PMAA Dragons of Asia 2015: Grand Prix for DDB Mudra's 'Nutralite: Health Cha Shri Ganesh'

India emerges as most awarded country with 6 awards including a Grand Prix, 2 Gold, a Silver and 2 Bronze awards

BestMediaInfo Bureau | Delhi | November 26, 2015

Warc has announced the winners of the PMAA Dragons of Asia 2015 - an award show that recognises the very best in results-driven marketing communications across Asia. This year saw 28 campaigns winning PMAA Dragons of Asia including a Grand Prix, 9 Gold, 8 Silver and 10 Bronze awards where India emerged as most awarded country with a Grand Prix, 2 Gold, a Silver and 2 Bronze awards.

This year's Grand Prix was awarded to DDB Mudra Group for its campaign 'Health Cha Shri Ganesh' done for new table spread brand, Nutralite. The campaign established itself as the healthier choice by featuring the first ever Lord Ganesh with 6-pack abs!

To take on the largest table spread brand in the country, Nutralite wanted to spike up conversations on health, since it was the healthier alternative. Lord Ganesha, besides being the God of great beginnings, also sported a large paunch. During Ganesh Chaturthi, Nutralite took the greatest risk ever take by a brand and created a pandal, a temporary temple, featuring Ganesha with six-pack abs!

All Hindu rituals were given a healthy twist – A priest with an 8-pack, treadmills for donating calories, a sacrificial box to drop bad habits, health camps, sugarfree Modaks, and a procession where Zumba dancers burnt over 100000 calories. Health Cha Shree Ganesh was featured in all the leading dailies, the top FM channels and over 17 TV channels as one of the must visit pandals in Mumbai. Nutralite earned media 42 times its paid media spends. Riding on culture, the agency appointed a celebrity no budgets could afford.

Other winners from India:

Airtel: 4am Friend

PMAA Dragons of Asia, Gold, 2015

This case study illustrates how Airtel, an Indian communication services provider, used an online video strategy to promote its new service.

• Airtel was looking to promote its unlimited talk-time night plan to a younger audience without using a traditional ad strategy.
• The company instead opted for a reality show styled video of a user pranking their friends at 4am in the morning, putting their friendship to the test.
• The campaign was then spread across social media.
• The video received 50,000 Facebook likes in 15 days and considerable organic reach on YouTube.

Philips Pro Skin Advance Trimmer: The Big Leap

PMAA Dragons of Asia, Gold, 2015

This case study describes how Philips, a technology company, increased brand awareness among a younger Indian audience using a Peer-to-Peer marketing contest strategy.

• India is the world's largest youth economy with 50% of Indians below the age group of 25 and 89% consumers using trimming devices for facial hair grooming.
• Looking to build brand awareness and introduce Philips Pro Skin Advance Trimmer, Philips reached out to business schools, encouraging students to experience, adopt and market their Trimmer within their campus.
• The campaign launched a student contest to develop their own campaigns, equipping them with learning tools, and using their ideas to launch the product across digital, social media, online, events, direct mailing and merchandising.
• Over 1000 events took place, with footfall of half a million people and more than 25000+ User Generated Content pieces shared.

Zee News: The Misunderstood Scoreboard

PMAA Dragons of Asia, Silver, 2015

This case study describes an outdoor campaign that hijacked a high-profile cricket match to promote Zee Media, an Indian media company, to a cricket-crazy nation.

• The India-Pakistan cricket match was set to be one of the most-watched events of the year in India, and ZeeNews needed to find a way to reach this huge audience.
• The strategy was to create a live scoreboard on a billboard that focused attention on a societal issue much more important than cricket: the futility of the ongoing India-Pakistan war.
• This Misunderstood Scoreboard concept subsequently trended on social media and generated mass PR coverage.

Microsoft India: Primer Font

PMAA Dragons of Asia, Bronze, 2015

This case study reveals how Microsoft, a technology company, successfully increased brand awareness using a minimum exposure marketing strategy.

• In the occasion of the 25th birthday of Microsoft Office, the brand turned its focus on using its own product to promote education and decrease poverty.
• By developing a Primer Font, Microsoft created an interactive learning alphabet that transforms each typed letter into a word example of itself.
• A promotional digital video was launched as well as banners in owned media and mentions in social media.
• Within a week, the font had been downloaded over 2000 times.

HBO India: Selfie in Space

PMAA Dragons of Asia, Bronze, 2015

This case study explains how HBO India, the Indian branch of an overseas TV channel, successfully premiered its end of year blockbuster by sending one lucky contestant's selfie into space.

• HBO was premiering Gravity as its blockbuster of the year but had to fight cricket and Bollywood for the audience's attention.
• Picking up on the idea that users go to great lengths to gain attention for their selfies, the company launched a contest where users could submit their photos for a chance to have it sent into space.
• The campaign used online and social media platforms to promote their idea.
• The campaign had over 52 million impressions and received 5,688 selfies.

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