2015 Asia Release Online

Winner’s Release: Embargoed to 8pm, 30 September 2015 DDB Mudra India turned a paunchy God into a very fit idol with a six-pack, for the Nutralite brand, and was awarded new ‘infinity Dragons’: Gold for the Best Innovative Campaign, Blue for the Best Campaign in India and the Red Dragon for the Best Campaign in Asia, at the 15th Dragons of Asia Awards held in Kuala Lumpur this evening.

In their Entry, the Agency stated that “Charlie Hebdo is proof that religious tolerance is a razor thin line. The line gets sliced in half in a culturally inflammable setting like India. And that space is strictly off limits for brands and agencies. Trespassing is fatal”.

In 2014, obesity related diseases claimed more lives Worldwide, than any other. 16% of the world’s obese were from India. Nutralite, a new competitor in the leader dominated, Indian spreadable fat market, set off to spark conversations on health and to position Nutralite as the healthier table spread. Middle-of-the-road thinking was not an option.

The Agency faced a major challenge in attempting to change the mindset that culturally a paunch isn’t even considered all that bad.

They had nowhere to go and feeling that only God could help them, they turned to Lord Ganesha the God of great beginnings … who co-incidentally, sported a very large paunch.

During the annual Ganesh Chaturthi Festival, Nutralite undertook an extra-ordinary risk, creating a temporary temple, featuring Lord Ganesha, with six-pack abs!

The now religiously themed Campaign was given a healthy twist: weighing scales on the spot where worshippers prayed, to remind them to pray for good health (75,000 pledges), treadmills for donating calories, a sacrificial box to drop bad habits (cigarettes, soft drinks, chips), health camps manned by dieticians, sugarfree Modaks (sweet dumplings), cooking for the poor, free health checks, and a procession where Zumba dancers burnt over 100,000 calories.

“Health Cha Shree Ganesh”, the beginning of good health, was featured in all the leading dailies, the top FM channels and over 17 TV channels, as one of the must visit pandals (temples) in Mumbai. Nutralite earned media 42 times its paid media spends.

In a Country where religion is sacrosanct, the ‘Health Cha Shree Ganesh’ Campaign has gone down in history, helping the Nutralite brand inspire a change in consumer attitudes towards health.

______________________

A number of the 185 Judges this year reported that the Campaigns they judged, showed a strong execution of marketing disciplines (up 45%) and a strong focus on results, than in previous years.

“The rapid emergence of social media and the almost universal access to mobile has changed the game for markets. Despite the speed of these changes, this year’s Dragons of Asia entrants demonstrated an excellent understanding of both the most effective messages and the appropriate use of media. I was stunned with the depth of thinking that is now apparent in promotional marketing which, if this year’s winners are any indication, will surpass other marketing communications disciplines in driving effectiveness for marketing investment.” Rob Langtry. Global Chief Strategy and Marketing Officer, The Woolmark Company. 2015 Judge.

This year the Dragons of Asia generated its 15th consecutive increase in entries with substantial participation (ave 35%) from the Experiential, Media & Social Entry Categories.

India dominated the Dragons of Asia with 15 of the 49 Category Dragons, as well as Best by Country and Best in Asia Dragons. Hong Kong Agencies came second with 9 Category Dragons and a Best by Country, with Malaysia the third most awarded Country with 8 Category Dragons and a Best by Country. 2015 was also the first year for Australia and New Zealand Entrants, who took away 3 Category Dragons and 2 Best by Country Dragons.

The 2015 Young Dragons of the Year.

The Winners of the 2015 Young Dragons of Asia are:

Winners of the second Young Dragons of Asia were announced last night. Major Winners are:

Gold: Rohan Sood from Mediacom Communications, India

Silver: Anthony Lau from Omnicom Media Group, Hong Kong

Bronze: Gregory Cole From Ruder Finn, China

This year, we’ve launched the Asian Marketing Communications Industry Ranking Ladder.

