No other gold winners in the crucial television category except for the campaign
The lovable egg-headed characters, who took the advertising industry by storm in 2009, swept the creative awards on the final night of Goafest.
Incidentally, this was the only Grand Prix announced at the Creative Abbys this year, indicating just how tough judging standards were.
But the scenario was no different last year when just one agency bagged the Grand Prix — JWT.
Unlike last year, however, the jurors’ aversion for giving out metals (a term commonly used by advertising folk to indicate awards) was not restricted to the Grand Prix alone. The total number of golds given out this year was just 19, in comparison to 33 last year. Ajay Chandwani, chairman of the Creative Abbys, admitted the overall tally of golds could have been better this year. “I would have been happy had there been more golds given out. It was a tough year, no doubt. But the jurors could have given out more gold awards. It encourages people,” he said at the sidelines of the awards ceremony.
The overall tally of silver awards was more at 66, while the bronze tally was 146 this year, said Chandwani.
Ogilvy & Mather walked away with 43 awards: 3 golds, 9 silver and 30 bronzes. Mudra group was second with 4 golds, 9 silver and 13 bronzes, which took its tally to 26, while Publicis was third with 22 awards (2 golds, 6 silver and 14 bronzes). JWT and Leo Burnett — big winners over the last two years — stood fourth and fifth with 12 awards (2 silver and 10 bronze) and 11 awards (3 silver and 8 bronze), respectively.
What is worth noting is that barring the Zoozoo campaign, there were no other gold winners in the crucial television category. In the print category — another big one for advertising people — there were just three gold winners. This included a social service campaign for the NGO Srujan by the Mudra group, while the other two were bagged by Publicis for little known brands such as Croft, which is into business and home services, and Steadfast Shredders, which is into business appliances.
The total number of entries this year was in line with last year, namely 4,200, which was whittled down to 500 in the first round of judging , followed by 233 in the second round. These 233 were the final winners, said Chandwani.