Marico wins at The Appies 2014

Marico has achieved two Gold and one Silver at The Appies 2014, one of the most coveted annual marketing festivals organized by the Institute of Advertising, Singapore. Marico with its incredible campaigns across brands stood out at the awards ceremony as it was the most awarded company at the awards festival. Marico bagged Gold for Nihar Shanti Amla – Change with pride and Parachute Advansed Ayurvedic Hair Oil – Sharing Success which were executed by BBH India and silver for Saffola Masala Oats – The smarter way to stay fit which was executed by McCann India.

Nihar Shanti Amla presented a case of purpose based branding, with 2% of the proceeds from the sale of each bottle being devoted to the education of children which gives the customers additional reason to purchase the product. It provided the platform to women across India to come together and enable children’s education in India. Parachute Advansed Ayurvedic Hair Oil which wanted to continue building itself as a mass brand presented the case of how the brand was built on one-to-one recommendations between people facing the problem of hair fall. Both these campaigns won the Gold at The Appies 2014.Saffola Masala Oats targeted the Indian woman homemaker to become a fitness ally to these women who wanted to stay fit and showed how Saffola Masala Oats was a ‘SMARTER WAY TO STAY FIT’, smarter because it was more enjoyable and non-punitive than their current alternatives of boring diet food. This enabled Saffola to score the highest emotive bonding with consumers and become the most preferred and recommended brand and won the Silver at The Appies.

Commenting on the remarkable achievement, Sameer Satpathy, Chief Marketing Officer, Marico Ltd. said, “The Appies are a great platform to learn and reapply in the region. We encourage our brands and agencies to participate as it gives an outside in view on our brands and give exposure to our talent to the best in class work in the region. We are happy with our results and hope it inspires better work in the future.”