Mudra Advertising awarded silver at New York''s AME festival

Mumbai: Mudra Advertising has won the2005 advertising and marketing effectiveness AME awards, also known as the New York Festival, making it the only agency from India to win this award this year. The AME attracts some of some the most creative global campaigns.

Mudra received the 'silver world medal' award for its film by Saurabh Dasgupta, creative director of the agency's Delhi branch for the 'save water' campaign for Electrolux in the 'environmental issues' category made in 2004 which was globally declared the 'year of water conservation.'

The AME Awards recognise the most effective advertising and marketing campaigns from around the world.

The film opens with a man in an arid land, pumping the lever of a water hand pump. After much labour, a tiny drop appears at the mouth of the hand pump. Right at that moment, the camera pulls back to show the man standing over a shallow vessel, partially filled with a watery liquid… not water but his sweat that has collected in the vessel. The film ends with a voice-over, "Water. Use it wisely."