Ogilvy wins big at Kyoorius Awards

12 Jun,2014

 

By Sandeep Puraname

 

The Kyoorius in association with D&AD, announced the winners of the 2014 Kyoorius Advertising & Digital Awards at the awards ceremony at the NSCI Indoor Stadium in Mumbai. The night was a celebration of the best in Indian creativity with an attendance of over 1200 creative professionals from the advertising and digital spheres and clients from across India and some from around the world.

 

 

Curious about the Awards terms?

 

Like the D&AD awards internationally, Kyoorius Awards have no gold, silver or bronze, and it is the jury’s prerogative to award more than one Blue Elephant in a category, or none at all.

 

In-book: Work that stands out above the rest and meets the three judging criteria, for being 1) An original and inspiring idea, 2) Well-executed, and 3) Relevant to its context. Amongst the best pieces of work in the year, in-book winners are the nominees for Blue Elephants.

 

Blue Elephant: Checks off all three criteria and reaches the Kyoorius Awards benchmark of creative excellence. Recognised as a symbol of the very highest creative achievement.

 

Black Elephant: Best of Show. The ultimate prize. Work that is truly ground-breaking amongst all the judged work.

 

Masters of Ceremonies Kamal Sidhu and Suresh Venkat conducted the proceedings accompanied by Dutch performer Ken and the Indian rock band The Other People and DJ Hiren.

 

The focus was clearly on the awards, as 114 in-book winners were announced, with 75 in Advertising, and 39 in Digital. In-book winners were also nominees for Blue Elephants, and among the 114 entries nominated, the two juries awarded 37 Blue Elephants – 24 in Advertising and 13 in Digital. Senior industrypersons presented the awards.

 

Ogilvy & Mather emerged as the most awarded agency, with three Black and seven Blue Elephants and 45 In-book wins.

 

Across the advertising categories, 24 Blue Elephant winners included campaigns by Grey Worldwide, Ogilvy & Mather, Publicis India, Sapient, DDB Mudra, Happy Creative Services, BBDO, Ideas@Work, Scarecrow, BBH, Soho Square, Creativeland Asia, First December Films and Candid Marketing.

 

And at the digital awards, 13 Blue Elephant winners included works by Hungama Digital Services, Creativeland Asia, Fractalink Design Studio, Webchutney, Sapient, 120 Media Collective, BBH India, DDB Mudra, NicheMinds, and Ogilvy & Mather.

 

Four Black Elephants were awarded to groundbreaking work that redefined the category it was entered in,  by creating a new conversation with its audience, or a transformational impact on the industry.

 

DDB Mudra was awarded a Black Elephant for The Last Telegram (Category: Direct Response), a direct  response campaign that saw an opportunity to commemorate the final day of India’s telegram service by reminding Birla Life Insurance customers to think about their future.

 

Ogilvy & Mather took home three Black Elephants in 3 categories –

 

  • The Good Road – Created for Bangalore Traffic Police and Castrol India (Category: Technological Innovation). In the campaign, a helmet was designed to remind bikers about road safety and motorbikes would only start once the helmet was worn by the rider.
  • CleftToSmile – Created for Operation Smile India (Category: Use of Social Media). This social media campaign transformed a simple combination of keyboard characters into an identity and highly successful Twitter campaign for Operation Smile India’s Cleft to Smile initiative.
  • Google ‘Reunion’ – Created for Google India (Category: Online Branded Films). Ogilvy & Mather  created a film that highlighted Google’s search engine by creating a touching story with the India-Pakistan Partition as a backdrop.

 

Tim Lindsay
Rajesh Kejriwal

Tim Lindsay, CEO of D&AD commented: “D&AD is very proud to be partnering with Kyoorius in India. I hope we’ve brought some rigour and transparency to the judging process. Certainly the standard of work  has been fantastic – something we saw demonstrated at D&AD’s own professional awards three weeks ago in London, where Indian agencies had multiple in-book and nomination successes. Our commitment to  this partnership is long-term. We look forward to an increased involvement with the Indian creative community as we develop our New Blood programme with Kyoorius.”

 

Said Rajesh Kejriwal, Founder CEO of Kyoorius: “Considering this was our first year for the  Advertising Awards & Digital Awards, the response has been outstanding. The 988 entries across  Advertising and Digital are further validation of the Kyoorius Awards format, and our association with D&AD. We will continue to provide a neutral and transparent platform for the Indian creative industry.”

 

“During the jury sessions, we saw a strong desire from jury members to constantly weigh in and consider the cultural context when judging the work. The importance of staying relevant to the Indian market was never overlooked, especially with the international jury.”

 

Alongside the Elephant winners all nominations will be featured in the Kyoorius Advertising Awards Annual  and the Kyoorius Digital Awards Annual — distributed across the fraternity and to corporate for creative inspiration

 

 

 

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