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Idea Cellular wins Asia Strategy Prize

News, 30 October 2015

MUMBAI: An "outstanding" campaign for Idea Cellular, the Indian mobile network operator, has won the $5,000 Grand Prix at the 2015 Warc Prize for Asian Strategy.

Now in its fifth year, the Prize celebrates the very best of strategic marketing in Asia and the judging panel of senior marketers and agency-side strategy experts considered more than 135 entries from across the region.

No fewer than 17 entries picked up awards at the Prize event in Mumbai with India accounting for five of the award-winning campaigns, including the Grand Prix.

The full list of winners can be viewed on the Prize website, where Warc subscribers can also read the shortlisted papers.

Idea Cellular's "No Ullu Banoing" campaign was created by Mullen Lowe Lintas Group and, shown across channels ranging from TV to out of home and social media, it used humour to demonstrate how the mobile internet can empower users.

It helped to boost the rate of growth of data subscribers to Idea to nearly twice that of the company's biggest competitor.

BV Pradeep, Unilever's global vice-president of consumer and market insight, and chairman of the panel of judges, said the campaign had succeeded in connecting with consumers of all types across all of India.

"Idea Cellular's campaign 'No Ulla Banoing' was outstanding because it was based on a powerful and universal cultural insight that worked across the whole of India, across urban and rural populations and across socio-economic classes," he said.

"The strategy expanded the market, strengthened brand equity and drove growth of sales revenues. To achieve all three deliverables with one campaign was really amazing."

In addition to the $5,000 Grand Prix, five $1,000 Special Awards were won by campaigns for the Bangladeshi government, Visa, MasterCard, Havells Appliances and P&G India.

All cases that won an award will be showcased in the Asia Strategy Report, a study of smart strategic thinking in the region that will be published later this year.

Data sourced from Warc