The organisers of Spikes Asia 2023 have announced the second batch of shortlists. Indian agencies account for 120 shortlists across these categories.
Leo Burnett leads the Indian contingent with a total of 25 shortlists.
Brand Experience and Activation
Among the 81 shortlists in this category, there are 15 Indian entries.
VMLY&R has five of them. Three of these are for the 'Adeli' entry for Unipads. The agency also has one each for Maxx Flash (The Killer Pack) and Unilever (Smart Fill).
BBDO India has four shortlists. All four of the shortlists come for work done for Ariel. Three are for the entry titled 'See Equal #ShareTheLoad' and one is for long term work done on the brand
Leo Burnett has three shortlists in this category - one each for Airtel (175 Replayed), Oreo (#BringBack2011) and Whisper (The Missing Chapter).
Ogilvy's entry 'Shah Rukh Khan - My Ad' for Cadbury Celebrations has two shortlists.
Lowe Lintas India (and Singapore)'s entry titled 'Handwashing Kebabs' for Lifebuoy Soap also has a shortlist.
Creative Commerce
McCann has three of the five shortlists India received in the category.
The agency’s work titled ‘Shagun Ka Lifefa’ for Ujjivan Small Finance Bank has three shortlists.
VMLY&R has two shortlists for Unilever’s ‘Smart Fill’.
Creative Data
Leo Burnett has a shortlist each for Airtel (175 Replayed) and MPL (Billion Cheers Jersey) in this category.
Ogilvy also has one for Cadbury Celebrations’ ‘Shah Rukh Khan – My Ad’.
Creative Effectiveness
Among the four Indian shortlists in this category, DDB Mudra has two.
These come for McDonald’s (EatQual) and Stayfree (Daughter’s Day).
BBDO India’s ‘See Equal #ShareTheLoad’ has also been shortlisted in this category.
Lowe Lintas Mumbai and MullenLowe Singapore’s ‘H is for Handwashing’ for Lifebuoy is also in contention.
Digital Craft
Ogilvy has two shortlists for Cadbury Celebrations’ ‘Shah Rukh Khan – My Ad’.
Dentsu Creative’s ‘Unfiltered History Tour’ for Vice Media is also among the shortlists.
Direct
Kinnect and FCB India’s ‘Chatpat’ for SOS Children’s Villages India has three shortlists in this category.
FCB India also has two shortlists for the entry titled ‘Unbox Me’ for UNAIDS.
McCann India’s ‘Shagun Ka Lifafa’ for Ujjivan Small Finance Bank has two shortlists in the direct category.
Ogilvy India’s ‘Shah Rukh Khan – My Ad’ for Cadbury Celebrations has two shortlists in this category.
BBDO India (Ariel – See Equal #ShareTheLoad), DDB Mudra (Indeed – The Hire) and Leo Burnett (The Missing Chapter – Whisper) also have a shortlist each.
Entertainment
Dentsu Creative is the only Indian agency to have shortlists in this category. The agency has three shortlists for Global Esport’s ‘The Protest Match’.
Film Craft
Early Man Film and Wieden+Kennedy’s entry ‘The Steel of Oman’ for Jindal Steel has a shortlist.
Good Morning Films and Brand David’s ‘Spirit of Farmers’ for Parachute is also in contention.
Film
Law & Kenneth has five shortlists in this category for Zepto. Two of them are for the entry titled ‘Clinic’ while one each come for ‘Airport’, ‘Restaurant’ and ‘Indian Stretchable Time’.
Leo Burnett has four shortlists – one each for ‘175 Replayed’ (Airtel), ‘The Great Celebrity Hack’ (Burger King), ‘BringBack2011’ (Oreo) and ‘Traffic’ (Spotify).
The Womb has four shortlists in this category too, all for Truecaller’s ‘Red is the new Black’.
Creativeland (Netflix Playback 2022), MullenLowe Lintas (#SearchforChange – Google) and Wunderman Thompson (The Idea of India – The Times of India) are also among the shortlists.
Healthcare
Leo Burnett has five of the 10 Indian shortlists in this category. All five shortlists are for Whisper’s ‘The Missing Chapter’.
