MUMBAI — P&G's Vicks brand and agency 20:20 MSL took home the Platinum award for best in show at the South Asia SABRE Awards ceremony in Delhi last night, for a campaign that aimed to reassert the importance of family care while challenging and seeking to redefine what family is in contemporary society.

The campaign picked up a further four SABRE Awards on the night, including the Diamond SABRE for Superior Achievement in Brand Building.

It was also a good night for AvianWE which led all agencies with six SABRE Awards, including its Chase public affairs unit. New consultancy First Partners won five SABRE Awards, including the Diamond SABRE for Superior Achievement in Research & Planning, while there were four wins each for MSL and Value 360. 

The Vicks campaign beat four other strong finalists to take home the Platinum award, in order:
#2 Mumbai Life Line 3- Connecting the Unconnected—Mumbai Metro Rail Corporation with Burson Cohn & Wolfe (Genesis Burson-Marsteller)
#3 When Jailbirds Sang—Godrej Locks with Adfactors PR Pvt. Ltd.
#4 Flavours Without Borders—McDonald's India (West and South) with Avian WE
#5 Fortis Healthcare "More to Give" Campaign—Fortis Healthcare with AvianWE

The prestigious CEO of the Year honour was awarded to Xiaomi's Manu Kumar Jain, who has established the brand as the Indian market leader in just four years. Maruti Suzuki, meanwhile, was named Company of the Year.