'Different Formulas for Racing in India', the print and outdoor campaign executed by theIdeaWorks' Singapore subsidiary for India Tourism on the sidelines of Singapore's inaugural night Grand Prix won the 1st runner-up Special Award in the Consumer's Choice MRT Station Concourse category at the Singapore Outdoor Advertising Awards 2008. The campaign also made it to the list of finalists in the MRT Train Carriage and Free Postcards categories.
The Singapore Outdoor Advertising Awards, now into their 7th year, have grown into the premier event for the outdoor medium, showcasing the very best innovations and creativity of each year.
The idea behind this rather successful campaign had been to create awareness about the uniqueness of India's sporting traditions and pitch the same against the glitz of Formula One, with visuals and messaging that broke the clutter of the all-pervasive mood of speed and glamour.
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