& Mather walked out the happiest on October 1 for two reasons - it bagged the maximum number of trophies at the Tamizh Awards 2008; and more important, the efforts of the Tamil advertising industry were finally applauded.
The Awards are unique in itself, as this is the first time that Tamil communication, as a whole, was celebrated. Announced a month back, the Awards were given out in 26 categories, and received a total of 366 entries from 46 entrants. Entries came in from advertising agencies, media agencies, media houses, film producers, production houses and directly from advertisers as well.
The ceremony was held in Chennai.
Ogilvy & Mather received a total of 10 awards (two gold, five silver, three bronze), a tally which got them the 'Sakalakalavallavan' award - the trophy for the maximum metals.
Prakash Dharmarajan, president, Ogilvy & Mather, Chennai, tells afaqs!, "We are definitely thrilled by bagging the maximum number of trophies. But what is more thrilling is the success of the concept propagated by the Tamizh Awards."
Second in line was JWT with seven trophies (three gold and four bronze). JWT had entered the awards with 10 entries, seven of which won. Incidentally, six out of those seven trophies came for the Times of India Chennai (TOI) campaign - three for 'Day in the Life of Chennai' and three for Arrival.
Senthil Kumar, executive creative director, JWT, remarks, "Tamilians, by nature, are very nationalistic about Tamil. Therefore, Tamizh awards proved to be a good differentiator, which catered to this niche section of the Indian advertising."
Talking about TOI grabbing the most number of metals for the agency, Kumar tells afaqs!, "It's a great thing, as it proves that the brand has successfully penetrated into the culture of Tamilians."
TOI was launched in Tamil Nadu on April 14, which Tamilians celebrate as their New Year's Day.
Coming to brands, Hello FM won the most number of awards (seven), followed by TOI Chennai (six), and TVS (four).
N Murali, managing director of The Hindu, was the chief guest at the function, which also included an entertainment show. The chief guest also inaugurated the website of the Madras Ad Club.
Those who presented the awards included Skandaraaj, COO, Daily Thanthi; R.V.Rajan, chairman, Anugraha Madison; Satish Babu, managing director, Univercell; B.Srinivasan, managing director, Vikatan Group; David Appasamy, chief communication officer, SIFY; Vasanth, film director; K.Sriram, general manager, Vijay TV; and Princeson Jose, chairman, Prince Gem and Jewelry.