Two 'Pencils' for India at One Show: O&M, rmg david seal silvers

O&M’s ‘Second-hand smoke kills’ ad and rmg david’s ‘Gandhi’ film for Essar have won Pencils at the One Show 2002, ending India’s drought at these awards

Approximately three weeks ago, agencyfaqs! had reported that O&M had won India its first ‘Pencil' at the One Show 2002. Yes, it was a premature report, based purely on what the grapevine had thrown up. After all, Piyush Pandey, group president & national creative director, O&M India, had been non-committal, when asked about it. Back then, there were a full 22 days to go for the awards, and no official confirmation. Yet, we had thrown caution to the winds and gone ahead and said it.

We admit we were wrong.

Partly, that is. For it's not just O&M, but group agency rmg david too that has helped end India's drought at the One Shows. The two agencies have fetched Indian advertising its first Pencils (popular lingo for the awards) at the One Show 2002 ceremony. The awards, announced barely three hours ago, show that both O&M and rmg have picked up silver Pencils for the ‘Second-hand smoke kills' ad for the Cancer Patients Aid Association (CPAA) and the ‘Gandhi' film for Essar, respectively.

For all its ills, ‘second-hand smoke' seems to have worked wonders for O&M. The ad, which had Finalist nominations in three categories, finally won in the Outdoor category. "This is absolutely fantastic," Pandey gushes. "I am so happy this has happened to Indian advertising. It's a great beginning for India. It will motivate youngsters to believe that it can be done. Yes, it's a bit like lottery, but you must believe that a lottery can win you something. Without belief, there is nothing." It may be recalled that O&M has also picked up Merit awards (Finalist nominations) for The Economic Times Excellence Awards campaign, and last year's print campaign for Fevicol.

Josy Paul, chief creative officer, rmg david, is a happy man too. "This feels ecstatic... so top-of-the-world," he smiles. "The agency is buzzing, and everyone from employees to our clients are on a high. I must credit Vijay (Kuruvilla) and Priya (Pardiwalla) who partnered me in this. Now there is a peace about our creative capabilities."

"But most importantly, I am happy that, with this film, we have been able to tap into that 'human cause' that is inherent in every brand or product," he continues. "Advertising is not only about selling products, but also about liberating minds and emotions. And great brands have always done that. Nike's thought 'Just do it' is bought even by people who don't buy Nike shoes. Because it's a line that doesn't tell you to 'buy' but to 'believe you are an achiever'. Similarly, with the Essar film, we are asking people to 'open their minds' and not pass hasty judgements. It's not only about buying into Essar. It's a liberating thought that builds an emotional connect with consumers as well as non-consumers. Which is what advertising has to do."

While we celebrate the successes of O&M and rmg, let us also applaud Leo Burnett, Ambience D'Arcy and Quadrant Communications for winning Merit awards at this year's One Show (as reported earlier on agencyfaqs!). Burnett won Merits for the ‘Before-After' ad for Tarun Mitra Mandal Eye Donation and the ‘toenails' ad for Dabur's Back-Aid ointment. The campaign for Parachute Advanced Coconut Oil won Ambience its Finalist nomination, while the ‘blurred sticker' shop window innovation for Toshiba India got Quadrant its place in the Merit list.

Paul admits that rmg winning the Pencil might have been a case of first among equals. "A lot of people here are doing great work, and to be honest, some are perhaps even more deserving than we are," he says. "It's just that some of us are a bit luckier."

If it is indeed luck (it isn't only luck, surely), Dame Fortune is smiling on India. And is mighty pleased with Indians in the Ogilvy network. For Sonal Dabral's work for Mattel brand Matchbox (handled out of O&M Malaysia) has won both a silver Pencil (print - single) and gold Pencil (print - campaign).

Three cheers! © 2002 agencyfaqs!