2015 Dragons of Asia Marketing Communications Industry Ranking Ladder Asia’s Top 19

Entrant Red Navy Gold Silver Bronze Black Total

DDB Mudra Group India 20 15 10 21 5 5 76 Geometry Global Malaysia 15 10 15 5 45 Geometry Global Hong Kong 15 20 7 42 Berakar Komunikasi. Indonesia 15 10 7 1 33 iris Worldwide Singapore 15 10 5 1 31 Mediacom Communications. India 10 7 10 3 30 Geometry Global Japan 15 10 3 28 Geometry Global New Zealand 15 7 5 27 DDB China Group 15 10 1 26 OMD Hong Kong 10 14 1 25 WPP Team P&G ASEAN. Thailand 15 7 1 23 Havas Riverorchid Vietnam Havas Riverorchid PR Havas Riverorchid Notch 15 5 2 22

Digitz. Pakistan 15 5 20 Hill+Knowlton Strategies. Australia 15 5 20 Geometry Global Philippines 15 3 18 PHD India 10 7 1 18 Geometry Global Taiwan 15 2 17 Geometry Global Sri Lanka 15 1 16 Today Ogilvy & Mather. Myanmar 15 1 16

Points Awarded: Red Dragon: 20 points, Blue: 15, Gold: 10, Silver: 7, Bronze: 5 and Black (Order of Merit): 1. The full list is on: dragonsofasia.org

Plans are underway to launch the “Dragons of Indonesia” next February, and mid year to invite all major Dragons of Asia Winners to again take part in a newly formatted MAA Worldwide GLOBES Programme and compete against the very Best of the Best in the World.

For more information contact: Mike Da Silva Director: PMAA Dragons of Asia COO: MAA Worldwide. London Director: MAA GLOBES. Sydney eMail [email protected] phone +61 2 9953 9633 mobile: +61 411 216 652

Red Dragon for the Best Campaign in Asia

Entrant Campaign Client

DDB Mudra Group. India Health Cha Shree Ganesh Zydus Wellness (Nutralite)

Blue Dragons for the Best Campaigns, by Country

Dragon Entrant Campaign Client

Australia Hill+Knowlton Strategies. Australia

I Touch Myself Project Cancer Council NSW

China DDB China Group Clean air in a box Volkswagen Group China

Hong Kong Geometry Global Hong Kong If Babies Could Talk Abbott Laboratories

India DDB Mudra Group. India Health Cha Shree Ganesh Zydus Wellness (Nutralite)

Indonesia Berakar Komunikasi. Indonesia

The Story of Jokowi's Impromptu Walkabout Campaign

Jokowimania (Jo-Man)

Japan Geometry Global Japan Robot Town Sagami Kanagawa Prefecture

Malaysia Geometry Global Malaysia

Happiest Chinese New Year Coca-Cola Far East

Myanmar Today Ogilvy & Mather. Myanmar

FIFA World Cup Myanmar Trophy Tour by Coca-Cola Coca-Cola Myanmar

New Zealand

Geometry Global New Zealand

The Last 55 World Wildlife Fund New Zealand

Pakistan Digitz. Pakistan Coke Studio The Coca-Cola Corporation

Philippines Geometry Global Philippines Sony. Listen with Respect Sony Philippines

Singapore iris Worldwide. Singapore Heineken Green Room Presents The Transporter

Heineken (Asia Pacific Breweries)

Sri Lanka Geometry Global Sri Lanka

Pears Happy Baby Learning Centre Unilever Sri Lanka

Taiwan Geometry Global Taiwan Charming Face Wig Philips

Thailand WPP Team P&G ASEAN. Thailand Downy Invisible Wives P&G Downy

Vietnam

Havas Riverorchid Vietnam Havas Riverorchid PR Havas Riverorchid Notch

Sponsor. Press Play Everyday Sponsor Energy Drink

Dragons for the Best Campaigns by Category 1. Best Integrated Marketing Campaign


Gold Berakar Komunikasi. Indonesia



Silver Mediacom Communications. India Share the Load P&G India

Bronze The Dairy Farm Company. Hong Kong

Market Place by Jasons. Joy on a Plate

The Dairy Farm Company. Hong Kong

2. Best Marketing Discipline Campaign


Gold Geometry Global Hong Kong If Babies Could Talk Abbott Laboratories

Silver DDB Mudra Group. India Health Cha Shree Ganesh Zydus Wellness (Nutralite)

Bronze Prodigee Media. Malaysia Little Apple Global Digital Campaign Youku Tudou

3. Best Digital Campaign


Gold Digital Arts Network Singapore

The Priceless Engine. NYE Campaign

MasterCard

Silver Wunderman Shanghai The Virtual Land Rover Experience

Land Rover China

Bronze DDB Mudra Group. India Selfie in Space HBO India

4. Best Innovative Idea or Concept


Gold DDB Mudra Group. India Health Cha Shree Ganesh Zydus Wellness (Nutralite)

