MAM
Maxus clinches Media Abby
VARCA: Maxus has done it again, clinching the maximum number of metals this year. The WPP agency has emerged as a clear winner at the Media Abby Awards 2011 with two gold, six silver and two bronze metals.
The Tata Sky campaign in the Best Use of Television category and the Indian Premier League 3 in the Best Use of Newspaper and Magazine category did the trick for Maxus, helping it strike gold twice.
Maxus is followed by Creativeland Asia, an independent agency, which won two gold metals, both for Hippo Baked Munchies in the Best Use of Internet and Digital Media, and Best Use of Never Before Media categories.
Lodestar Universal occupies the third spot with nine metals but lesser number of gold. The Interpublic company won one gold (Amul’s association with the TV reality show MasterChef), six silver and two bronze metals. (See image for the awards tally)
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Mudra Max has garnered a total of five awards – one gold and four bronze.
Mindshare has won a total of six awards – five silver and one bronze, but no gold.
India’s biggest advertising and awards festival Goafest 2011 has given out a total of 44 awards out of 133 nominations amongst 17 agencies. |
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The other takers were MEC with two silver and McCann Worldgroup with one award apiece. Isobar came in last with one bronze award. The categories of Verical Marketing and pro Bono Marketing didn’t see any winners.
The complete list of the Media Abby Awards 2011 at Goafest:. |
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
