It's a Big Fight at OAA 2016

The 12th Outdoor Advertising Awards (OAA) function, held at Hyatt Regency, Gurgaon on the evening of June 18, once again turned the spotlight on the most outstanding works seen on the Indian OOH landscape over a year ending March 31, 2016. The entries to OAA 2016 were judged in five different groups by the Jury members in Delhi NCR, Mumbai and Bengaluru. Eventually, when the results were announced at the glittering OAA 2016 function, Milestone Brandcom walked away with 13 metals that included 7 Silvers & 6 Bronzes, while Kinetic won 12 with 2 Golds, 4 Silvers & 6 Bronzes; Social Street bagged 11 with 3 Golds, 4 Silvers & 4 Bronzes, Madison OOH got 6 with 2 Golds & 4 Bronzes, and new entrant Active Media Innovations won 5 with 4 Silvers & 1 Bronze.

Category-wise breakup of the award winners is as follows:

In the'Traditional Billboards' category, Britannia Industries' "Smile to be Surprised” campaign gave Social Street the Gold. Silver and bronze were not awarded in this category this year. In the'Street Furniture' category, Madison OOH won the Gold and Bronze for Blue Star AC's "Nobody Cools Better” and Movies Now's "Wolf of the Wall Street” campaigns, respectively. Silver was not awarded in this category.

The'Transit Media' category saw Social Street won the Gold and Silver for Britannia Industries' "Slide of Smiles” and Discovery Kids' "Joy Express” campaigns, respectively. Bronze was not awarded in this category.

In the'Alternative Media' category, Star Cement's Durga Puja campaign won the Gold, while new entrant Active Media Innovations was awarded the Bronze for Club Mahindra's "Experience Kerala” campaign while Rapport also bagged a Bronze for Lakme Abolute's "Lakme Sculpt” campaign. Silver wasn't awarded to anyone for this category.

When it came to Multi-Execution categories, in the'Telecom' category, two Silver metals were given away to Milestone Brandcom and Active Media Innovations for Telenor's re-branding campaign and TATA Docomo's "99 Unlimited” campaign, respectively. In this category, Milestone Brandcom won the Bronze metal for Airtel's "4G Challenge” campaign.

In the'Financial Services' category, the Gold was won by Social Street for IDBI's "Angry Baby Hunt” campaign, Silver was won by Milestone Brandcom for Axis Bank's "Asha Home Loan” campaign and the Bronze by Interspace Communications for "TATA Indicash ATM Van” campaign.

In the'Entertainment & Media' category, Active Media Innovations won the Silver for NBC Universal's "Minion Street” campaign, while two bronze metals were given away - to Ecosys OOH and Social Street for Zee Zindagi's disruptive OOH campaign and Hindustan Times' GIFA campaign, respectively. Gold was not awarded in this category.

Kinetic won the Gold in the'Automotive' category for Audi India's #ItJustKnows campaign, while two bronze metals were given away to Milestone Brandcom and Ecosys OOH for their Renault Kwid campaign and first-ever ROI-driven OOH campaign of Nissan Terrano, respectively. Silver was not awarded in this category.
 
In the'FMCG' category, the Silver was awarded to Kinetic for Cadbury Silk's "Silk now bubbled up for Joy” campaign. Two Bronze metals were awarded, to Madison OOH and Milestone Brandcom for Oreo's "Eeny Meeny Miney Moe - play with Oreo” campaign and Cadbury's "the Joy Bus Stop” campaign, respectively. Gold was not awarded in this category.

Milestone Brandcom won the Silver in the Consumers Durables category for Pepperfry's "No Argument Furniture campaign”. Kinetic won two Bronzes for Motorola's "Moto G” and Moto X's "Shatter free” campaigns. Here too, Gold was not awarded in this category.


In the'Retail Brands' category, Active Media Innovations won the Silver for Reliance Digital Laptop Fest's "Boot up your Life” campaign. No Gold or Bronze were given away in this category.

There was no winner in the'Real Estate & Construction' category.
In the'Travel & Hospitality' category, two silver metals were given away, to Ecosys OOH and Milestone Brandcom for Taxi4sure's dynamic OOH campaign and Ola Cab's "One Tap Away” campaigns, respectively. Bronze was awarded to Milestone again for OYO Room's "@999” campaign. Gold was not awarded in this category.

Kinetic won the Silver in the'Public & Social Service' category for the Islahi Healthcare's  "Free Smoke” campaign, while Milestone Brandcom walked away with Silver and Bronze for Parryware's "#ProjectHers” and "End Acid Sale - Acid Attack, Make Love not Scar” campaigns, respectively. Gold was not awarded in this category.

