Bureau, New Delhi
Outdoor Advertising Convention, popularly known as OAC entered in 12 editions this year with the bigger and better avatar. First time held in Delhi NCR, the convention saw thematic sessions covering areas like change management, financing of business, innovation & creativity, use of cost-effective interactive technologies and sensors for impactful OOH advertising, talent management, eco-friendly industry practices, self-regulation, innovative media, among others. Along with the convention, the recent work happened in the outdoor space was appreciated in Outdoor Advertising Awards 2016 under various categories & sub-categories through gold, silver & bronze metals on the 2nd day of the convention.
The winners were awarded across the categories of Single Execution, Multiple Execution, Special, International, and Media Owners' Special Category. These were further divided into various sub-categories.
The Social Street, a marketing communications agency, bagged three Golds of which it has won two Golds for Britannia Industries' campaigns 'Smile To Be Surprised' and 'Slide Of Smiles', in the Single Execution category. It also bagged the third Gold metal for IDBI Federal Life Insurance's campaign 'IDBI Angry Baby Hunt' in the Multiple Execution Category.
Madison OOH, the outdoor arm of Madison World, was second in the race of Gold metal as they managed to bag two Golds for Blue Star AC's 'Nobody Cools Better, says Blue Star', and 'Eeny Meeny Miny Moe, Get Ready To Play With Oreo' campaigns.
Other agencies which were awarded with Golf trophies in different categories wer Rapport Outdoor Advertising agency for its client Amazon.in for their Amazon Wi-Fi at Bus Shelters' campaign. Kinetic Advertising India's campaign #ItJustKnows (Audi A6) for the automotive company Audi India, Cadbury Bubbly Mall Activation for Cadbury by Orienta and Kinetic Advertising India, Laqshya Media Group's outdoor activation for Capgemini titled 'Waste Management - Recycling Waste', and Atin Promotions and Advertising's OOH campaign for Life Insurance Corporation of India (LIC).
TIMDAA was awarded with a Gold trophy for its TOTAL Campaign executed at the Airport. As well as Prakash Arts' OOH campaign for mobile network provider Airtel, Jaycee Ads for its campaign for the smartphone brand Oppo, Macromedia Digital Imaging for the sportswear brand adidas, Printech Digital Imaging for its outdoor campaign, and Star Cement for its outdoor activation during Durga Puja also appreciated with Gold each.
In the race of Silver trophies, Milestone Brandcom was ahead with total 7 Silver, the highest by any agency in this year's awards. The agency was awarded for its campaigns 'Telenor - A Memorable Branding' for mobile service provider Telenor, Axis Bank's campaign 'Axis Asha Home Loans', 'No Argument Furniture' for the online furniture and home marketplace Pepperfry, Ola Cabs' campaign 'Ola Cabs - A Tap Away', #Projecthers campaign for sanitaryware brand Parryware, Amazon's 'Get More on Amazon', and Cadbury's 'Spread The Joy' campaign.
Active Media Innovation and Kinetic Advertising India shared the second spot with a total of four Silvers each for their respective campaigns. Active Media Innovation won the metals for Tata Docomo's 'Tata Docomo 99 Unlimited', NBC Universal (Minion)'s outdoor activation 'The Minion Street', Reliance Digital's 'Boot Up Your Life'(Laptop Fest), and Club Mahindra's 'Experience Kerala Elephant Shower'.
Kinetic Advertising was awarded for Cadbury's Bubbly range of chocolates - 'Silk Now Bubbled Up For Joy', and Islahi Healthcare Foundation's OOH campaign 'Free Smokes'.
Ecosys OOH won two Silvers for the radio taxi and cab booking service Taxi For Sure's outdoor campaign 'Dynamic OOH'.
Other agencies which won a Silver each comprise Interspace Communications, Star Cement, Laqshya Media Group, Jaycee Ads, and Pioneer Publicity Corporation.