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Virgin Mobile’s digital campaign ‘Indian Panga League’ bags Yahoo Big Idea Chair 2010

by Satrajit Sen

Virgin Mobile’s digital campaign IndianPangaLeague.in bagged the Yahoo Big Idea Chair award for the year 2010 at a ceremony held on 1st December in Mumbai. Bates 141 and Mindshare, the creative and media agency respectively for the campaign, won the awards for coming out with this campaign.

by Satrajit Sen

Virgin Mobile’s digital campaign IndianPangaLeague.in bagged the Yahoo Big Idea Chair award for the year 2010 at a ceremony held on 1st December in Mumbai. Bates 141 and Mindshare, the creative and media agency respectively for the campaign, won the awards for coming out with this campaign.

Team Bates 141

Team Mindshare

According to Nitin Mathur, senior director, Yahoo, “The Indian Panga League campaign was selected on the basis of its creativity in relation to the concept, originality of the marketing initiative, which was very relevant to the brand, and integration of the campaign’s message.”

The Best Digital Brand Solution gold went to Creativeland Asia for its Hippo’s ‘Consumers Become Inventory Trackers’ campaign. Creativeland Asia was both the creative and media agency for the campaign. Webchutney (creative) and Madison (media) won the silver for Tata Tea’s ‘Jaago Re’ digital campaign.

In the category of Best Rich Media Ads, the gold went to Interface Business Solutions, which handled both the creative and media duties for the Tata Docomo ‘Diet SMS’ campaign. Webchutney and Madison won silver for the Airtel ‘Songcatcher’ campaign.

The gold for Best Engagement Idea went to Creativeland Asia for handling the creative and media duties for Hippo’s campaign ‘Consumers Become Inventory Trackers’. Creative agency Bates 141, along with media agency Mindshare, won the silver for Virgin Mobile’s ‘Indian Panga League’.

In the Best Mobile Solution category, Tribal DDB and Mindshare bagged the gold for Idea Cellular’s ‘Idea Tree – Use Mobile Save Paper’ campaign. Mindshare also won a silver for its work on Quaker Oats’ ‘Mission for India Healthy Heart’.

According to Yahoo India, no one was awarded under the Best Creative Search category as the jury didn’t find any campaign to be up to the mark.

Till 2009, the Yahoo Big Idea Chair was a part of the Effies but this year, Yahoo India decided to make it as an independent event. Talking about this change, Sonal Dabral, managing partner, India and head of creative, Asia, Bates141, said, “The fact that Yahoo planned to organise this event as a standalone entity, is a testimony to the fact that digital media and advertising has already got to the main stage here in India.”

In a statement, Arun Tadanki, managing director, Yahoo India, said, “Digital advertising provides an opportunity for brand marketers to give life to fresh, dynamic and unbridled ideas. The award celebrates innovation, creativity and the elusive big idea. We, at Yahoo, are committed to grow the digital ecosystem with the help of our partners, to showcase the power of digital and to help brands foster an online relationship with its consumers.”

Yahoo Big Idea Chair 2010 Awards, which aimed to honour creative excellence in digital advertising, received 183 entries from various creative and media agencies in India. The awards were judged for all three categories — Integrated Awards: Yahoo Big Idea Chair, Best Digital Brand Solution; Display Awards: Best Rich Media Ad, Best Engagement Ad, Best Mobile Solution; and Search Awards: Best Creative Search Awards.

Members of the jury panel consisted of Mayank Pareek, head of marketing and sales, Maruti Suzuki India; Max Hegerman, president, Tribal DDB India; Kunal Jeswani, country head, Ogilvy One; Karl Gomes, co-founder and digital strategist, AgencyDigi; Rajaram Narayanan, VP, Lakme and Haircare, Unilever; Arun Tadanki, MD, Yahoo India; Alok Bharadwaj, Senior VP, Canon India; Anil Nair, managing partner, Digital Law & Kenneth; and Carlton D’Silva, creative director, Hungama Digital.

Winning Agency: Bates 141

Winning Agency: Webchutney

Winning Agency: Creativeland Asia

Winning Agency: Creativeland Asia

Winning Agency: Interface Business Solutions

Winning Agency: Mindshare

Winning Agency: Mindshare

Winning Agency: Tribal DDB

[To view more pictures of the event please visit AlooTechie’s album on Facebook]
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