Ogilvy India & BBDO make India proud at the AME Festival

Two Indian agencies, Ogilvy India and BBDO have made India proud at the 11th edition of the Asian Marketing Effectiveness Festival held on 8th- 9th May 2013 at Shanghai, China.
Ogilvy India bagged a silver award for the 'Financial Services, Commercial Public Services, Business Products & Services' category for its 'Made for You' campaign for Vodafone India. Whereas BBDO India won a bronze award  in the 'Most Effective Use of Public Relations' category for its 'Everyday Soldier' campaign for P&G's Gillette.

Ogilvy's campaign for Vodafone aimed at increasing the brand’s revenue. Inspite of being a popular brand it was seen that the value conscious consumers were not spending much on the brand and hence the campaign aimed to encourage them thereby increasing the company’s revenue. Keeping this in mind the campaign focused on the product and how it could be suitable to cater to the consumers needs individually. Ogilvy’s campaign titled 'Made for You' was successful . From the user base of 35 million users the usage plans of 22 per cent  were personalised and subsequently it generated thrice the amount of  revenue than what it had generated earlier.

Where BBDO is concerned , their efforts on Gillette , a 'winning account' in their records  won them the award. Except for the youth , the brand did not carry much weight , especially for those who consider a  stubble a sign of manliness. This led the agency to develop their campaign which stressed on the brand’s inner manliness that constitutes the values of courage, integrity and discipline and who better than the Indian army jawan to portray these virtues? Their 'Everyday Soldier' campaign made an impact on the Indian civilian and their robust multimedia campaign resulted in the sale of 12.3 million razors in a single quarter which at 50.6 per cent was the highest market share for Gillette . The agency also won the Network of the Year award at this year's AME.

Established in year 1994 the AME Awards has always been known to recognise marketing strategies that are both simultaneously creative and successful. This festival is a collaboration between the Lions Festivals and Haymarket and sees active participation  from executives from the marketing ,advertising and media industry .
The 50 member jury panel of the AME included 10 Indians of whom eight are based in India while two members are from Southeast Asia.