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Team Wavemaker at the AbbysWavemaker won the 'media agency of the year' title on day one of the Abbys, part of Goafest 2024, being held in Mumbai.
The agency's haul included four Gold, nine Silver and three Bronze Abbys. Two of the Gold wins were for Cadbury 5 Star (#NothingUniversity) and (#erasevday) and two were for Cadbury Celebrations (#ThisAdIsMyStore) and (Cadbury #MyBirthdaySong).
EssenceMediacom was the only agency to win a Grand Prix. The win was for Airtel's '5G Plus Ultimate Fans: Look Maa! I am on TV'. The entry also won Gold. The agency's other Gold win was for Adidas. The metal-haul also consisted of a Silver and two Bronze.
Initiative Media was the second-most awarded agency. It won two Gold, four Silver and two Bronze Abbys. The Gold wins were for Amazon Prime Video (Missing Elephants: Provocative Creativity shaking Humanity) and Sunfeast Yippee! (Yippee! Create Magic - Plastic to Parks).
Publicis Media also bagged two Gold Abbys and four Bronze. The Gold wins came for Asian Paints' Beautiful Homes achieves 2X growth in Monthly Leads through interactive Customer Engagement Tools' and Gatorade's 'Gatorade Turf Finder: Real-time Urban Playgrounds Powered by Google Maps'.
Tribes Communications and Rapport also won two Gold Abbys each. Tribes' Gold wins were for Swiggy Instamart's 'The Insta Smart Billboard'.
Rapport's Gold wins came for Megh Santoor's 'Wah Taj'.
Mindshare India also won a Gold for Lifebuoy's 'A Divine 'AR' Intervention'.
| Organisation | Grand Prix | Gold | Silver | Bronze | Total Metals | Total Points |
| Wavemaker India | - | 4 | 9 | 3 | 16 | 98 |
| Initiative Media | - | 2 | 4 | 2 | 8 | 48 |
| Essence Mediacom | 1 | 2 | 1 | 2 | 6 | 42 |
| Mindshare | - | 1 | 2 | 3 | 6 | 32 |
| Publicis Media | - | 2 | - | 4 | 6 | 32 |
| Tribes Communication | - | 2 | - | 2 | 4 | 24 |
| Rapport | - | 2 | - | 1 | 3 | 20 |
| Madison Media | - | - | 1 | 3 | 4 | 18 |
| Social Panga | - | - | 2 | - | 2 | 12 |
| Omnicom Media Group | - | - | 1 | 1 | 2 | 10 |
| Hiveminds Innovative Market Solutions | - | - | - | 2 | 2 | 8 |
| Bennett Coleman | - | - | 1 | - | 1 | 6 |
| Communique Marketing Solutions | - | - | 1 | - | 1 | 6 |
| Havas Media Network India | - | - | 1 | - | 1 | 6 |
| Sociowash Media | - | - | 1 | - | 1 | 6 |
| White Rivers Media | - | - | - | 1 | 1 | 4 |
| Xperia Group | - | - | - | 1 | 1 | 4 |
| Grand total | 1 | 15 | 24 | 25 | 65 | 376 |
| Category | Sub Category | Title | Brand | Winner | Metal |
| A. Use Of Media | 01. Innovative Use of Audio Visual | Airtel 5G Plus Ultimate Fans: Look Maa! I am on TV | Airtel 5G Plus | EssenceMediacom | Gold |
| A. Use Of Media | 01. Innovative Use of Audio Visual | #Unstoppable21 | The Times of India | Bennett Coleman & Co Ltd | Silver |
| A. Use Of Media | 01. Innovative Use of Audio Visual | Bole Mere Lips I love Uncle Chipps ft Yash Raj Mukhate | Uncle Chips | Publicis Media | Bronze |
| A. Use Of Media | 02. Innovative Use of Print | Missing Elephants: Provocative Creativity shaking Humanity | Amazon Prime Video | Initiative Media | Gold |
| A. Use Of Media | 02. Innovative Use of Print | MAAROOO! Newspaper se nahi, Laal HIT se! | HIT CIK | Madison Media | Silver |
| A. Use Of Media | 02. Innovative Use of Print | The Archies - Peeling Nostalgia! | Netflix | Wavemaker India | Bronze |
| A. Use Of Media | 02. Innovative Use of Print | Expect the Expected with TATA AIG Health Insurance | TATA AIG Health Insurance | Publicis Media | Bronze |
| A. Use Of Media | 03. Innovative Use of Activation | A Divine 'AR' Intervention | Lifebuoy | Mindshare | Gold |
| A. Use Of Media | 03. Innovative Use of Activation | Sound Sleep Symphony: Crafting Tranquil Sleep Experiences - Centuary Mattress | Centuary Mattress | Initiative Media | Silver |
| A. Use Of Media | 03. Innovative Use of Activation | GREEN CORRIDOR by MANIPAL HOSPITALS | Manipal Hospitals | Social Panga | Silver |
| A. Use Of Media | 03. Innovative Use of Activation | Škoda Single Wicket | Škoda Auto | Omnicom Media Group | Bronze |
