OgilvyOne Worldwide grabs Yahoo! Big Idea Chair

The categories in which awards were given out were Best Use of Display Advertising, Best Online Video Advertising, Best Use of Social Media, Best Use of Technology, Digital 360 degree Award, Yahoo! Big Idea Chair Award, Best Use of Mobile Advertising, Best Use of Search, and Best Use of Regional Language.

Yahoo! India announced the winners of the second edition of the Big Idea Chair Awards in Delhi. The awards recognise creative excellence in digital advertising,

Originally launched in the US, Big Idea Chair is a global initiative by Yahoo!, which aims to not only recognise innovative work by the digital community, but also acknowledge the creative inputs and integrated strategies (digital solutions and innovations) that together help in achieving marketing excellence online.

It is to be noted that till 2009, Yahoo! Big Idea Chair was a part of the Effies; however, last year onwards, it made a place of its own.

The initiative rewards contributions by clients, agency strategists, media gurus and individuals who have creatively leveraged the digital advertising platform.

This year, the awards committee announced nine award categories (as against six in 2010). These are: Best Use of Display Advertising, Best Online Video Advertising, Best Use of Social Media, Best Use of Technology, Digital 360 degree Award, Yahoo! Big Idea Chair Award, Best Use of Mobile Advertising, Best Use of Search, and Best Use of Regional Language.

For this year, Yahoo! received 284 entries. The awards saw the participation of 100 brands and 57 agencies across the country. The entries were judged on creativity, interactivity and in the context of brand objectives.

The most coveted award, Yahoo! Big Idea Chair, went to OgilvyOne Worldwide.

Talking to afaqs! about the overwhelming success of OgilvyOne Worldwide, Piyush Pandey, executive chairperson and creative director, Ogilvy South Asia, says, " The creativity Ogilvy has shown and the standard of work we have shown over the years is path-breaking. With digital coming up in a great way, we intend to shift our focus towards this medium. I am happy with the way OgilvyOne Worldwide has shaped itself in just 10 years. Now, we intend to invest more on digital and leverage more through this medium."

In the Best Use of Display Advertising category, Tribal DDB got a gold for STAR TVs 'Banner for mission' campaign. Mediacom managed one silver for P&G's Siksha 'Unlearning to learn' campaign.

In the Best Online Video Advertising category, Contract Advertising grabbed a gold for its Cadbury's Rakshabandhan campaign. The category gave out two silvers; one to Mudra and Tribal DDB for the much appreciated Big Cinemas' 'Silent Anthem', and another to Mindshare for Idea Cellular's 'Idea Roadies'.

In one of the newly-launched categories, the Best Use of Social Media, OgilvyOne Worldwide managed another gold for its immensely successful Zoozoo World campaign, while BBH managed a silver for Hindustan Uniliver's (Vaseline) 'When a brand became the nation's voice' campaign.

In the Best Use of Mobile Advertising, no gold was given out to any of the agencies, citing the reason that there wasn't any campaign that deserved it. But, on the other hand, silver metals were given out to two agencies -- Mindshare for GlaxoSmithKline Iodex's 'Say goodbye to headache' campaign, and OgilvyOne Worldwide for its Super Zoozoo game campaign.

In the Best Use of Technology segment, more than 60 entries were received by Yahoo!. Tribal DDB grabbed a gold for STAR TV's 'Banner with a mission: James Bond' campaign. Two silvers were given out in this category. Mindshare received one for Idea Cellular's 'The language barrier' campaign; Creativeland Asia received the other for Audi's '24 hours Le mans race' campaign.

In the sixth category, the Best Use of Search, Maxus bagged a gold for Nokia's Buzz Metrics TV, Print and Search campaign, while Isobar settled with a silver for its Tata Winger Ambulance campaign.

In the Best Use of Regional Language category, very limited entries were received. Webchutney won a silver for its 'Project Freedom' campaign; Mindshare won the gold for GlaxoSmitKline's Iodex 'Quick call and say goodbye to headaches' campaign.

In the Digital 360 degree Award category, OgilvyOne Worldwide won a gold for Fox Crime India's Photograph's Case campaign. Interface Business Solutions managed a silver for Tata DOCOMO 3G life -- 'When it's 3G, its Tata DOCOMO campaign.

The jury members included Sameer Suneja, managing director, Perfetti Van Melle; Bishwajeet Samal, head, marketing communication, Volkswagen India, Agnello Dias, chairperson and co-founder, Taproot India, Karthi Marshan, head, marketing, Kotak Mahindra Group, Graham Kelly, executive creative director, OgilvyOne Worldwide, Karl Gomes, co-founder, Agency Digi, Arun Tadanki, managing director, Yahoo! India, and Nitin Mathur, senior director, marketing, Yahoo! India.

The awards ceremony was preceded by a panel discussion comprising Abhijeet Awasthi, national creative director, Ogilvy India, Mohit Gupta, chief marketing officer, Makemytrip, C V L Srinivas, managing director, Starcom MediaVest, Amit Tiwari, marketing head, Philips India, and Nitin Mathur, senior managing director, Yahoo! India, and was moderated by Ashwin Raghunath, CNBC TV18. The speakers dwelt upon the topic of how digital advertising is taking a big leap in recent years.