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India leads Warc shortlist for 2014 Asian Strategy Prize

40 papers from 11 markets across Asia shortlisted for $10,000 Prize fund. India clocks in with 19 shortlisted entries

BestMediaInfo Bureau | Delhi | September 30, 2014

warc100A total of 40 entries have been shortlisted for the 2014 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 fourth year, the Prize received more than 180 entries in 2013, a record high for the competition.

Shortlisted entries came from 11 different markets around Asia, and from a mix of major networks and local independents. For the fourth year running, India supplied the largest number of shortlisted entries (19), well ahead of China (5) and the Philippines (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 November 6, 2014.

This year’s Prize chairman is Freddy Bharucha, Chief Marketing Officer for Procter & Gamble Asia.

“I will be looking for truly breakthrough heart- or mind-opening ideas, inspired by deep human insights of the target audience,” said Bharucha. “The ideas and execution must be brilliant in driving the brand’s strategy, equity and benefits (emotional and functional), and give the brand a competitive advantage in the marketplace.”

The full shortlist can be found below, and viewed on the Prize website,  www.warc.com/asiaprize. Warc subscribers can view the shortlisted papers via the Prize site,  www.warc.com/asiaprize.

Shortlisted Indian entries (Agency / Client / Market of Origin):

Bournvita: Race (Ogilvy & Mather / Cadbury India / India) Cadbury Silk: How we got people to pay 10 times the price of CDM for CDM (Ogilvy & Mather / Mondelez / India) Clean & Clear: Morning energy face wash - an alarm clock for your skin (DDB Mudra Mumbai / Johnson & Johnson / India) Coca-Cola: Adding fizz to the Indian family meal time (McCann Worldgroup / Coca-Cola / India) Gillette: Soldier for women (BBDO India / Procter & Gamble / India) Google: How Google Search brought hope to 1.4 billion people (Ogilvy & Mather Mumbai / Google / India) !dea: Honey Bunny (Lowe Lintas & Partners / Idea Cellular / India) Ink Advantage: Help your child shine (BBDO Singapore and PHD / Hewlett-Packard / India) Johnnie Walker The Journey: Restaging an icon (BBH Communications India / Diageo / India) Kan Khajura Tesan: Unilever's mobile media channel (Lowe & Partners and PHD India / Hindustan Unilever Limited / India) Kissan: Little farmers of Kissanpur

(Lowe Lintas & Partners / Hindustan Unilever Limited / India)

Lifebuoy Soap: Roti - The unlikely reminder

(Geometry Global / Hindustan Unilever Limited / India)

Maruti Suzuki: Kitna deti hain? (How much does it give?)

(Publicis / Maruti Suzuki / India)

Old Spice Smell Mantastic: Local relevance on a limited budget

(Wieden + Kennedy / Procter & Gamble / India)

Park Avenue Beer Shampoo: Stealing a lead from the giants in men's hair care

(Publicis / JK Helene Curtis / India)

Tata Sky +HD: Turning on a customer who has switched off

(Ogilvy & Mather Mumbai / Tata Sky / India)

Tata Tea: Power of 49 - empowering 100 million women to cast an informed vote in the Indian General Elections

(Maxus (GroupM) / Tata Global Beverages / India)

The Akanksha Foundation: How a brand got celebrities to work for it for free

(Ogilvy & Mather Mumbai / The Akanksha Foundation / India)

Windows from Microsoft: Turning middle class homemakers into PC evangelists

(JWT / Microsoft / India)


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