Day 2 of Goafest 2009 came to a dramatic end with the highly anticipated Media Abbys. Mindshare scored supreme with a win of 10 medals consisting of 2 Gold Abbys, 5 Silver and 3 Bronze Abbys. While Madison won 2 Golds in the Best Use of Sponsorship and Best Use of Radio category, Mindshare won 2 Golds in the Best Use of Internet and New Media category for its entries. This is the first time that the ‘Media Abbys’ are being awarded at Goafest. A total of 35 Media Abbys were awarded this year out of which there were 6 Gold, 13 Silver and 16 Bronze Abbys.
The 12 categories that were judged for the final rounds were Best use of Television, Best use of Cinema, Best use of Newspapers and Magazines, Best use of Outdoor and Ambient media, Best use of Special events & stuntlive advertising, Best use of Radio, Best use of Internet and New Media, Best Use of Sponsorship, Best use of Branded Content, Best use of Mix Media, Best use of Youth Marketing and Best use of Vertical Marketing.
In the Best Use of Television category, Maxus was awarded 1 Gold Abby for its entry for Tata Sky Plus ’20 million experiences in 10 seconds’. Two Silver Abbys were awarded in this category one to MediaCom India for its Gillette Mach 3 campaign ‘India votes: To shave …Or Not?’ and Mindshare for its campaign ‘Let’s Just Play’ for Glaxo Smith Kline.
There was only one Bronze Abby awarded in the Best Use of Cinema category to Madison Teamwork FP & E Pvt for Asian Paints- Bhoothnath. Virgin Mobile’s ‘Launch in India gets Competition to See Red’ won a Silver Abby for Mindshare. There were 3 Bronze Abbys awarded to MPG& Euro RSCG, Mindshare and TME.
Mudra Max won a Silver Abby for the Best Use of Outdoor and Ambient Media category for their entry for Hindustan Times ‘Opinion Poll’ while Mudra Max won two Bronze Abby in the said category for their entries Park Avenue ‘The Iron Man’ and VLCC ‘Slim:VLCC’.
Gold Abby was awarded to Mudra Max for their entry TVS Scooty ‘TVS Scooty Institute’ in the Best use of Sp. Events and Stunt/Live Advertising. Mindshare was awarded a Silver and Bronze Abby for the same category.
In the Best use of Radio category Madison Media Infinity won a Gold Abby for their entry Saffola Life ‘Listen to your Heartbeat’, while Maxus and Maxus Mumbai won a Silver each. TME won a Bronze Abby for the Best use of Radio category
In the Best use of Internet & New Media, Mindshare swept the category with the most number of medals including 2 Golds for HSBC ‘Wimbledon Fever in your Inbox’ and Star World ‘Matt the Mind Reader’. Mindshare has also bagged 1 Silver in the same category for AXE Deodorant’s ‘AXE Spray Chocolate on Internet’. Followed by Mindshare, Madison Media has won 2 Silvers in the Internet and New Media category.
Madison Media Plus was awarded a Gold medal for ‘Airtel: Who is the Big Boss?’ in the Best Use of Sponsorship category at Media Abbys 2009. In the Best use of Branded Content Category, Mindshare Fulcrum has won a Silver Abby for Pond’s Age Miracle ‘Salaam-E-Ishq’ campaign.
There was only 1 Bronze win in the Best Use of Media Mix category which was awarded to TME for the Colgate Oral Health Month ‘OHM – Creating Surround’ campaign. In the Best use of Youth Marketing category, Mudra Max has won a Silver for TVS Scooty ‘TVS Scooty Institute’ and Maxus Delhi was awarded for Nokia N Series ‘Independence Day National Anthem Recreated’. A single award was awarded in the Best use of Vertical Marketing to R.K.Swamy Media Group for Pedigree ‘Pedigree Dog Lovers’ .