The Media Abby's concluded rather quickly, with a total of 35 awards given out across 12 categories. Mindshare led the tally with two golds, five silvers and three bronzes (10 in all), followed by Madison, Mudra Max and Maxus, all securing five metals each. Madison won two golds, two silvers and one bronze, while Mudra Max and Maxus won one gold, two silvers and two bronzes each.
TME was next in the ranking, winning one silver and three bronzes. Meanwhile, Future Works (Starcom), MediaCom India, Mediaedge:cia, MPG and Euro RSCG, RK Swamy Media Group and ZenithOptimedia won a single metal each.
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The Media Abby's was led by Shashi Sinha, chairperson, who declared at the festival, "It is heartening to receive so much participation despite the tough economic conditions." About 100 people turned up from Mindshare for the awards show.
In the Best Use of Cinema category, Madison Teamwork FP&E won the sole bronze for Asian Paints (Chalk Board and Glow Wall: Bhootnath). Best Use of Newspaper and Magazines saw Mindshare win the lone silver for Virgin Mobile (Launch in India gets competition to see red), while MPG and Euro RSCG, Mindshare and TME won a bronze each for Dainik Bhaskar, Tropicana and Colgate Oral Health Month respectively.
The Best Use of Outdoor and Ambient Media category saw Mudra Max secure all the three metals awarded in the category: a silver for Hindustan Times (Opinion Poll), and two bronzes for Park Avenue (The Iron Man) and VLCC (Slim).
In the Best Use of Special Events and Stunt/Live Advertising category, Mudra Max won a gold for TVS Scooty (TVS Scooty Institute), while Mindshare won a silver and a bronze for Surf Excel (Playground is a classroom without walls) and Virgin Mobile (Live Stunt/Advertising with a Bollywood Potboiler Flick) respectively.
The next category was Best Use of Radio, which had Madison Media Infinity securing a gold for Saffola Life (an innovation called 'Listen to your Heartbeat'), while Maxus won two silver metals for Tata Sky Plus and Vodafone. TME won a bronze for Big 92.7 FM (RJ Dheena's Guiness World Records).
Best Use of Internet and New Media category had Mindshare winning two golds for STAR World (Matt-The Mind Reader) and HSBC (Wimbledon fever in your inbox), and one silver for Axe Deodorant (Axe spray chocolate on Internet). Madison Media Infinity secured two silvers for Cadbury Dairy Milk (Celebrate with Cadbury Dairy Milk) and Tata Tea (One Billion Votes).
In the next category - Best Use of Sponsorship - Madison Media Plus won a gold for Airtel (Who is the Bigg Boss?), TME won a silver (Parle G: 'Kya Aap Paanchvi Pass Se Tez Hain?') and Maxus and ZenithOptimedia scored a bronze each for Vodafone and Hewlett Packard Pavillion Notebooks respectively.
The Best Use of Branded Content category had Mindshare Fulcrum scoring a silver for Pond's Age Miracle (for the reality show, Salaam-e-Ishq), while Future Works (Starcom) won a bronze for The Great Indian Shopping Festival for Future Group. Mediaedge:cia, too, won a bronze for Meera Herbal Hair Wash Powder.
TME was the sole winner (a bronze) in the category of Best Use of Media Mix for Colgate Oral Health Month. Best Use of Youth Marketing category had Mudra Max and Maxus winning a silver and a bronze, for TVS Scooty and Nokia N Series respectively.
The Best Use of Vertical Marketing category had RK Swamy Media Group win the sole bronze for Pedigree (Pedigree Dog Lovers).
For the record, last year Mindshare had swept the Media Abby's, too. It had secured a total of seven awards last year, while Lodestar Universal had won five metals. This year, the latter didn't secure a single metal to its credit.