The Abby One Show Awards 2024 were held last night at the Westin, Powai in Mumbai, marking a record year with 3,506 entries from 273 companies. The event showcased a diverse range of advertising innovations, with several companies emerging as winners in various categories.
EssenceMediacom secured two gold awards in the ‘Innovative Use of Audio Visual’ category with their ‘Airtel 5G Plus ultimate fans: Look maa! I am on TV’ ad, and in the ‘Innovative Use of Paid Search’ for their Adidas D2C campaign.
Initiative Media also captured gold twice; their ‘Missing elephants: Provocative creativity shaking humanity’ for Amazon Prime Video won in the ‘Innovative Use of Print’ category, and their ‘Yippee! create magic—plastic to parks’ for Sunfeast Yippee triumphed in ‘Cause Marketing’.
Mindshare was awarded gold in the ‘Innovative Use of Activation’ category for their ‘A divine 'AR' intervention’ ad for Lifebuoy. Rapport earned accolades in both ‘Moment Marketing’ and ‘Innovative Use of Out of Home’ for their ‘Megh santoor’ campaign for Wah Taj.
Wavemaker India demonstrated their dominance across several digital categories, winning gold for ‘Innovative Use of Branded Content—Creation’ for their ‘5Star #NothingUniversity’ campaign, ‘Innovative Use of Social Media’ for Cadbury 5Star's ‘#erasevday’, ‘Innovative Use of Digital Display’ for Cadbury Celebrations’ ‘#ThisAdIsMyStore’, and ‘Innovative Use of Mobile’ for Cadbury Celebrations’ ‘#MyBirthdaySong’.
Publicis Media clinched gold in ‘Innovative Use of Digital Search SEO’ for ‘Asian paints' beautiful homes’, and in ‘Innovative Use of Data & Analytics’ for the ‘Gatorade turf finder: Real-time urban playgrounds powered by Google Maps’.
Tribes Communication Pvt Ltd also shone in digital innovation, winning in both ‘Innovative Use of Digital Display’ and ‘Innovative Use of Emerging Technology’ for their ‘The Insta smart billboard’ for Swiggy Instamart.
In the publishing categories, The Hindu Group and ABP both won gold. The Hindu Group was recognised for ‘Best client-brand activation or display advertising innovation by a publisher’ for their ‘Cadbury iniya kondattam (sweet celebration)’, while ABP won ‘Best use of Native or Branded Content for client brand-marketing by a publisher’ for ‘Cadbury gaane mishti folk fusion’.
See the full winners list below:
| MEDIA - DAY ONE | |||||
| Category | Sub Category | Title | Brand | Winner | Metal |
| A. Use Of Media | 01. Innovative Use of Audio Visual | Airtel 5G Plus Ultimate Fans: Look Maa! I am on TV | Airtel 5G Plus | EssenceMediacom | Gold |
| A. Use Of Media | 01. Innovative Use of Audio Visual | #Unstoppable21 | The Times of India | Bennett Coleman & Co Ltd | Silver |
| A. Use Of Media | 01. Innovative Use of Audio Visual | Bole Mere Lips I love Uncle Chipps ft Yash Raj Mukhate | Uncle Chips | Publicis Media | Bronze |
| A. Use Of Media | 02. Innovative Use of Print | Missing Elephants: Provocative Creativity shaking Humanity | Amazon Prime Video | Initiative Media | Gold |
| A. Use Of Media | 02. Innovative Use of Print | MAAROOO! Newspaper se nahi, Laal HIT se! | HIT CIK | Madison Media | Silver |
| A. Use Of Media | 02. Innovative Use of Print | The Archies - Peeling Nostalgia! | Netflix | Wavemaker India | Bronze |
| A. Use Of Media | 02. Innovative Use of Print | Expect the Expected with TATA AIG Health Insurance | TATA AIG Health Insurance | Publicis Media | Bronze |
| A. Use Of Media | 03. Innovative Use of Activation | A Divine 'AR' Intervention | Lifebuoy | Mindshare | Gold |
