Goafest 2013: Mindshare stays top of mind

While the jury didn't find any campaign worth the Grand Prix, Mindshare topped the list with 10 metals, followed by Maxus with six, and Lodestar UM and Madison Media Pinnacle with five each.

Mindshare is off with a bang. At the Media Abby Awards announced on the second night of Goafest, the agency topped the list of award winners, taking away 10 metals. In all, 16 agencies grabbed about 46 awards at the ceremony.

Amongst these, Mindshare topped the list with three golds, six silvers and one bronze. Maxus followed with six metals, including, one silver and five bronzes. At No. 3, Lodestar UM and Madison Media-Pinnacle grabbed five Media Abbys. Lodestar won two silver metals and three bronzes, while Pinnacle grabbed one silver and four bronze metals.

Starcom MediaVest Group stood fourth with four metals; one gold and silver each, and two bronzes. At No. 5, Interface Business Solutions grabbed one gold and two bronze metals. Following these, BBDO Proximity India, Omnicom Media group and Interactive Avenues won two awards each, while the agencies that won single metals were DDB Mudra Group, Ignitee Digital Services, McCann Worldgroup, Mediacom Communications, Milestone Brandcomm and Mindshare Sri Lanka.

This year, a record 660 entries were received, of which 140 entries were shortlisted. Ashish Bhasin, chairman, India and CEO, Southeast Asia, Aegis Group, says, "About 50 agencies sent in their entries from across India and South Asia. Also, the jury suggested that the quality of work submitted by the agencies was better. Six new sub-categories were introduced this year, in the digital category. That could also have caused a spurt in the number of agencies."

He added that none of the agencies managed a Grand Prix this year since the jury didn't find any of the campaigns up to the mark. The Grand Prix was introduced at the Media Abbys 2012, when Mindshare won the first ever Grand Prix.

In the Best Use of Television category, Mindshare bagged a silver for Surf Excel's 'Nanhe Bacche bane Nanhe Farishtey' campaign. Lodestar UM and Maxus won a silver each for their respective campaigns for Tata Docomo (The Big Story) and Centerfruit (Centerfruit Khaoge To Laplapaate Reh Jaoge). Gold was not awarded in this category.

In the Best Use of Cinema category, Mindshare won a gold metal for Fair & Lovely Cream's 30 seconder to 3 hour campaign; and a silver for the Lifebuoy Handwash's Chintoo campaign. Madison Media- Pinnacle won the bronze for Bournville's A Fine Dark Duet campaign.

Mindshare won a silver award for its Kissan Ketchup campaign in the Best Use of Newspapers and Magazines category, along with a bronze for Lifebuoy Handwash. Pinnacle bagged the bronze for Cadbury Oreo - Dear Dad campaign in the same category.

In the Best Use of Outdoor and Ambient Media category, a single award was announced - a gold grabbed by Milestone Brandcomm for McDonald's Spicefest campaign.

In the Best Use of Special Events and Stunts/Live Advertising category, two silver metals were awarded. BBDO Proximity India acquired one for Gillette's The Everyday Soldier Movement campaign; while SMG bagged the other one for Samsung Galaxy Note II (Samsung sparks New Guinness World Record campaign). Pinnacle bagged a bronze for Cadbury Dairy Milk's When Roshgulla turns Chocogulla campaign.

In the Best Use of Radio category, Maxus won a silver for YouTube's Visual Radio campaign; while SMG bagged a bronze for Samsung Metro 2252 (Let's Chat), and Vizeum India won a bronze for MTV Unplugged TV show.

Mindshare's second gold came in the Best Use of Branded Content category for its work for Axe Deodorant. BBDO Proximity also picked a silver in the category for Gillette's Everyday Soldier campaign.

In Digital, there were six new sub-categories introduced this year, thus increasing the number of winning entries, too. In the SEO/SEM sub-category, Interactive Avenues opened with two awards - one silver and a bronze (ebay India and Book my Show), while Interface Business Solutions won two bronzes for Bajaj Finserve Lending and Tata Docomo. Maxus grabbed a bronze for Fiat's The Advantage of Disadvantage campaign.

In the Best Use of Social Media sub-category, Ignitee Digital Services picked a bronze for Gangs of Wasseypur social campaign for Viacom 18 Motion Pictures. Maxus won a bronze for its work for Tanishq.

SMG and Interface Business Services grabbed a gold each in the Best Use of Digital Display Advertising category. SMG won the metal for Samsung India's Who Needs the Remote Control campaign; while Interface picked it for its work for Tata Docomo. Maxus registered a bronze in the category for Royal Stag's Smallest Ad Unit- Make it Large campaign.

Mindshare's Axe Deodorant campaign got the agency more metals; it won one silver each in the Best Use of Digital as a Medium category and in the Best Digital Content Creation Strategy category.

In the Best Use of Mobile Media category, Mediacomm Communications won a silver for Pampers-Mobile Dai campaign. McCann Worldgroup grabbed a silver for Cheaters' Cross-connection campaign.

Mindshare bagged its third gold for Kissan Ketchup (Kissanpur) in the Best Use of Media Mix category, while Lodestar UM won a silver for Tata Docomo (The Complete Story) in the same category.

Lodestar Universal won a silver in the Best Use of Pro Bono Marketing category for Coca-Cola's Support My School campaign, while DDB Mudra Max bagged a bronze for the Rotary Eye Bank campaign.