Lodestar, Mudra Max win most golds at Media Abbys -- 3 each

Lodestar Universal and Mudra Max bagged three gold metals each on Friday at the Media Abbys at GoaFest 2010.

Lodestar’s performance was a reversal of its fortunes in 2009 when it did not win a single metal. All three of Lodestar’s golds were for its media plans for Tata Nano in different categories. Lodestar also won four silver and two bronze metals.

Mudra won two golds for its work for Aircel and one for the movie ‘Paa’.

There were 14 categories in all, including best use of television, newspapers & magazines, cinema, pro bono marketing and never-before media, among others.

Five categories did not have a gold winner and the best use of vertical marketing category had no metals awarded at all.
Maxus, part of Group M, topped the overall tally with 11 metals, including one gold.

Mindshare, another group company, walked away with seven metals, including two golds and two silvers.

Shashi Sinha, chairman, Media Abby awards, said the quality of entries in mixed media, print and internet were impressive. “But entries in branded content and television sponsorship were not so,” added Sinha, who is also the chairman of Lodestar Universal.

He said there were parameters to ensure that scam campaigns were not chosen. “All the winners had scale, they were not one-off campaigns,” he stated, shying away from using the word ‘scam’.
Scam ads or campaigns are those created only to be sent for awards.

There were 484 entries for Media Abbys this year compared with 414 in 2009.