| A. Use Of Media | 03. Innovative Use of Activation | Sound Sleep Symphony: Crafting Tranquil Sleep Experiences - Centuary Mattress | Centuary Mattress | Initiative Media | Silver |
| A. Use Of Media | 03. Innovative Use of Activation | GREEN CORRIDOR by MANIPAL HOSPITALS | Manipal Hospitals | Social Panga | Silver |
| A. Use Of Media | 03. Innovative Use of Activation | Škoda Single Wicket | Škoda Auto | Omnicom Media Group | Bronze |
| A. Use Of Media | 03. Innovative Use of Activation | Har Maa Durga | ITC Sunfeast Moms Magic | Xperia Group | Bronze |
| A. Use Of Media | 04. Innovative Use of Out of Home | Megh Santoor | Wah Taj | Rapport | Gold |
| A. Use Of Media | 04. Innovative Use of Out of Home | Hyundai Creta 4D Billboard Activation | Hyundai Creta | Communique Marketing Solutions | Silver |
| A. Use Of Media | 04. Innovative Use of Out of Home | How Sprite asked Cricket Fans to #ThandRakh | Sprite | EssenceMediacom | Silver |
| A. Use Of Media | 04. Innovative Use of Out of Home | Its all in the Boot! | Tata Altroz iCNG | Madison Media | Bronze |
| A. Use Of Media | 04. Innovative Use of Out of Home | The Insta Smart Billboard | Swiggy Instamart | Tribes Communication Pvt Ltd | Bronze |
| A. Use Of Media | 06. Innovative Use of Radio | Melodic Milestone: SBI Card Gifts 25 Hours of Ad-Free Music on FM to Celebrate 25th Anniversary! | SBI Card | Wavemaker India | Silver |
| A. Use Of Media | 06. Innovative Use of Radio | Radio Bana Azaadi ka Maidan | Amazon Prime Video | Initiative Media | Bronze |
| A. Use Of Media | 06. Innovative Use of Radio | Celerio Mileage Challenge | Maruti Suzuki | Mindshare | Bronze |
| A. Use Of Media | 07. Innovative Use of Branded Content - Integration | Airtel 5G Plus Ultimate Fans: Look Maa! I am on TV | Airtel 5G Plus | EssenceMediacom | Grand prix |
| A. Use Of Media | 07. Innovative Use of Branded Content - Integration | Reshaping Insurance: Empowering Women with #Don'tBePlus1 Content: Future Generali | Future Generali | Initiative Media | Silver |
| A. Use Of Media | 07. Innovative Use of Branded Content - Integration | Words of Pride | Star Corporate | Mindshare | Silver |
| A. Use Of Media | 07. Innovative Use of Branded Content - Integration | Stay at the latest addition to MMT Homestays - Bigg Boss House | Make my trip | EssenceMediacom | Bronze |
| A. Use Of Media | 08. Innovative Use of Branded Content - Creation | 5Star #NothingUniversity | Cadbury 5Star | Wavemaker India | Gold |
| A. Use Of Media | 08. Innovative Use of Branded Content - Creation | Škoda Responsible Exploration | Škoda Auto | Omnicom Media Group | Silver |
| A. Use Of Media | 08. Innovative Use of Branded Content - Creation | When GenZs took a breaking love break! | Kitkat | Publicis Media | Bronze |
| A. Use Of Media | 09. Innovative Use of Digital Search SEO | Asian Paints' Beautiful Homes achieves 2X growth in Monthly Leads through interactive Customer Engagement Tools | Asian Paints | Publicis Media | Gold |
| A. Use Of Media | 09. Innovative Use of Digital Search SEO | The Race to Win SEO | BMW Motorrad India | Sociowash Media Pvt. Ltd. | Silver |
| A. Use Of Media | 09. Innovative Use of Digital Search SEO | Driving Success: Savaari's Innovative SEO Odyssey | Savaari | Hiveminds Innovative Market Solutions Pvt Ltd | Bronze |
| A. Use Of Media | 10. Innovative Use of Paid Search | Adidas D2C | Adidas | EssenceMediacom | Gold |
| A. Use Of Media | 10. Innovative Use of Paid Search | Intra Search Campaign with 91trucks | Tata Motors | Havas Media Network India | Silver |