In the'Clothing, Footwear & Accessories' category, Social Street won the Silver for American Tourister's "Tourister Your Everyday” campaign while the Bronze was given away to Milestone Brandcom for Wildcraft's "Chill With Wildcraft” campaign. Gold was not awarded in this category.

In the'Others' category, Rapport Outdoor won the Gold for Amazon's "wi-fi at Bus Shelter” campaign while Milestone Brandcom won Silver for Amazon's "Get More on Amazon” campaign. Bronze was not awarded in this category.

Two Silver metals were given away in the'Campaign of the Year' category to Social Street and Kinetic for Britannia Good day's "It's a smile that Makes a Good Day” campaign and Islahi Healthcare's "Free Smokes” campaign, respectively. Gold and Bronze were not awarded in this category.

In the category of'Outdoor Media Plan of the Year - Local', two Silvers were given away to Star Cement and Milestone Brandcom for their "Star Cement Durgapuja” and Cadbury's "Spread the Joy” campaigns, respectively. Gold and Bronze were not awarded in this category.

In the similar category under National OOH Media Plan, Madison won two Bronzes for Oreo's "Eeny Meenie Miney Moe” campaign and Kotak Bank's "Kona, Kona Kotak” campaigns. Kinetic and Social Street also won a Bronze each under this category for Cadbury's Bubbly's "Bubbled up for Joy” campaign and IDBI's "Angry Baby Hunt” campaigns respectively. Gold and Silver were not awarded in this category.
 
Moving on, Madison OOH's "Eeny Meenie Miney Moe” for Oreo was awarded Gold in the'Innovation of the year' category. Silver and Bronze were not awarded in this category.

Three Bronze metals were given away in the'Best use of Ambient Media' category, amongst which Kinetic walked away with two for Islahi Healthcare's "Free Smoke” and Audi's "#itJustKnows” campaign. Third Bronze was awarded to Rapport for Lakme Absolute's "Lakme Sculpt” campaign. Gold and Silver were not awarded in this category.

Green Initiative category's Gold was won by Laqshya Media for Capgemini's "Waste Management - Recycling Waste” campaign. Silver and Bronze were not awarded in this category.

In the'Activation' category, Kinetic won the Silver for Cadbury Bubbly's "Silk Now Bubbled up for Joy” campaign. Three bronze metals were given away in this category, among which, Social Street bagged two for Britannia's "Slide of Smiles” and IDBI's "Angry Baby Hunt” campaigns. Third Bronze was awarded to Laqshya Media for Capgemini's "Project G” campaign. Gold was not awarded in this category.

In the'Digital OOH' category, three Silvers were given away to Ecosys OOH, Active Media Innovations and Social Street for Taxi for Sure, Club Mahindra's "Experience Kerala” and Britannia's "Smile to be Surprised”, campaigns respectively. Gold and Bronze were not awarded in this category.

In the International category, Kinetic Worldwide Germany won the Gold for Diakonia's Real Time Donations campaign while two silvers were shared between Posterscope Taiwan and Kinetic Worldwide Colombia for Glenfiddich's "Bring Back the Glory” campaign and Joege Tadeo Lozando University's "#StuckltinMessedItUp” campaign respectively. Bronze was not given away in this category.

Under Media Owners' Special categories, Best Format's Innovation's Gold went to Orienta and Kinetic jointly for Cadbury's Bubbly's Mall Activation. Interestingly, Bronze also went to the same team for Audi 6 "#JustItKnows” campaign. Minimax Ads and Madison PPH also jointly took away Bronze for "Eeny Meeny, Miney, Moe, Get Ready to Play with Oreo” campaign. Silver was not awarded in this category.

TIMDAA won the Gold as Zonal Media Owner of the Year - North while Vritti Solutions bagged the Bronze for this category. Silver was not awarded in the category.

For the same category for South region, Gold, Silver and Bronze went to Prakash Arts, Jaycee Arts and L&T Metro Rail (Hyderabad), respectively. Outreach Advertising bagged Bronze under the same category from East region. Gold and Silver were not awarded in the East Zone category.

When it came to National Media Owner of the Year, Atin Promotions & Advertising bagged the Gold while Pioneer Publicity and Laqshya shared two Silvers. Bronze was not given in this category.

'Printer of the Year' category saw both Macromedia Digital Imaging and Printech Digital Imaging bagging Gold. Silver and bronze were not awarded in this category.

Overall, 20% of the metals awarded were Gold, 35% were Silver and 45% were Bronze. In many of the categories, all of the three metals were not awarded. This came about as this year the norms governing the awards adjudication and shortlisting were made all the more stringent to raise the bar for excellence.