MUMBAI: The Point of Purchase Advertising International - India (POPAI India) organisation will roll out the red carpet in Mumbai next year as it hosts the first Popai Outstanding Merchandising Achievement (OMA) Awards at the Nehru Convention Center in Worli, Mumbai on 20 January, 2006.

This event will feature works in the marketing at-retail segment. The aim is to promote its vision of advancing marketing at-retail in the total marketing mix. Proceeds will go towards furthering POPAI’s mission in its four thematic pillars of work in India: ethical practices, rapid expansion of business opportunities, protection of economic interests, and preservation of the industry's rights as a commercial communications medium in India.

Popai’s vice chairman, Sanjeev Malhotra, says, “The OMA Awards in India would set quality benchmarks which could boost the Marketing at Retail Industry's current standards”.

Brand marketer, advertising agencies, media and the marketing at-retail industry are expected to attend this event. Popai will honor marketing at-retail oeuvres based on their engineering, innovation, design, functionality, integration, and results to corporate social responsibility.

Internationally, winning displays of Popai OMA awards include Frank Mayer & Associates for BMW, Rand Display International, Inc. for Pfizer, Timbar Packaging and Display for Intuit, Coca Cola, Microsoft Xbox Halo 2 standee, Corona Tiki Torch for Barton Beers.