Fevicol just doesn’t stop working miracles for O&M. This time, too, the brand has played a significant part in O&M’s Agency of the Year status
O&M’s tally of metals at the Abbys this year was much like Big B’s kitty of brand endorsements – a little in every category. The agency went on to bag the Agency of the Year title for the ninth time in 10 years (and the seventh time in a row), by scoring an overall tally of 144 points with two golds and a whopping 32 silvers.
Of course, that could have something to do with the fact that several top agencies, including McCann-Erickson and Lowe, didn’t participate in the Abbys this year.
Abhijit Avasthi, group creative director, O&M, Mumbai, dismisses the idea. “Such agencies weren’t competition in the first place,” he says. “Agencies that don’t have work to show often try to bring us down by taking potshots at O&M and the judging procedure. Well, this time, the judging procedure was changed and we still won. I hope that puts certain people in their place.”
The two golds for O&M came for Fevicol in the Radio: Consumer Durables category for the radio spot, ‘Guess Brand’, and HT Matrimonials in the Interactive Digital Marketing category. The ‘Guess Brand’ spot had a voiceover asking consumers to guess the brand that had the strongest bond which never broke, no matter what. In the end, the VO tells the listener that he (the listener) guessed right (without naming Fevicol at all).
One of the 32 silvers was won for the Fevicol ‘Vagabond’ film in the Film Single: Homes, Décor and Leisure category. The film, shot in what appears to be a dusty village, has a mother trying to get her small son to sit still in one place. As soon as she resumes her chores, he starts wandering about. She is forced to get up repeatedly and bring him back to his original place. In the end, the mother, fed up, places the child on a large container of sorts and, lo and behold, the child sits there quietly. It is then that the viewer realises that the child is sitting on a can of Fevicol.
Another silver that O&M won was for Cinemax Theatre in the Film Single: Travel and Hospitality category. The film has a boy and a girl entering a movie hall, presumably on a date. As soon as the guy tries to place his arm around the girl’s shoulder, the theatre lights come on. The ad concludes with the message of Cinemax Theatre’s ‘Short Film Festival’, thus driving home the point.
In the Public Service category, O&M bagged a silver for its film, ‘Girl Child’, for STAR Care, which shows the images of various goddesses, along with captions that are contradictory to their power. For instance, a super talks of how education is of no use to a girl child, which is followed by a photograph of Goddess Saraswati, the goddess of learning. In the end, a question is raised on the hypocrisy of condemning the girl child to illiteracy, while we continue to worship goddesses.
© 2006 agencyfaqs!
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