Mumbai District AIDS Control Society - Back Tagging (1st place)

Agency: GroupM Dialogue factory Brief: to raise awareness about condom usage amongst migrant workers to fight HIV on World AIDS Day. Challenge: To fight stigma associated with talking openly about condom and safe sex. Insight: Break the psychic yeah mujhe nahi ho sakta Solution: to raise awareness they delivered the message to people when they were unaware, just like the disease. Mumbais western and harbour line along with BEST was targeted. Media innovation: For the campaign, small round badges were created. These badges were given to people which agency hired. They were travelling with regular commuters of BEST buses and local trains. They stuck these badges on to the commuters, without them even realising that any such thing had happened. They then made commuters realise what had actually happened and thus successfully conveyed that AIDS could happen to anyone and hence they need to emphasise on safe sex. Result: Campaign touched around 1 lac people. Since the campaign was carried out at peak hours when workers and people usually leave for office, therefore they were able to convey the message to the target audience effectively. Link: http://www.mdacs.org/popvideo.php?id=57

Uninor Music (2nd place)

Agency: Mudra Max Insight: Create a buzz/ excitement amongst the core target audience Solution: Agency came up with a unique initiative to promote Uninors offering of Unlimited Music. It organised a musical performance by classic retro group Mojo Rising in Bangalore, Karnataka. However the twist was that the band performed at a height of over 10 feet on a hydraulic hoarding. The live hoarding provided the stage for the performance as the band rolled out foot tapping music for the audience. Media Innovation: For the very first time in India, a live hydraulic hoarding was used as a backdrop for the performance.

Volkswagen Agency: Mediacom Communication Objective: To take brand message predominantly to males 25-44 age group Sec A audience, who would be I nterested in sporty model. Insight: The innovative hoarding dramatising USPs of car that stand out from the clutter. Solution: outdoor campaign in 33 cities. The innovative hoarding represented key features of car toughness, fuel efficiency, engine performance and ground clearance. These hoarding were placed stratigically at busy traffic intersection.For better effect these hoarding were placed such that the Volkswagen showroom was nearby and ppl could drop by to test drive the car.

Media Innovation:

Cars cut out were used in the parking space of various Malls across country to stress on the higher ground clearance.

To project toughness of the car agency created faux brick wall showing polo smashing through it without any damage. This innovation was executed in Mumbai.

Neon lighted mechanised fuel gauge with oscillating needle was deployed on billboards to demonstrate cars fuel efficiency. This was executed in Mumbai, Delhi and Bangalore.

Use of cluster to highlight features of the car.

To highlight Polos robust engine performance, a cut out of car was placed on steep incline created on billboard, to show the ease with which car handles sharp gradient. It was done in Pune

To demonstrate the easy ground clearance of the car, such hoarding with cut outs of car was created. It highlighted that car could very smoothly go over speed breakers. This was carried out in Delhi and Hyderabad.

Link: http://www.network2media.com/index.php?option=com_content&view=article&id=2270: platinum-outdoor-takes-volkswagen-polo-outdoor-with-strikinginnovations&catid=5:news&Itemid=3 http://www.afaqs.com/advertising/creative_showcase/index.html?id=25972&media=OO H&type=Indian

Videocon Egg Story Agency: Mudra Max Insight: A six-day teaser campaign helped build the buzz in Mumbai for Videocon's latest zero paisa per second offering, culminating in the unveiling of the new mascot, Zero. Media Innovation: On the 2nd of February, the people of Mumbai saw an Egg on the Dadar Flyover at Tulsi Pipe Road. It was nothing but the egg, a quirkily exotic egg, which got people wondering about what its purpose was. Next day they saw a life taking shape in the egg a faint green little thing, a hint of life now showing in the erstwhile lifeless shape. By this time, Facebook was abuzz with people guessing what this green thing could be. On the 4th day, green became more prominent and the egg started cracking open too. People were tweeting, asking others what this could be. 5th day dawned with the egg cracking open a little more and commuters finally got a glimpse of a cute green icon behind. There were SMSes doing the rounds that said since the Chouw-Mouw are

present, it was in all probability a Videocon campaign. On the 6th day, the reveal happened Videocon Mobile Phones launched a one-of-a- kind Zero paisa per second offer.

USP: Created a huge buzz and triggered tremendous online activity. High level of curiosity because brand was not disclosed; suspense was revealed with launch of new mascot zero. It also gave a huge build up for the TVC.

Link:http://www.mudra.com/buzz/pr/2011/february/Videocon_Zero-paisasec_mascot.pdf

Print: GArnier-TOI : http://www.welovead.com/en/works/details/850CjovB TOI and Hindu Talking Newspaper: http://www.youtube.com/watch?v=h3Xyt3ILLJc Digital: Durex: http://www.youtube.com/watch?v=YTIZ_Me4sS4