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India proves its mettle at PMAA 2009 by bagging the maximum number of gold

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | August 10, 2009
Jagran Solutions has bagged the Dragon for the Best Campaign in India, while Solutions Digitas leads the tally with two golds

The Promotion Marketing Awards of Asia (PMAA) 2009 were announced recently -- and it turned out to be a feat for Indian agencies as well as clients. Competing against a number of Asian countries, India not only bagged the maximum gold, but also the maximum number of metals.

Indian agencies and clients brought home seven gold Dragons and a total of 22 metals, with no serious competition in sight. Malaysia and China are the first and the second runners-up with five and two gold Dragons, respectively.

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While Jagran Solutions bagged the top honour for delivering the Best Campaign in India for the Microsoft Go-Alive Challenge campaign, Solutions Digitas led the metal tally from India with two golds.

Out of the 16 categories, Indian agencies and clients swept away two categories entirely -- Best Use of Direct Marketing in a Promotion Campaign and Best Business-to-Business Campaign.

Solutions Digitas won two gold and two bronze Dragons; Jagran Solutions won one gold, three silver and two bronze; Mudra Communications bagged one gold and one silver; while Hungama Digital Media Entertainment, ICICI Bank and Digital Radio Broadcasting bagged one gold each.

Among the remaining awards that came to India, Encompass Events won two silver; Tequila India won one silver and one bronze; Candid Marketing got one silver; and Dentsu Communications and Netscribes got one bronze each.

Ambika Sharma, national head of Jagran Solutions and zonal director, India, PMAA speaks to afaqs! on India's impressive show: "This year, the entries submitted by India saw a 24 per cent increase, with clients also participating directly; while other countries saw a dip. Also, most of the work submitted has a strong ROI base, which was in sync with the overall concentration on result orientation of marketing initiatives today."

On the differentiating factor in the Indian work this year, Sharma says that last year, direct marketing campaigns ruled the stage for India; while this year, the shift towards integrated campaigns was more evident.

"Instead of sporadic bursts of events and activities happening here and there, the industry as a whole has evolved towards integrated campaigns, with below-the-line becoming an integral part of their marketing plans," observes Sharma.

The Dragon for the Best Campaign in Asia was bagged by DDB China's McDonald's Cheer for China.

All the winners at the PMAA will now test their worth against winners of promotion marketing awards conducted in other regions, such as Europe, North America, South America, South Africa and Australia.

The winners will be announced at the MAA Globes Award ceremony at the Langham Hotel, Boston, USA, during the Fall Conference of MAA Worldwide, on 19 October, 2009.