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Mumbai: Wavemaker won the Media Agency of the Year title on Wednesday at the Abby Awards held during Goafest 2024. It bagged 4 Gold, 9 Silver, and 3 Bronze awards.
EssenceMediacom won the only Grand Prix for "Airtel 5G Plus Ultimate Fans: Look Maa! I am on TV" in the Innovative Use of Branded Content - Integration category.
Along with the Grand Prix, EssenceMediacom bagged 2 Gold, 1 Silver, and 3 Bronze awards.
Ranked second is Initiative Media, which won 2 Gold, 4 Silver, and 2 Bronze awards.
List of Media Abby winners:
| Sub Category | Title | Brand | Winner | Metal |
| 01. Innovative Use of Audio Visual | Airtel 5G Plus Ultimate Fans: Look Maa! I am on TV | Airtel 5G Plus | EssenceMediacom | Gold |
| 01. Innovative Use of Audio Visual | #Unstoppable21 | The Times of India | Bennett Coleman & Co Ltd | Silver |
| 01. Innovative Use of Audio Visual | Bole Mere Lips I love Uncle Chipps ft Yash Raj Mukhate | Uncle Chips | Publicis Media | Bronze |
| 02. Innovative Use of Print | Missing Elephants: Provocative Creativity shaking Humanity | Amazon Prime Video | Initiative Media | Gold |
| 02. Innovative Use of Print | MAAROOO! Newspaper se nahi, Laal HIT se! | HIT CIK | Madison Media | Silver |
| 02. Innovative Use of Print | The Archies - Peeling Nostalgia! | Netflix | Wavemaker India | Bronze |
| 02. Innovative Use of Print | Expect the Expected with TATA AIG Health Insurance | TATA AIG Health Insurance | Publicis Media | Bronze |
| 03. Innovative Use of Activation | A Divine 'AR' Intervention | Lifebuoy | Mindshare | Gold |
| 03. Innovative Use of Activation | Sound Sleep Symphony: Crafting Tranquil Sleep Experiences - Centuary Mattress | Centuary Mattress | Initiative Media | Silver |
| 03. Innovative Use of Activation | GREEN CORRIDOR by MANIPAL HOSPITALS | Manipal Hospitals | Social Panga | Silver |
| 03. Innovative Use of Activation | Škoda Single Wicket | Škoda Auto | Omnicom Media Group | Bronze |
| 03. Innovative Use of Activation | Har Maa Durga | ITC Sunfeast Moms Magic | Xperia Group | Bronze |
| 04. Innovative Use of Out of Home | Megh Santoor | Wah Taj | Rapport | Gold |
| 04. Innovative Use of Out of Home | Hyundai Creta 4D Billboard Activation | Hyundai Creta | Communique Marketing Solutions | Silver |
| 04. Innovative Use of Out of Home | How Sprite asked Cricket Fans to #ThandRakh | Sprite | EssenceMediacom | Silver |
| 04. Innovative Use of Out of Home | Its all in the Boot! | Tata Altroz iCNG | Madison Media | Bronze |
| 04. Innovative Use of Out of Home | The Insta Smart Billboard | Swiggy Instamart | Tribes Communication Pvt Ltd | Bronze |
| 06. Innovative Use of Radio | Melodic Milestone: SBI Card Gifts 25 Hours of Ad-Free Music on FM to Celebrate 25th Anniversary! | SBI Card | Wavemaker India | Silver |
| 06. Innovative Use of Radio | Radio Bana Azaadi ka Maidan | Amazon Prime Video | Initiative Media | Bronze |
| 06. Innovative Use of Radio | Celerio Mileage Challenge | Maruti Suzuki | Mindshare | Bronze |
| 07. Innovative Use of Branded Content - Integration | Airtel 5G Plus Ultimate Fans: Look Maa! I am on TV | Airtel 5G Plus | EssenceMediacom | Grand prix |
