Gone are the days when the media plan was just about mass media and outdoor. Given the speed at which Indian agencies are launching digital marketing divisions and mouthing 360 degree branding slogans, little wonder why Abby had decided to institute the Interactive Digital Marketing awards as an exclusive category this year.
Though the competition was not very intense, 15 nominations in the first year was, indeed, a healthy start.
Interface Interactive, a division of Interface Communications, pipped its competitors to claim the numero uno position in the Interactive Digital Marketing section. Interface received a gold for Digital Innovation for Scorpio and a silver in the Web Banner category for Blue Star.
The creative for Blue Star's Helpline Number showed a condensing effect to the web page, which concluded with the line: 'For cooling solutions to help business do better, call Blue Star helpline number'. As for the 'Turbonator' creative, it is a mobile game that comprises exclusive ringtones, wallpapers and picture messages of Scorpio. Incidentally, Scorpio was also the recipient of Car Of The Year Award for two consecutive years.
Talking about the Abby 2005 awards, Niteen Bhagwat, CEO, Interface Communications, says, "The awards are testimony to how rapidly we have evolved as a business in the Interactive space. Increasingly, information is being consumed while on the move. Therefore, Internet, mobile, direct marketing, and basically interactive technologies are gaining currency. The future is one-to-one as it is efficient and effective."
Interface Interactive, in a short span of two years, has grown to offer a full range of solutions that span direct, database and digital. Interface has deployed value-added solutions using its proprietary tools as part of a CRM programme.
Coming back to the awards, of the 15 nominations, six were from Web Banners, four from Microsites/Promo/Sites and five from Digital Innovation. In the Web Banner category, the silver was jointly shared by Interface for Blue Star and OgilvyOne for Cancer Patients Aid Association. No gold was given away.
In the Microsites category as well, while nominations failed to fetch a gold, the silver award was jointly shared. This time, it was between Idealake Information Technologies for Fame Cinemas and Grandmother India for the movie 'Lakshya'.
Interface claimed the only gold in the Digital Innovation category, with no takers for the silver.
© 2005 agencyfaqs!