ASIA-PACIFIC – AUGUST 8, 2011 – Mudramax India’s "Silent Anthem", which challenged language-inspired violence against migrants in Mumbai, was proclaimed Best Campaign in Asia in the 11th Promotion Marketing Awards of Asia.
2011 was another record year for the Dragons of Asia. Indian agencies again dominated, winning 7 Gold Dragons, followed by another 6 Dragons split equally by Singapore and Malaysia agencies.
The Dragons of Asia were dominated by campaigns which used multiple executional, techniques. According to Mike Da Silva, Director of the PMAA Dragons and the MAA GLOBES, “Three stand out campaigns were: Malaysia’s McCann Erickson’s ‘Receipt Story’ Campaign where Retailer Book Xcess customers submitted and read short stories, printed on the backs of cash register receipts and the Mudramax ‘Talking Newspaper’ Campaign to launch the VW Vento, which used light sensitive micro chips embedded in four major City Press, allowing the Vento actually ‘to talk for itself’. Finally, Hungama Digital in India, used the augmented reality technique to engage customers with Allu Arjun, continuing Pepsi’s 7UP’s involvement with the Indian movie star."
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"Silent Anthem" & “7UP – You Click, I Dance”
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“Talking Newspapers”
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“Receipt Story”
Mudramax received a total of three Golds and two Silvers. Other big winners were iris Singapore with two Golds and one Silver, and Jagran Solutions with two Golds and One Silver.
Publicis Manila’s "Help Give Shoes" campaign for Nestlé Philippines’ Milo brand won Gold in the Best Cause, Charity or Corporate Responsibility Marketing Campaign category and was awarded the Dragon for the Best Campaign in the Philippines. "Help Give Shoes" also received an Order of Merit in the Best Event or Experiential Marketing Campaign category. Philippine entries that also received Merits were Bates 141 Philippines’ "If the shoe fits" for HSBC Red Mastercard in the Best Activity Generating Short or Long Term Brand Loyalty category and Campaigns and Grey’s "the Emancipation of Real Men" for Sara Lee Philippines.
The 51 Gold, Silver & Bronze Dragon campaigns representing 11 countries in Asia are now being adjudicated by the MAA GLOBES International Judging Panel, against the Best of the Best in Promotion Marketing, from Award Programmes run in Australia, Brazil, Canada, Ireland, Israel, Japan, New Zealand, Russia, UK and the USA. Winners will be announced globally and at the MAA GLOBES Award Ceremony during the Fall Conference of MAA Worldwide at the Copacabana Palace, Rio de Janeiro, Brazil, on October 20, 2011.
The Dragons for the Best in Asia and the Best by Country, are awarded for the most spectacular & innovative campaigns, which best represent the Entrant’s Country. Then across Asia.
The Dragon for the Best Campaign in Asia
Agency | Client | Campaign |
Mudramax Pvt Ltd (India) | Big Cinemas | Silent Anthem |
The Dragons for the Best Campaigns in their Country
Dragon | Agency | Client | Campaign |
Best in China | RAPP China | Diageo | Johnnie Walker Black Label Brand Ambassador Program |
Best in Hong Kong | Grey Asia Pacific (Hong Kong) | P&G | China Pantene Iris 1.5 Campaign |
Best in India | Mudramax Pvt Ltd (India) | Big Cinemas | Silent Anthem |
Best in Indonesia | Grey Jakarta (Indonesia) | GlaxoSmithKline | Go Back Home With Insto |
Best in Japan | OgilvyAction Japan K.K. | British American Tobacco Japan | KOOL LEP Account tie-in |
Best in Malaysia | McCann Erickson (Malaysia) Sdn Bhd | Book Xcess Sdn Bhd | Receipt Story |
Best in Philippines | PUBLICIS Manila, Inc (Philippines) | Nestlé Manila, Inc (Philippines) | Help Give Shoes Campaign |
Best in Singapore | iris Nation Singapore | Heineken (Asia Pacific Breweries Singapore) | T.G.I.M. (Thank Goodness It’s Monday) |
Best in Taiwan | Ogilvy & Mather Advertising Taiwan | Yahoo! Taiwan | Yahoo! Search Taiwan: Searching Profundity in Taiwan |
Best in Vietnam | Bates 141 Vietnam | Heineken | Creating a national phenomenon in Vietnam – It can only be Heineken |
The Dragons for the Best Campaigns by Category
1. Best Integrated Communications Campaign
Dragon | Agency | Client | Campaign |
Gold | iris Nation Singapore | Heineken (Asia Pacific Breweries Singapore) | T.G.I.M. (Thank Goodness It’s Monday) |
Silver |  |
