MAM bags Consumer Connect 'Campaign of the Year' award

MUMBAI: Job site, has won the "Campaign of the Year" award for the Hari Sadu television commercial at the Advertising Club Kolkata, Consumer Connect Awards.

FCB Ulka New Delhi, the creative agency which worked on the commercial, also conferred the honours of a National Trophy in the "Consumers Services Category," informs an official release. COO Hitesh Oberoi said, "The Hari Sadu commercial is very close to our hearts and has been widely appreciated by its viewers in terms of its humour, story line and originality. The winning of the 'Consumer Connect Award' for and FCB Ulka is recognition of the toil and labour in creating a fictitious character, which has come alive. More importantly we are delighted that our consumers have recognized the very spirit of the advertisement which reflects the understanding of the brand and their connect to the brand."

FCB Ulka's Aakash Sharma added, "It always feels great to win awards but this time around it is doubly so. We've won two. It's rewarding and exciting to see our work recognized as the real consumers play a major part in these awards."

Every entry goes through the two-panel study to generate a Consumer Connect Score. Each entry is taken through two separate consumer panels. First a "Market Assessment" is conducted to determine the current perception of the brand. Then a "Stimulus Assessment" is conducted with a matched panel to measure the impact the entry had on consumer's perceptions of the brand, adds the release.

Short listed entrants then present a live presentation of the case study in front of a panel of judges and an audience of their peers who will determine the winner. They take into consideration the following:

-- The Consumer Connect Score: Key measurements on how the advertising entered changed perceptions of the brand. This is presented by Advertising Club Calcutta.

-- Assessment of the advertising task: Analysis of the market situation and the role communication must play.

-- Understanding of the consumer: Insights that led to the advertising solution.

-- Creative solutions: The creative and media strategy used to obtain the desired response.

The Consumer Connect Awards, were instituted by the Advertising Club Kolkata, in the year 2003 to mark its 50th year. They seek to honour communication that connects best with their respective consumers.

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