Silver WPP Team P&G ASEAN. Thailand Downy Invisible Wives P&G Downy

Silver PHD Media Malaysia BookBook IKEA

Bronze Mediacom Communications. India Gillette Social Experiment Gillette

5. Best Brand Building and/or Awareness Campaign


Gold OMD Hong Kong A Message From Your Future Baby Wyeth Materna

Silver TBWA Singapore Welcome to Airbnb Airbnb

Bronze Havas Riverorchid Vietnam Havas Riverorchid PR Havas Riverorchid Notch


6. Best Business to Business or Trade


Gold PHD India Khushiyon Ki Doli Hindustan Unilever

Silver Jagran Solutions. India Castrol Mobile Unit Castrol India

Bronze Geometry Global New Zealand Sealord Little Boat Sealord

7. Best Event or Experiential Marketing Campaign


Gold iris Worldwide. Singapore Heineken Green Room Presents The Transporter


Silver Geometry Global Hong Kong Discover the Fortune Fleece Ngong Ping 360

Bronze iris Worldwide. Singapore Winning the City back from the Competition


8. Best Brand Loyalty Campaign


Gold Pulp Strategy Communications. India

Philips Big Leap Philips India

Silver PHD India Consumer 360 Hindustan Unilever

Bronze Geometry Global Malaysia Happiest Chinese New Year Coca-Cola Far East

9. Best Mobile Marketing Campaign


Gold PHD Hong Kong, Airwave Hong Kong

Making it to the Top A.S. Watson Retail

Silver Red Fuse Communications. Hong Kong More Smiles on LINE Colgate-Palmolive Asia

Division

Bronze Leo Burnett/Arc Worldwide. Malaysia Durex Touch Reckitt Benckiser

10. Best Social Media or Word of Mouth Campaign


Gold Geometry Global Malaysia The True Fans Lost Animal Souls Shelter Society

Silver Berakar Komunikasi. Indonesia



Bronze Digitz. Pakistan Coke Studio The Coca-Cola Corporation

11. Best Product Launch or Re-Launch


Gold Mediacom Communications. India Audi A3 Audi

Silver OMD Hong Kong McDonald's. A Dim Jack 'Hi-Jack'�

McDonald's Hong Kong

Bronze Mediacom Communications. India Share the Load P&G India

12. Best Brand Trial or Sales Generation Campaign


Gold Cheil Malaysia Galaxy 11 World Tour Samsung Malaysia Electronics

Silver DDB Mudra Group. India Health Cha Shree Ganesh Zydus Wellness (Nutralite)

Bronze Geometry Global Malaysia The Journey to Prosperity Unilever Malaysia

13. Best Use of Public Relations


Gold Geometry Global Japan Robot Town Sagami Kanagawa Prefecture

Silver OMD Hong Kong One Piece Docks At Hong Kong Times Square

Bronze Geometry Global Malaysia Happiest Chinese New Year Coca-Cola Far East

14. Best Cause, Charity Marketing or Public Sector Campaign


Gold DDB China Group Clean air in a box Volkswagen Group China

Silver Geometry Global New Zealand

The Last 55 World Wildlife Fund New Zealand

Bronze Hill+Knowlton Strategies. Australia I Touch Myself Project Cancer Council NSW

15. Best Small Budget Campaign


Gold Hungama Digital Services. India Airtel. 4am Friend Airtel India

Silver TBWA Singapore Adidas Team Ups Adidas

Bronze Wunderman International. India Microsoft Primer Font Microsoft India

16. Best Use of Media


Gold Geometry Global Hong Kong Chivas 18. A Tribute to Modern Gentlemen Pernod Ricard Hong Kong

Silver DDB Mudra Group. India The Misunderstood Scoreboard Zee Media Corporation

Bronze Mindshare Thailand 1 Commitment Unilever Thai Trading

2015 Young Dragons of Asia

Dragon Entrant Company

Gold Rohan Sood Mediacom Communications. India

Silver Anthony Lau Omnicom Media Group. Hong Kong

Bronze Gregory Cole Ruder Finn Asia. China

Black Dragon Orders of Excellence 1. Best Integrated Marketing Campaign


Dentsu Malaysia How Wonda Owned A Day Permanis Sandilands

Geometry Global Malaysia Happiest Chinese New Year Coca-Cola Far East

Geometry Global Taiwan Charming Face Wig Philips

PHD Media. Malaysia BookBook IKEA

Pulp Strategy Communications. India

Philips Big Leap Philips India


Sponsor. Press Play Everyday Sponsor Sports Drink

Today Ogilvy & Mather. Myanmar FIFA World Cup Myanmar Trophy Tour by Coca-Cola Coca-Cola Myanmar