| A. Use Of Media | 10. Innovative Use of Paid Search | Max Life Insurance | Max life Insurance | Hiveminds Innovative Market Solutions Pvt Ltd | Bronze |
| A. Use Of Media | 11. Innovative Use of Social Media | Cadbury 5Star - #erasevday | Cadbury 5 Star | Wavemaker India | Gold |
| A. Use Of Media | 11. Innovative Use of Social Media | You Make My Break | KitKat India | Social Panga | Silver |
| A. Use Of Media | 11. Innovative Use of Social Media | Cadbury Dairy Milk #SitTogether | Cadbury Dairy Milk | Wavemaker India | Silver |
| A. Use Of Media | 11. Innovative Use of Social Media | Empowering India by championing health with Saffola life | Saffola Life | Madison Media | Bronze |
| A. Use Of Media | 11. Innovative Use of Social Media | Call me Arpita and Not Arpit | Tata Starbucks | Wavemaker India | Bronze |
| A. Use Of Media | 12. Innovative Use of Digital Display | The Insta Smart Billboard | Swiggy Instamart | Tribes Communication Pvt Ltd | Gold |
| A. Use Of Media | 12. Innovative Use of Digital Display | #ThisAdIsMyStore | Cadbury Celebrations | Wavemaker India | Gold |
| A. Use Of Media | 13. Innovative Use of Mobile | Cadbury #MyBirthdaySong: Transforming classic birthday melody into personalized harmonies with the fusion of Generative Ai for 8 Billion people. | Cadbury Celebrations | Wavemaker India | Gold |
| A. Use Of Media | 13. Innovative Use of Mobile | Indian Police Force and AI gets action fans into the Copverse | Amazon Prime Video | Initiative Media | Silver |
| A. Use Of Media | 14. Innovative Use of Commerce | CIRCUIT BOLEGA TOH SUNEGA INDIA | HUL SHIKHAR | Mindshare | Silver |
| A. Use Of Media | 14. Innovative Use of Commerce | Cadbury Chocobakes - Are you related to Santa? Christmas Campaign | Cadbury Cocobakes | Wavemaker India | Silver |
| A. Use Of Media | 14. Innovative Use of Commerce | From Clicks to Bricks: LEGO's ecommerce journey through passion points | The LEGO Group | Initiative Media | Bronze |
| A. Use Of Media | 14. Innovative Use of Commerce | Love Emergencies | Swiggy Instamart | Tribes Communication Pvt Ltd | Bronze |
| A. Use Of Media | 15. Innovative Use of Gaming | When Saffola Munchiez Crunched on the IPL | Saffola Munchiez | Madison Media | Bronze |
| A. Use Of Media | 15. Innovative Use of Gaming | When Hero Challenged Gamers to the Extreme | Hero Xtreme 125R | Publicis Media | Bronze |
| A. Use Of Media | 16. Moment Marketing | Megh Santoor | Wah Taj | Rapport | Gold |
| A. Use Of Media | 16. Moment Marketing | Cadbury Silk - Story of Us | Cadbury Silk | Wavemaker India | Silver |
| A. Use Of Media | 16. Moment Marketing | Oreo Bola Mat Bol - Making Billions of Indians Manifest India Winning The World Cup By Not Jinxing It! | Oreo | Wavemaker India | Silver |
| A. Use Of Media | 16. Moment Marketing | Cup of Care | Red Label Natural Care | Mindshare | Bronze |
| A. Use Of Media | 16. Moment Marketing | Cadbury 5Star - #erasevday | Cadbury 5 Star | Wavemaker India | Bronze |
| A. Use Of Media | 17. Innovative Use of Integrated Media | Breaking Boundaries: Synchronizing efforts to manifest #DontBePlus1: Future Generali | Future Generali | Initiative Media | Silver |
| A. Use Of Media | 17. Innovative Use of Integrated Media | Bubbles of Laughter | Sprite | EssenceMediacom | Bronze |
| B. Specialist Categories | 18. Cause Marketing | Yippee! Create Magic - Plastic to Parks | Sunfeast Yippee! | Initiative Media | Gold |
