GoaFest 2011: Media Abbys 2011 winners announced

The winners of the much-acclaimed Media Abbys were announced at the GoaFest held in Zuri Sands. Maxus has won the maximum number metals this time. The agency won around 20 metals which includes 2 Golds, 6 Silvers and 2 Bronzes. The agency has won 2 golds for its campaign - "We mixed India!" for Tata Sky and for its campaign "World's First Print Advertising through Co-creation" for Indian Premier League 3. Two silvers ad 1 bronze has been won by the agency for the Vodafone Essar campaigns.

Lodestar UM is next with 9 metals which includes 1 Gold, 6 Silvers and 2 Bronzes, which includes a gold for Amul and 6 silvers for Mahindra 2 Wheeler s, Garnier, Birla Sun Life Insurance, Amul, Nestle Kit Kat, The Times of India and Coco-Cola.

Mindshare has won 6 metals of which 5 are silvers and 1 bronze, the agency has not won a single gold. The agency has won three silvers for its Cornetto campaigns, while a bronze has been won for the campaign- The little Warrior's Mission for Lifebuoy.

Mudra Max has won 1 gold and 4 bronzes, the agency got a gold metal for its campaign "7UP Allu Non-stop'. Madison Media Plus has won 4 silvers and has not won a single gold, all the silvers have been won for the agency's work on the Airtel campaigns. Creativeland Asia, MEC, Mediacom and OMD have won 2 metals each.

Mediacom has won a bronze and a silver in the same category- Best use of Newspaper and Magazines for its Volkswagen campaigns. Isobar and McCann Worldgroup has won a metal each.

While the aforementioned tally was for the 14 usual categories of the Abby, the winners in the two new categories added because of the award's association with the Festival of Media were also announced. In the Best Communication Strategy Mediacom has won both the Gold and the Silver for its Volkswagen Polo and Skoda Yeti campaigns respectively. There are no awards in the Best Contribution to a Campaign by a Media Owner category. The winning entries in the above two categories and as a part of the jury's special decision- Creativeland Asia's campaign for Hippo will be fast-tracked to the entry list for Festival of Media 2011.

The governing council got around 537 entries this year, the awards for the Creative Abby's categories- Interactive Digital Advertising and Direct Marketing were also announced.

Best Use of Television

MEC, L G Microwave Ovens, Silver

Madison Media Plus, Airtel, Silver

Best Use of Cinema

Maxus, Vodafone Essar Limited, Silver

Mediacom, Volkswagen Vento, Gold

Lodestar UM, Garnier, Silver

Mediacom, Volkswagen Polo, Bronze

Best Use of Outdoor &Ambient Media

Lodestar UM, Birla Sun Life Insurance, Silver

Maxus, Nokia N8, Silver

Madison Media Plus, Airtel, Silver

Best Use of Internet & Digital Media

Mindshare, Cornetto, Silver

Maxus, Vodafone Essar Limited, Silver

Lodestar UM, Amul, Gold

Maxus, Hero Honda, Silver

Maxus, Vodafone Essar Ltd, Bronze

Best Use of Branded Content

Lodestar UM, Nestle Kit Kat, Silver

Lodestar UM, The Times of India, Silver

Mudra Max, 3 Idiots, Bronze

Best Use of Never Before Media

Mindshare, Brooke Bond 3 Roses, Silver

Mudra Max, Western Union, Bronze

Youth Marketing

OMD, Clean & Clear, Gold

Lodestar UM, Coca-Cola, Silver

Mudra Max, 7UP, Bronze