Indian agencies bag 21 metals at PMAA 2010

Nine Indian agencies bagged metals, of which Mudra Max, Jagran Solutions and JWT got two gold Dragons each

At the Promotion Marketing Awards of Asia (PMAA) 2010, nine Indian agencies bagged 21 metals in various categories. Mudra Max, Jagran Solutions and JWT lead the pack with two golds each.

To select an entry, the PMAA takes into account the idea, as well as the execution and the results of that idea. The awards also give significant weight to the results of the campaign.

Ambika Sharma, chief operating officer, Jagran Solutions, who was also one of the judges, says that the quality of campaigns this year surpassed those of the previous years. "In particular, the focus on result orientation was prevalent in campaigns across all countries," she says.

JWT bagged the Dragons for the Best Campaign for Godrej's Play Win, Live Big which was also awarded the gold in Best Brand Building category. The agency also got a silver Dragon for Kellogg's Weight Management campaign in the Best Brand Awareness and Trial Campaign category.

The agency bagged a gold, along with Jagran Solutions, in the Best Cause or Charity Marketing Campaign category. While JWT bagged the gold for Street to School for Maharashtra Janvikas Kendra; Jagran Solutions got it for the DeenDayal Mobile Health Units campaign created for Directorate of Health, Madhya Pradesh Government. In the same category, Jagran Solutions bagged a silver for Dabur Immune India campaign; while another one went to Encompass Events for its Red Ribbon Express campaign for the UNICEF.

In the Best Use of Direct Marketing and CRM in a promotion campaign, all three metals were awarded to India. Jagran Solutions claimed gold for IE 8-Explore Your Way for Microsoft India; Solutions Digitas settled for silver for its HP Original Beats campaign and Arc Worldwide, Leo Burnett was awarded the bronze metal for HPCL Happy Wheels Offer.

Mudra Max five metals in all, comprising two gold, one silver and two bronze. The agency bagged the gold in Best Activity Generating Brand Volume category for 7-UP: The Lemon Army created for PepsiCo. Its second gold came in for the Best Small Budget Campaign for Aircel - History in The Making.

The agency won silver in the Sponsorship or Tie-In Campaign category for This Film God Speaks on India's Biggest Religion, created for Reliance BIG Pictures Limited. In the same category, Jagran Solutions got the bronze for Dabur Glucose Ace of Pac.

The bronze metal for Mudra Max came for the May I Help You campaign for the National Association for the Blind. The agency bagged its second bronze in the Best Trade Marketing, Retail Specific or Channel Specific Campaign category for Mumbai Smiles for a World Record campaign created for Wrigley India.

Another gold was awarded to Hungama Digital Media in the Best Digital Communications Campaign category for Samsung Marine Digital Launch. Hungama also bagged a silver in the Best Use of The Internet, Viral or Social Marketing in A Promotion Marketing Campaign category for Aamir's Birthday Wall campaign for Tata Sky.

Accentiv India also bagged a silver in the Best Activity Generating Short or Long Term Brand Loyalty category for the Indian Oil Xtra Power Program.

M/s Evolve Brands bagged two awards. It got silver in the Best Dealer or Sales Force Activity category for Symantec's The Norton Champs Programme. It bagged a bronze in the Best Business to Business Campaign category for Greenply Industries' The Architect Leadership Council.

Fifty gold, silver and bronze Dragon campaigns are now being adjudicated by the MAA Globes International judging panel, against the Best of the Best in Promotion Marketing, from award programmes run in Argentina, Austria, Australia, Brazil, Canada, Ireland, Israel, Japan, Russia, UK and the USA. Winners will be announced globally and at the MAA Globes award ceremony at the Four Seasons Hotel Washington DC, USA, during the Fall Conference of MAA Worldwide, on 19 October, 2010.