Indiantelevision.com Team

(16 April 2007 10:00 pm)

MUMBAI:The Webby Awards, an international honour for the Web has nominated Tribal DDB India's Protected Entry for MTV India as the Best Interactive Advertising Work of 2007. Protected Entry for MTV India is also the only Indian interactive finalist in One Show awards.

This year, the team has gone a step further to win Honoree Status for yet another campaign. The Webby Awards has recognized Tribal DDB India's Cursor Campaign for yatra.com as an Official Honoree, a distinction that recognizes work exhibiting remarkable achievement.

Protected Entry was created in collaboration with MTV India to promote the cause of World Aids Day on 1 December 2006 . The idea sprung from a very basic insight that web users are usually cautious and require assurance that a site is 'protected' before they enter it. A landing page banner appeared before the site launched where users had to choose a condom for their cursor and protect themselves. The message was clear. No condom. No entry. Get protected.

As a nominee for a Webby Award, Protected Entry is also eligible to win a People's Voice Award. Voting is open to the public from 10 to 27 April at http://peoplesvoice.webbyawards.com .

To promote the various sections dedicated to travel like weekend, hill station, religious, beach travel etc on Yatra.com, the campaign used the much abused, dragged and clicked mouse cursor and made it take a welcome break or vacation. The Tribal team created banners where the user's cursor took a dip in the ocean, disappeared for a weekend beach break or started paragliding from mountains to get adventure thrills.

The Webby Awards is the leading international award honoring excellence on the Internet, including websites, interactive advertising, online film and video, and mobile websites. Established in 1996, the eleventh Annual Webby Awards received a record 8,000 entries from all 50 states and over 60 countries worldwide.

"The Webby Awards honors the outstanding work that is setting the standards for the Internet," said The Webby Awards executive director David-Michel Davies

Winners will be announced on 1 May and honored at the eleventh Annual Webby Awards in New York City on 5 June. The ceremony will be hosted by comedian and actor Rob Corddry, star of Fox's new sitcom The Winner and a former correspondent for The Daily Show with Jon Stewart.

Tribal DDB India is the SBU in the interactive space of Mudra Marketing Services and its CEO R Lakshminarayanan said "These nominations are recognition of creativity that is based on the cornerstones of stickiness, usability and brand engagement. Both our Webby recognitions score extremely high on the parameters."

Mudra Marketing Services' national creative director, Meera Sharath Chandra is on the Interactive Jury of two world-renowned award committees - the One Show at New York.

Mudra Marketing Services national creative director Meera Sharath Chandra and Tribal DDB India creative director Karl Gomes added " Some of the most engaging ideas are rooted in the simplest of insights which these two entries exemplify."

Tribal DDB India is a member of the Worldwide Tribal DDB Network. Tribal DDB (I) specializes in building brands across all forms of new the wireless, interactive kiosks, CD-ROM's. It offers end-to-end digital branding solution right from strategic consulting through ideation; creative execution; online media planning and campaign management; search engine optimization .

The Mudra Group currently comprises - Mudra Advertising, Mudra Marketing Services and Mudra Media and Content .
Mudra Advertising is the Mudra Group's brand communications offering which specializes in strategy, integrated media and creative solutions for brands.