daCunha-Amul bond celebrated at Campaign Agency-Marketer Partnership Awards

Campaign Asia-Pacific, in association with Roth Observatory International, announced winners of the second-annual Agency | Marketer Partnership Award

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daCunha-Amul bond celebrated at Campaign Agency-Marketer Partnership Awards

The jury selected two Gold winners from the shortlist, and they are:

Iris Worldwide and Philips
daCunha Communications and AMUL

The award rests on the premise that while speed, efficiency and effectiveness have become more critical for brand succees, a strong client-agency relationship is essential for producing the most creative work—and can help bring a new level of insight and intelligence to brand strategy.

The Agency | Marketer Partnership Awards were presented at the gala awards dinner for the 2015 Agency of the Year Awards on 10 December in Singapore.

Iris Worldwide and Philips worked together to launch the Philips Digital Command Centre (PADCC) in Singapore with plans to scale it across the region. The goal for Philips was to become a modern brand with a culturally relevant voice.

In July 2015, Iris began working on PADCC with a 12-member strong team, collaborating closely with media parters Carat, Havas and analytics firm Concise.

The team says it exceeded all KPIs and the command centre was critical to the launch of new products.

daCunha Communications P. Ltd and AMUL have worked together since 1965 on what is believed to be the longest-running billboard campaign in the world. The campaign features the Amul Girl, who remains contemporary, humourous and loveable even after nearly 50 years. Over the decades, the campaign has expanded from billboards to print, then TV, and to social and digital media today.

There have been over 4,000 Amul topicals (see a selection 'hits' here), and they have managed to maintain the same theme and style while being witty, thought-provoking and humorous. This campaign is an example of a client putting complete trust in an agency to take all creative decisions.

"This campaign over these last 50 years has helped establish a trustworthy brand and lent its support to the brand awareness, purchase and loyalty."

—Jayen Mehta, general manager (planning and marketing), AMUL