VMLY&R has three. Two of these come for the entry titled ‘Adeli’ for Unipads while the other is for Maxx Flash’s ‘The Killer Pack’.
Lowe Lintas Mumbai (and Singapore) has a shortlist for Lifebuoy Soap’s ‘Handwashing Kebab’ as does Ogilvy for MTV’s ‘Memory Karaoke’.
Industry Craft
Leo Burnett has two shortlists for Whisper’s ‘The Missing Chapter’.
DDB Mudra’s ‘A Silent Frown’ for Charlie Chaplin Museum Foundation has also been shortlisted.
Media
FCB India’s ‘Unbox Me’ for UNAIDS has two shortlists.
Kinnect India and FCB India’s ‘Chatpat’ entry for SOS Children’s Villages also has two shortlists.
Ogilvy’s ‘Shah Rukh Khan – My Ad’ for Cadbury Celebrations also has two shortlists.
BBDO India (Ariel – See Equal #ShareTheLoad), Dentsu Creative (The Indian Express – News Beyond Views), Leo Burnett (Whisper – The Missing Chapter) and Lowe Lintas India and Singapore (Lifebuoy – Handwashing Kebabs) are also in contention.
Outdoor
VMLY&R’s ‘The Killer Pack’ for Maxx Flash has three shortlists in this category.
Leo Burnett (Whisper – The Missing Chapter), Lowe Lintas India and Singapore (Lifebuoy – Handwashing Kebabs) and McCann (Ujjivan Small Finance Bank – Shagun Ka Lifafa) also have a shortlist each.
PR
Kinnect and FCB India’s ‘Chatpat’ for SOS Children’s Villages has three shortlists in this category.
FCB India has two for UNAIDS’ ‘Unbox Me’.
Dentsu Creative (Bharatmatrimony.com – pehle padhai phir shaadi), Leo Burnett (Whisper – The Missing Chapter) and VMLY&R (Unipads – Adeli) have a shortlist each.
Print and Publishing
DDB Mudra’s ‘A Silent Frown’ for Charlie Chaplin Museum Foundation has two shortlists.
Social and Influencer
Kinnect and FCB India’s ‘Chatpat’ for SOS Children’s Villages India has four shortlists. FCB India’s ‘Unbox Me’ for UNAIDS also has one.
Leo Burnett's '#Bring2011Back' for Oreo has two shortlists.
Ogilvy also has two for Cadbury Celebrations’ ‘Shah Rukh Khan – My Ad’.
DDB Mudra has one for MTV’s ‘Bothard’, as does Dentsu Creative for Global Esports’ ‘The Protest Match’.
Strategy & Effectiveness
BBDO has three shortlists for Ariel’s ‘See Equal #ShareTheLoad’.
Leo Burnett has two for Whisper’s ‘The Missing Chapter’ and one for Oreo’s ‘#Bring2011Back’.
Lay’s ‘Changing Entrenched Snacking Behaviours To Drive Exponential Growth’ and VMLY&R’s ‘Smart Fill’ for Unilever have also been shortlisted.
No Indian entry was shortlisted in the Music, Radio and Audio categories.
Shortlists for the following categories will be revealed on 3 March: Design, Glass, Integrated, Mobile.
All the Gold, Silver and Bronze Spikes winners will be announced on 7 March. The winners of the Spikes Grands Prix awards and special awards will be announced on 9 March.
| Agency | Shortlist |
| Leo Burnett | 25 |
| VMLY&R | 16 |
| Ogilvy | 12 |
| Kinnect | 12 |
| BBDO India | 10 |
| Dentsu Creative | 8 |
| DDB Mudra | 7 |
| FCB India | 7 |
| Lowe Lintas | 6 |
| McCann | 6 |
| Law & Kenneth Saatchi & Saatchi | 5 |
| The Womb | 4 |
| Early Man Film | 1 |
| Brand David | 1 |
| Wieden + Kennedy | 1 |
| Good Morning Films | 1 |
| Wunderman Thompson | 1 |
| Creativeland | 1 |
| Pepsico | 1 |
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