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All entries were judged on the basis of presentation and conceptualization of the advertisements that were being showcased.

The categories ranged from Best Media Research, Best Media innovation – Print, Direct Marketing, Ambient Media, Digital, Cinema, Events, TV and Radio; Best Media Strategy, Best Integrated Campaign.

“The audience comprised of a mix of various agencies, so the exposure one got to the varied strategies and implementations were immense. The results gave one, an idea of what kind of ad campaigns and approaches actually benefit a brand. Typically what happens is when you see an ad, you don’t realize what is done behind it. So this format of case study presentation helps you link to what actually works and what doesn’t. Also there were many students in the audience which means even they were exposed to this. This will develop better advertising in future.” Said Maitri Kumar, Marketing Head from HSBC.

Some of the short listed case studies were from agencies like Mudra Max, Mindshare, Lodestar UM, Madison Media Infinity, Maxus, Mediacom Media to mention a few.

Mediacom Media presented Gillette Mach 3 – W.A.L.S. (Women Against Lazy Stubble), Mindshare’s AXE-Call Me, Domex, Surf Excel were some of the entries across categories. Mudra Max presented Reliance Mobile, HBO-Vampire Mirrors to name a few. There were around 33 entries.

“You have to realize that brands are built between partners and a strong partnership between clients and agencies. If clients don’t participate and support their agencies, then I think it is very disrespectful.” Said Mr. Ajay Kakkar, Chief Marketing officer – Financial services, Aditya Birla Management Corp. The judging panel comprised of clients such as Hero Honda, Titan, HSBC, HDFC, Idea Cellular etc.

The winners will be awarded in a ceremony on 27th of this month. | By Janees Antoo [janees(at)adgully.com]