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India wins five awards for Effective Use of Brand Purpose at Warc Awards

DDB Mudra Group and Mindshare bag Gold while McCann Worldgroup wins a Silver and a Bronze

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:

Grand Prix:

  • Putting 'Mum' into 'Parenthood' · Babyshop · FP7 McCann Dubai · MENA + Smart Spender Award

Gold:

  • The Adaptive Data Lighthouse · Lifebuoy · Hindustan Unilever Limited · Mindshare · India + Evaluation Award
  • Project Free Period · Stayfree · Johnson & Johnson Pvt. Ltd. · DDB Mudra Group · India
  • Add gaming experience to your CV · Manpower · ManpowerGroup · Geelmuyden Kiese Nordic · Norway + Employee Engagement Award
  • True Colors of Slovakia · Absolut Vodka · Pernod Ricard · Triad Advertising · Slovak Republic

Silver:

  • India's Newest Matchmaker · Harpic · Reckitt Benckiser · McCann Worldgroup India · India
  • Movement for Movement · Rexona · Unilever · Mindshare Indonesia · Indonesia
  • The Brother of Noura · Saudi Telecom Company · J. Walter Thompson · Saudi Arabia

Bronze:

  • Pink Power · Inorbit Mall · K. Raheja Corporation · DDB Mudra Group · India
  • The Creative City · Badya · Palm Hills Developments · FP7/CAI, Part of McCann Worldgroup, Good People · Egypt
  • The Other Sanders · KFC · QSR Stores Sdn Bhd · Reprise · Malaysia
  • Why are You, You? · Louvre Abu Dhabi · ADTCA · TBWA\RAAD · Global
  • Making the Invisible Visible · Dettol · Reckitt Benckiser · McCann Worldgroup India · India

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