Mullen Lowe India wins Warc Prize for Asian Strategy grand prix for Idea Cellular

Mullen Lowe has won top honours at the Warc Prize for Asian Strategy with a campaign for Idea Celluar in India.

The campaign, which led to twice the rate of growth of data subscribers of the company’s biggest competitor, claims a $5,000 cash prize. It was among five Indian winners.

Chair of the judges BV Pradeep, Unilever’s global vice-president of consumer and market insight, commented: “Idea Cellular’s campaign ‘No ULLU Banoing’ was outstanding because it was based on a powerful and universal cultural insight that worked across the whole of India, across urban and rural populations and across socio-economic classes. The strategy expanded the market, strengthened brand equity and drove growth of sales revenues. To achieve all three deliverables with one campaign was really amazing.”

There was also winners from Bangladesh, China, Hong Kong, Singapore, Vietnam and the Philippines represented.

The winners list in full:


Idea Cellular: The ‘fool-proof’ internet service
(Mullen Lowe Lintas Group India / Aditya Birla Group / India)


Also winner of the Market Pioneer Special Award
Government of People’s Republic of Bangladesh: Anti-urinal campaign ‘language matters’
(Grey Advertising Bangladesh / Ministry of Religious Affairs Bangladesh / Bangladesh)

Also winner of the Research Excellence Special Award
Visa: Get Lost challenge
(BBDO China; Proximity China; OMD China / Visa China / China)

Also winner of the Asia First Award
Whisper: Touch the pickle
(BBDO India / Whisper / India)


Also winner of the Local Hero Special Award
Havells: A woman is not a home appliance
(Mullen Lowe Lintas Group India / Havells India / India)

Also winner of the Channel Thinking Special Award
MasterCard: The Priceless Engine
(Carat; TBWA\Digital Arts Network / MasterCard / Asia Pacific)

Cebuana Lhuillier: Re-meet
(Ace Saatchi & Saatchi / Cebuana Lhuillier / Philippines)

Volkswagen: Project Polo – turning probationary drivers into professional ones
(DDB Group Hong Kong / Volkswagen Hong Kong / Hong Kong)

Voluntary Compliance Encouragement Scheme: A crash course in recovering taxes from stubborn defaulters
(McCann Worldgroup / Government of India / India)


AIDS Concern: Can coffee melt stigma?
(TBWA Hong Kong / AIDS Concern / Hong Kong)

IKEA: 2015 Bookbook launch
(BBH / IKEA / Singapore)

Mawbima: The newspaper that stopped dengue in its tracks
(Leo Burnett Solutions / Ceylon Newspapers / Sri Lanka)

McDonald’s Hong Kong: Repairing a relationship in 12 weeks
(DDB Group Hong Kong / McDonald’s Hong Kong / Hong Kong)

McDonald’s Singapore: Wake me up before you go go… for breakfast
(DDB Group Singapore / McDonald’s Singapore / Singapore)

OMO: Reunion champions
(Lowe + Partners / Unilever / Vietnam)

Tata Tea: From packaged good to packaging good
(Mullen Lowe Lintas Group India / Tata Global Beverages / India)

Tiger Beer: How a brand that had lost its way found its way home
(BBDO Singapore / Asia Pacific Breweries / Singapore)


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing