Advertising agencies would like to be awarded for great work. However, the traditional awards are dominated - barring the odd exception - by the country's largest agencies. That is why afaqs! launched Foxglove Awards in 2015 for agencies less than 10 years old to get the opportunity to express themselves creatively.
The second edition of Foxglove Awards was held in Mumbai's Hard Rock Café, Worli, on June 23.
The entries were first vetted by a 13-member Jury before being cleared for the final review by a Grand Jury that comprised of Agnello Dias (Taproot Dentsu), Josy Paul (BBDO), Arun Iyer (Lowe Lintas), K V Sridhar (SapientNitro), Sonal Dabral (DDB Mudra), K S Chakravarthy (Liqvd Asia), Lulu Raghavan (Landor Associates), and Sanjay Mehta (Mirum India).
On the occasion, a limited-edition book titled 'Foxglove Showcase 2016', which contained all the winning entries, was also released. "We want people in the business to see the kind of work that is being done by young agencies in India," says Sreekant Khandekar, co-founder and director, afaqs!
Happy Creative Services ruled the night with nine National awards -- five Golds, two Silvers, and two Bronzes. The agency's success was driven primarily by its client Ola.
Going by Category
In the Brand Activation and Promotion Category (sub-category: Best Innovation), Happy Creative Services won a Gold for Ola's 'Ola Boat' campaign.
Under the Design category, Happy Creative Services won a Gold (sub-category: Packaging) for Lee Jeans' 'The Classic Bag' campaign. Culture Machine won a Gold (sub-category: Posters) for Blush Channel's 'Alisha - Webseries on Blush Channel' campaign. Sharpener won a single Gold in the same sub-category for 'The Yoga Gallery' campaign.
In the Digital category, PHD India won three Golds. The first one was for Active Wheel's (sub category: Best Innovation) for 'Lo Kar Lo Baat' campaign. The second was for Lakme's (sub category: Web Banner Rich Media) 'Lakme Bridal Contextual Targeting' campaign, while the third Gold was for HUL Multi-brand (sub category: Website/Microsite), for its '#Tweetheart' campaign.
PHD India went on to win a Gold for Active Wheel under the Direct Marketing category, (sub category: Direct Response Mobile) for 'Lo Kar Lo Baat' campaign.
In the Print category, PlainSpeak won a Gold (sub category: Illustration) for Curry Kerala's 'Kerala Cuisine' campaign.
Under the Public Relations category, Isobar India won a Gold (sub category: Celebrity Endorsement) for the 'REEBOOT100' campaign. The next agency to win a Gold (sub category: Events and Experiential PR) was Happy Creative Services yet again for Ola's 'Ola Boat' campaign.
In the Regional awards, Interactive Avenues took home six metals (two Golds and four Silvers). Elixir Designs won four awards (two Golds, one Silver, and one Bronze), and Communication Crafts was awarded four metals (one Gold, one Silver, and two Bronze metals).
The Print category saw two Gold winners. Elixir Designs won an award for Covestro India's 'Living Lines' campaign (sub-category: Illustration), while PlainSpeak won a Gold for Alive's 'Elders' Day' campaign (sub-category: Print Ad).