Media Abby 2014: Lodestar UM sweeps away 11 metals; PHD India bags Grand Prix

PHD India won three gold metals. Of the 150 shortlisted entries, 50 were given metals.

At Media Abby 2014, Lodestar UM took over the show with a whopping 11 metals. This is one of the rarest of times when Mindshare or Maxus didn't receive the maximum number of awards at Goafest Media Abby.

PHD India swept away the Grand Prix for
BeBeautiful campaign
in the 'Best Digital Content Creation Strategy'. The agency won three gold metals, one for
HUL's Kan Khajura Tesan
in 'Best Use of Mobile Media', and two for BeBeautiful's Vlog-On! campaign in 'Best Use of Social Media' and 'Best Use of Branded Content' categories. The agency took home a silver for HUL's Kan Khajura Tesan campaign in 'Best Use of Integrated campaign' category.

Lodestar UM won two gold awards. The first was for its campaign captioned 'Safari Storme 24- Redefining The Rules of sponsorship' for Tata Safari Storme in 'Best Use of Sponsorship' category; and the second one was for Coca-Cola Support My School campaign in the 'Specialist Categories - Pro Bono Marketing' category.

The agency bagged three silver metals in all, for Tata Safari's 'Safari Storme 24 - The Real Action Hero' campaign in 'Best Use of TV' category; Amul Milk's 'Piyo Doodh - Bhaag Milkha Bhaag' in 'Best Use of Cinema' category; and Amul's 'How Amul made 1 lac people consume 50 litres of ice-cream in a single day' in 'Best Use of Experiential including Large Events' category; and six bronzes, for Coca-Cola's 'Spreading Ummedo Wali Dhoop'; Amul's 'Utterly Impactful Journey'; Amul's How Amul made 1 lac people consume 50 litres of ice-cream in a single day; Tata Safari Storme - Wheel of Adventure; Nerolac Color Palette; and Brahmi's A Recap to Remember.

A total of 619 entries were received this year. Of these, 150 were shortlisted and 50 were finally awarded. Compared to 2013, the entries saw a drop of about 20-25 per cent. However, the number of media agencies participating in the awards grew from 49 last year to 53 this year.

There were 19 entries from South Asian countries as well.

Mindshare bagged seven metals. Two were gold metals for Closeup Gel Toothpaste 'Closeup Reuniting One Tag At A Time!' in 'Best Use of Experiential Including Large Events' category and Horlicks' '12922 days of Tutoring in Just 42 Days' campaign in the 'Best Use of Digital as a Medium' category. The agency won three silver awards -one for the Horlicks campaign in 'Best Digital Content Creation Strategy'; second for Idea Cellular's '121 - The IVRS radio station' campaign in 'Best Use of Radio' category; and the third one for Kellog's Breakfast Cabs campaign in the 'Best Use of Ambient Media' category. ABP News' Dekhte Hain Kaun Nahi Sunega and Van Heusen's Most Fashionable Professional campaign won the bronze metals.

The group's other agency Maxus India also won seven awards at the event. Six were silver metals, for Nokia Lumia 720's 'The Great Escape' campaign in 'Best Use of Cinema' and 'Best Use of Mobile Media' categories; Tata Tea Gold's 'Power of 49 - How a Cause Became The Central Theme at IIFA' in 'Best Use of Branded Content' category; Vodafone's 'Selfie 2.0- World's Biggest Selfie Photograph' in 'Specialist Categories- Youth Marketing'; Tata Sky+ HD's 'Making Complex Simple And Simple Magical' in 'Best Use of Digital Display Advertising' category; and Center Fresh Gum Charades - Zubaan Pe Lagaam's campaign in 'Best Use of Digital as a Medium' category.

It won a bronze in the 'Best Use of Digital Display Advertising' category for Tata Sumo Gold- India's First Simulated Test Drive in a Banner campaign.

Milestone Brandcom won five awards. The agency won two gold metals for McD's Double Burger campaign in 'Best Use of Outdoor' and 'Best Use of Ambient Media' categories; two silvers for McD's Double Burger and ABP News' Aap Ko Rakhe Aage in 'Best Use of special Events and Stunts Live Advertising' category; one bronze for ABP's Aap Ko Rakhe Aage campaign in 'Best Use of Ambient Media' category.

SMG Convonix bagged a gold for Samsung India Electronics' 'No Touch Banner campaign' in 'Best Use of Digital Display Advertising' category as Mindshare Pakistan won the same metal for Dalda Cooking Oil's 'Mothers win the Elections' campaign in the 'South Asia Category- Special Award - Best Use of Integrated campaign' category.

Mediacom Communication also won a gold for Gillette's Shave or Crave campaign in the 'Specialist Categories - Youth Marketing' category; while Hungama Digital Media grabbed a trophy for Krrish 3 campaign in the 'Best Use of Social Media' category.

Madison Media Pinnacle won three metals, a gold, a silver and a bronze. While its gold came for Cadbury Dairy Milks' 'The Sweet Mishti Love Story' in 'Best Use of Ambient Media' category, the same campaign fetched silver in 'Best Use of Integrated campaign' category. It received a bronze metal for Cadbury Celebrations' 'Song for Sister' campaign in the 'Best Digital Content Creation Strategy' category.

DDB Mudra Max bagged a silver for Prestige's Urban Cook campaign in the 'Best Use of Sponsorship' category and a bronze in the 'Best Use of Outdoor' category for Country Inn and Suits' 'Earth Hour - Happy Hour' campaign.

Isobar India won a silver for Philips MTV MPowerPack Challenge in 'Specialist Categories - Youth Marketing' category. Meanwhile, Madison Media Infinity bagged a silver for Asian Paints' Har Ghar Kuchh Kehta Hain campaign in the 'Best Use of Branded Content' category.

Mindshare Sri Lanka was awarded a silver for Sunlight Detergent Powder's It's Raining Roses campaign in 'South Asia Category - Special Award - Best Use of Integrated Campaign' category. MOMS Outdoor Media Solutions bagged a silver in the 'Best Use of Outdoor category' for Keo Karpin's 'Bad Hair' campaign.

Madison Media received a bronze metal for CEAT 2-Wheeler Tyres' 'CEAT MTV Chase the Monsoon' campaign, as TeliBrahma Technologies won a bronze for Coca-Cola's Happy Hours - Redefined campaign.

Click here to view all the Media Abby's shortlisted creatives.