriti'. The fourth one was won in the category of Print craft for the brand, Lawman and the campaign was 'Be the Star-Lawman'.

Alok Nanda & Design and Taproot agencies bagged three Gold Abbys. Taproot's 'The Farmer Suicide Campaign' for Times of India' bagged three Gold Abbys in the following categories-Design, OOH and Best Use of Illustration.

In the Design category, Alok Nanda & Design got two Gold awards for their campaign- 'I like this Train Too.' This campaign was done for the brand-Filter Press. The third Gold came from the Ambient category for the campaign-'The Rising' and for India Bulls Group.

Three categories were introduced this year - Brand Activation and Promotion, Public Relations and Broadcaster. These categories also received quite a substantial number of entries, with Brand Promotion and Activation leading with 108 entries, out of which 18 awards were given out. Broadcast category got 99 entries as well, out of which 33 awards were given out.

"According to me, PR had the most animated and excited jury. They enjoyed the process the most," said Pratap Bose.

The Public Relations category was judged by 10 jury members who finally awarded 24 medals in the category. In the category, 4 Golds were awarded while 8 Silvers and 12 Bronzes were also won. IBS won the first Gold for their 'Mr Mantastic Says - A Public Relations campaign that built a mantastic brand' (made for Old Spice). Madison World won a Gold for Puma's 'Puma India - Foray & Leadership in Running Category in Just One Year' while Publicis took home the Gold for their Apollo Tyres 'Adopt a pothole project'. The final Gold in this category went to Paradigm Plus Marketing Communication for their 'Ek Attot Nata' campaign for Mahadhan Mahapower.

Among Broadcasters, 5 Golds were given. Star India took home 2 Golds while MSM, Star Sports and Headlines Today won 1 Gold each. Of the total 33 metals, Star India took home 8 medals, followed by MSM (6) and Colors (5).

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