Ogilvy PR wins bronze at PR Week Asia Pacific Awards

MUMBAI: Ogilvy PR India has recently won the bronze at the PR Week Asia Pacific Award ceremony held in Hong Kong for its CSR campaign 'Amaron Amaragaon' for Amara Raja Batteries Ltd. (ARBL).

Ogilvy PR has been awarded in the Corporate Communications category for the tangible benefits it brought to the community for its Amaron Amaragaon campaign.


This CSR programme from ARBL has been undertaken by Amaron Harvest, the farm battery division of ARBL and was started on 15 August, 2002 in a village called Aithor in Gujarat. Since then, ARBL and Ogilvy PR have extended the Amaron Amaragaon campaign to almost 500 villages in India. The Amaron Amaragaon program is partnered by Drishti, who have developed the software and also maintain the knowledge bank.


Commenting on this same, ARBL Automotive Aftermarket head G Indeevar said, "We are delighted that Ogilvy PR has bagged this award. We believe that this has been a highly effective campaign by Ogilvy PR, who have been our partners right from the beginning of this programme. Its effectiveness is reflected by the benefits it has provided to the community and the awareness it has built for our brand Amaron."

This programme aims to empower people living in rural areas by giving them faster access to valuable information through effective use of IT. Centered on the IT-enablement of villages in India, the campaign provides agricultural information to farmers, access to land records, e-governance and on the whole helps to increase yield and profits for local industries.

Says Ogilvy Public Relations Worldwide consultant Diwakar Shukla, "Technology has always been a core value at ARBL. Our task was to drive home the message that technology could drive growth for farmers in terms of improved yield and increased revenues. This prestigious PR award is a vindication of our belief that a well planned CSR campaign can provide tangible benefits to the community."

Some of the awards recently won by Ogilvy PR India are - Silver in the Asian Brand Marketing Effectiveness Awards 2004, Hong Kong, under the category 'Most effective use of Public Relations' for the Crisis Management case for Cadbury India Limited, Gold in the Asian Brand Marketing Effectiveness Awards 2004, Hong Kong, for the integrated communications solutions for Goli ke Humjoli, under the category 'Best integrated Marketing Campaign' and Gold in the Effies for the Cadbury Crisis Management case, under the category 'Corporate'.

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