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Ariel’s ‘Share the Load’ campaign tops Warc advertising ranking

LiveMint logoLiveMint 04-04-2017 Saumya Tewari

New Delhi: Procter & Gamble’s detergent brand Ariel’s Share the Load campaign has topped the annual World Advertising Research Centre (Warc) 100 ranking, which ranks the world’s best marketing campaigns and companies according to their business impact. It is the only campaign from India in the top 10 best marketing campaigns list.

The campaign developed by advertising agency BBDO and media agency Mediacom Mumbai addressed the deep-rooted view that Indian women should be in charge of household duties. The agencies used online, cinema and television as well as campaign-specific packaging to push for the social cause where both men and women share household chores.

In a statement, Warc stated that through the campaign more than 1.5 million men pledged to share household chores and it helped Ariel more than double its value and volume sales, which grew 106% and 105%, respectively.

“To be recognized for creating the most effective campaign in the world is monumental for us. We can only celebrate with our amazing client, P&G. Such recognition inspire us to do better and figure out how we can make this campaign travel across the world and that would be our mission,” said Josy Paul, chairman and chief creative officer, BBDO India.

Apart from bagging the best campaign, P&G was also the top advertiser for the second year running, with five of its campaigns featuring in Warc 100 versus rival Unilever’s three. Vodafone, meanwhile, emerged as the top brand, with a consistent year in terms of award wins across campaigns and regions.

BBDO Mumbai grabbed the third spot in the top 10 creative agencies, three other BBDO agencies were included in the list making BBDO Worldwide the top agency network. MullenLowe Lintas Group Mumbai lost the top spot that it retained between 2015 and 2016, as it slipped to the fifth place. Ogilvy & Mather Mumbai was at the seventh spot. The Warc rankings are compiled based on the winners of effectiveness and strategy awards from around the world.

Mediacom Mumbai was the only Indian media agency that featured in the world’s best media agencies list. India did not make to the best digital/specialist agencies list though.

“It’s clear from the rankings that TV-led, big idea advertising, when executed well, is still highly effective. But we’re seeing a range of alternative approaches also capable of generating business results—from data-driven ‘moment marketing’ to stunts or events designed to focus consumer attention. One of the big questions in the industry at the moment is whether these alternative approaches build brands and deliver results in the long term as well as at the time of the campaign,” said David Tiltman, head of content at Warc, in a statement.

Privately-owned Warc has advertising and media agencies, research companies, universities and advertisers as its clients. It offers best practices insights from the world’s leading brands and also publishes journals including Admap, Market Leader, Journal of Advertising Research and International Journal of Market Research.

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