The second night of Goafest 2010 was witness to the Media Abby awards. Lodestar Universal led the tally with three gold, four silver and two bronze awards, sweeping nine metals in all. Mudra Max came in second with six metals -- three gold, two silver and one bronze. Mindshare came next, with a total of seven metals -- two gold, two silver and three bronze.
Maxus bagged a total of 11 metals -- one gold, five silver and five bronze. Mediacom got three metals; while Madison Media Infinity, mediaedge:cia and Lintas Media Group bagged one each. In all, nine gold, 14 silver and 16 bronze metals were awarded.
In the Best Use of Television category, Mudra Max bagged the gold for the movie Paa, produced by Big Pictures. Maxus won the silver for Vodafone's Zoozoo marathon; while Mediacom won the bronze for Gillette Mach 3 'Shave India Movement'.
In the Best Use of Cinema category, there was no gold won. Maxus won both the silver and the bronze for Tata Sumo Victa and Nokia N97, respectively.
Lodestar Universal won a gold award for its Tata Nano campaign, in the Best Use of Newspapers and Magazines category. Mindshare bagged the silver for Surf Excel - Nanhe Patrakaar; and Mediacom won a bronze for Volkswagen's 'The day Volkswagen took India by storm' campaign.
In the Best Use of Outdoor and Ambient Media category, Mudra Max won the gold for Aircel, Lodestar Universal won a silver for Tata Nano and Mindshare got a bronze for Domex.
In the Best Use of Special Events and Stunts/Live Advertising category, the gold went to Mudra Max for Aircel's 'History in the making' campaign. Lintas Media Group shared its lone silver metal with Mudra Max - the former won it for its work on Bajaj Pulsar; while the latter got it for 7 Up. Maxus bagged a bronze for Red Bull.
There were two golds in the Best Use of radio category -- Maxus won one for Vodafone; while Lodestar Universal bagged one for Tata Nano. Maxus won a silver and a bronze for its work on Nokia 5800 Xpress Music.
In the Best Use of Internet and Digital Media category, Mindshare won the gold for Nike, while Maxus won silver for Nokia Music Store. There were two bronze awards in this category -- Mediacom got one for Gillette Mach 3 'Shave India Movement'; and another went to Mindshare for STAR Plus.
There was no gold awarded in the Best Use of Sponsorship category. The silver went to Maxus for Nokia Xpress Music 5130. Two bronze metals were awarded -- to Mindshare for Sunsilk and to mediaedge:cia for Nivea Visage.
There were only bronze awards in the Best Use of Branded Content category. Mudra Max got one for Paa, the movie; Lodestar Universal got one for Tata Docomo; and Maxus won one for Nokia 6700 Classic.
Lodestar Universal bagged another gold for Tata Nano (The power of Nano innovations) in the Best Use of Media Mix category, and also a silver for Tata Docomo (Do the new). Madison Media Infinity bagged its sole bronze metal for Cadbury Dairy Milk (Pehli Tareekh).
In the Best Use of Never Before Media category, Mindshare swept the gold for Nike, followed by Lodestar Universal which bagged a silver for Nanovations, Tata Nano and also a bronze for Van Heusen.
Mindshare's work on Axe (Axe - Call me) fetched it a silver in the Best Use of Youth Marketing category. Maxus won a bronze for Red Bull in the same category.
Lodestar Universal and Mudra Max won a silver each in the Best Use of Pro Bono Marketing category. Lodestar Universal got it for the organization, National Election Watch and Association for Democratic Reforms; while Mudra Max bagged one for its work for National Association for Blind.
There was no award given in the Best Use of Vertical Marketing category this year.