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Aditya Birla Financial Services Group makes it Eureka time for its agencies

ABFSG conducted its 5th Eureka Awards in Mumbai to appreciate and honour the hard work created by its agencies. Among the top winners was Taproot India

BestMediaInfo Bureau | Mumbai | June 15, 2015


In the quest to be ahead of the curve, every brand today believes in creating best of its kind marketing campaigns. In this quest there is a constant need to have innovative agencies and ideas in place, because everything begins with an idea. And motivation leads to success.

Keeping the same in mind, Aditya Birla Financial Services Group (ABFSG) launched Eureka Awards five years ago wherein the group honours its agencies and their hard work. This year too, Eureka Awards was held in Mumbai’s Mayfair Banquets on Friday, June 12, with many agency stalwarts attending and celebrating the success of their hard work. In attendance, among others, were Pratap Bose, CVL Srinivas and Agnello Dias.

The agencies that participated were Mindshare, Grey Digital, Indigo Consulting, Elkona, RAPP, Hansa Equity, Ketchum Sampark, DDB Mudramax, Dialogue Factory, Taproot, 9 Point Design, Pi Communications and Resultrix. There were 70 entries comrpsing the campaigns and work done by the above mentioned agencies,

Ajay Kakar Ajay Kakar

While talking to BestMediaInfo, Ajay Kakar, Chief Marketing Officer, Aditya Birla Financial Services Group, said, “We at ABFSG wish to acknowledge the true heroes, our agency partners, who bring pride, fame and glory to our brands and our businesses and a bit of healthy competition. There is a fact that no marketer can do well and achieve its mission without the aid of partners and across our group we see take these partners as strategic partners. Throughout the year it is about work, deadlines, execution. We just thought of marking one day which has no agenda, when we can appreciate, thank and celebrate with our partners.”

The judges included Mindshare’s Anita Kotwani, Indigo Consulting’s Sunil Kher, Pi Communications’ Sumantra Sengupta, Ketchum Sampark’s Rajan S, Hansa Cequity’s S Swaminathan, RAPP India’s Venkat Mallikarjunan and Resultrix’s Shibu Shivanandan.

The awards categories included, Buzz Eureka wherein the idea should be ‘The conversation creator’ and the ideas that create buzz in order to be in the consumer's mind space  and help to break clutter in this undifferentiated market place. Any activity and idea, which has helped create those conversations among the target audience. Cracking a great idea on a great or not so great client brief is the real test of an agency’s hunger and proactiveness. The winners in this category were Taproot India’s ‘BSLI Khud Ko Kar Buland’ and ‘BSLMF Jaanoge Tabhi Toh Maanoge’.

The second category, Effectiveness Eureka, included creative that can demonstrate great results and delivers on brand objectives. It is awarded to an entry that has been able to deliver the business objectives innovatively and any activity that has helped generate sales volume to achieve/surpass business objectives and has delighted the business/sales teams. The winners: Pi Communications’s ‘BSLMF - Prayer Beads – SIP’ and Resultrix’s ‘BSLI – Protect@Ease’.

In Media / Medium Innovation Eureka, the winner was Pi Communications’ ‘BSLMF - Four in Focus’.

In today’s non differentiated and cluttered financial services space, is that of many brands with no differentiation, the only way to stand out is to impress by the power of ideas – ideas that are out of the box thinking and might create buzz but the client doesn’t release these work. The winner in the ‘Out of the Box’ category Mindshare’s ‘BSLI Khud Ko Kar Buland Social’.

The fifth category, ‘People Eureaka’, winners include DDB Mudra Max’s Jesal Parikh, Eikona’s Abhijeet Labhe, Grey Digital’s Bijal Shah, Hansa Cequity’s Vikas Shah, Ketchum Sampark’s Pooja Vora, Mindshare’s Shetanshu Dikshit, Resultrix’s Nixan Crasto, Resultrix’s Juhi Jain, Pi Communications’ Raghava Rao, Taproot India’s Pallavi Chakravarti, and 9 Point Design’s Mansi Rastogi.

Last but not the least, Agency Eureka, which is titled the ‘Queen B’, was given to an agency with the maximum metals at Eureka. The award went to Taproot India.

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