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2022 SILVER

It’s Okay To Pee In Your Pants

He has to pee very often. At times, it’s involuntary. It’s bad, he has stopped going out. He doesn’t want to use diapers because they’re for babies. Even admitting he has a problem implies loss of manhood. This is the plight of millions of Indian men who abort their active lives because of urinary incontinence. Friends made peeing in pants acceptable for men who wouldn’t even admit that they had a problem — by ‘normalizing’ it. Our campaign helped 6,72,167 Indians resume life as normal and grew brand sales by 18%.

Brand: Friends Adult Diapers
Client: Nobel Hygiene
Agency: The Womb Communications
Language: English

2022 BRONZE

Inverting conventions to win

This is a case about how a native Indian cola brand, Thums Up, went against all odds to become a market leader at a time when COVID-19 tore through the carbonated beverage industry. The secret to Thums Up’s success was an outcome of the brand’s courage to overturn traditional cola marketing conventions on their head. Instead of delighting the over-delighted urban youth, Thums Up went all out to appeal to the upcountry Indian youth. The efforts led to a 56.91% increase in Quarterly sales compared to the corresponding pre-pandemic quarter

Brand: Thums Up
Client: Coca-Cola India
Agency: Ogilvy Gurgaon
Language: English

2021 GOLD

Science World: The World Needs More Nerds

Over the past three decades, Science World has reached 18 million British Columbians with their STEAM-education programs. When the pandemic hit, Science World’s doors closed and programming came to a halt. They were in dire need of funds to continue offering these programs to children in BC. Science World set out to raise $150,000 and ended up tripling that amount, gathering over $450,000 in donations from British Columbians, thanks to the help of some of the world’s most prominent nerds.

Brand: Science World: The World Needs More Nerds
Client: Science World
Agency: Rethink Canada
Language: English