Holmes Report 26 Jul 2014 // 2:35AM GMT
NEW DELHI—AgroTech Foods took home the Platinum award for Best in Show at the 2014 SABRE Awards South Asia, for the company's Poshan campaign by Weber Shandwick.
The campaign, which succesfully grew the peanut butter category by addressing the nutrition needs of children, beat out strong competition from a considerably improved field of contenders, in a show that attracted double the number of entries as last year's inaugural competition.
The other finalists for Best in Show were 'Soldier for Women' by DeVries Global for P&G India; 'Viva Zippo' by Weber Shandwick for Zippo; 'Increasing awareness to vote with the youth' by Avian Media for MTV -Viacom 18; and, 'Largest Laundry Lesson' by Madison Communications for Ariel.
All told, Weber Shandwick led all agencies with six Gold SABRE Awards, ahead of Perfect Relations which took home four. Other multiple winners were Edelman (three) and Avian Media (three), while a number of firms scored two Golds.
In the Diamond SABRE Awards category, which recognise public relations excellence in the C-suite, two Company of the Year trophies were handed out. Mahindra won Global in recognition of its worldwide brand-building efforts, while Procter & Gamble was recognised for its consistent campaign excellence in South Asia.
WINNERS
PLATINUM SABRE AWARD FOR BEST IN SHOW
Poshan, Weber Shandwick India, AgroTech Foods
DIAMOND SABRE AWARDS FOR EXCELLENCE IN PUBLIC RELATIONS IN THE C-SUITE
Company of the Year
Global: Mahindra Group
South Asia: Procter & Gamble India
The Sabre Award for Superior Achievement in Brand-Building
Largest Laundry Lesson, Madison Communications, Ariel from Procter & Gamble
Certificate of Excellence: Datsun GO Launch, Adfactors PR, Nissan Motor India Private Limited
The Sabre Award for Superior Achievement in Reputation Management
Converting BIG RISK into BIG OPPORTUNITY, The Windows XP End of Support Campaign, IPAN Hill+Knowlton Strategies, Microsoft India
Certificate of Excellence: Scaling Coca-Cola Support My School Campaign, Perfect Relations, Coca-Cola
The Sabre Award for Superior Achievement in Measurement & Evaluation
From Ring to Crown: A Cinderella story of an Indian smart gadget MD NICHE MEDIA CONSULTANTS RHL Vision-Start Up Village, Kochi
GOLD SABRE AWARDS: GEOGRAPHIC
South/Southeast Asia (led from from a South Asian country)
Certificate of Excellence: The Metamorphosis of Employee Communications at HP in the Asia Pacific region, Edelman, Hewlett-Packard
GOLD SABRE AWARDS: PRACTICE AREAS
Marketing to Consumers (Existing Product)
Lice Negative to Life Positive, Perfect Relations, Marico
Certificate of Excellence: Gillette India - Shaved is Bathed, DeVries Global, P&G India
Marketing to Consumer (New Product)
Creating Demand For A Product With Zero Talkability, Perfect Relations, Marico
Certificate of Excellence: Re-emergence of LIC Nomura Mutual Fund, Adfactors PR, LIC Nomura Mutual Fund
Business-to-Business Marketing
Thank Your Teacher, Weber Shandwick India, Pearson India
Certificate of Excellence: Position Graduate Management Admission Test (GMAT) as 'the preferred test' to pursue management education in India and abroad, Avian Media, Graduate Management Admission Council (GMAC)
Corporate Image
Soldier for Women, DeVries Global, P&G India
Certificate of Excellence: Switch2Green Campaign, Adfactors PR, Racold Thermo
Certificate of Excellence: Everywhere TV, Weber Shandwick India, Tata Sky
Crisis/Issues Management
Re-emergence of LIC Nomura Mutual Fund, Adfactors PR, LIC Nomura Mutual Fund
Certificate of Excellece: Viva Zippo - Making a Lifestyle Statement, Weber Shandwick India, Zippo
Public Affairs/Government Relations
Poshan, Weber Shandwick India, AgroTech Foods
Public Education
Increasing awareness to vote with the youth, Avian Media, MTV -Viacom 18
