NEW DELHI — ITC Mangaldeep won Best in Show at the 2024 South Asia SABRE Awards last night for its Sixth Sense campaign, which recruited visually impaired fragrance testers to create sustainable livelihood and drive significant commercial impact. 

The campaign, developed by First Partners and Dentsu Webchutney, prevailed over four other finalists in the Best in Show Rankings as follows:

Winner: Sixth Sense — ITC with First Partners and Dentsu Webchutney

Finalists:
2. Kaise Ka Cancer (The Hows Of Cancer) — Tata Trusts with Current Global India
3. Vedanta For India: The Return of Iron Ore Mining in Goa — Vedanta Sesa Goa with First Partners
4. MPL: Saving Game Point — Mobile Premier League (MPL)
5. EatQual 2.0 - Colours — McDonald's India (West & South) with Avian WE

First Partners led all agencies with 10 South Asia SABRE Awards, for work on behalf of ITC, Vedanta, Clix Capital, Hyundai Motor and Caspian Debt. Avian WE took home six SABREs each, ahead of Adfactors (5), Dentsu Webchutney (4), Genesis BCW and Godrej (3 each), and Games 24x7, Mobile Premier League and RF Thunder (2 each).

The prestigious CEO of the Year award went to Vineeta Singh, founder and CEO at Sugar Cosmetics.

The complete list of Diamond & Gold winners can be found here.

Innovation SABRE winners, announced earlier, were also handed out during the awards ceremony.