M&C SAATCHI-i won a Silver ECHO Award at the DMA International ECHO Awards 2011 competition.
The ECHO awards honor the world's best direct marketing campaigns — campaigns that have raised the bar in terms of strategy, creativity and results. India was awarded a Silver ECHO, in the category of Direct Mailing for Insurance, for M&C SAATCHI-i’s entry ‘Annaprasan’ on behalf of Birla Sun Life Insurance. There was no Gold winner in this category.
Coincidentally, the ‘Annaprasan’ mail pack was also awarded a Gold medal at the Indian Advertising fraternity’s ‘Goafest’ Awards in 2011.
Rakhshin Patel, Partner, M&C SAATCHI-I, said “International recognition for an Indian idea is thrilling, but receiving the highest award in the category - a Silver ECHO - is actually validation that when it comes to the world’s best direct marketing campaigns, India is up to the challenge.”
After becoming the most awarded Direct Marketing agency at Goafest 2011, M&C SAATCHI-i has gone a giant step further by elevating the entire Indian Direct Marketing fraternity by winning the highest honours at the ECHO awards – the most important award ceremony, next to Cannes, for Direct Marketers worldwide.
The ‘Annaprasan’ mail pack was directed at young affluent parents and designed to provoke them into thinking differently about their child’s future. The mail pack did this by twisting the Indian ritual of ‘Annaprasan’ – in which a child is presented with a tray containing traditional symbols for traditional careers – by replacing the age old items with far more modern items that reflect the many new-age career options available to children today.
To view the award entry on the DMA ECHO Awards website, please visit this link: http://dma.movadamedia.com/EchoAwards2011/page.aspx?id=56&zoom=true&zoomleft=true