O&M India wins 3 metals at the Asian Brand Marketing Awards 2004

Ogilvy & Mather India has won three metals - a gold, a silver and a bronze - at the Asian Brand Marketing Awards 2004 (ABME) held in Hong Kong last Wednesday.

The agency received the gold for "Best insight" - Goli Ki Humjoli - an integrated communication initiative conceived and executed by Ogilvy Advertising, Ogilvy Public Relations and Corporate Social Responsibility led by Nishi Suri, executive director.

The Goli Ki Humjoli campaign, focused on building a community of support for the contraceptive pill user, employed a complete 360-degree process communication to married women in a nation-wide drive across media platforms. Through TV, Press, Radio, PR and on-ground one-on-one special events, the OCP category grew 48 per cent since the campaign launch in 1998 and by 5 per cent over 2002.

The silver was won for the "Most effective use of PR" - Cadbury Crisis Management led by Ajay Kakar, President, Ogilvy PR.

And, bronze came Ogilvy's way for the 'Best long-term Marketing Campaign' - Fevicol - led by Meenakshi Bhalla, business director and Abhijit Avasthi, senior creative director.

Fevicol enjoys 70 per cent market share and continues to grow faster than the market growth rate. "This was achieved by consistently associating Fevicol with ‘bonding' in a metaphorical and humourous execution of each campaign," said the company note.

John Goodman, CEO, India and South Asia, said, "We're very pleased to see international recognition of so many different facets of our team. We like to think it reflects real strength in depth."

The judges of ABME2004, included chairman Austin Lally of Procter & Gamble; Argha Sen - regional head, Toys R Us; Mike Langton - president, Wunderman Asia Pacific; Janice Chan, managing director, M&C Saatchi; Michelle Kristula-Green, president Leo Burnett Asia-Pacific; Tul Wongsuphasawat, marketing director at Cerebros and last year's ABME Platinum winner.

Commenting on the awards, Piyush Pandey, executive chairman & national creative director, O&M, said, "Yet again, this one is dedicated to the mediocre, who believe that creative advertising doesn't sell."

© 2004 agencyfaqs!