O&M India's Meetha journey strikes gold at IPA Awards

Interestingly, out of the 35 shortlisted entries in 2012, Ogilvy & Mather is the only agency from India to pick a gold at the awards. The seven-year campaign, Kuchh Meetha Ho Jaaye, was also awarded a gold in the special category, 'Best Use of Insight'.

Ogilvy & Mather Mumbai is the first Indian agency to win a gold at the IPA Effectiveness Awards. It won the award for Cadbury's Kuchh Meetha Ho Jaaye campaign, which was launched in 2007.

Interestingly, out of the 35 entries shortlisted in 2012, Ogilvy's winning entry was India's only shortlisted one at the awards.

The campaign positioned chocolate as a solitary treat, and used Cadbury chocolates as a synonym for after-meal deserts, and a mode to celebrate happiness. The seven-year campaign was also awarded a gold in the special category, 'Best Use of Insight'.

The IPA, organiser of the IPA Effectiveness Awards, is the professional body for advertising, media and marketing communication agencies in the United Kingdom. Since its launch in the UK in 1980, the awards is recognised by agencies and clients as one of the most rigorous since entrants have to prove that their communication strategies have worked in hard business terms.

In its official communiqué, the agency claims that the campaign has led to a manifold increase in business for Cadbury Dairy Milk, and has also contributed to increased revenues and profits for the company, Cadbury India.

In the judging process, each entry is judged by two panels, an industry panel and a client panel, before it is considered for an award. The industry panel decides the shortlist (on the basis of the return on marketing investment), while the client panel attributes each shortlisted paper a gold, silver or bronze award, and allocates the special prizes.

The brain behind the 'Kuchh Meetha Ho Jaaye' campaign, Piyush Pandey, executive chairman and creative director, Ogilvy & Mather South Asia, says, "I am totally delighted that we have won India's first ever gold at one of the most rigorous effectiveness awards in the world - the IPA. And that too, for Cadbury. I strongly believe that great work comes out of great partnerships. A big salute to you, Cadbury India."

Chandramouli Venkatesan, director, India snacking and AP developing markets, Cadbury's, says, "It is a matter of great pride that Cadbury Dairy Milk is the first ever gold winner from India. It is a testimony to the exceptional advertising the brand has done over a long time. Special kudos to our partners, Ogilvy India, for being such an outstanding brand steward. Kuchh Meetha Ho Jaaye."

Kawal Shoor, head, planning, Ogilvy Advertising Mumbai, says, "We have always loved and stood by our work, and knew it was world class, but to now get acknowledged as that by arguably the most renowned and sceptical set of judges, ahead of other strong campaigns from around the world, across categories, is an amazing feeling."

Navin Talreja, head, Ogilvy & Mather Mumbai says that the win came because of the faith of the client. He adds that Cadbury has been one relationship that the agency has enjoyed for more than 60 years.

For the record, the IPA is the professional body for advertising, media and marketing communications agencies in the United Kingdom. It was established in 1917 in response to a request from the government to help with its recruitment and propaganda efforts.