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Indiantelevision.com's Media, Advertising & Marketing Watch

Mudra bags gold in 'Creativity 34' for ItchGuard campaign

Indiantelevision.com Team

(20 October 2004 6:30 pm)

MUMBAI: Mudra (Ahmedabad) is on a winning spree. The agency recently won an international 'Creativity 34' gold award for ItchGuard's ambient media campaign. The agency also won four other awards for DermiCool Snowman (Press Single), DermiCool 'Air Conditioner' (POP material), Jade Blue 'Where’s Summer?' (Outdoor campaign) and Rasna Jucy 'Hiccup' (TVC).

Entries were received from 31 countries and 40 states from around the world and the winning entries will be featured in the Creativity Annual to be published in 2005.

The campaign for ItchGuard (an itch relieving cream) was conceived in an off-beat manner. The campaign used a lateral connect between the 'irresistible urge to scratch body areas' and the 'irresistible urge to scratch graffiti on walls, trees and other surfaces' by innovative use of outdoor media like signboards and stickers.

The signboards were placed at strategic locations where they caught the public eye, for a fixed period. Behind bus seats, for instance.

Commenting on the awards, Mudra (Ahmedabad) creative director Rajesh Sonawne says, "These are some very culture specific creatives for brands and categories that are unique to India. This is a victory for the universality of ideas and insights though. My award goes to Creativity 34 – for having the right pair of eyes."

On the other hand, the agency's executive vice president Chandan Nath said, "It is a matter of pride to have been awarded a Gold Medal for an ambient campaign. This not only shows us in a different light, but also builds pressure on us to continue surpassing our standards year after year."

Creativity Annual is published from the US and features the best work in various categories from the entries it gets from advertising agencies across the globe. Creativity Annual receives more than 7000 entries from across the world every year. This is the 34th year, and hence it is called Creativity 34, informs an official release.

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