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Goafest: Now BBDO's Abby-winning ad for DHL is withdrawn

This is the second withdrawal since Leo Burnett's dramatic move to recall two radio spots for Tata Salt Lite on Monday

Viveat Susan Pinto  |  Mumbai 

After ad agency Leo Burnett's dramatic move on Monday (April 8) to withdraw two radio spots for Tata Salt Lite from the Creative Abbies, it is now the turn of BBDO Proximity to go down that road.

The Goafest's Awards Governing Council (AGC), the body which monitors the Creative Abbies, has decided that BBDO's entry for courier major DHL, which appeared similar to work for furniture removalist Allied Pickfords by Ogilvy & Mather, Singapore, will be withdrawn from the awards. The decision follows a vote taken among jurors in the print and outdoor categories - the segments where BBDO had bagged two golds and one silver for the DHL ad on Saturday (April 6).

Shashi Sinha, chairman, AGC, said that the decision to withdraw was a clear one following an overwhelming majority voting against the said ad. The AGC's probe into the issue followed complaints received from the industry on Wednesday (April 10) that the ad in question was a lift of the one created by O&M, Singapore for Allied Pickfords.

The withdrawal will mean that BBDO Proximity's awards tally will be down to nine from the 12 it bagged on Saturday when the Creative Abbies were announced.

Josy Paul, BBDO's chairman and chief creative officer, India, said, "We are an agency of firsts. Look at our track record - the only agency in Asia to win a Black Lion at Cannes for creative-effectiveness. We introduced 'acts not ads' to India and pioneered social movements for brands. All in under four years! So why would we want to play second fiddle to anyone?"

While the lid has been put on the BBDO issue, the verdict is not yet out on another copycat ad this time by DDB Mudra for Electrolux Washing Machines. The ad is said to be similar to work on brand LG coming from Y&R, Sao Paulo, Brazil. DDB Mudra had bagged two silvers in print and outdoor respectively for the Electrolux campaign at the Creative Abbies on Saturday.

The AGC at the moment has put up the matter for voting among jurors in the print category. A call on whether voting is required in outdoor will be taken later.

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First Published: Fri, April 12 2013. 00:20 IST