India has bagged seven prizes including three Gold, three Silver and a Bronze out of total 18 winners of Warc Prize for Asian Strategy 2020.
The jury, an eminent panel of 25 client- and agency-side experts, have selected a total of 18 awards: one Grand Prix, five Golds, six Silvers and six Bronzes. Additionally, five Special Awards honouring specific areas of excellence have been given.
India leads with seven winning campaigns, followed by China with four. Bangladesh, Hong Kong, Japan, Philippines, Singapore and Vietnam have each won one award. There is one pan-Asian winning campaign.
The Grand Prix has been awarded to Grey Bangladesh for Project AgroBanking, for which United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.
Over 33% of Bangladesh's population are without a bank account and most of them are farmers living in rural locations. United Commercial Bank set up collection points where farmers could bring produce and have the equivalent value put directly into a UCB account. The scheme was publicised with poster and megaphone announcements and via social media. AgroBanking reached more than 100 locations and 122,000 new bank accounts were opened.
Commenting on the Grand Prix winner, which also picked up the Category Disrupter Award, jury chair Siew Ting Foo, Vice President & Global Head of Marketing Strategy & Planning, Print Category, HP, said, "B2B marketing is really tough. I like how this took an insight about the lives of farmers and created a differentiation of what the brand can stand for and what its products and solutions can provide. There's longevity in this idea, plus it's simple and well executed."
The winners of the Warc Prize for Asian Strategy 2020 are: