India makes its debut at the PMAA 2002; nets 12 awards

In its first stint at the Promotion Marketing Awards in Asia (PMAA 2002), the Indian promotion marketing industry has captured 12 awards. Besides five Silvers and six pieces of Bronze, Kidstuff Promos & Events (KP&E) has given India its first Best Campaign by Country award. Excited about the win, Pankaj Wadhwa, CEO, KP&E and PMAA representative for India, says, "Twelve awards in the very first attempt is a fantastic achievement."

In total, 97 entries from eight countries (Singapore, India, Philippines, China, Japan, Taiwan, Thailand and Korea) were shortlisted, the final decision for which took place on July 19 in Singapore. While the best campaign in Asia in 2002 went to Bates/141, Singapore, for its campaign Heineken Green Room Sessions (for Asia Pacific Breweries, Singapore), KP&E helped India win the Best Campaign by Country award for its campaign Ek Din Ka Raja for Hindustan Lever Ltd.

Talking about the enthusiasm of the Asian countries this year, Mike Murphy, CEO New Networks, Asia Pacific (part of Ogilvy & Mather, Singapore), says, "The growth in the number of campaigns and the submitting countries have been very pleasing. I believe the success of this award programme stems from the growth of communications companies and the acceptance and understanding of the promotion marketing discipline as a very effective marketing tool in this region."

At the awards this year, Singapore stole the show with Bates/141 winning six Golds and Tequila, Singapore, winning two more. China, which participated for the first time, closed its account with three Golds.

Mike Da Silva, director, PMAA, and Asia Pacific executive vice-president of the Association of Promotion Marketing Agencies, says, "The cream of the Indian promotion marketing industry threw a challenge en masse at PMAA 2002, and captured 12 awards. It was also refreshing to see China winning their first awards (three Golds) with very fresh and exciting campaigns."

Among the other Indian companies that won Silver and Bronze medals at the PMAA 2002 were MTV India, Virtual Marketing India, HTA, Mudra Communications and Ogilvy & Mather, Mumbai. MTV India won a Silver for the promo on MTV & Brand Equity Youth Marketing Forum 2002 in the Best Use of Direct Marketing category. Virtual Marketing India won its Silver for the work on Coca-Cola MyEnjoyZone.com in the Best Use of Innovative Communication Strategy category and on Frito Lay for the campaign No One Can Eat Just One in the Best use of New Media category. The Ek Din Ka Raja campaign, which also won the Best Campaign by Country award, won a Silver in the Best Idea or Concept category. Finally, in the Best Use of Copywriting (any media) category, HTA won a sliver for Pepsi Hai Koi Zawaab.

Among the Bronze winners were KP&E for Ek Din Ka Raja in Best Use of Direct Marketing category, Mudra Communications for its work on Samsung Festival Promotion in the Best Use of Innovative Communication Strategy category. In the Best use of New Media category, Virtual Marketing picked up its Bronze for the promo for Bacardi/Viral Marketing. In the Best Activity Generating Brand Awareness & Trial category, O&M, Mumbai, won a bronze for its work on ESPN Super Selector. MTV, on its part, won, two Bronze medals - one in the Best Business to Business category for its promo MTV & Brand Equity Youth Marketing Forum 2002, and the other for the Best Use of Copywriting (any media) for the campaign MTV Food for Thought.

According to Dr Teh Ban Lian, chairman of the PMAA 2002 Judging Group, "Asia is an extremely difficult market to get any sustainable market share shift. Overall, the entries in PMAA 2002 demonstrates a high degree of integration and above all, creativity." © 2002 agencyfaqs!