MUMBAI: Kidstuff Promos & Events, the Mudra Group's specialised promotions marketing offering won the Best in Asia award for its Toss Ka Boss promotional campaign for Pepsi at the Promotion Marketing Awards of Asia (PMAA), held in Singapore.

19 judges from 5 countries awarded the Toss Ka Boss Campaign for Pepsi India, Golds in the "Best Multi-Disciplined Campaign" Category and the "Best Sponsorship Tie-in Campaign" Category, as well as the "Best Campaign in India" and the "Best in Asia", states an official release.

 
This campaign, together with all Gold, Silver and Bronze Winners now move to the next stage, representing Asia in the Marketing Agencies Worldwide Globes Programme, against the Best Promotion Marketing Campaigns from the USA, UK, Canada, South America, Europe and Australia. Last year and the year before, PMAA "Best in Asia" Winners won the coveted "Best in the World", the release adds.

Mudra CEO Madhukar Kamath said, "A winning promotion like the Pepsi Toss Ka Boss is a great example of how promotional marketing can play a vital role in building brand loyalty and also play a key role in influencing the purchase decision of the consumer. Kidstuff has done splendidly well to justify the client's faith in our competence."

Total Branding Solutions India CEO and PMAA 2005 judge R Lakshminarayanan said, "It is indeed encouraging to see that most number of entries we received this time was for the multi-discipline category. Increasingly, clients are including Promotions as a strategic part of their brands plans rather than as a short-term tactics to increase sales, this is an encouraging sign."

An ecstatic Kidstuff Promos & Events MD Pankaj Wadhwa said, "This is a perfect example of actually bringing 'Total Branding' alive! Combining a great concept with television, press, Internet, SMS, direct contact programs in schools, cinemas, colleges, markets & retail, this was the biggest promotion done by Brand Pepsi and was a staggering success".