did Indian advertising last make news in the West? Cant
remember? Happily, the answer is very recently.
it is Mudra Advertising, Ahmedabad branch, which has done
the honours. The old warhorse of Indian advertising has
bagged the international Creativity 31 award
for three of its television commercials this year. These
are the only Indian commercials to have been awarded and
featured in their respective categories.
on the awards, Mudra vice-president and creative controller
Jagdish Acharya says: For Indian ethos, as reflected
in our mainstream advertising, to be understood and appreciated
at international forums is something that does not happen
too often. In this context, ours being the only Indian
commercials to have been featured on a global platform
is a matter of joy and pride to us.
winning spots include the Blubay Window Air Cooler ad
in the category of Consumer TVC (single), Vimal (father
and son ad) in the category of consumer TVC (single) and
Symphony Chhota Sumo in the category of consumer TVC (campaign).
Mudra Communications chairman and managing director A
G Krishnamurthy: The hallmark of Mudras work
is the ability to keep in touch with the pulse of Indian
sensibilities. And it is this thorough understanding of
the Indian psyche that has got Mudra to win these awards.
to the details of the award-winning entries. The commercial
for Blubay uses surprise and humour to present a unique
feature of the product surround cooling. The ad
for Vimal is all about a delightful equation between a
father and a son. It is a major departure from the usual
fashion advertising and conveys the cross-generation appeal
of Vimal fabric.
for Symphony, its successful brand, Sumo, has been positioned
as a cooler that offers big comfort. The smaller version
was launched as Symphony Chhota Sumo with a promise that
it offered equally big comfort for small spaces. The
task was achieved with just 10-seconders that won the
brand a leadership position in this category, says
Annual is published from the US and features the best
work in various categories from the entries it gets from
advertising agencies across the globe. It receives approximately
7,000 entries from across the world (some 31 countries).
Out of these, less than 20 per cent of the entries are
awarded. And this year, Mudra has done itself proud.