Genesis-BM bagged the WPPed CREAM Award 2009 for an innovative public relations campaign that helped catapult National Geographic Channel’s Mission Navy programme to a record viewership and revenues in the infotainment genre. The award is a first for Burson-Marsteller in the Asia-Pacific region. “This is great honour and the team on the business really made it happened, so all kudos to them. What really excites us about this work is that we could make a difference to the business of our client” says Ashwani Singla, Chief Executive, Genesis Burson-Marsteller.
The extraordinary approach of the winning campaign was commended for its “daring approach” in choosing a simple idea which was superbly executed. The award cites the instrumental role played by the team in not just creating the TV trilogy on India’s armed forces but also ensuring that, from start to finish, the third leg of the show managed to hook 65 million people to take a peek into the life of the Indian Navy.
The campaign mounted enthralling music videos with première screenings and press briefings. A unique competition was devised, offering five finalists the chance to participate in the show. While staying credible, the programme sought to engage the youth, helping the channel create “smart TV for the enquiring mind.”
The WPPED Cream Awards acknowledges outstanding work by WPP companies globally across Advertising, Design & Branding, Direct, Interactive, Media, Public Relations, Information, Insight & Consultancy and 360 Campaigns. In it’s third year now, the entries were received in the three categories of business-to-business, consumer marketing, corporate and public affairs.