Bates 141 bags The Yahoo! Big Idea Chair Award

Mumbai: Yahoo! India announced the winners for its Big Idea Chair Awards 2010 for creative and media agencies across India. Bates 141 was awarded the ‘Yahoo! Big Idea Chair Award’ for their Virgin Mobile campaign – ‘Indian Panga League’ that showcased exceptional creative work in the digital community. The media agency for the campaign was Mindshare.

Arun Tadanki, Managing Director, Yahoo! India, said, “Digital advertising provides an opportunity for brand marketers to give life to fresh, dynamic and unbridled ideas. The award celebrates innovation, creativity and the elusive big idea. We at Yahoo! are committed to grow the digital ecosystem with the help of our partners, to showcase the power of digital and to help brands foster an online relationship with its consumers.”

For the Best Digital Brand Solution and the Best Engagement Idea categories, Creativeland Asia was awarded for the Hippo campaign – Consumer becomes inventory Trackers. In the Best Rich Media Ad category, Interface Business Solutions was awarded for its TATADoCoMo campaign – TATA DoCoMo Diet SMS. The Best Mobile Solution was awarded to Tribal DDB and Mindshare for their Idea Cellular campaign – Idea tree – use mobile save paper .

Originally launched in the United States, the Big Idea Chair award has since evolved to becoming a uniquely global award that recognizes creative works in the digital community. The award is promoted to the advertising, creative and marketing communities and they are invited to make a submission in any appropriate category. The Judging panel looks at various criteria to select the winning entries. Above all, it is a measure of the creative ability to captivate and engage an online audience. Campaigns that connect to users by creating opportunities to interact uniquely with the brand through the digital medium are natural winners.

Yahoo! Big Idea Chair: The campaign was selected on creativity in relation to the concept, originality of the marketing initiative, relevance with the brand and integration of marketing campaigns.

•Virgin Mobile – Indian Panga League
Agencies – Bates 141 & Mindshare

Best Digital Brand Solution: The campaign was selected on efficiency of the role played by digital in the marketing plan, relevance with the Brand, uniqueness of the campaign with respect to the use of digital media.

•Hippo – Consumer becomes inventory Trackers
Agency – Creativeland Asia

Best Rich Media Ad: The campaign was selected on creativity in relation to concept, best use of Ad format and execution (Deployment of different techniques), art direction for navigation, audio & visual (if applicable)

Agency – Interface Business Solutions

Best Engagement Idea: The campaign was selected on its ability to engage users on the banner Ad, uniqueness of the Ad concept, execution with the ability to arouse interest, engage participation and usability, winner Ad campaign.

•Hippo – Consumer becomes inventory Trackers
Agency – Creativeland Asia

Best Mobile Solution: The campaign was selected on creativity in relation to concept (Use of mobile technology to target on-the-go “mAudiences”), art direction for navigator, audio & visual, and campaign result – ability to meet objective, efficiency/integration of mobile technology.

•Idea Cellular – Idea tree Use mobile save paper
Agency – Tribal DDB, Mindshare

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