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Yamaha's Enticer and Libero blaze trails at Overdrive Awards

By , agencyfaqs! | In | February 10, 2003
The Yamaha Enticer has bagged the 'Marketing Campaign of the Year' award, while the Libero has won the 'Most Exciting New Bike of the Year' award


At the recently held ICICI Bank Overdrive Awards 2003, the 'Fly First Class' campaign for the Yamaha Enticer bagged the 'Marketing Campaign of the Year' award. The Yamaha Libero also won the 'Most Exciting New Bike of the Year' award, making it a pleasant double for Yamaha Motors.

Competition in the 'Marketing Campaign of the Year' category was intense with MRF (the 'Waugh' campaign), Amaron Batteries, TVS Victor (the 'Sachin' campaign) and Fiat Palio (the 'Michael Schumacher' campaign) challenging Enticer. For the 'Most Exciting New Bike of the Year' category, the final shootout was between the Yamaha Libero and the Bajaj BYK.

Mudra Communications, the agency that conceived and executed the Enticer campaign, is excited about the recognition. Talking to agencyfaqs!, Prabir Purkayastha, executive director, Mudra Communications, says, "I am ecstatic. When you do good work, it feels good. But when you do good work and it wins an award, that feeling just about beats everything else."

The Overdrive Awards is now in its fourth year. "Overdrive follows the same methodology and judging process as the renowned 'European Car of the Year Awards' for the awards here," observes an automotive expert. "That is the reason these awards have the backing of the industry, and appeal to both the industry and consumers."

This time round, internationally renowned auto expert and jury president of the European Car of the Year Award, Ray Hutton from the UK, was involved in the judging process. Incidentally, Hutton is also Overdrives's European editor. He was part of the panel of judges, which was chaired by Adil Jal Darukhanawala, editor-in-chief of Overdrive. Overdrive had roped in auditing firm PriceWaterhouse Coopers to oversee the judging process and validate the award.

For this year's awards, Overdrive joined hands with apex industry bodies in the country - Confederation of Indian Industry (CII), Society of Indian Automobile Manufacturers (SIAM) and Automotive Component Manufacturers Association of India (ACMAI), to host the awards in association with ICICI Bank. © 2003 agencyfaqs!

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