Creative Abbys: Taproot Dentsu strikes Gold with Odds by Adidas

While Day 2 at Goafest 2017 was packed with interesting sessions, the enthusiasm of the attending delegates showed no sign of abating as everyone waited with bated breath for the announcement of the Creative Abbys. The Creative Abbys this year have seen an overwhelming participation from the advertising, media and marketing fraternity. 

The jury announced winners for categories including Radio, Radio Craft, Broadcaster Abbys, Brand Activation & Promotion, Public Relations, Print Craft, Branded Content & Entertainment and Direct. In all, 206 metals were given away across these eight categories. 

Radio Abbys (Total 26 metals) 

Radio Abbys saw Dentsu Impact score 10 metals, which included 6 Silvers and 4 Bronzes. The agency’s work done for Maruti Suzuki, Konica Minolta, Max Healthcare, Genius Mouth Freshener, and Jaagruti have won accolades. 

Scarecrow Communications’ metals tally included 3 Silvers and 2 Bronzes. Taproot Dentsu and JWT are tied with 4 metals each. Taproot Dentsu has secured 1 Gold and 3 Silvers, while JWT took home 1 Gold, 1 Silver and 2 Bronzes. Taproot’s Gold was for its ‘Odds’ campaign done for Adidas. JWT’s campaign done for Goldilocks bagged a Gold in the Household & Business Appliances category. 

Law & Kenneth Saatchi & Saatchi secured 2 Silvers, while Radio Mango took home s Silver. 

Radio Craft (Total 18 metals) 

Scarecrow Communications saw success in Radio Craft as well, bagging 7 metals, which included 3 Silvers and 4 Bronzes. The agency won for its work done for Radio City, Outlook Group and VIP Earth Food. 

Taproot Dentsu (1 Gold and 1 Silver), Lingo India (2 Silvers), Dentsu Impact (1 Silver and 1 Bronze) and Law & Kenneth Saatchi & Saatchi (1 Silver and 1 Bronze) won 2 metals each. 

Taproot Dentsu bagged the sole Gold in Radio Craft for its ‘Odds’ campaign done for Adidas. 

JWT (Silver), Red FM (Bronze) and Enormous Brands (Bronze) scored 1 metal each. 

Broadcaster Abbys (Total 12 metals) 

Star India dominated the Broadcaster Abbys with 8 metals – 1 Gold, 4 Silvers and 3 Bronzes. Star India’s show, ‘P.O.W- Bandi Yuddh ke- Rab Di Baatein’ which was based on the hit Israeli show ‘Hatufim’, secured a Gold in the Best Original Music Score for a TV Program category. 

Colors OAP took home a Gold in the Best Original Music Score for a TV Program category for Sonu Nigam’s song sung for its show, ‘Shakti’. 

Viacom18 Media (Silver), Sony Le Plex (Silver) and Hotstar (Bronze) won a metal each. 

Public Relations (Total 35 metals) 

Adfactors PR led the metals tally in Public Relations with 8 wins, which included 3 Golds, 2 Silvers and 3 Bronzes. The agency secured the 3 Golds for the UnhungryIndia campaign done for Godrej Appliances in the Household and Business Appliances category; Downs Syndrome Art Winning Hearts for Om Creations Trust in the Public Service, Appeals and Charity category; and Realising the Olympic dream for IndusInd Bank in the Sponsorship category. 

Marico’s 7 metals’ haul comprised of 7 Bronzes for its two brands – Saffola Masala Oats and Saffola Life. 

Dentsu Webchutney, Urban Ladder, Isobar and Setu Advertising scored a Gold each. 

Dentsu Webchutney walks away with the Gold for its Dyslexic Captcha initiative for Jaslok Hospital and Research Centre in the Corporate category. 

Urban Ladder’s efforts for its Mattress Tester won the agency the Gold. Isobar’s Gold was for its Fit To Fight campaign done for Reebok India. Setu Advertising took home a Gold for the Ganesh Immersion Booths set up for PMC Care. 

