JWT Mumbai bagged two awards at the Midas Awards 2010 for its work for the Aditya Birla Financial Services Group. The agency won a silver award for its Growthscope campaign for Birla Sun Life Mutual Fund in the Direct Mail category. It also won the Midas Finalist Award for Birla Sun Life Insurance's Wealth with Protection Solutions campaign.
Growthscope was also adjudged the World's Best Advertising Initiative in the category by a grand jury of industry experts.
The Midas Awards recognise creative excellence in financial services communications globally. Founded in 2001, the Midas Awards honour advertising in banking, brokerage, insurance, mutual funds and credit, in addition to real estate, accounting and consulting.
This year's competition witnessed a 27 per cent increase in entries submitted from 31 countries. The jury comprised of client and agency leaders from creative and marketing disciplines, as well as experts in financial policy and communications.
Commenting on the win, Tista Sen, executive creative director, JWT Mumbai, says, "We are elated to have won this prestigious award on an international platform, judged by global experts. The competition was stiff, with a number of players in each category."
"At the Aditya Birla Financial Services Group, we like to celebrate creative excellence that works with our customers. We are delighted to receive these awards through an international forum. Industry recognition like these reinforces our faith in our brand philosophy of creating communication that is simple, clear, distinct, positive and relevant to our target group," adds Ajay Kakar, chief marketing officer, financial services, Aditya Birla Group.
Growthscope, based on the theme of kaleidoscope, was a direct mailer created by Dipesh Kowarkar and Dhaval Ramtirthkar. It was aimed at educating the potential young and ambitious investors on the benefits of compounding their wealth by way of systematic investment in Birla Sun Life Mutual Fund.
On the other hand, the Wealth with Protection Solutions film, featuring cricketers Virender Sehwag and Yuvraj Singh, was made to create relevance for these solutions among today's young and confident Indians, who have seen the good times of the post liberalisation era and have a tendency to take them for granted.
This campaign attempted to show the real side of the celebrities, beyond the success and glamour, with the philosophy ambassadors echoing a life truth.