Certificate of Excellence: Taking anxiety out of cross-country remittances through consumer education, Adfactors PR, Xpress Money Services
Financial Communications
G2P Project, Advantage Services, IFC-World Bank
Certificate of Excellence: Retirement Planning Campaign, Ketchum Sampark, Max Life Insurance
Employee Communications
The Metamorphosis of Employee Communications at HP, Edelman India, Hewlett-Packard
Corporate Social Responsibility
Poshan, Weber Shandwick India, AgroTech Foods
Certificate of Excellence: Scaling Coca-Cola Support My School Campaign, Perfect Relations, Coca-Cola
Media Relations
Datsun GO Launch, Adfactors PR, Nissan Motor India
Certificate of Excellence: Beam Global Reputation Management, Integral PR, Beam Global
Certificate of Excellence: Right Horizons - The Money Expert, Aim High Consulting, Right Horizons
Digital Campaign
Mumbai In A New Light, Avian Media, Philips
Certificate of Excellence: Europe Whenever You're Ready, Integral PR, European Union Tourism Commission
Social Media Campaign
HP Ink Advantage Printers: Imaginate!, Edelman India, Hewlett-Packard India
Certificate of Excellence: Mumbai In A New Light, Avian Media, Philips
Special Event
Increasing awareness to vote with the youth, Avian Media, MTV -Viacom 18
Certificate of Excellence: Changing The Reputation Of The World's Second Largest Auto Exhibition, Perfect Relations, Society of Indian Automobile Manufacturers
GOLD SABRE AWARDS: INDUSTRY SECTORS
Consumer Products/Services
Largest Laundry Lesson, Madison Communications, Ariel from Proctor & Gamble
Certificate of Excellence: Switch2Green Campaign, Adfactors PR, Racold Thermo CE
Industrial/Manufacturing
Ford Ecosport - The Launch Of A Gamechanger, Genesis Burson-Marsteller, Ford India
Food and Beverage
Poshan, Weber Shandwick India, AgroTech Foods
Certificate of Excellence: Vermilion Chef Search, MSLGROUP in India, Vermilion Restaurant
Certificate of Excellence: Saffola Masala Oats, 20:20 MSL, Marico
Fashion and Beauty
Viva Zippo - Making a Lifestyle Statement, Weber Shandwick India, Zippo
Certificate of Excellence: Old Spice: Smell Mantastic, IPAN Hill+Knowlton Strategies, Procter & Gamble India
Certificate of Excellence: Creating Demand For A Product With Zero Talkability In India, Perfect Relations, Marico
Healthcare
Certifcate of Excellence: Fight Dengue For Payal, Edelman India, SC Johnson
Certificate of Excellence: Lice Negative To Life Positive, Perfect Relations, Marico
Technology
HP Ink Advantage Printers: Imaginate!, Edelman India, Hewlett-Packard India
Certificate of Excellence: Converting Big Risk into Big Opportunity-The Windows XP End of Support Campaign, IPAN Hill+Knowlton Strategies, Microsoft India
Travel and Leisure
Launch of GVK Mumbai International Airport Terminal T2, IPAN Hill+Knowlton Strategies, GVK Mumbai International Airport
Certificate of Excellence: Singapore Diaries, MSLGROUP in India, Singapore Tourism Board
Financial and Professional Services
Using Personal Trials And Social Media Engagement To Change Market Perceptions, Perfect Relations, American Express
Certificate of Excellence: Taking anxiety out of cross-country remittances through consumer education, Adfactors PR, Xpress Money Services
Certificate of Excellence: Thank Your Teacher, Weber Shandwick India, Pearson India
Associations
Democratising Fashion Through New Media, Weber Shandwick India, Fashion Design Council of India
Certificate of Excellence: Indian Angel Network - Putting Angel Investors on the Map, Genesis Burson-Marsteller, Indian Angel Network CE
Not for Profit
Save the Doctor, Perfect Relations, Association of Healthcare Providers (India)
Certificate of Excellence: Pinki goes to Wimbledon, Edelman India, Smile Train
Media, Arts & Entertainment
Bringing real-time narration to Indian television, Genesis Burson-Marsteller, COLORS, Viacom18
Certificate of Excellence: Increasing awareness to vote with the youth Avian Media, MTV -Viacom 18