IBS Unified wins Yahoo Big Idea Chair 2013

Brought to India in 2010, Big Idea Chair is an initiative that recognises creativity, innovation and imagination displayed in digital media.

Yahoo India has announced the winners of Yahoo Big Idea Chair India Awards, 2013. The flagship Big Idea Chair was awarded to IBS Unified for conceptualising 'Hyper Personalisation' - the world's first CRM-powered display campaign for Tata Docomo.

In its fourth edition, the awards this year saw 426 entries from 61 agencies representing work for 137 brands. Brought to India in 2010, Big Idea Chair is an initiative of Yahoo that recognises creativity, innovation and imagination displayed in digital media.

This year, the award invited entries across nine categories: Display Advertising, Online Video Advertising, Social Media, Technology (best use), Mobile Advertising, Search, Digital 360 degree, Content Marketing and the Flagship Yahoo Big Idea Chair. An 11- member jury comprising eminent leaders drawn from the world of advertising and marketing judged the entries that represented work for 137 brands.

On winning the award, Sabyasachi Mitter, managing director, IBS Unified, says, "We are absolutely delighted to have been awarded the prestigious Yahoo Big Idea Chair. What makes it even more special is that we have won this for developing the world's first CRM-powered display advertising campaign. Clearly, digital has tremendous potential for innovation, and we are excited about setting the bar high."

Besides IBS, GroupM agencies also won the highest number of awards at the Yahoo! Big Chair Awards 2013. GroupM Interaction won the Gold for Best Use of Technology for the Heineken Inner Voice Campaign. Maxus won four awards including three silvers and one bronze. The silvers were won in Best Content Marketing Award for the Mentos Riddle campaign; Best Use of Display for Mathrubhumi Printing and Publishing campaign; and Best Use of Mobile Advertising for the Tata Sky campaign. MEC Global took home one bronze for the Colgate Mahakumbh Mela activity.

Speaking on the wins, Tushar Vyas, managing partner, South Asia, GroupM Interaction, says, "We are extremely delighted with the awards we won at the Yahoo! Big Chair 2013. Over the last year the digital teams across the GroupM agencies have been winning an award every other day, a testament to the great work and innovations the teams are churning out for our clients. It is great to end the year with six more awards to add to our tally of 204."

Unny Radhakrishnan, head of digital, Maxus, says, "We are happy for the continuing recognition of our work and also that these awards span different verticals in digital as well as a wide range of brands."

In other categories, Viacom18 won the Digital 360 degree award for its campaign 'MTV India Roadies X'; Ogilvy & Mather walked away with the gold for its campaign 'Blood Search Made Easy' for Red Cross; PHD Network took home the gold for Best Content Marketing for the 'Ramp Ready Hair' campaign for Hindustan Unilever; while the Best Use of Mobile Advertising was clinched by Indigo Consulting & Leo Burnett for the 'Donate your Caller Tune' campaign for World Health Organization; IBS Unified won the gold for Best Use of Display Advertising for 'Hyper Personalization' campaign for Tata Docomo; Ogilvy & Mather took home the silver in Video Advertising Category for Cadbury Bourneville; and iProspect Communicate2 walked away with the gold for Best Use of Search.

Nitin Mathur, senior director and head of marketing, India and Southeast Asia, Yahoo, says, "Yahoo Big Idea Chair India Awards has become an important annual milestone for the industry. It always throws up highly creative and impactful work, where agencies and brands are breaking grounds with newer possibilities in digital advertising. The creative vigour of Indian digital advertising is also creating meaningful engagement for brands, and we are glad to be a platform that has encouraged and challenged the community over the years."