Indian agencies make noise at SOAA 2009

By Surina Sayal , afaqs!, Mumbai | In OOH News
Published : February 25, 2010
The agencies have brought back seven awards, including a gold, two silvers, three bronzes and a Best of Show

The Singapore Outdoor Advertising Awards (SOAA) 2009 were announced just a day ago and Indian agencies/companies have brought home seven awards in all out of the 27 regional awards given away here. (Click here to see entire regional winners list).

The SOAA, now in its eighth year, has grown into a premier event for the outdoor medium, attracting entries from all around the region. The awards are recognised as one of the leading creative shows in the region and are supported by top outdoor media owners as well as professional organisations such as the Institute of Advertising Singapore and the Designers Association Singapore.

Here, telecom brand Aircel, that has created a lot of buzz with its outdoor advertising, won a bronze in the Regional Large Billboard category for its popular Aircel Boat Innovation.

The innovation consisted of an inflated raft put up in July 2009 at Milan Subway in Mumbai, an area that sees a lot of flooding every year, with a message: 'In case of emergency, cut rope'. The raft came in handy on July 13 and 14, when heavy rains lashed the city. People stranded at the subway used the raft to move around and men in Aircel branded T-shirts were also available to help commuters.

Excited about this first award won by the Aircel Boat, Aneil 'Andee' Deepak, senior vice-president, Primesite (Mudra's OOH arm that conceptualised and executed the innovation), says, "The innovation got a lot of people talking within the industry and outside as well. It also boosted retailers' confidence as Aircel was the 11th telecom player to enter the market. The boat went beyond just outdoor advertising. This is the first award for it and is just the beginning."

Peacock Media, an OOH multi-platform media company, has won a silver in the Regional Train Carriage (Campaign) category for its Full Train Vinyl Wrap for Indian Railways.
This is the second time that the company has won an award at this event. The company had won a bronze in SOAA 2008 in the Train Carriage (Single Ad) category.

"We have added another feather to our cap by winning this award. With jury members such as Chris Chiu, executive creative director, Leo Burnett, Singapore; Robert Kleman, creative director, BBH New York; Rob Gax, creative director, O&M, Singapore, we believe this award is a stepping stone towards greater endeavours and creations," says Sandeep Chawla, chairperson and managing director, Peacock Media.

Leo Burnett India brought home multiple awards from the SOAA this year. In the Regional Ambient/Guerilla (Single item or event) category, the agency won a gold for its Tide Stainbroidery campaign for Proctor & Gamble's Tide Detergent.

In the same category, Leo Burnett also won a bronze for its Backpocketing campaign for Mumbai Railway Police's initiative, Pickpocket Awareness for Commuters.

The agency also won a silver for Tide Ink in the Regional Point of Purchase (POP): Showcard or Poster category, again for client Proctor & Gamble and in the same category, a bronze as well for its creative, Tide Ketchup.

It also won a Best of Show (Regional) award in the Ambient/Guerilla (Single item or event) category, for the Tide Stainbroidery campaign.

Interestingly, all these entries are pieces that have won at other awards in the past. Happy about the wins, KV Sridhar (fondly known as 'Pops'), national creative director, Leo Burnett, tells afaqs!, "It just goes to show that good work will always be recognised on any platform, be it regional or international. P&G is a big brand that has been associated with us for long and it has always been pushing us to innovate. It has been one brand that is always willing to experiment and I think that helped us tremendously when it came to creating such different advertising."

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