Mindshare sweeps Media Abbys with 17 medals, 3 gold

Agencies belonging to the Mindshare network swept the Media Abbys at Goafest 2016 held in Panaji on Friday, winning 17 medals, including three golds. Mindshare India won two for its work on Lakme ('Lakme Lip Pouts in Grazia - Playtime for your Pout) and Lifebuoy ('Before Iftar Time, It's Lifebuoy Time'), while Mindshare Sri Lanka won a gold for its work on Sunlight, Unilever's detergent brand.

The Lifebuoy campaign was awarded for the 'Best Use of Integrated Campaign', while the Lakme campaign was awarded for the 'Best Use of Newspapers and Magazines'.

The Social Street, a branding, marketing and advertising agency, won two golds, both for its work on Britannia Good Day. The campaigns were 'Smile to be Surprised' (Best Use of Outdoor) and 'The Slide of Smiles' (Best Use of Ambient Media).

Cheil India, Isobar India, Maxus, OMD, and PHD India were among the other agencies that won gold Abbys in this category. Mindshare India topped the tally with 17 metals. Maxus came next with seven. Lodestar UM and Madison Media bagged six each.

The Social Street won two golds for Britannia Good Day in the Best Use of Outdoor category (Smile to be surprised!) and Best Use of Ambient Media (The Slide of Smiles) category.

OMD won a gold for Kinder Joy in the Best Use of Branded Content category (Kinder Joy Story Station).

Msix bagged a Gold award for Best Use of Branded Content Includes Online and Offline Media category for Nicotex (The 'Quit Smoking' partner for ISL).

Cheil India went on to win a gold for Samsung Galaxy S6 in Best Use of Digital as a Medium category (Samsung Galaxy S6 Search campaign).

PHD India grabbed a Gold award for Active Wheel in Best Use of Mobile Media category (LO KARLO BAAT).

Maxus bagged a gold for LinkedIn in Youth Marketing category (Get a Job).

The last in the list to win a gold was Isobar India for its Say Na campaign in Pro Bono Marketing category.

Pratap Bose, founding partner and chairman, The Social Street, said, "The entries from the media agencies recorded 50 per cent increase from last year. From 650 entries last year, we got 1,014 entries this year. We had 86 people judging the awards as compared to 70 last year. What is important is that 76 agencies participated in the Media Abbys this year."

In all, 77 Media Abby Awards were awarded this year. Of these, 11 are Gold, 36 are Silver, and 30 are Bronze.

Talking about the parameters set for judging this year's Abbies, Bose said, "The parameters were to find something fresh, unique and sparkling."