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.'
AME Awards recognise the most effective advertising
and marketing campaigns from around the world.
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
not water but his sweat that has collected
in the vessel. The film ends with a voice-over, "Water.
Use it wisely."