Warc Prize for Asian Strategy: Lowe wins Grand Prix for Idea #NoUlluBanaoing

Mullen Lowe Lintas Group’s campaign ‘No Ullu Banaoing’ for Idea Cellular won the lone Grand Prix and cash prize of US $ 5,000 at the Warc Prize for Asian Strategy, winners of which were awarded on 29 October in Mumbai. 

 

The agency also accounted for a Gold (also for No Ullu Banaoing), besides a Silver and Bronze, in the South Asia leg of the competition. Mullen Lowe Lintas was richer by another US $ 1,000, winning a ‘Local Hero Special Award’ for Havell’s ‘A woman is not a home appliance’.

 

BBDO India bagged Gold for its Cannes Grand Prix-winning ‘Touch the Pickle’ campaign for P&G’s Whisper. The entry also won a 'Asia First Special Award', which carries a cash prize of US $ 1,000.

 

McCann Worldgroup India won a Silver for work for the Government of India.

 

India accounted for the most number of campaigns awarded (5 of 17) at this year’s competition. A panel of marketers and agency-side strategy experts judged the awards. The jury was chaired by BV Pradeep, global vice-president of consumer and market insight, Unilever.

 

“Idea Cellular’s campaign ‘No Ullu Banoing’ was outstanding because it was based on a powerful and universal cultural insight that worked across the whole of India, across urban and rural populations and across socio-economic classes. The strategy expanded the market, strengthened brand equity and drove growth of sales revenues. To achieve all three deliverables with one campaign was really amazing,” said Pradeep.

 

The Indian winners