MTV stole the show at this edition of Pitch Youth Marketing Awards 2013 by sweeping the maximum number of awards. Based on the total number of awards won, Pitch Youth Marketing Company of the Year was awarded to MTV and Pitch Youth Marketing Agency of the year awarded to Foxymoron.
MTV was also chosen to be the Best Media Youth Brand of the Year winning the Gold in this category, Viacom’s Comedy Central bagged the Silver in this category while ABP Group managed to get the bronze in this category.
Digital agency Foxymoron, known for their out-of-the-box ideas and work walked away with the Best Disruptive Youth Brand of the year Gold for their campaign Maybelline New York India. Maxus India and WAT Consult bagged the silver and bronze respectively. The Best Trendsetter Youth Brand Silver, turned out to be MTV again winning the only award bestowed by the jury for this category.
For using unconventional media for a youth brand, Webchutney’s Mr. Wasted Bin campaign bagged the Gold, Mediacom was awarded Silver for “Post it to win it” and Taxi for Sure was awarded Bronze in this category for their “ Tweet a Taxi” initiative.
While there were big names in the entries for the best use of Brand Ambassador, it was MTV again that bagged this Gold , the only award in this category . They won it for making Sneha Khanwalkar the brand face this year.
Youth Marketing Awards also witnessed brands like Axis Bank which have used unconventional methods to woo the youth. Axis Bank won the most effective Digital Media Strategy gold for Youth Account Launch campaign while Maxus India for Mentos Riddle and MTV’s Chase the Monsoon initiative bagged Silver and Bronze respectively.
Connecting with the youth via social message has become this year’s trend and leading the initiative was Times of India for the “I lead India campaign” winning the gold in this category. Foxymoron’s Garnier Men Power light a village campaign was judged as the second best winning silver whereas Discovery India’s Yeh Mera India campaign was awarded a Bronze in this category.
The last category Best Green Youth Brand was awarded to Puma . According to Jyotsna Makkar, CMO Microsoft India who was also a part of the Jury, “It is very important for us to set standards for the brands. In categories where there is no Gold or Silver or Bronze winners, it’s a message to the brands to work harder to meet the standards and young India’s expectations.”
By Ankur Gaurav