Brands
The ABBY’s joins hands with prestigious global award program, The One Show
Mumbai: South Asia’s pre-eminent awards for Creativity, Media and Communication, ABBY’s has joined hands with The One Show, the globally prestigious award program in advertising, design and digital marketing worldwide, thereby sharing the stage with other global and regional award platforms.
The association seeks to create a new gold standard in recognising and awarding the region’s best creativity by bringing global standards of judging, jury selection and transparency to the established Indian Awards brand.
The One Club for Creativity CEO Kevin Swanepoel said, the One Show is committed to raising the bar on creative judging standards all over the world. “With India already a rising new global creative powerhouse, the Abby Awards will further add shine to a very respected domestic creative program,” he said.
The One Show’s Gold Pencil, which is regarded as one of the top prizes in the international creative industry for over 40 years, has a rich legacy of honouring some of the most ground-breaking ideas, created by some of the most remarkable minds in creativity across the globe.
This year’s Abby’s will be a part of the Goafest in partnership with the AAAI and will mark the thirteenth Abby Award after a break of the last two years due to the pandemic.
Elaborating on the association, The Ad Club president Partha Sinha said, “Abby’s has been India’s mainstay for 56 years when it comes to recognising creativity & innovation across the communication industry. We wanted to add more heft and give Abby’s a place on the global stage it so well deserves. The association with ‘The One Show’ will enhance our judging standards to match global best practices, help in the selection of juries and raise levels of transparency in the entire awarding process”.
The Abby Awards will represent the South Asia region that includes India, Sri Lanka, Nepal, Bangladesh and Pakistan and has been doing so since 2004. In keeping with contemporary trends, the Abby’s will include categories such as Direct, Design, Digital, Mobile, Technology, Still Craft, Digital Craft, Radio Craft, Video Craft, Brand Activation & Promotion, Branded Content & Entertainment, PR, Broadcaster and Publisher.
The Awards Governing Committee for ABBY’s Awards includes eminent industry names such as Havas Group India Group CEO Rana Barua, (AGC Chairman), Goafest Organising Committee chairman & Another Idea founder Jaideep Gandhi, Times of India president Partha Sinha, IPG Mediabrands CEO-India Shashi Sinha, Publicis Groupe CEO South Asia Anupriya Acharya, Madison Communications chairman and managing director Sam Balsara, GroupM Media (India) CEO-South Asia Prasanth Kumar and FCB Group India Group Chairman & CEO Rohit Ohri, among others.
The list of international judges will be announced by One Show after the process of selection of both Indian and international jury will get initiated.
Brands
Wow! Momo launches Indian Momo League with city-themed cricket menu
Colourful, region-inspired momos turn match-time snacking into fan play
MUMBAI: Wow! Momo is serving up a fresh spin on cricket fandom this season with the launch of the Indian Momo League, a campaign that turns match-time snacking into a city-led celebration.
Timed alongside the ongoing Indian Premier League, the initiative introduces six city-inspired momo variants, each reflecting the flavour and personality of Kolkata, Chennai, Mumbai, Delhi, Bangalore and Hyderabad. Built around the idea “Har city ka apna momo”, the range uses natural colours and skips synthetic additives, giving fans a vibrant, edible way to back their teams.
From bold reds to electric blues, the momos are designed to stand out both on the plate and on social media feeds. The visual appeal is deliberate, turning everyday snacking into something shareable, playful and distinctly local.
To deepen the experience, the brand has rolled out IML Combos that bundle momos with fries and beverages, creating an easy, match-ready option for viewers at home or gatherings with friends. The campaign also adds a reward layer, with customers ordering these combos getting a chance to win match tickets, linking the living room to the stadium.
Adding to the competitive spirit, a live Momo Scoreboard tracks orders in real time across cities, allowing fans to see how their city is performing beyond the cricket field. The feature introduces a light-hearted rivalry, driven not by runs and wickets, but by bites and orders.
Speaking about the campaign, Wow! Momo Foods Pvt. Ltd. co-founder and CMO Muralikrishnan said, “With Indian Momo League, we wanted to make fandom more participative and personal. ‘Har city ka apna momo’ is our way of celebrating how every city experiences the matches differently, and bringing that emotion into something as simple and joyful as food.”
The campaign is being amplified through city-focused creatives, creator collaborations, in-store activations and real-time digital content, ensuring it stays closely tied to ongoing match conversations throughout the season.
With the Indian Momo League, Wow! Momo blends food, fandom and friendly rivalry into a format that feels both timely and distinctly Indian, proving that during cricket season, even snacks can take centre stage.
