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MUMBAI:
Protected Entry, created by Tribal DDB India for MTV India,
is the winner of the Webby People's Voice Award in the Interactive
advertising category at the eleventh annual Webby Awards.
This was the only Indian entry at the Webbys.
The
Academy selected winners from over 8,000 entries representing
all 50 states and 60 countries worldwide in a wide range of
categories, including websites and brand new categories honoring
online film and video, interactive advertising and mobile
content. In addition, over 400,000 votes were cast by people
around the world for their favorite sites, videos, and ads
in The Webby People's Voice Awards.
On
1 December, 2006, World Aids Day a landing page banner appeared
before the site launched on www.mtvindia.com where users had
to choose a condom for their cursor and protect themselves.
The message was clear. No condom. No entry. Get protected.
According
to Tribal DDB India national creative director Karl Gomes,
"The idea sprung from a very basic insight that web users
are usually cautious and require assurance that a site is
'protected' before they enter it. We used that idea to create
awareness on the use of condoms for safety."
Commenting
on the award MTVNI vice president digital media Keertan Adyanthaya,
said, "We're very proud to have been acknowledged on
a global level for our work and that too for a cause that's
important to MTV. The internet is a powerful medium to reach
the youth and we will continue to entertain and engage our
audience in typical MTV style."
"The
Webby winners and special achievement honorees represent the
very best in online creativity and innovation," said
Webby Awards executive director David-Michel Davies. "We're
proud to salute the people and organizations whose ideas and
vision are transforming how we experience the world."
This
year, winners will be honored at two ceremonies: The Webby
Film and Video Awards on 4 June and The eleventh Annual Webby
Awards on 5 June.
The
Webby Awards is presented by the International Academy of
Digital Arts and Sciences, a 550 person judging academy whose
members include Vinton Cerf, R/GA's Chief Bob Greenberg, Simpson's
creator Matt Groening, Arianna Huffington, and Harvey Weinstein.
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