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Four Indian shortlists in WARC Awards’ Brand Purpose category

The category rewards marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as benefit the wider community

The third and final shortlist of The WARC Awards, a new global competition honouring the effective use of emerging marketing disciplines, has been released.

Twenty entries from around the world have made it to the shortlist in the Brand Purpose category, which rewards marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as benefit the wider community.


Chaired by Jim Stengel, President/CEO of The Jim Stengel Company, the jury of 13 senior industry leaders looked for purpose-led approaches to marketing that have been successful not just in fulfilling a societal need but also in achieving commercial goals. The jury were seeking for evidence of brands integrating purpose into their marketing and their wider enterprise as opposed to investing in bolt-on CSR programmes.

The shortlisted entries are:                                                                                                            

  1. Ariel Matic · Dads Share The Load · BBDO · India
  2. Art Fund · From purpose to profit · 101 · United Kingdom
  3. Be The Match · Be The Guy · space150 · United States
  4. Elevit · The First Hello · PHD China · China
  5. Emirates NBD · The AC Vests · FP7/Dubai, MediaVest Spark · United Arab Emirates
  6. Good Knight · Getting India to say Good K'night even in the Mornings · J. Walter Thompson · India
  7. Huggies · No Baby Unhugged · Ogilvy · Canada
  8. Lifebuoy · Future Child · MullenLowe Singapore, MullenLowe Lintas Group India · India
  9. MasterCard Priceless Causes · A Priceless Delivery · FP7/Dubai · United Arab Emirates
  10. National Health Insurance Company - Daman · Ad D · FP7/Dubai · United Arab Emirates
  11. National Health Insurance Company - Daman · Don't 'treat' yourself to antibiotics · FP7/Dubai · United Arab Emirates
  12. National Institute for Blood Transfusion & Untold Festival · Pay With Blood · UM · Romania
  13. Off the Street Club · Hope is Tougher · Energy BBDO · United States
  14. Persil · The Radicalisation of Persil: How prisoners helped us restore conviction in the brand · MullenLowe · United Kingdom
  15. SPC/Goulburn Valley/Ardmona · #MyFamilyCan · Leo Burnett Melbourne · Australia
  16. Surf Excel · When Embracing Dirt Became An Act Of Faith · MullenLowe Lintas Group · India
  17. Coca-Cola · A World of We · FP7/Dubai · United Arab Emirates
  18. The New Zealand Heart Foundation · The Heart Attack Act · Barnes, Carmur & Friends Dentsu · New Zealand
  19. U by Kotex · It's Not My Period · Ogilvy, Mindshare · Canada
  20. Whirlpool · Care Counts: Brand Purpose Can Make a Difference · DigitasLBi · United States

The winners of the inaugural WARC Awards will be announced shortly.

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