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
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
