BBDO India bagged the Grand Prix or the FABulous Award, for Mirinda’s #ReleaseThePressure in the Integrated Campaigns category at the FAB Awards held in London. The work also picked a Gold (FAB Award) in the same category.
The agency also won a silver for Mirinda in the Online Marketing category and a Silver for Quaker Oats #FuelForTheRealFit in the Effectiveness Category for Online Marketing.
Black Swan Life, Communications, India won another Gold or FAB award for India for its Tea Society Campaign done for Society Tea. The campaign won the Gold for its Photography in Poster / Outdoor / OOH category.
The FAB Awards is an International Awards programme focused entirely on work done for Food and Beverage brands. Celebrating their 20th year, The Awards has taken entries from many clients, every leading agency network, and many important challenger agencies from over 60 countries around the world.
Ajai Jhala, Chief Executive Officer - BBDO India, who was in London to collect the awards, said, “How did Mirinda go where no brand in the country had ever dared to? Vipul Prakash (CMO PepsiCo Beverages) and Josy Paul made a pact to break new ground on Mirinda a couple of years ago when both of them were at Cannes. Back in India, Josy led a joint workout session and in a moment of madness made everyone resign from their roles and titles. This unfettered freedom led us to a totally unaddressed but hugely relevant social issue simmering under the social fabric of society - parental pressure to achieve academic excellence. Of course the clients had to subsequently reclaim their roles and titles to approve such a revolutionary idea and move their entire system to put the idea not only on social media but also on 11 million bottles!”
Ritu Sharda, Senior ECD of BBDO India (North), was ecstatic, “Mirindaaaaaaaaaah!!!!!!!!! Aaaah the joy of spotting the invisible elephant (as Ajai calls it) of parental pressure. The absolute pleasure to be the voice of millions of teens. The courage of a client to take something like this head on. And the satisfaction of making a difference. Mirinda is a journey towards transformation. And may this journey never end."
BBDO India has been at the forefront for the last several years in creating acts and not just ads. Josy Paul, Chairman & Chief Creative Officer, BBDO India, says, “Brands can play a useful role in rearranging society for the better. In the process, they build strong emotional roots and consumer preference and affect buying behavior - which impacts sales and profits positively. We call it ‘creating acts, not ads’. And we are thrilled that this holistic approach is being recognized and awarded worldwide.”