JWT India wins gold and silver at AME

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | December 26, 2008
JWT is the only Indian agency to be awarded at the AME this year. It also has two finalists to its credit


India is the only Indian agency to be awarded at the Advertising Marketing Effectiveness Awards (AME) 2008. The awards show is in its 14th year and recognises not just creativity but also the effectiveness of a campaign. Out of all the entries received from 30 countries around the world, 82 entries made it to the finals.

JWT India was has won a gold, a silver and two finalist nominations. The DeBeers Wedding Program was shortlisted in the Integrated Marketing category, Kellogg's Special K in the Foods category, Red Ribbon Express (UNICEF) in the Guerilla/Alternative Media category and The Times of India in the Media Promotion category.

The DeBeers Wedding Program campaign, titled Diamond Bride, won a gold in the Integrated category. The challenge was to create a preference for diamond jewellery over gold for weddings. The team created a new cultural paradigm for brides: The diamond bride is a happy bride, free to be herself - while gold brides are dutiful. The campaign found that 73 per cent of brides were willing to replace gold with diamonds and 95 per cent of brides embraced the sentiment of the Diamond Bride.

The team which worked on the campaign included Saroj Mayadev, Babita Baruah, Binita Cooper, Shaziya Khan, Rajeshree Naik, Colvyn Harris, Agnello Dias and Dhunji Wadia.

The Red Ribbon Express campaign, titled Uniting India Against AIDS, won a silver. It was created to raise AIDS awareness among the youth in India. For a year, an entire train was branded and used as an education and exhibition centre for the campaign. The Red Ribbon Express stopped at 180 stations, reaching 50,000 villages with critical information on HIV prevention.

At the Effies this year, both the campaigns won bronzes.

JWT's work for Kellogg's and The Times of India gained finalist status at the AME 2008. The Lead India (Times of India) campaign also won the Grand Effie and the Marico Uncommon Sense Award at the Effie awards this year.

Last year, JWT won two metals at the AME. It won a gold for the Nike Cricket Case Study in the Apparel and Personal Items category and a bronze for the same campaign in the Sports Marketing category. Mudra also won a gold in the Retail Stores category for its study presented on RmKV, a south Indian silk sari brand.

Dhunji S Wadia, managing partner, JWT, speaking about JWT India's performance in 2008, says, "At a time when almost everything - from the Sensex in Dalal Street to the mood of the common man across the country - is going down, it is great to buck the trend and be on an upward spiral. This is truly a testimony to the passion, the hard work and the commitment that JWT has put in over the last year."

He adds, "India's first ever Grand Prix and Integrated Titanium Lion at Cannes, the Grand Prix at Jay Chiat Planning Awards, the Effie Agency of the Year, and the many other national and international awards in between - it couldn't be better even if we ourselves were allowed to write the script."

© 2008 afaqs!