| 07. Innovative Use of Branded Content - Integration | Reshaping Insurance: Empowering Women with #Don'tBePlus1 Content: Future Generali | Future Generali | Initiative Media | Silver |
| 07. Innovative Use of Branded Content - Integration | Words of Pride | Star Corporate | Mindshare | Silver |
| 07. Innovative Use of Branded Content - Integration | Stay at the latest addition to MMT Homestays - Bigg Boss House | Make my trip | EssenceMediacom | Bronze |
| 08. Innovative Use of Branded Content - Creation | 5Star #NothingUniversity | Cadbury 5Star | Wavemaker India | Gold |
| 08. Innovative Use of Branded Content - Creation | Škoda Responsible Exploration | Škoda Auto | Omnicom Media Group | Silver |
| 08. Innovative Use of Branded Content - Creation | When GenZs took a breaking love break! | Kitkat | Publicis Media | Bronze |
| 09. Innovative Use of Digital Search SEO | Asian Paints' Beautiful Homes achieves 2X growth in Monthly Leads through interactive Customer Engagement Tools | Asian Paints | Publicis Media | Gold |
| 09. Innovative Use of Digital Search SEO | The Race to Win SEO | BMW Motorrad India | Sociowash Media Pvt. Ltd. | Silver |
| 09. Innovative Use of Digital Search SEO | Driving Success: Savaari's Innovative SEO Odyssey | Savaari | Hiveminds Innovative Market Solutions Pvt Ltd | Bronze |
| 10. Innovative Use of Paid Search | Adidas D2C | Adidas | EssenceMediacom | Gold |
| 10. Innovative Use of Paid Search | Intra Search Campaign with 91trucks | Tata Motors | Havas Media Network India | Silver |
| 10. Innovative Use of Paid Search | Max Life Insurance | Max life Insurance | Hiveminds Innovative Market Solutions Pvt Ltd | Bronze |
| 11. Innovative Use of Social Media | Cadbury 5Star - #erasevday | Cadbury 5 Star | Wavemaker India | Gold |
| 11. Innovative Use of Social Media | You Make My Break | KitKat India | Social Panga | Silver |
| 11. Innovative Use of Social Media | Cadbury Dairy Milk #SitTogether | Cadbury Dairy Milk | Wavemaker India | Silver |
| 11. Innovative Use of Social Media | Empowering India by championing health with Saffola life | Saffola Life | Madison Media | Bronze |
| 11. Innovative Use of Social Media | Call me Arpita and Not Arpit | Tata Starbucks | Wavemaker India | Bronze |
| 12. Innovative Use of Digital Display | The Insta Smart Billboard | Swiggy Instamart | Tribes Communication Pvt Ltd | Gold |
| 12. Innovative Use of Digital Display | #ThisAdIsMyStore | Cadbury Celebrations | Wavemaker India | Gold |
| 13. Innovative Use of Mobile | Cadbury #MyBirthdaySong: Transforming classic birthday melody into personalized harmonies with the fusion of Generative Ai for 8 Billion people. | Cadbury Celebrations | Wavemaker India | Gold |
| 13. Innovative Use of Mobile | Indian Police Force and AI gets action fans into the Copverse | Amazon Prime Video | Initiative Media | Silver |
| 14. Innovative Use of Commerce | CIRCUIT BOLEGA TOH SUNEGA INDIA | HUL SHIKHAR | Mindshare | Silver |
| 14. Innovative Use of Commerce | Cadbury Chocobakes - Are you related to Santa? Christmas Campaign | Cadbury Cocobakes | Wavemaker India | Silver |
| 14. Innovative Use of Commerce | From Clicks to Bricks: LEGO's ecommerce journey through passion points | The LEGO Group | Initiative Media | Bronze |
| 14. Innovative Use of Commerce | Love Emergencies | Swiggy Instamart | Tribes Communication Pvt Ltd | Bronze |
