and Mudra, which were running as finalists from India at the New York Advertising and Marketing Effectiveness (AME) Awards, have won: JWT has won a gold medallion and a bronze one, while Mudra has bagged a gold medallion.
Calwyn N D'Abreo, New York Festivals India representative, says, "The Indian advertising industry is seeing a high state of professionalism in marketing and advertising with respect to creativity of presentation. The judges at the awards find the quality of execution of marketing and advertising campaigns in India to have improved tenfold in the past three years. This is also due to the influences that are being learnt from the advertising experiences in the mature markets of the world. This year, we have Mudra and JWT. Hopefully, next year, we'll have more."
JWT has won the gold medallion for Nike India in the Apparel and Personal Items category. The agency presented the Nike Cricket case study, which included the Mean Street commercial. The commercial has already won a silver medal at the Asian Marketing Effectiveness Awards and the London International Awards this year. The TVC was initially created for the Indian market, but the impact created by it compelled the client to run the TVC in the UK market as well. The TVC has been displayed 16 times on YouTube and had received close to half a million hits by the end of July 2007.
JWT's bronze medallion is also for Nike India, in the Sports Marketing category.
Mudra bagged a gold medallion in the Retail Stores category for its case study presentation on RmKV, a South Indian silk sari brand. The strategy was to promote the USP of RmKV: It offers the largest selection of colours in saris. Mudra was so successful in creating interaction with the consumers that RmKV became their first choice when it came to buying a sari.
Jyothika, a South Indian film actress, was used to promote the idea. People were asked to suggest the colour that would best suit her on her wedding day. Around 50,000 responses were received. Eventually, to satisfy the consumers, RmKV created a sari with 50,000 different colours in it and Jyothika was married in it. The campaign was supported by television, press and radio. Later, the campaign was followed by a Which Colour Do You Want Promise campaign, which offered the desired choice of sari colours to the audience.