The Outdoor Advertising Awards were announced on June 9 in Mumbai. A total of 53 awards were handed out this year.
OAA 2012 received the highest number of entries - 588 - in its history. This year, two significant changes were made in the awards process. Firstly, two separate jury panels were instituted for the creative and the media entries, respectively. Secondly, the judging process for the Media Plan of the Year awards included presentation slots for submitting agencies to make more detailed presentations to the jury. Judging was done separately on two different days.
The media awards jury was chaired by Sam Balsara, chairman and MD, Madison World. Other members of the jury included Ajay Kakar, chief marketing officer, financial services, Aditya Birla Group; S Yesudas, managing director, Vizeum India; Mallikarjunadas CR, CEO, SMG India; Shripad Kulkarni, CEO, Allied Media; Rameet Arora, senior director, marketing, McDonald's India; Mandeep Malhotra, president, Mudra Max; Praveen Vadhera, country head, 141 Wall Street; Nabendu Bhattacharya, founder and MD, Milestone Brandcom; Arpita Menon, head, media planning and buying, STAR TV; Vanita Keswani, COO, Madison Media Sigma; Vinkoo Chakraborty, head, planning and strategy, Kinetic; and Punitha Arumugham, director, agency business, Google India.
At the awards, DDB Mudra Max bagged the top spot, getting 14 metals in its kitty, comprising six golds, six silvers and two bronzes. The agency's gold wins included the work done for auto brand Volkswagen, which was awarded the Campaign of the Year and also bagged the Outdoor Media Plan of the Year (National). The Volkswagen campaign was the big winner at the award ceremony, bagging a gold for DDB Mudra Max in the Innovation of the Year category. In the same category, the silver was awarded to Lintas Initiative Outdoors for a campaign done for Nokia Lumia.
In the Best Use of Technology category, Bates Wallstreet won a gold for the work done for Star Plus.
Milestone Brandcom won nine metals in all, with two golds, four silvers and three bronzes. The agency won the gold for a campaign done for Tanishq. The Tanishq campaign was awarded the Outdoor Media Plan of the Year (Local). It also won silver in the Campaign of the Year for the work done for e-commerce portal eBay. In the Best Use of Ambient Media category, GroupM - Dialogue Factory scored gold for Mumbai Districts AIDS Control Society.
In the media awards, JCDecaux India won the gold in the National Media Owner of the Year category. The silver in this category was awarded to Atin Promotions & Advertising and the bronze was given to Times Innovative Media.
The gold in the Zonal Media Owner of the Year category was handed to Times Innovative Media (North zone). Prakash Arts and Pioneer Publicity Corporation won a silver each in the same category for South and West zones, respectively.
Encyclomedia Networks won the silver for the work done for McDonald's in the International category.