| B. Specialist Categories | 18. Cause Marketing | Call me Arpita and Not Arpit | Tata Starbucks | Wavemaker India | Silver |
| B. Specialist Categories | 18. Cause Marketing | Cadbury Dairy Milk #CheerForAllSports | Cadbury Dairy Milk | Wavemaker India | Silver |
| B. Specialist Categories | 18. Cause Marketing | A Divine 'AR' Intervention | Lifebuoy | Mindshare | Bronze |
| B. Specialist Categories | 18. Cause Marketing | Daughters of Piplantri | Astral Foundation | White Rivers Media | Bronze |
| B. Specialist Categories | 19. Innovative Use of Data & Analytics | Gatorade Turf Finder: Real-time Urban Playgrounds Powered by Google Maps | Gatorade | Publicis Media | Gold |
| B. Specialist Categories | 20. Innovative Use of Emerging Technology | The Insta Smart Billboard | Swiggy Instamart | Tribes Communication Pvt Ltd | Gold |
| B. Specialist Categories | 20. Innovative Use of Emerging Technology | Oreo SIWO: Helping India answer serious questions with one playful response at a time. | Oreo | Wavemaker India | Silver |
| B. Specialist Categories | 20. Innovative Use of Emerging Technology | Cadbury #MyBirthdaySong: Transforming classic birthday melody into personalized harmonies with the fusion of Generative Ai for 8 Billion people. | Cadbury Celebrations | Wavemaker India | Silver |
| B. Specialist Categories | 20. Innovative Use of Emerging Technology | Megh Santoor | Wah Taj | Rapport | Bronze |
| MEDIA - SPECIAL AWARDS - DAY ONE | |||||||
| Specialist | Organization | Grand Prix | Gold | Silver | Bronze | Total Metals | Total Points |
| Media Agency Specialist of the Year | Wavemaker India | - | 4 | 9 | 3 | 16 | 98 |
| - | Initiative Media | - | 2 | 4 | 2 | 8 | 48 |
| - | Essence Mediacom | 1 | 2 | 1 | 2 | 6 | 42 |
| - | Mindshare | - | 1 | 2 | 3 | 6 | 32 |
| - | Publicis Media | - | 2 | - | 4 | 6 | 32 |
| - | Tribes Communication Pvt Ltd | - | 2 | - | 2 | 4 | 24 |
| - | Rapport | - | 2 | - | 1 | 3 | 20 |
| - | Madison Media | - | - | 1 | 3 | 4 | 18 |
| - | Social Panga | - | - | 2 | - | 2 | 12 |
| - | Omnicom Media Group | - | - | 1 | 1 | 2 | 10 |
| - | Hiveminds Innovative Market Solutions Pvt Ltd | - | - | - | 2 | 2 | 8 |
| - | Bennett Coleman & Co Ltd | - | - | 1 | - | 1 | 6 |
| - | Communique Marketing Solutions | - | - | 1 | - | 1 | 6 |
| - | Havas Media Network India | - | - | 1 | - | 1 | 6 |
| - | Sociowash Media Pvt. Ltd. | - | - | 1 | - | 1 | 6 |
| - | White Rivers Media | - | - | - | 1 | 1 | 4 |
| - | Xperia Group | - | - | - | 1 | 1 | 4 |
| - | Grand total | 1 | 15 | 24 | 25 | 65 | 376 |
| CREATIVE - DAY ONE | |||||
| Category | Sub Category | Title | Brand | Winner | Metal |
| PUBLISHER | 23a: PUBLISHER ABBY - Best marketing of a printed newspaper / edition | The Festival Experience | Dainik Jagran | Jagran Prakashan Ltd | Bronze |
| PUBLISHER | 23a: PUBLISHER ABBY - Best marketing of a printed newspaper / edition | The Hindu- Made of Chennai Campaign | The Hindu-Chennai | The Hindu Group | Merit |
| PUBLISHER | 23a: PUBLISHER ABBY - Best marketing of a printed newspaper / edition | The Nudge | Dainik Jagran | Jagran Prakashan Ltd | Merit |
| PUBLISHER | 23b: PUBLISHER ABBY - Best marketing of a printed magazine | Frontline Relaunch | Frontline - The Hindu | The Hindu Group | Merit |
| PUBLISHER | 23b: PUBLISHER ABBY - Best marketing of a printed magazine | Sportstar Relaunch | Sportstar - The Hindu | The Hindu Group | Merit |
| PUBLISHER | 23c: PUBLISHER ABBY - Best promotion of a CSR / Cause related Marketing initiative in traditional or online space | #DontLetWordsKill | The Telegraph | ABP Pvt. Ltd. | Silver |