Other winners in Public Relations included Taproot Dentsu (3 Silvers), Madison PR (2 Silvers and 1 Bronze), Value 360 Communications (1 Silver and 1 Bronze), Godrej Industries (1 Silver), JWT (2 Bronzes), Havas Worldwide (1 Silver), The Social Street, Innocean Worldwide, Pulp Strategy and Weber Shandwick (1 Bronze each). 

Print Craft (Total 32 metals) 

The Social Street walked away with 7 metals in Print Craft, which included 1 Silver and 6 Bronzes. The agency won the metals for its work done for Wood Arts, Madhya Pradesh Police Ujjain, Antim Yatra, Health Assure, and Wildlife Conservation Trust. 

Autumn Winter Communications’ metals tally comprises 2 Silvers and 3 Bronzes. Taproot Dentsu and Enormous Brands closely follow with 4metals each (3 Silvers and 1 Bronze). 

Viral Pandya has won a Gold in the Art Direction for - Below the line work category for its work done for Osho Industries. 

Dentsu Impact, Scarecrow, ideas@work and Cocktail Art have secured 2 metals each, while Madison BMB, Amol Jadhav Photography and JWT have won a metal each.

Brand Activation & Promotion (Total 35 metals) 

With 9 metals, The Social Street leads the tally for Brand Activation & Promotion. The agency has secured 2 Golds, 3 Silvers and 4 Bronzes. The Social Street has bagged a Gold in the Use of Customer in-Store Experience category for its Spot of Sun initiative done for Health Assure. The second Gold is for the Stars in their Eyes initiative for Good Day in the Use of Live Shows/ Concerts/ Festivals category. 

Taproot Dentsu follows with 7 metals, including 1 Gold, 3 Silvers and 3 Bronzes. The agency’s Odds by Adidas campaign won a Gold in the Programmes that use multiple media platforms in one promotional campaign category. 

Dentsu Webchutney, TBWA Sri Lanka, Blink Digital India, FCB Interface, Medulla Communications, Milestone Brandcom and Star India have secured 2 metals each. 

Havas Worldwide, JWT India, Kinetic India, Scarecrow Communications and Wizcraft won 1 metal each.

Branded Content & Entertainment (Total 24 metals) 

Famous Innovations has bagged 6 metals – 2 Golds, 3 Silvers and 1 Bronze – in Branded Content & Entertainment. The agency secured a Gold for its work done for Nestle & Nanhi Kali – School Chali Main – in the Best use or integration of music including music in original branded content category. The second Gold, too, was for Nestle & Nanhi Kali, which involved Illustrated Children’s Books. 

Maxus also scored 6 metals, including 2 Golds and 4 Bronzes. Both the Gols for Maxus were for Sonata – When Women’s courage prevailed from 8 pm to 8am. 

Mindshare took home 3 metals, which included 1 Gold and 2 Silvers. The agency won a Gold for its work: Dove – Reframing the beauty debate in India. 

JWT and Dentsu Webchutney secured a Gold each. While JWT won the Gold for its Pepsi Mini Series, Dentsu Webchutney won for its work titled Sweat It To Get It done for Gatorade. 

Culture Machine, Madison MATES, Brave New World, Viacom18 Brand Solutions. The Social Street, Taproot Dentsu and Tonic Media Digital bagged a metal each.

Direct (Total 24 metals) 

With 3 Golds, 2 Silvers and 2 Bronzes, Taproot Dentsu lead the metals tally in Direct. The Odds by Adidas campaign fetched Taproot Dentsu its 3 Golds. 

JWT (1 Gold and 2 Silvers), Dentsu Webchutney (1 Gold, 1 Silver and 1 Bronze) and Happy Mcgarrybowen (3 Bronzes), secured 3 metals each. JWT won the Gold for its Direct Response Mobile Marketing drive for Indian Red Cross Society’s Blood Banking. Dentsu Webchutney bagged the Gold for The Dyslexic Captcha initiative done for Jaslok Hospital and Research Centre.

BBC Media Action India, Famous Innovations, Dentsu Impact, Sideways Consulting, ibs, Viral Pandya, Toast Events, and Kinetic India took home a metal each.