| 15. Innovative Use of Gaming | When Saffola Munchiez Crunched on the IPL | Saffola Munchiez | Madison Media | Bronze |
| 15. Innovative Use of Gaming | When Hero Challenged Gamers to the Extreme | Hero Xtreme 125R | Publicis Media | Bronze |
| 16. Moment Marketing | Megh Santoor | Wah Taj | Rapport | Gold |
| 16. Moment Marketing | Cadbury Silk - Story of Us | Cadbury Silk | Wavemaker India | Silver |
| 16. Moment Marketing | Oreo Bola Mat Bol - Making Billions of Indians Manifest India Winning The World Cup By Not Jinxing It! | Oreo | Wavemaker India | Silver |
| 16. Moment Marketing | Cup of Care | Red Label Natural Care | Mindshare | Bronze |
| 16. Moment Marketing | Cadbury 5Star - #erasevday | Cadbury 5 Star | Wavemaker India | Bronze |
| 17. Innovative Use of Integrated Media | Breaking Boundaries: Synchronizing efforts to manifest #DontBePlus1: Future Generali | Future Generali | Initiative Media | Silver |
| 17. Innovative Use of Integrated Media | Bubbles of Laughter | Sprite | EssenceMediacom | Bronze |
| 18. Cause Marketing | Yippee! Create Magic - Plastic to Parks | Sunfeast Yippee! | Initiative Media | Gold |
| 18. Cause Marketing | Call me Arpita and Not Arpit | Tata Starbucks | Wavemaker India | Silver |
| 18. Cause Marketing | Cadbury Dairy Milk #CheerForAllSports | Cadbury Dairy Milk | Wavemaker India | Silver |
| 18. Cause Marketing | A Divine 'AR' Intervention | Lifebuoy | Mindshare | Bronze |
| 18. Cause Marketing | Daughters of Piplantri | Astral Foundation | White Rivers Media | Bronze |
| 19. Innovative Use of Data & Analytics | Gatorade Turf Finder: Real-time Urban Playgrounds Powered by Google Maps | Gatorade | Publicis Media | Gold |
| 20. Innovative Use of Emerging Technology | The Insta Smart Billboard | Swiggy Instamart | Tribes Communication Pvt Ltd | Gold |
| 20. Innovative Use of Emerging Technology | Oreo SIWO: Helping India answer serious questions with one playful response at a time. | Oreo | Wavemaker India | Silver |
| 20. Innovative Use of Emerging Technology | Cadbury #MyBirthdaySong: Transforming classic birthday melody into personalized harmonies with the fusion of Generative Ai for 8 Billion people. | Cadbury Celebrations | Wavemaker India | Silver |
| 20. Innovative Use of Emerging Technology | Megh Santoor | Wah Taj | Rapport | Bronze |
Points table:
Organisation | Grand Prix | Gold | Silver | Bronze | Total Metals | Total Points |
Wavemaker India | - | 4 | 9 | 3 | 16 | 98 |
Initiative Media | - | 2 | 4 | 2 | 8 | 48 |
Essence Mediacom | 1 | 2 | 1 | 2 | 6 | 42 |
Mindshare | - | 1 | 2 | 3 | 6 | 32 |
Publicis Media | - | 2 | - | 4 | 6 | 32 |
Tribes Communication Pvt Ltd | - | 2 | - | 2 | 4 | 24 |
Rapport | - | 2 | - | 1 | 3 | 20 |
Madison Media | - | - | 1 | 3 | 4 | 18 |
Social Panga | - | - | 2 | - | 2 | 12 |
Omnicom Media Group | - | - | 1 | 1 | 2 | 10 |
Hiveminds Innovative Market Solutions Pvt Ltd | - | - | - | 2 | 2 | 8 |
Bennett Coleman & Co Ltd | - | - | 1 | - | 1 | 6 |
Communique Marketing Solutions | - | - | 1 | - | 1 | 6 |
Havas Media Network India | - | - | 1 | - | 1 | 6 |
Sociowash Media Pvt. Ltd. | - | - | 1 | - | 1 | 6 |
White Rivers Media | - | - | - | 1 | 1 | 4 |
Xperia Group | - | - | - | 1 | 1 | 4 |
Grand total | 1 | 15 | 24 | 25 | 65 | 376 |