Indian agencies brought five awards home for Effective Use of Brand Purpose at 2019 Warc Awards including two Gold, one Silver and two Bronze.
DDB Mudra Group won a Gold and a Bronze while Mindshare won another Gold for India. McCann Worldgroup bagged a Silver and a Bronze.
Thirteen campaigns from around the world - one Grand Prix, four Golds, three Silvers and five Bronzes - have been selected as winners in the category, which rewards marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community. Three special awards, recognising specific areas of excellence, have also been given.
A campaign by FP7 McCann Dubai for Babyshop has won the Grand Prix and the Smart Spender Award. In 'Al Umobuwah - Putting 'Mum' into 'Parenthood', the children's retailer used a multichannel approach and created a new Arabic word that embraced the concepts of both motherhood and fatherhood (the Arabic word for parenthood translates only to fatherhood) in order to drive brand meaning - and sales - in the Middle East.
Commenting on the Grand Prix winner, judge Nazia du Bois, Founder, Principal Consultant, rice bowl, said: "Inserting a word into what's essentially a hermetically sealed language is remarkable, especially given the 50k budget."
Fernando Machado, Global Chief Marketing Officer of Burger King, chaired a jury of 14 agency- and client-side industry professionals. Together, they selected the following winners: