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Our Bureau

Chennai April 30 The recently concluded Venice Festival of Media, organised by Publishers of Media & Marketing, Europe and Cream Magazine, has chosen Madison Media's work for Cabdury on the mobile phone medium as one of the five outstanding pieces of work from around the world.

Cadbury used the mobile phone to convey exam results direct to students' mobile phones. A press release says Cadbury took its message of celebration into that most tense of moments, when students discover how well they did in their exams and gave the chocolate prompt at a time when Indian mithai would come to their mind.

Sam Balsara, Chairman & Managing Director, Madison World, acknowledged the help of Reliance Telecom in the effort.

The basis for selection and entry into the shortlist were entries that had featured in the last four issues of the Cream, a quarterly magazine devoted exclusively to innovation and creativity in media. From about 145 entries, 34 were short-listed. The other four that were chosen were Dashboard's Mindi desktop avatar for Axe (Canada), MPG for Cepita orange juice in Argentina (where a street in Buenos Aires was turned into an orange grove by suspending orange balloons from trees), Agencia Click for Fiat in Brazil, where mobile phone votes from cinegoers determined what happened to the star of the ad at each screening, and Clemenger BBDO for Land Transport New Zealand, an anti-drink & drive campaign.

The Rs 1,300-crore Madison Media handles a select number of clients including P&G, Gillette, Coca-Cola, Godrej Consumer Products, Airtel and General Motors.

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