Warc, the global online service offering advertising best practice, evidence and insights from the world’s leading brands, is pleased to announce the winners of the 2016 Warc Prize for Asian Strategy. The annual competition, now in its sixth year, gives recognition for strategic thinking that has driven business results in Asia.
207 submissions from 15 countries across Asia were judged by a 20-strong eminent judging panel, chaired by Sanjeeb Chaudhuri, Global Head of Brand and Chief Marketing Officer of Standard Chartered Bank. After reaching a shortlist of 34 entries, a total of 17 winners have been selected: 1 Grand Prix, 4 Golds, 5 Silvers and 7 Bronzes.
In addition, the jury selected the winners of the five special award categories – The Market Pioneer Award, The Research Excellence Award, The Channel Thinking Award, The Local Hero Award and The Asia First Award – each receiving $1,000 prize.
BBDO India takes top honours by winning both The Grand Prix, which comes with a $5,000 prize, and The Asia First Award for ‘Share The Load’, P&G’s laundry detergent brand Ariel Matic which used the issue of whose responsibility it is to do the laundry to highlight the wider problem of gender inequality, encouraging Indian men to ‘Share The Load’.
Commenting on the strategy of BBDO India’s winning work, jury chair Sanjeeb Chaudhuri, Global Head of Brand and Chief Marketing Officer of Standard Chartered Bank, said, “Gender empowerment is a very critical initiative that great brands should support. Ariel’s ‘Share The Load’ campaign brings this sensitive subject to life in a very heart-warming way. It stood out among the many brands in Asia which are getting increasingly involved in being associated with social good. This campaign also helped Ariel double value and volume sales, making the campaign a very deserving winner of this year’s Grand Prix.”
