India secures 14 shortlists across four categories at Warc Awards 2019

International case-study competition WARC Awards 2019 has shortlisted a total of 82 campaigns.

Among these, India has a total of 14 shortlists, across the four categories — Effective Use of Brand Purpose, Effective Content Strategy, Effective Innovation and Effective Social Strategy.

DDB Mudra has the maximum number with seven shortlists, followed by McCann Worldgroup with six shortlists and Mindshare with one.

In the category of Effective Use of Brand Purpose, DDB Mudra has three shortlists. Two, for the brand Stayfree of Johnson & Johnson, and for the works titled Take Back Your Time and Project Free Period, respectively. And one for Inorbit Mall of K Raheja, for the work titled Pink Power.

In this category, McCann Worldgroup has two shortlists, both for Reckitt Benckiser’s brands Dettol and Harpic, for the works titled Making the Invisible Visible and India’s Newest Matchmaker, respectively.

There is also a shortlist for Mindshare in this category for HUL’s brand Lifebuoy and its work titled The Adaptive Data Lighthouse. This category is judged by a panel of 15, chaired by Fernando Machado, Global CMO, Burger King.

In the category of Effective Use of Content, there are three shortlists from India, all three from DDB Mudra. One shortlist is for the brand Puma for the work titled Suede Gully. The second one is for Johnson & Johnson’s Stayfree brand for its work titled How pads bridged the gap from periods to progress. And the third is for Future Retail’s Big Bazaar, and for its work titled The Wedding Home.

The 16-member jury is chaired by Namita Mediratta, Global CMI Director, Content Centre of Excellence, Unilever, who explained, “In the cases we've selected, we've looked for hard evidence and creative magic.”

“We searched for cases that consumers wanted to engage with, and that marketers would be proud to learn from. We wanted to shift the dialogue from great digital content to great content maximised by a digital world,” she added.

Judged by a panel of 15 chaired by Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, the category of Effective Use of Innovation has four shortlists from India — all four from McCann Worldgroup.

One is for One97 Communications’ brand Paytm Gold for its work titled India’s Digital Locker. The second one is for Kwality Dairy with its work titled Noon Assembly. The third is for IKEA, for the work The world’s longest drive-through catalogue. And the fourth shortlist of the agency is for Incredible India of the Ministry of Tourism, the Government of India, for the work From the Incredible in India to the Incredible in You.

In the fourth category, Effective Use of Social Strategy, which will be judged by a jury of 13, chaired by Christine Xu, Vice-President, Chief Marketing Officer, McDonald's China, there is only shortlist from India. It is by DDB Mudra for the brand Johnson’s Baby, with the work titled Learning the real language of trust.

The winners of the WARC Awards 2019 will be announced in late May and June. There is a $40,000 prize for the top winning papers spread across the four categories.

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