GoaFest 2024: EssenceMediaCom bags the Grand Prix for Innovative Use of Branded Content Integration at this year’s Media ABBY

Wavemaker India won the maximum number of metals accounting for 16 of them followed by Initiative Media with eight

Of the total metals 15 are Gold, 24 are Silver and 25 are Bronze (Image: Company)

On the first day of the annual Goa Advertising Festival, EssenceMediaCom walked home with the first Grand Prix. The agency won the award in the Use of Media category in Innovative use of Branded Content Integration for Reshaping Insurance: Empowering Women with #Don’tBePlus1 Content for Future Generali. The agency’s metal tally stood at six – that is two Gold, one Silver and two Bronze.

Wavemaker India won the maximum number of metals accounting for 16 of them. The agency won four Gold, nine Silver and three Bronze metals. The agency won gold in the sub-category Innovative Use of branded content integration for 5Star #NothingUniversity, for the chocolate brand Cadbury 5Star. It won second Gold for Innovative of Use of Digital Display for #ThisAdIsMyStore for Cadbury Celebrations. It also won a Silver for Innovative Use of Radio for Melodic Milestone: SBI Card Gifts 25 Hours of Ad-Free Music on FM to Celebrate 25th Anniversary! for SBI Card.

Initiative Media is the third agency to have won a total of eight metals – two Gold, four Silver and two Bronze. It won gold in the sub-category Cause Marketing for Yippee! Create Magic – Plastic to Parks for Sunfeast Yippee. The agency also won a silver in the sub-category Innovative Use of Integrated Media for Breaking Boundaries: Synchronising efforts to manifest #DontBePlus1 for Future Generali.

In fourth place, Mindshare, won Gold in the sub-category Innovative Use of Activation for A Divine ‘AR’ Intervention for Lifebuoy. The agency also won a silver for Innovative Use of Commerce for Circuit Bolega Toh Sunega India for HUL SHIKHAR.