| A. Use Of Media | 03. Innovative Use of Activation | Har Maa Durga | ITC Sunfeast Moms Magic | Xperia Group | Bronze |
| A. Use Of Media | 04. Innovative Use of Out of Home | Megh Santoor | Wah Taj | Rapport | Gold |
| A. Use Of Media | 04. Innovative Use of Out of Home | Hyundai Creta 4D Billboard Activation | Hyundai Creta | Communique Marketing Solutions | Silver |
| A. Use Of Media | 04. Innovative Use of Out of Home | How Sprite asked Cricket Fans to #ThandRakh | Sprite | EssenceMediacom | Silver |
| A. Use Of Media | 04. Innovative Use of Out of Home | Its all in the Boot! | Tata Altroz iCNG | Madison Media | Bronze |
| A. Use Of Media | 04. Innovative Use of Out of Home | The Insta Smart Billboard | Swiggy Instamart | Tribes Communication Pvt Ltd | Bronze |
| A. Use Of Media | 06. Innovative Use of Radio | Melodic Milestone: SBI Card Gifts 25 Hours of Ad-Free Music on FM to Celebrate 25th Anniversary! | SBI Card | Wavemaker India | Silver |
| A. Use Of Media | 06. Innovative Use of Radio | Radio Bana Azaadi ka Maidan | Amazon Prime Video | Initiative Media | Bronze |
| A. Use Of Media | 06. Innovative Use of Radio | Celerio Mileage Challenge | Maruti Suzuki | Mindshare | Bronze |
| A. Use Of Media | 07. Innovative Use of Branded Content - Integration | Airtel 5G Plus Ultimate Fans: Look Maa! I am on TV | Airtel 5G Plus | EssenceMediacom | Grand prix |
| A. Use Of Media | 07. Innovative Use of Branded Content - Integration | Reshaping Insurance: Empowering Women with #Don'tBePlus1 Content: Future Generali | Future Generali | Initiative Media | Silver |
| A. Use Of Media | 07. Innovative Use of Branded Content - Integration | Words of Pride | Star Corporate | Mindshare | Silver |
| A. Use Of Media | 07. Innovative Use of Branded Content - Integration | Stay at the latest addition to MMT Homestays - Bigg Boss House | Make my trip | EssenceMediacom | Bronze |
| A. Use Of Media | 08. Innovative Use of Branded Content - Creation | 5Star #NothingUniversity | Cadbury 5Star | Wavemaker India | Gold |
| A. Use Of Media | 08. Innovative Use of Branded Content - Creation | Škoda Responsible Exploration | Škoda Auto | Omnicom Media Group | Silver |
| A. Use Of Media | 08. Innovative Use of Branded Content - Creation | When GenZs took a breaking love break! | Kitkat | Publicis Media | Bronze |
| A. Use Of Media | 09. Innovative Use of Digital Search SEO | Asian Paints' Beautiful Homes achieves 2X growth in Monthly Leads through interactive Customer Engagement Tools | Asian Paints | Publicis Media | Gold |
| A. Use Of Media | 09. Innovative Use of Digital Search SEO | The Race to Win SEO | BMW Motorrad India | Sociowash Media Pvt. Ltd. | Silver |
| A. Use Of Media | 09. Innovative Use of Digital Search SEO | Driving Success: Savaari's Innovative SEO Odyssey | Savaari | Hiveminds Innovative Market Solutions Pvt Ltd | Bronze |
| A. Use Of Media | 10. Innovative Use of Paid Search | Adidas D2C | Adidas | EssenceMediacom | Gold |
| A. Use Of Media | 10. Innovative Use of Paid Search | Intra Search Campaign with 91trucks | Tata Motors | Havas Media Network India | Silver |
| A. Use Of Media | 10. Innovative Use of Paid Search | Max Life Insurance | Max life Insurance | Hiveminds Innovative Market Solutions Pvt Ltd | Bronze |
| A. Use Of Media | 11. Innovative Use of Social Media | Cadbury 5Star - #erasevday | Cadbury 5 Star | Wavemaker India | Gold |
| A. Use Of Media | 11. Innovative Use of Social Media | You Make My Break | KitKat India | Social Panga | Silver |
| A. Use Of Media | 11. Innovative Use of Social Media | Cadbury Dairy Milk #SitTogether | Cadbury Dairy Milk | Wavemaker India | Silver |
| A. Use Of Media | 11. Innovative Use of Social Media | Empowering India by championing health with Saffola life | Saffola Life | Madison Media | Bronze |
| A. Use Of Media | 11. Innovative Use of Social Media | Call me Arpita and Not Arpit | Tata Starbucks | Wavemaker India | Bronze |
