Creative Abbys: Dentsu Webchutney scores 5 Golds in PR, 2 Golds in Direct

The first of the Creative Abby awards, which included Broadcaster, Public Relations, Still Craft, Design and Direct Abbys were presented on Day 2 of Goafest 2019. 

This year, a total of 600 entries were received for the Creative Abbys out of which 107 entries secured Abbys. While Public Relations saw an increase in the number of entries by agencies, Broadcaster, Design and Film Craft Abbys saw lesser number of entries received this year. A total of 198 entries were received for Public Relations Abbys this year, as against 175 entries in 2018. Entries for Broadcaster Abbys for 2019 stood at 87, compared to 79 entries received for 2018. Design Abbys, too, witnessed lesser number of entries this year at 164, compared to 206 entries received in 2018. Film Craft Abbys witnessed a steep drop in number of entries received at 80 from 138 entries received in 2018. On the other hand, there was no change in the number of entries received for Direct Abbys from last year, which remained at 79. 

Commenting on the dip in the number of entries received this year, Shashi Sinha, Chair of the Awards Governing Council, Abby Awards 2019, said that this year quite a few categories had been removed in order to democratise and rationalise the categories for the Abby Awards. “These are tough categories, hence the number of entries going down is not a problem,” he maintained, adding, “While the number of categories are less than the previous years, the overall number of entries have gone up.” 

Broadcaster Abbys 

Sony Pictures Networks India was adjudged Broadcaster of the Year, securing 9 metals. Sony bagged the only Gold Abby in the Broadcaster category for the ‘Meri Doosri Country’ campaign done to promote the telecast of the 2018 FIFA World Cup on Sony Ten 2. The other metals won included 3 Silver and 5 Bronze Abbys. Sony scored a total of 46 points. 

Star India followed with 5 metals – 3 Silver and 2 Bronze Abbys, taking its total points scored to 26. 

ABP News Network was placed third with a win of 2 metals – 1 Silver and 1 Bronze. The broadcaster scored a total of 10 points. 

Disney India, Viacom18 Media and Zee Entertainment Enterprises Ltd scored 2 Bronze Abbys each. 

Bennett Coleman Co Ltd and TV18 Broadcast walked away with 1 Bronze Abby each. 

PR Abbys 

Dentsu Webchutney walked away with the PR Specialist Agency of the Year Abby award. The agency bagged 6 Gold, 4 Silver and 2 Bronze Abbys, taking its metals tally to 11. The agency scored a total of 72 points. Dentsu Webchutney won the 5 Gold Abbys for the following campaigns:

Early Salary – ‘The month-end collection’

Uber India Systems – ‘Lower the Window’

‘Swiggy Thank You Project’

Chakra Tea – ‘Chai-Fi’

Uri: The Surgical Strike – ‘Mission: Torrents | A campaign that changed an Indian law in 22 days’

Value 360 Communications was a distant second with a tally of 3 metals, which included 2 Silver and 1 Bronze Abby. 

FCB India and Ignite Mudra shared the third spot in the metals tally, securing 1 Silver and 1 Bronze Abby each. 

There were 3 other Gold scoring agencies in PR Abbys – Cheil India, Mathrubhumi Printing & Publishing and Tetra Pak India. Cheil India bagged the Gold for its campaign – ‘The Real Kashmir’ – done for Adidas India. The moving film was to promote the Real Kashmir Football Club’s entry to India’s professional football league, I-League. 

Tetra Pak India bagged the Gold for its initiative – ‘Cartons Le Aao, Classroom Banao’ in the CSR sub-category. 

Mathrubhumi won the Gold for the bold cover done for its Malayalam magazine ‘Grihalakshmi’ that featured a woman breastfeeding her baby that sent out the powerful message of ‘Don’t stare, we need to breast feed’ and also how the publisher handled the controversy that followed after the cover for the March 2018 issue of the magazine. The win was in the Crisis Communications & Issue Management sub-category. 

Madison Communications and Mondelez India took home 1 Silver Abby each. 

Creation Open Minds, Frogideas, HCL Technologies, Isobar, Kommune Brand Communications and PR Pundit won 1 Bronze Abby each.

Direct Abbys 

Dentsu Webchutney struck Gold in Direct Abbys as well, in fact, 2 of them, along with 1 Bronze Abby. The agency bagged both the Golds for its ‘Uri Mission Torrents’ campaign done for Uri: The Surgical Strike. 

Autumn Grey also bagged 2 Gold Abbys in Direct – both were for the ‘#KeralaOpen’ campaign done for luggage brand Samsonite. 

Cheil India was placed third with a metals tally of 1 Silver and 2 Bronze Abbys. 

Grey India followed with 1 Silver and 1 Bronze Abby, while Bennett Coleman Co Ltd secured 1 Silver Abby. 

FCBIndia and Pi Communications scored 1 Bronze Abby each.

Still Craft Abbys 

COG Digital + Design led the metals tally in Design Abbys securing 3 Silvers and 2 Bronze. 

AutumnWinter Communications followed with 5 metals, comprising 1 Silver and 4 Bronze Abbys. 

FCBIndia bagged 2 Silvers and 1 Bronze, while Open Strategy and Design won 2 Bronze Abbys. 

Cheil India and Makani Creatives won 1 Bronze Abby each.

Design Abbys 

COG Digital + Design topped the metals’ list in Design Abbys as well, taking home a total of 9 metals, including 5 Silver and 4 Bronze Abbys. 

Open Strategy and Design performed better in Design Abbys, bagging 7 metals – the only Gold in this category, along with 3 Silver and 3 Bronze Abbys. The agency won the Gold for its work done for Desk & Coffee, titled 'Powered with Creativity'. 

AutumnWinter Communications was placed third with 3 metals, comprising 2 Silver and 1 Bronze Abby. 

FCBIndia followed with a win of 2 Silver Abbys. Umbrella Design bagged 2 Bronze Abbys, while Grey India secured 1 Silver Abby.


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