| PUBLISHER | 23c: PUBLISHER ABBY - Best promotion of a CSR / Cause related Marketing initiative in traditional or online space | Unplastic India | The Times of India | Bennett Coleman & Co Ltd | Silver |
| PUBLISHER | 23c: PUBLISHER ABBY - Best promotion of a CSR / Cause related Marketing initiative in traditional or online space | #MakeTheChangeHappen | The Telegraph | ABP Pvt. Ltd. | Bronze |
| PUBLISHER | 23c: PUBLISHER ABBY - Best promotion of a CSR / Cause related Marketing initiative in traditional or online space | Broken Wing | FREE PRESS JOURNAL | Rediffusion Brand Solutions Pvt Ltd | Bronze |
| PUBLISHER | 23c: PUBLISHER ABBY - Best promotion of a CSR / Cause related Marketing initiative in traditional or online space | Code Red | Dainik Jagran | Jagran Prakashan Ltd | Bronze |
| PUBLISHER | 23c: PUBLISHER ABBY - Best promotion of a CSR / Cause related Marketing initiative in traditional or online space | The Bird Song | Dainik Jagran | Jagran Prakashan Ltd | Merit |
| PUBLISHER | 23c: PUBLISHER ABBY - Best promotion of a CSR / Cause related Marketing initiative in traditional or online space | TAP GUN | FREE PRESS JOURNAL | Rediffusion Brand Solutions Pvt Ltd | Merit |
| PUBLISHER | 23d: PUBLISHER ABBY - Best client-brand activation or display advertising innovation by a publisher | Cadbury Gaane Mishti | Cadbury Dairy Milk | ABP Pvt. Ltd. | Silver |
| PUBLISHER | 23d: PUBLISHER ABBY - Best client-brand activation or display advertising innovation by a publisher | Cadbury Iniya Kondattam (Sweet Celebration) | The Hindu | The Hindu Group | Gold |
| PUBLISHER | 23d: PUBLISHER ABBY - Best client-brand activation or display advertising innovation by a publisher | The Hindu Our State Our Taste | The Hindu Group | The Hindu Group | Silver |
| PUBLISHER | 23d: PUBLISHER ABBY - Best client-brand activation or display advertising innovation by a publisher | Masthead Jacket with Common Man Integration | The Times of India | Bennett Coleman & Co Ltd | Silver |
| PUBLISHER | 23d: PUBLISHER ABBY - Best client-brand activation or display advertising innovation by a publisher | Coca-Cola Kolkata is Cooking | Coca-Cola | ABP Pvt. Ltd. | Bronze |
| PUBLISHER | 23d: PUBLISHER ABBY - Best client-brand activation or display advertising innovation by a publisher | Advertorial jacket with Text Redaction | The Times of India | Bennett Coleman & Co Ltd | Silver |
| PUBLISHER | 23e: PUBLISHER ABBY - Best use of Native or Branded Content for client brand-marketing by a publisher | Cadbury Gaane Mishti Folk Fusion | Cadbury Dairy Milk | ABP Pvt. Ltd. | Gold |
| PUBLISHER | 23f: PUBLISHER ABBY - Best Digital Publication Advertising & marketing by a publisher via Web/App/Social | Transacting Audience Data Cohorts with HT Transact | HT One Transact | HT Media Limited | Bronze |
| PUBLISHER - DAY ONE | ||||||||
| Specialist | Organization | Grand Prix | Gold | Silver | Bronze | Merit | Total Metals | Total Points |
| Publisher of The Year | ABP Pvt. Ltd. | - | 1 | 2 | 2 | - | 5 | 28 |
| - | The Hindu Group | - | 1 | 1 | - | 3 | 5 | 17 |
| - | Jagran Prakashan Ltd | - | - | - | 2 | 2 | 4 | 10 |
| - | Bennett Coleman & Co Ltd | - | - | 3 | - | - | 3 | 18 |
| - | HT Media Limited | - | - | - | 1 | - | 1 | 4 |
| - | Rediffusion Brand Solutions Pvt Ltd | - | - | - | 1 | 1 | 2 | 5 |
| - | Grand Total | - | 2 | 6 | 6 | 6 | 20 | 82 |
Read all the highlights from Goafest from Campaign here.
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