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The ‘Silent Anthem' campaign by Mudramax, for clients Big Cinemas, has been chosen the Best in Asia, at the Promotion Marketing Awards of Asia (PMAA) or Dragons of Asia.
The campaign won the agency the gold award in the Innovative Idea or Concept; and Best Cause, Charity or Corporate Responsibility Marketing Campaign categories.
Indian agencies won seven gold at the PMAA 2011.. Mudramax also won gold award for its ‘Talking Newspaper' campaign for Volkswagen in the Best Product Launch or Re-launch category.
Hungama Digital Media Entertainment won a gold for its campaign for Pepsi Foods titled ‘7 Up - You Click, I Dance', in the category of Best Digital Promotion Marketing Campaign.
Mr Mike Da Silva, Director of the PMAA Dragons and the MAA GLOBES, noted that two of the three outstanding campaigns entered this year were from India.
He cited the Mudramax's ‘Talking Newspaper' campaign to launch the VW Vento, which used light sensitive micro chips embedded in newspapers, allowing the Vento actually ‘to talk for itself'. “Hungama Digital used the augmented reality technique to engage customers with Allu Arjun, continuing Pepsi 7UP's involvement with the Indian movie star,” he added.
The third campaign cited by Mr Da Silva was by McCann Erickson Malaysia – ‘Receipt Story', where retailer Book Xcess' customers submitted and read short stories printed on the back of cash register receipts.
Other gold-winning campaigns from India were ‘Casio Music Workshop' by Jagran Solutions in the Best Use of Social Marketing category.
Jagran Solutions won another gold in the Best Activity Generating Brand Volume, for its ‘Learn with Yahoo' campaign for the Internet major.
For Best Use of the Internet, Bates 141 won gold for its ‘Virgin Mobile Indian Panga League' entry.
In all, 51 entries were awarded gold at PMAA 2011, silver and bronze awards, of which 18 were from India.
All winning campaigns are now being judged by a MAA GLOBES panel, which judges the best marketing promotions globally. Winners will be announced at a ceremony in Rio de Janeiro on October 20.
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