Goafest 2023: Mindshare, FCB Group, Leo Burnett and COG Culture win big at ABBY One Show Awards
Leo Burnett India was the sole winner of a Grand Prix for Airtel in Digital Craft category on day two.
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On day two at the Goafest 2023 Mindshare, FCB Group India, Leo Burnett India and COG Culture won big at ABBY One Show Awards.
Leo Burnett India emerged as the “Digital Specialist Agency of the Year”. The agency picked a total of 15 metals including a Grand Prix. Leo Burnett India won the highest honour (Grand Prix) for Airtel India’s “Airtel 175 Replayed” campaign in Digital Craft for creative use of video.
Airtel organised an event, where Kapil Dev’s hologram, powered by Airtel 5G, was released to create engagement with a set of live audience. The legendary cricketer’s famous 175 not out versus Zimbabwe, during the 1983 Cricket World Cup, never made it to the screens due to a strike by the broadcasters that day. It is one of the best one-day innings ever. The brand unveiled a film using immersive technology, it recreated Dev’s unrecorded innings. The film was conceptualised and created by Leo Burnett India, and produced by Prodigious India.
The Publicis-Groupe owned agency also picked up metals for its work for brands such as Adidas, P&G (Whisper), HDFC Life among others.
Mindshare India bagged both Mobile Specialist and Technology Specialist Agency of the year. The agency won a total of three metals in the mobile and four metals in the technology category of the awards. The GroupM-owned media agency picked metals for its work for brands such as Dove, Volvo Cars India, Upstox among others.
FCB Group India was named “Direct Specialist Agency of the Year” with a total count of 10 metals. Some of its winning work includes brands such as SOS Children’s Villages India, Navneet Education Limited, HDFC Bank. One of its campaigns for Mumbai Traffic Police also won "Merit" - a category which recognizes good work that could not bag a metal but has made an impact.
The IPG-Group owned agency also won “Public Relations Specialist Agency of the Year '' with a total of 8 metals. Its work on Navneet Education Limited, Unaids and SOS Children’s Villages India was awarded metals. It is interesting to note that this year the PR specialist title went to a creative agency over a traditional PR firm hinting at the evolving nature of the industry.
Independent agency COG Culture became the “Design Specialist Agency of the Year” winning a total of 16 metals. Its winning work includes campaigns for D2C footwear brand Arigold, Medharbour Multispeciality Hospital, OneDash among others.
Talking to Storyboard18 earlier, Ashwini Deshpande, co-founder and director, Elephant Design emphasized that work done by smaller agencies for smaller and local brands in the Design category stood out at the ABBY One Show Awards. Deshpande was the jury chair of the Design ABBYs.
