As Goafest 2011 drew to a close, the much-awaited Creative Abby Awards were once again dominated by Ogilvy India, closely followed by Leo Burnett and Mudra.
It is yet another year of Ogilvy dominance! On the final day of Goafest 2011, held at Zuri White Sands, Goa, on Saturday, April 9, the creative awards were announced amid the usual loud cheering crowd, championing their respective agencies. And, much like last year, Ogilvy India took home the top honours.
However, Leo Burnett and Mudra followed closely. While Burnett bagged 20 metals (three golds, eight silvers and nine bronze), Mudra bagged the maximum awards - 37 metals which includes two golds, 13 silvers and 22 bronze metals.
The Vodafone campaigns once again worked for Ogilvy, with the agency picking up two golds for the BlackBerry Boys and Vodafone Delights campaigns, in the Film and Integrated categories, respectively.
Ogilvy's other two gold metals were won for the 'An Eye for India' campaign in the Design category, and the integrated marketing communication for Cadbury Dairy Milk in the Integrated category while the fifth gold was bagged in the Direct category for Dum Pukth (A Sensory Experience to a 400 Years Old Culinary Tradition).
An elated Piyush Pandey, executive chairperson and creative director, Ogilvy South Asia, spoke to afaqs! about the Grand Prix win.
"I think, the entire Cadbury campaign was one from the heart, with a lot of client support. We did some fantastic work. People on the streets loved the work. To my mind, when the jury approves the work my neighbour does, it means a Grand Prix," said Pandey.
"The work was started by people like Nikhil Rao from Cadbury and Abhijit Avasthi, Madhukar Sabnavis, Manoj Shetty, Vijay Sawant, and the team at Ogilvy. They have done it all. I kept applauding, telling them that they are following the right direction and they've reached far beyond my imagination," added Pandey.
This year, Leo Burnett India had a great run at the Creative Abby awards, as well. The agency's kitty included three golds, eight silvers and nine bronze metals. The agency's gold metals were won in the Radio category for Saathi (Moment of Weakness - Father and Son), Bajaj Exhaust Fans (Qawwali), and HP Racer 4 (Zafar Bhai).
With the most bronze metals, Mudra Communications won the maximum number of awards at 37, with two golds, 13 silvers and 22 bronze metals. The agency picked up its two gold metals for Electrolux (Rubik's Washing Machine) in the Print Craft category (Print Craft Art Direction for Print Advertising and Print Craft Art Direction for BTL work sub-categories).
Creativeland Asia's work for Hippo Baked Munchies that has been much appreciated fetched the agency two gold metals. The 'Fight Hunger, Fight Evil' campaign was awarded a gold in the Film category, while the much popular 'Tracking Inventory Through Twitter' campaign won in the Interactive category.
The agency also won four silvers and three bronze metals.
McCann Worldgroup, which had refrained from participating in Goafest for the past few years, marked quite a return. The agency bagged two golds, three silvers and 11 bronze metals.
The agency did significantly well in the OOH & Ambient category, winning its two gold metals for Happydent (Geek) and Videocon (Cascade of Books).
The other agencies that won gold metals this year include The Flagship Advertising (two golds and one silver), Bates 141 (one gold, two silvers and six bronze metals), Lingo India (one gold, two silvers and one bronze), M&C Saatchi (one gold and two silvers), Out of the Box (one gold and one bronze), and Sorento Healthcare Communications (one gold).
Among the production houses, Foot Candles Films bagged two gold metals. It also won three silver metals and a bronze. The much-loved shadow play in the MP Tourism film helped the production house pick up the gold metals in the Filmcraft category (Original Music Score and Special Effects sub categories)
Chrome Pictures also picked up two gold metals, along with a bronze and a silver each. It was the Silent National Anthem done for Big Cinema that made every one stand up and notice. The work fetched Chrome Pictures the gold metals in the Filmcraft category (Direction and Editing sub-categories).
Bang Bang Films struck gold for the Indigo (On Time) film in the Filmcraft category (Special Effects). The production house also won two silver metals.
The other winners this year are Grey Worldwide, JWT, Happy Creative Services, Nirvana Films, Rediffusion-Y&R, Contract Advertising, ideas@work, Corcoise Films, Code Red Films, 30 Sec of Fame, Equinox Films, Alok Nanda & Company Communications, Amol Jadhav Photography, Avakkai Films, BC Webwise, Good Morning Films, Bennett, Coleman & Co, DigiVaasi, Fitch, Hungama Digital Media Entertainment, Indigo Consulting, Milestone Films, Menwhopause, Mindshare, Nirvana Films, Palasa Creative Place, Studio Eeksaurus Productions, Tailor, Thinkpot Production, Thumbnail Pictures, Webchutney, Stark Communications and Meridian Communications.