2. Best Marketing Discipline Campaign


Geometry Global Malaysia The Journey to Prosperity Unilever Malaysia

Jagran Solutions. India Immune India School Challenge 2014 Dabur India

Mediacom Communications. India Duracell. 10X Power In Your Hands

Duracell

OMD China Johnson's Baby 'The Irreplaceable Moment'�

Johnson's Baby

PHD Media. Malaysia BookBook IKEA

Publicis Betterway China Nourishment. Make The World Better Master Kong

3. Best Digital Campaign


BBDO & Proximity China Visa Get Lost Visa Information System Shanghai

EDENRED Accentiv™ China 1000 Families. Better Life with Eczema Avene

Geometry Global Malaysia The True Fans Lost Animal Souls Shelter Society

mInteraction Thailand Pepsi Discovery Pepsi-Cola (Thai)

Pulp Strategy Communications Philips SpeedStyle Philips India

WPP Team P&G ASEAN. Thailand Downy Invisible Wives P&G Downy

4. Best Innovative Idea or Concept


DDB China Group Clean air in a box Volkswagen Group China

Geometry Global Philippines Sony. Listen with Respect Sony Philippines

Havas Worldwide Kuala Lumpur Ad Cloud Total Oil

Jack Morton Worldwide. Singapore Closer Google

Lowe Malaysia Frogasia Leaps of Knowledge Series Frogasia

5. Best Brand Building and/or Awareness Campaign


Bates CHI & Partners. Vietnam Real Life Never Stops campaign AIA Life Insurance Vietnam

Geometry Global Philippines Sony Listen with Respect Sony Philippines

Grey Group Hong Kong Wellcome 2015 Chinese New Year The Dairy Farm Company

Jagran Solutions. India Castrol Stop Start Castrol India

Mediacom Communications. India Share the Load P&G India

mInteraction Thailand Experience Rangsit University

Performics. TLG India Superbabies Onboard Nestle India

6. Best Business to Business or Trade


Evolve Brands. India Luminous Free Hit Luminous Power Technologies

Geometry Global Japan Robot Town Sagami Kanagawa Prefecture

iconnect360. Malaysia Fitness Industry Survey 2014/15 Ezypay

Jagran Solutions. India Castrol Mobile Unit Castrol India

MRM/McCann India Airtel Navratna B2B channel Program Bharti Airtel

Phase 1 Events and Experiences. India

Cisco India and SAARC Partner Confluence 2014

Cisco

Republik New Zealand Fuji Xerox. Haus of Versant Fuji Xerox New Zealand

7. Best Event or Experiential Marketing Campaign


DDB Mudra Group India Health Cha Shree Ganesh Zydus Wellness (Nutralite)

Geometry Global Malaysia The Pursuit of Gold Unilever Malaysia

Geometry Global Singapore The Breathing Wall Philips

Geometry Global Sri Lanka Pears Happy Baby Learning Centre

Unilever Sri Lanka

Geometry Global Taiwan Philips Barber Shop Philips

iris Worldwide Singapore #SeeYouAtFirstLight With Heineken at ZoukOut 2014


Pulp Strategy Communications. India Philips SpeedStyle Philips India

Ruder Finn Asia. China Cartier Time Art Exhibition Cartier China

The Hot Shoe Show & Co alaysia Nestlé Malaysia Nestlé Malaysia

8. Best Brand Loyalty Campaign


AirAsia BIG Loyalty Programme. Malaysia

BIG Travel Wish AirAsia BIG Loyalty Programme. Malaysia

FCB Kuala Lumpur. Malaysia SOX Fantasy Fest Celcom Axiata

Geometry Global Japan The Glassical Concert Suntory Hall

MRM/McCann. India TATA Motors Loyalty Program TATA Emperor & Delight

TATA Motors

OMD Malaysia The BIG Watsons Food Review Watsons Malaysia

Orion Social Media. Malaysia BYO Cup Day 7-Eleven Malaysia

Pulp Strategy Communications. India #TimeForNew Learning by Intel Intel Technology India

9. Best Mobile Marketing Campaign


APD. Malaysia Hotlink MI Pass 'Pin It to Win It' Maxis Communications

Match Media. Australia Mobilising The Public To Love Direct Mail

IKEA Australia

Mediacom Communications. India Snickers Misspell Campaign Snickers

MSLGROUP China A Food-spot for Millennials Foshan Lingnan Tiandi

Performics. TLG India The Launch, Rise and Dominance of Wynk Music App

Bharti Airtel

PHD India Consumer 360 Hindustan Unilever

Tribal Worldwide China POOTONE FISH4DOGS

10. Best Social Media or Word of Mouth Campaign


APD. Malaysia It's OK. We're Family Maxis Communications

DDB Mudra Group India Selfie in Space HBO India

Hungama Digital Services. India Intel. A Look Inside Dharavi Intel Corporation India

Match Media. Australia Nando's Mangogate Nando's Australia

OMD Malaysia Cream O Race Start In Malaysia URC Snack Foods

Razorfish India Maruti Suzuki India Alto ICC World Cup Campaign

Wunderman International. India Crocin for Change. Donate 5 Minutes.

