DDB Mudra won six Blue Elephants and also bagged the coveted Black Elephant for its 'Health Cha Shree Ganesha' campaign.
The second day of Melt 2015 culminated with the Kyoorius Advertising and Digital Awards 2015. Hosted by Kyoorius, the not-for-profit initiative by Transasia Fine Papers and D&AD, the awards recognise exceptional work created in a host of categories. At the event held in Mumbai's NSCI Stadium on Friday May 22, a total of 49 awards given away - including one Black Elephant.
Kyoorius, unlike other awards shows in India, does not give a Gold, Silver or Bronze award. Instead what it gives to truly deserving entries are the Blue and Black Elephants. While a Blue Elephant is recognised as a symbol of the very highest creative achievement, the Black Elephant is the ultimate prize for work that is truly ground-breaking, amongst all the judged work.
DDB Mudra's clever work for Zydus Wellness' Nutralite brand won them a Black Elephant. The 'Health Cha Shree Ganesh' campaign made news during the annual Ganpati festival in Mumbai, where a healthier idol was worshipped, and, in turn, fitness was promoted throughout the 'mandap'.
Ogilvy India won 15 Blue Elephants - 13 of these in the advertising awards. The agency picked up three Blue Elephants each for Mumbai Police's 'Ganesh Chaturthi Project' (in the Advertising for Good, Direct Response Films and Tactical Film Advertising categories), Vogue's 'Empower Prayer' campaign (in Advertising for Good, Radio Advertising and Writing for Radio Advertising categories, respectively) and JSW Steel's 'Geeta Phogat' campaign (in Ad Promo films 61+ seconds, Cinematography for Film Advertising and Direction for Film Advertising categories). Mondelez 5 Star's 'Buffering' campaign, which they entered along with Early Man Films, got the agency two more Blue Elephants in the Direction for Film Advertising and Production Design for Film Advertising categories. Perfetti Van Melle's (Center Fresh) 'Gundey' and Diu Tourism's 'Ilha de Calma' won a Blue Elephant each for the agency in Writing for Radio Advertising and Integrated Campaign categories, respectively.
Other than the big win of the night - the Black Elephant, DDB Mudra also won three Blue Elephants for the same campaign (in the Ambient, Activation and Use of Experiential Marketing categories, respectively). The agency's work for Volkswagen in 'Bi-Xenon Headlamps' campaign won two Blue Elephants in the Poster Advertising/ Free Format and Press Advertising categories. The final award for DDB came in the Ambient category, for Nerolac's 'Rang De Patang' campaign.
Contract India won Blue Elephants for its work on Tata Docomo - 'Falooda' (category: ad promo film 31-60 seconds), 'Snowball' (category: ad promo film 31-60 seconds), Snowball/Selfieesh/Falooda (category: ad promo film campaign) and 'Bhalai Ki Supply' (category: Direction for film advertising and Writing for film advertising).
Ideas@Work won three Blue Elephants for their work on Bigrock. 'Karma Pest Control' won two awards - in Ad/Promotional Film 61+ sec and Writing for Film Advertising categories, while the Vicky make-up artist + Karma pest control won in Ad/Promotional Film Campaign category.
BBDO won two Blue Elephants - for Visa Sarees (in Advertising for Good and Ambient categories). Meanwhile, the rest of the winners included Fanatics for JSW Steel's 'Will of Steel' campaign (category: Advertising for Good ), Linen Lintas for Dabur's 'Brave & Beautiful' (category: Advertising for Good), TBWA India for saveaarey.org's 'Rakhis for Aarey' campaign (category: Advertising for Good ), Grey for Duracell's 'Positive and Negative Stories' (category: Writing for Press & Poster Advertising), Enormous for Shopclues' 'Opportunist' film in the (category: Tactical Film Advertising), Creativeland Asia for MTS' 'Homespot' (category: Direction for Film Advertising ) and Early Man Films for Big Rock's Karma Pest Control (Direction for Film Advertising).
In the digital awards too, Ogilvy reigned with two wins in the Branded Film Content and Entertainment categories. JSW Steel's 'Geeta Phogat' campaign was the first winner, while Mondelez' (Cadbury 5Star) 'Buffering' won the second Elephant (along with Early Man Films).
PHD India took home two Blue Elephants - 'Tresemme Red Carpet' won in the Branded Film Content & Entertainment category, Vim '#epicmoment' won in the Use of Social Media category.
Dentsu Webchutney's Turquoise Cottage 'Happy Hours Rewind' won in the Innovative Use of Technology category. Madison Media's work for Marico's Saffola Masala Oats 'The Fit Foodie' picked up an award in the Websites category. In UX, Interface & Navigation for Mobile category, Leaf Design won for its 'Compoz' campaign. In Animation & Illustration for Websites & Digital Design category the winner was Pigeon & Co for Glitch. Sapient won for their work on Manipal University's Manipal.edu work in the UX, Interface & Navigation for Websites & Digital Design category.
Whisper 'Touch The Pickle' won Quasar a Blue Elephant in the Use of Social Media category. In the Integrated Digital Campaign category, Experience Commerce won an award for MRF's Rain Day. The final award went to Quidich for Bacardi's 'BatCam' in the Innovative Use of Technology category.