'All-Weather' ACs win yet another international Gold!

WARC Logo Voltas' 'All-Weather' marketing and advertising walked away with a Gold prize at the Asia Awards of World Advertising Research Centre (WARC), held in Singapore on 26th September.

The WARC Prize for Asian Strategy is Asia's premier competition honouring 'inspirational strategic thinking that drives marketing and business performance', as submitted in the form of case studies.

This year marks the very first time that the WARC Gold has been captured by any Indian organization or brand. It's also one of just four Golds awarded across all Asia.

This year's awards were somewhat dominated by India, from which came 52 of the 144 total entries, and also 16 of the 38 that made it to the short list. All submissions were judged on various criteria:

  • Quality of insight behind the strategy. Does the case study show an in-depth understanding of the brand and its market? What steps did the entrants take to find new insight, or to look at existing information in a new light? (15%)
  • Quality of strategic thinking. Does the case study show a strategic ‘leap’ that others have not taken? Did it produce a strong idea that could be turned into effective marketing activity? (40%)
  • How well was the strategic idea brought to life, including creative work and channel thinking? (15%)
  • How did the strategy perform against its objectives? Does the case study show that the investment in strategy was worthwhile? (20%)
  • Can other marketers learn from this case study? Is it a useful addition to Asia’s body of marketing knowledge? (10%)

Voltas' Gold was in the Special Award category of 'Local Hero', covering national brands.

Says Pradeep Bakshi (President & COO-UPBG), "For me and the entire UPBG team, this award is further proof that our 'All-Weather' AC is not just a world-class offering, but also backed by marketing and brand support of international calibre."