| A. Use Of Media | 12. Innovative Use of Digital Display | The Insta Smart Billboard | Swiggy Instamart | Tribes Communication Pvt Ltd | Gold |
| A. Use Of Media | 12. Innovative Use of Digital Display | #ThisAdIsMyStore | Cadbury Celebrations | Wavemaker India | Gold |
| A. Use Of Media | 13. Innovative Use of Mobile | Cadbury #MyBirthdaySong: Transforming classic birthday melody into personalized harmonies with the fusion of Generative Ai for 8 Billion people. | Cadbury Celebrations | Wavemaker India | Gold |
| A. Use Of Media | 13. Innovative Use of Mobile | Indian Police Force and AI gets action fans into the Copverse | Amazon Prime Video | Initiative Media | Silver |
| A. Use Of Media | 14. Innovative Use of Commerce | CIRCUIT BOLEGA TOH SUNEGA INDIA | HUL SHIKHAR | Mindshare | Silver |
| A. Use Of Media | 14. Innovative Use of Commerce | Cadbury Chocobakes - Are you related to Santa? Christmas Campaign | Cadbury Cocobakes | Wavemaker India | Silver |
| A. Use Of Media | 14. Innovative Use of Commerce | From Clicks to Bricks: LEGO's ecommerce journey through passion points | The LEGO Group | Initiative Media | Bronze |
| A. Use Of Media | 14. Innovative Use of Commerce | Love Emergencies | Swiggy Instamart | Tribes Communication Pvt Ltd | Bronze |
| A. Use Of Media | 15. Innovative Use of Gaming | When Saffola Munchiez Crunched on the IPL | Saffola Munchiez | Madison Media | Bronze |
| A. Use Of Media | 15. Innovative Use of Gaming | When Hero Challenged Gamers to the Extreme | Hero Xtreme 125R | Publicis Media | Bronze |
| A. Use Of Media | 16. Moment Marketing | Megh Santoor | Wah Taj | Rapport | Gold |
| A. Use Of Media | 16. Moment Marketing | Cadbury Silk - Story of Us | Cadbury Silk | Wavemaker India | Silver |
| A. Use Of Media | 16. Moment Marketing | Oreo Bola Mat Bol - Making Billions of Indians Manifest India Winning The World Cup By Not Jinxing It! | Oreo | Wavemaker India | Silver |
| A. Use Of Media | 16. Moment Marketing | Cup of Care | Red Label Natural Care | Mindshare | Bronze |
| A. Use Of Media | 16. Moment Marketing | Cadbury 5Star - #erasevday | Cadbury 5 Star | Wavemaker India | Bronze |
| A. Use Of Media | 17. Innovative Use of Integrated Media | Breaking Boundaries: Synchronizing efforts to manifest #DontBePlus1: Future Generali | Future Generali | Initiative Media | Silver |
| A. Use Of Media | 17. Innovative Use of Integrated Media | Bubbles of Laughter | Sprite | EssenceMediacom | Bronze |
| B. Specialist Categories | 18. Cause Marketing | Yippee! Create Magic - Plastic to Parks | Sunfeast Yippee! | Initiative Media | Gold |
| B. Specialist Categories | 18. Cause Marketing | Call me Arpita and Not Arpit | Tata Starbucks | Wavemaker India | Silver |
| B. Specialist Categories | 18. Cause Marketing | Cadbury Dairy Milk #CheerForAllSports | Cadbury Dairy Milk | Wavemaker India | Silver |
| B. Specialist Categories | 18. Cause Marketing | A Divine 'AR' Intervention | Lifebuoy | Mindshare | Bronze |
| B. Specialist Categories | 18. Cause Marketing | Daughters of Piplantri | Astral Foundation | White Rivers Media | Bronze |
| B. Specialist Categories | 19. Innovative Use of Data & Analytics | Gatorade Turf Finder: Real-time Urban Playgrounds Powered by Google Maps | Gatorade | Publicis Media | Gold |
| B. Specialist Categories | 20. Innovative Use of Emerging Technology | The Insta Smart Billboard | Swiggy Instamart | Tribes Communication Pvt Ltd | Gold |
| B. Specialist Categories | 20. Innovative Use of Emerging Technology | Oreo SIWO: Helping India answer serious questions with one playful response at a time. | Oreo | Wavemaker India | Silver |
| B. Specialist Categories | 20. Innovative Use of Emerging Technology | Cadbury #MyBirthdaySong: Transforming classic birthday melody into personalized harmonies with the fusion of Generative Ai for 8 Billion people. | Cadbury Celebrations | Wavemaker India | Silver |
| B. Specialist Categories | 20. Innovative Use of Emerging Technology | Megh Santoor | Wah Taj | Rapport | Bronze |
