TBB Clinches ‘Best Campaign in the World’ at MAA Globe Awards for its 'Sehat Ki Chuski' Campaign

by EVENTFAQS Bureau Industry Watch | May 17, 2018 | News

At the Marketing Agencies Association Worldwide 2018 Global Summit, currently underway in Washington DC, the Winners of the 31st MAA GLOBES Recognition Programme have just been announced, recognising the Best of the Best in the World in the Marketing Communications Industry over the last 12 months.

For the second year running, an Asian Agency, The Brand Brewery India, has been awarded the Red GLOBE for the Best Campaign in the World. The Brand Brewery (TBB), an experiential marketing agency known for providing end to end branding and marketing services won 2 prestigious awards for the country.

You can check out the complete winners list here.

The agency was awarded ‘The Red Globe for The Best Campaign in the World’ for its ‘Tata Salt Sehat Ki Chuski’ campaign. The agency for the same campaign was also awarded for ‘Best Product Launch or Re-launch Campaign’. Intrestingly, the same campaign had won The Brand Brewery 5 metals at the WOW Awards and Conventions Asia 2017. The honors included: On Ground Promotion of the Year for Brand Awareness (Gold), Contact Program of the Year (Gold), Rural Activation of the Year for Sales Volume (Gold), CSR Campaign of the Year (Gold), and Brand Experience of the Year (Silver).

The award winning campaign, ‘Sehat ki Chuski’ concentrated on the health of the Jagannathan pilgrims through a two day on ground activity consisting of distribution of Energy Popsicles (“Energy Pops”) made of Tata Salt, lemon, sugar and purified water.

An inimitable idea conceived specially to cater to the health of pilgrims in Puri- a group of devotees who endure a crowd of more than 15 Lakh on foot in humid weather and the possibility of dehydration-the “Sehat ki Chuski” campaign outdid itself with its humanitarian approach and far reaching benefits. First executed in the 2016 Puri Jagannath Rath Yatra, the campaign has made a repeated appearance at the pilgrimage since, owing to its emotional connect with the target audience. Recognising the campaigns’ underlying social intentions, the office of the Puri District collector conferred it with two prime locations next to the temple, an advantage given to no other brand present at the festival.

The fact that the administrators of the Rath Yatra have asked for a repeat of the campaign in 2018 again, is a testimony of its sheer impact.

Expressing joy at the company’s achievement, Pradyumn Tandon, Founder-Managing Director, The Brand Brewery, said, “We are elated to be associated with the very prestigious Marketing Agencies Association (MAA). It is a high point in the journey of our company, since were recognized with the world’s best and awarded the Red Globe, the highest accolade at the ceremony. I would like to congratulate team TBB for their hard work and innovation and our partner brands for their trust in us. We at TBB strive to offer such unique & innovative campaigns for the best brands in the world”.

Praising the campaign designed by Brand Brewery for its exceptional insight Sagar Boke, Head – Marketing, Consumer Products Business, Tata Chemicals said, “We are delighted that our campaign used an innovative product to enhance the overall experience of pilgrims at Jagannathan Ratha Yatra – while bringing the attribute of salt as a key ingredient to prevent dehydration. The campaign got tremendous positive response on the ground helping us to reiterate Tata Salt’s brand proposition of ‘Desh Ki Sehat, Desh Ka Namak’. It goes beyond being more than just a tastemaker. These awards are also a testimony to compelling marketing work emanating from India that is being recognised on a global platform.”