Foxglove Awards 2016: Night out for Happy Creative, PHD, and Interactive Avenues

The second edition of the Awards for young agencies drew a record response.

Advertising agencies would like to be awarded for great work. However, the traditional awards are dominated - barring the odd exception - by the country's largest agencies. That is why afaqs! launched Foxglove Awards in 2015 for agencies less than 10 years old to get the opportunity to express themselves creatively.

The second edition of Foxglove Awards was held in Mumbai's Hard Rock Café, Worli, on June 23.

The entries were broken up into eight categories and around 24 sub-categories. Since the idea was to identify National, as well as Regional champs, agencies could apply for either geography.

The entries were first vetted by a 13-member Jury before being cleared for the final review by a Grand Jury that comprised of Agnello Dias (Taproot Dentsu), Josy Paul (BBDO), Arun Iyer (Lowe Lintas), K V Sridhar (SapientNitro), Sonal Dabral (DDB Mudra), K S Chakravarthy (Liqvd Asia), Lulu Raghavan (Landor Associates), and Sanjay Mehta (Mirum India).

On the occasion, a limited-edition book titled 'Foxglove Showcase 2016', which contained all the winning entries, was also released. "We want people in the business to see the kind of work that is being done by young agencies in India," says Sreekant Khandekar, co-founder and director, afaqs!

National Winners

Happy Creative Services ruled the night with nine National awards -- five Golds, two Silvers, and two Bronzes. The agency's success was driven primarily by its client Ola.

PHD India, too, bagged as many as nine National awards -- four Golds, four Silvers, and one Bronze. All winning brands were from the stable of Hindustan Unilever.

Interactive Avenues was the other agency which stood out with four National awards - a Gold, a Silver, and two Bronzes.

Viacom18 Motion Pictures bagged four Bronze awards. Isobar India took home three metals -- one Gold, and two Silvers. Ad agency Sharpener walked home with three metals - one of each colour.

Culture Machine notched a Gold and a Silver. Shreyansh Innovations won two Bronze awards. OMD won six metals, of which four are silver and two, bronze.

A Silver each was bagged by ABK, Jossbox, and Chimp&Z LLP. Social Kinnect, Merry Men, WATConsult, Light Bulb Motion Pictures, and D-Crypt Digital settled for a bronze each.

Going by Category

In the Brand Activation and Promotion Category (sub-category: Best Innovation), Happy Creative Services won a Gold for Ola's 'Ola Boat' campaign.

Under the Design category, Happy Creative Services won a Gold (sub-category: Packaging) for Lee Jeans' 'The Classic Bag' campaign. Culture Machine won a Gold (sub-category: Posters) for Blush Channel's 'Alisha - Webseries on Blush Channel' campaign. Sharpener won a single Gold in the same sub-category for 'The Yoga Gallery' campaign.

In the Digital category, PHD India won three Golds. The first one was for Active Wheel's (sub category: Best Innovation) for 'Lo Kar Lo Baat' campaign. The second was for Lakme's (sub category: Web Banner Rich Media) 'Lakme Bridal Contextual Targeting' campaign, while the third Gold was for HUL Multi-brand (sub category: Website/Microsite), for its '#Tweetheart' campaign.

PHD India went on to win a Gold for Active Wheel under the Direct Marketing category, (sub category: Direct Response Mobile) for 'Lo Kar Lo Baat' campaign.

In the Print category, PlainSpeak won a Gold (sub category: Illustration) for Curry Kerala's 'Kerala Cuisine' campaign.

Under the Public Relations category, Isobar India won a Gold (sub category: Celebrity Endorsement) for the 'REEBOOT100' campaign. The next agency to win a Gold (sub category: Events and Experiential PR) was Happy Creative Services yet again for Ola's 'Ola Boat' campaign.

Regional Champions

In the Regional awards, Interactive Avenues took home six metals (two Golds and four Silvers). Elixir Designs won four awards (two Golds, one Silver, and one Bronze), and Communication Crafts was awarded four metals (one Gold, one Silver, and two Bronze metals).

The Brand Brewery won two Golds. PlainSpeak won a Gold and a Silver. The Social Street, Isobar India, and Chimp&Z LLP won a Gold each.

Under the Ambient Media category, (sub-category: Non-Traditional Indoor), Elixir Designs went on to win a Gold for Covestro India's 'We are Curious, Courageous, and Colourful' campaign. The Social Street, too, won a Gold (sub-category: Traditional Billboards) for GIFA's (Great Indian Football Action) campaign 'GIFA'.

In the Brand Activation and Promotion category, The Brand Brewery once again won a Gold for Dalda's 'Bhajan Se Bhojan Tak' campaign.

Under the Digital category, Interactive Avenues went on to win two Golds. Both awards were for Amazon India's 'Amazon Aur Dikhao' campaign (sub-categories: Best Innovation and Online Integrated Campaign). Isobar India won a Gold for Anouk by Myntra's 'Anouk Bold is Beautiful' campaign (sub-category: Creative Use of Social Media).

Communication Crafts was the next agency in the category to win a Gold for Infinium Solutionz' 'Corporate Website Of Infinium' campaign (sub-category: Web Banner Rich Media). The last agency to win a Gold in the same category was Chimp&Z LLP for Mumbai Mirror's 'Double Dholki' campaign.

In the Direct Marketing category, The Brand Brewery once again won a Gold for Dalda's 'Bhajan Se Bhojan Tak' campaign (sub-category: Best Innovation).

The Print category saw two Gold winners. Elixir Designs won an award for Covestro India's 'Living Lines' campaign (sub-category: Illustration), while PlainSpeak won a Gold for Alive's 'Elders' Day' campaign (sub-category: Print Ad).