GSK

11. Best Product Launch or Re-Launch


George P Johnson/JUXT Greater China

Parkson Online-to-Offline loyalty card re-launch Parkson China

Match Media. Australia Nando's Mangogate Nando's Australia

Mindshare Thailand All on the Line Unilever Thai Trading

OMD China DongFeng Citroen. The Power of Moving Forward DongFeng Citroen

Republik New Zealand Fuji Xerox. Haus of Versant Fuji Xerox New Zealand

Vibgyor Brand Services. India Launch of Brand New Ambassador for Don't Crack Under the Pressure

TAG Heuer India

12. Best Brand Trial or Sales Generation Campaign


Brand Channels Marketing Services. Philippines

URC Quake Overload Quake 'n Bake Universal Robina Corporation

Geometry Global Indonesia Tresemme The Runway 2014 Tresemme Shampoo

George P Johnson/JUXT Greater China

Parkson Online-to-Offline loyalty card re-launch Parkson China

Hungama Digital Services. India Intel Game. The Quest Intel Corporation India

Inspire Activation Taiwan SKITTLES Sour Flavor New Product Launch Wrigley



13. Best Use of Public Relations


DDB Mudra Group. India The Misunderstood Scoreboard Zee Media Corporation

BrandWorX, Inc. Philippines Pharmaton Life Chargers PR Campaign

Boehringer-Ingelheim Philippines

DDB Mudra Group. India Lord of Healthy Beginnings Zydus Wellness

MSLGROUP China LYCRA® Moves You Consumer Campaign

LYCRA®

20:20 MSL. China The Good Vibes Campaign Viber Media Sarl

14. Best Cause, Charity Marketing or Public Sector Campaign


Dentsu Singapore Toyota Classics : Music That Moves Lives

Toyota Motors

Geometry Global Malaysia The True Fans Lost Animal Souls Shelter Society

Isobar Malaysia My Promise to Children United Nations Children's Fund (UNICEF) Malaysia

Jagran Solutions. India Wings for Life World Run Red Bull India

Leo Burnett/Arc Worldwide. Malaysia

Be A Dog Hero Malaysian Dogs Deserve Better

OMD Hong Kong Illuma Eden Wyeth Illuma

Ruder Finn China Bin It IN, You Make a Difference Wrigley Confectionery China

15. Best Small Budget Campaign


Berakar Komunikasi. Indonesia The Story of Jokowi's Impromptu Walkabout Campaign Jokowimania (Jo-Man)

DDB Mudra Group. India Selfie in Space HBO India

Geometry Global Japan The Alien WRSB SAGA City

Publicis Betterway China The Happy Elves Tsingtao Beer

The Dairy Farm Company. Hong Kong

Jasons 'Food & Living' 2nd Year Anniversary Campaign

The Dairy Farm Company

Trapper Interactive Network. Malaysia BK Black Burger King Singapore

16. Best Use of Media


BBDO & Proximity China Visa Get Lost Visa Information System Shanghai

Dentsu Malaysia Wonda Has Gone Bigger Permanis Sandilands

Geometry Global Philippines Sony. Listen with Respect Sony Philippines

Leo Burnett/Arc Worldwide. Malaysia Save The Sundae Cone Golden Arches Restaurants

Maxus Malaysia Ong Mali 2015 Tesco Malaysia

PHD Media. Malaysia Bedroom Stories IKEA

Tribal Worldwide China POOTONE FISH4DOGS

Young Dragons of Asia

Entrant Company

Jennifer S. Rivera BrandWorX. Philippines

Shirleen Wong George P Johnson/JUXT Greater China

Tim Sharp Maxis Communications. Malaysia

Lee Ey-Von MEASAT Broadcast Network System (Astro). Malaysia

Inderjeet Singh Mediacom Communications. India

Wannaporn Orisiphan mInteraction. Thailand

Kingsley Tan King Fung Posterscope. Malaysia

Jonathan Joson Red Fuse Communications. Hong Kong

Ashan Kumar Wire Communication Consultancy. PR Wire. Sri Lanka

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2015 Asia Release Online