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BBDO India’s ‘Share the load’ wins Grand Prix at 2016 Warc Prize for Asian Strategy


Among the 17 awarded campaigns, 11 were from India winning two Gold, four Silver and four Bronze awards besides the Grand Prix

BestMediaInfo Bureau | Delhi | November 4, 2016


BBDO India has won the Grand Prix for its ‘Share the Load’ campaign done for Procter & Gamble's Ariel Matic at the 2016 Warc Prize for Asian Strategy. The winner of many Lions including a Glass Lion at Cannes Lions 2016, ‘Share the load’ had also recently won the Grand Prix at Spikes Asia.

At an event in Singapore last night, a total of 17 campaigns were awarded including seven Bronzes, five Silvers and four Golds. Five Special Awards were also announced alongside the winner of the $5,000 Grand Prix. Among the 17 awarded campaigns, 11 were from India which scooped up two Gold, four Silver and four Bronze awards beside the Grand Prix.

Ariel's ‘Share the Load’ campaign was commended by judges for disrupting its category and placing the product within a wider societal change. Judges also noted that the campaign's strategic approach offered a sound philosophy and provided good space for the brand to grow in future.

The campaign was spread across online, cinema and TVCs, while celebrity endorsements, earned media outlets and campaign-specific live events carried on the conversation. As a result, the brand doubled value and volume sales, which grew 106 per cent and 105 per cent, respectively.

Sanjeeb Chaudhuri Sanjeeb Chaudhuri

"Gender empowerment is a very critical initiative that great brands should support," said Sanjeeb Chaudhuri, Global Head of Brand and Chief Marketing Officer of Standard Chartered Bank and chief judge for this year's Prize.

"Ariel's 'Share The Load' campaign brings this sensitive subject to life in a very heart-warming way. It stood out among the many brands in Asia which are getting increasingly involved with social good. This campaign also helped Ariel double value and volume sales, making the campaign a very deserving winner of this year's Grand Prix," Chaudhuri added.

The list of winners:

Grand Prix: Ariel Matic ‘Share The Load’ Agency: BBDO India Advertiser: P&G India Country: India Winner of The Asia First Award

Ariel, a detergent brand, used a strong social message to engage its Indian audience and increase brand awareness. The campaign film 'Share the Load' worked to overthrow deep-rooted cultural views that put Indian women in charge of all household duties.

As a result, 1.57 million men pledged to 'share the load' and Ariel more than doubled value and volume sales.

Gold winners:

Lifebuoy: FutureChild Agency: MullenLowe Singapore, MullenLowe Lintas Group, India Advertiser: Unilever Country: Singapore

The health soap brand successfully targeted United Nations policy makers with an emotional campaign about child mortality in India.

Love Yourself #staynegatHIVe Agency: Dentsu Jayme Syfu Advertiser: Love Yourself Country: Philippines

The non-profit organisation used a simple online tool to increase the number of Filipinos testing for HIV.

Make Love Not Scars: #EndAcidSale Agency: Ogilvy & Mather, Mumbai Advertiser: Make Love Not Scars Country: India Winner of The Channel Thinking Award

The NGO dedicated to providing rehabilitation to acid attack victims used a digital campaign to end the open sale of acid in India.

Onomichi-City: Cat street view Agency: KOO-KI, I&S BBDO Japan Group Advertiser: Hiroshima Prefecture Country: Japan

A small port town in Japan's Hiroshima Prefecture created an ingenious campaign using stray cats as the city's tour guides.

Silver winners: Show Me More Agency: Orchard Advertising (The Leo Group) Advertiser: Amazon Country: India

Creamsilk, Sunsilk, Dove, Clear, Tresemme, Toni & Guy

All Things Hair Agency: OgilvyOne Worldwide Philippines Advertiser: Unilever Country: Philippines


Diu Tourism: Keep Calm and Visit Diu Agency: Ogilvy and Mather, India Advertiser: Daman and Diu Toursim Department Country: India Winner of The Local Hero Award

Fair & Lovely: Delay Marriage Agency: MullenLowe Lintas Group Advertiser: Hindustan Unilever Country: India

Vodafone m-pesa: Democratising money transfer Agency: Ogilvy & Mather India Advertiser: Vodafone m-pesa India Limited Country: India Winner of The Market Pioneer Award

Bronze winners:

The Akanksha Foundation: A for Anthem Agency: Ogilvy & Mather, Mumbai Advertiser: The Akanksha Foundation Country: India

Bajaj V: The Nation's Bike Agency: Leo Burnett, Mumbai Advertiser: Bajaj Motorcycles Country: India

Comfort: Pure SofTest Agency: Ogilvy and Mather (Singapore) Pte Ltd Advertiser: Unilever Country: Singapore

KitKat: Breaker Benches Agency: J Walter Thompson Philippines Advertiser: Nestlé Philippines Country: Philippines

Lego: SG50 Rebuild Agency: iris Singapore Advertiser: LEGO Country: Singapore

Maggi: #WelcomebackMaggi Agency: McCann Worldgroup Advertiser: Nestlé India Ltd. Country: India


Using social data to win hearts and wallets Agency: Digital Arts Network Advertiser: MasterCard Country: India Winner of The Research Excellence Award

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