Indiantelevision.com Team

(30 April 2007 11:00 pm)

MUMBAI: The recently concluded Venice Festival of Media organized by Publishers of Media and Marketing, Europe and Cream Magazine, chose to round off what promised to be the globe's most important event in the media discipline communication by honouring five outstanding pieces of work from around the world. Among those was Madison Media's mobile application for client Cadbury.

Madison World chairman and managing director Sam Balsara said, "Whilst I knew that the Cadbury work had been shortlist and ranked amongst 34 reported for innovation and creativity from around the world, I could not believe my ears when I heard that we had made it to the last 5 and had won the award which appropriately was a piece of well-crafted Murano glass. I am grateful to Reliance Telecom for providing us their unique platform and to our client Cadbury for pushing us to higher the bar for Innovation and Creativity in Media. With 165 million mobile users expected to go upto 500 million by 2010, mobile is going to play a very important role in a media person's life. "

The five pieces of work that were recognised include:

- Dashboard for Axe, Canada: Axe was brought to life on the computer desktops of young men. By creating Mindi, a video avatar who can interact with computer users, the company developed an innovative touchpoint that has long-term potential as a content conduit.

- Madison Media for Cadbury, India: Cadbury used the mobile phone to help aspiring Indian youth by bringing their vital exam results direct to their mobile phones. Cadbury took its message of celebration into that most tense of moments, the moment when students discover how well they did in their exams and gave the chocolate prompt at a time when Indian Mithai would come to their mind.

- MPG for Cepita, Argentina: To launch its first 100 per cent pure juice product, Cepita turned Buenos Aires into an orange grove complete with sampling.

- Agencia Click for Fiat, Brazil: The campaign allowed cinema-goers to create their own version of the Fiat advert by voting using their mobile phones. The cumulative votes from the audience at each screening determined what happened to the star of the ad.

- Clemenger BBDO for Land Transport New Zealand: New Zealand's anti-drink-drive campaign bought naming rights to a horse to stop race fans who watch coverage in pubs driving home. Everytime it raced, the name checked in papers, on-screen and by commentators.