McCann leads Indian charge at Warc 2015 Asian Strategy Prize shortlists

Indian agencies secure 21 shortlists out of total 39 shortlisted entries. This  year, the winners will be announced in Mumbai on October 29

BestMediaInfo Bureau | Mumbai | October 8, 2015

A total of 39 entries have been shortlisted for the 2015 Warc Prize for Asian Strategy, the cash prize for the most insightful marketing strategy in the region.

With 21 case studies, entries from India made up more half the shortlists. McCann Worldgroup has secured seven shortlists, followed by Mullen Lowe Lintas Group and JWT India with three shortlisted entries each.

Singapore claimed four shortlist spots, while Hong Kong and the Philippines had three shortlists each.

Case studies from the emerging markets of Vietnam, Bangladesh, Sri Lanka and Indonesia are also represented.

Warc, the marketing and advertising 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. The Warc Prize for Asian Strategy will be presented in Mumbai on October 29.

Now in its fifth year, the Prize received more than 130 entries from across the region. The shortlist came from eight markets and from a mix of major networks and local independents, with budgets ranging from under $500,000 to more than $20 million.

“This shortlist shows the best of Asian strategy,” said David Tiltman, Warc's Head of Content. “What struck me was the variety of work – from small but smart ideas to major brand-building work across multiple markets. What unites these entries is fresh thinking that delivers real results,” he added.

The judging panel of senior marketers and agency-side strategy experts, chaired by BV Pradeep, Unilever's Global Vice-President of Consumer and Market Insight, is currently finalising which entries will be awarded Gold, Silver and Bronze awards, and which will take home the cash prizes.

The shortlisted entries (Agency / Client / Market of Origin):

AIDS Concern: Can coffee melt stigma?
(TBWA Hong Kong / AIDS Concern / Hong Kong)

British Council: Know your English banner
(Grey Group Singapore / British Council / Singapore)

Britannia Cake: Innocent bribes
(Grey Group / Britannia Industries / India)

CebuanaLhuillier: Re-meet
(Ace Saatchi & Saatchi / Cebuana Lhuillier / Philippines)

Clinic Plus: Acts of inspiration
(Mindshare / Hindustan Unilever / India)

Coca-Cola: Taking on formality to enter Indian homes
(McCann WorldGroup / Coca-Cola India / India)

Good Knight Fast Card: How a two cent product became the most successful insect repellent launch in history
(JWT / Godrej Consumer Products / India)

Government of People's Republic of Bangladesh: Anti-urinal campaign 'language matters'
(Grey Advertising Bangladesh / Ministry of Religious Affairs Bangladesh / Bangladesh)

Havells: A woman is not a home appliance
(Mullen Lowe Lintas Group India / Havells India / India)

HCL Technologies: #aMileForHer
(HCL Technologies / India)

Idea Cellular: The 'fool-proof' internet service
(Mullen Lowe Lintas Group India / Aditya Birla Group / India)

IKEA: 2015 Bookbook launch
(BBH / IKEA / Singapore)

Johnnie Walker: The Journey
(BBH Communications India / Diageo India / India)

Johnnie Walker Blue Label: The Gentlemen's Wager
( PHD Singapore; Anomaly New York / Diageo / Asia Pacific)

Lifebuoy: Appealing to a mother's basic instinct
(Mindshare / Hindustan Unilever / India)

L'Oreal Excellence: Turn a new page
(McCann Worldgroup / L'Oreal / Indonesia)

Lux: Perfume Portraits
(JWT; Golin Harris / Unilever / India)

MasterCard: The Priceless Engine
(Carat; TBWA\Digital Arts Network / MasterCard / Asia Pacific)

MakeMyTrip: Tapping into people's holiday ambitions - DilTo Roaming Hai
(Publicis Communications / Make My Trip / India)

Mawbima: The newspaper that stopped dengue in its tracks
(Leo Burnett Solutions / Ceylon Newspapers / Sri Lanka)

McDonald's Hong Kong: Repairing a relationship in 12 weeks
(DDB Group Hong Kong / McDonald's Hong Kong / Hong Kong)

McDonald's Singapore: Wake me up before you go go… for breakfast
(DDB Group Singapore / McDonald's Singapore / Singapore)

McDowell's No.1: Celebrating brotherhood – future proofing an Indian icon
(DDB Mudra / USL Diageo / India)

Meswak: How a tiny toothpaste brand turned its loyalists into its sales force
(McCann Worldgroup / Dabur / India)

Mountain Dew: Real Heroes
(JWT / PepsiCo / India)

Nestle: Share your goodness
(McCann WorldGroup / Nestle India / India)

OMO: Reunion champions
(Lowe + Partners / Unilever / Vietnam)

How Orient Electric broke its own shackles of the past
(McCann Worldgroup / Orient Electric / India)

PLDT Home DSL: Ask Diego
(Ace Saatchi & Saatchi / PLDT / Philippines)

Saffola Masala Oats: TukdonPeJeenaChhodo (Don't live in bits & pieces)
(McCann Worldgroup Mumbai / Marico India / India)

Samsung: Selling more digital appliances without talking directly to those who buy them
(Leo Burnett Vietnam / Samsung / Vietnam)

Tata Tea: From packaged good to packaging good
(Mullen Lowe Lintas Group India / Tata Global Beverages / India)

Taxation Responsibility: Use of shame and concern for the underdog to combat tax cheats
(JWT Philippines / Milennium Challenge Account – Philippines / Philippines)

Tiger Beer: How a brand that had lost its way found its way home
(BBDO Singapore / Asia Pacific Breweries / Singapore)

Titan Raga: Her life, her choices
(Ogilvy Advertising / Titan Industries / India)

Visa: Get Lost challenge
(BBDO China; Proximity China; OMD China / Visa China / China)

Volkswagen: Project Polo – turning probationary drivers into professional ones
(DDB Group Hong Kong / Volkswagen Hong Kong / Hong Kong)

Voluntary Compliance Encouragement Scheme: A crash course in recovering taxes from stubborn defaulters
(McCann Worldgroup / Government of India / India)

Whisper: Touch the pickle
(BBDO India / Whisper / India)

All cases that win an award will be showcased in the Asia Strategy Report, a study of smart strategic thinking in the region.

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