In the fourth edi­tion, web pub­lish­ers and con­tent cre­ators joined ad agen­cies, de­sign firms and pro­duc­tion houses in the bat­tle for the best.

The Brand Reporter - - FRONT PAGE - By News Bureau

Over the past three years, there has de­vel­oped a tra­di­tion of Fox­glove Awards be­ing dom­i­nated by agen­cies from Mum­bai (Tap­root, PHD, In­ter­ac­tive Av­enues, BBH In­dia) and Bengaluru (held up mostly by Happy mcgar­rybowen).

That changed this year when, for the first time, a trio of agen­cies from the Delhi re­gion stormed pro­ceed­ings.

Grapes Dig­i­tal walked away with 11 met­als (five Na­tional and six Re­gional), Tree De­sign with 10 (Na­tional and Re­gional, equally) and ADK For­tune with seven, all of them Na­tional.

Fox­glove Awards 2018, hosted by afaqs! and pow­ered by Dainik Ja­gran, took place at Hard Rock Café, Worli, in Mum­bai.

Other major win­ners were Fa­mous In­no­va­tions, Teen Ban­dar, Ig­nite Mudra, Happy mcgar­rybowen, Mad About Dig­i­tal and WAT Con­sult.

The agen­cies were all con­test­ing for Na­tional and Re­gional hon­ours in 32 sub­cat­e­gories which fell un­der seven cat­e­gories: Am­bi­ent Me­dia, Brand Ac­ti­va­tion, Con­tent Mar­ket­ing, De­sign, Dig­i­tal, Film and Print.

Fox­glove Awards has been open to ad agen­cies, pro­duc­tion houses and de­sign firms. Keep­ing in mind the chang­ing na­ture of brand com­mu­ni­ca­tion, web pub­lish­ers and con­tent cre­ators were also al­lowed to par­tic­i­pate. While sev­eral of them did win — Pocket Aces, The Quint, The Vi­ral Fever, among oth­ers - the event con­tin­ued to be dom­i­nated by ad agen­cies.

Says Sreekant Khan­dekar, co-founder of afaqs!, “Fox­glove con­tin­ues to be true to its orig­i­nal pur­pose: high­light­ing and cel­e­brat­ing the work of young agen­cies. It ful­fills a real need be­cause small agen­cies aren’t gen­er­ally heard at the big awards show. Fox­glove is their plat­form.

That is why it has be­come one of the coun­try’s big­gest awards shows in just four years.” Khan­dekar said that more than 130 ad agen­cies had par­tic­i­pated in 2018.

En­tries at Fox­glove Awards 2018 went through two lay­ers of scru­tiny. First, a 30-mem­ber Jury of young, hot creative folks re­viewed all the work. About half the en­tries were con­sid­ered good enough for the 22-mem­ber Grand Jury, made up of some of the best creative names in mar­ket­ing com­mu­ni­ca­tions.

Fox­glove Awards has an­other mech­a­nism to en­sure that only the most de­serv­ing take home a metal. Even if an en­try tops a par­tic­u­lar Na­tional cat­e­gory, it must have scored at least 7 out of 10 points to take a gold. Sim­i­larly a min­i­mum of 6 and 5 is nec­es­sary to claim a sil­ver or a bronze. In Re­gional, the min­i­mum scores needed to win a gold, sil­ver and bronze are 6, 5, and 4 re­spec­tively.

A lim­ited edi­tion book — Fox­glove Show­case — was also re­leased which con­tained all the win­ning en­tries.


Five agen­cies took home met­als in the cat­e­gory Am­bi­ent Me­dia which had two sub­cat­e­gories. Ig­nite Mudra was on top here, win­ning two Na­tional Bronze along with two Re­gional Sil­ver and a Bronze for clients Honda Mo­tor­cy­cle and Scooter In­dia and OnePlus.

In Brand Ac­ti­va­tion, there were seven win­ners in the two sub­cat­e­gories. Iso­bar won the Na­tional Gold while Teen Ban­dar got it­self the Na­tional Sil­ver and a Re­gional Gold.

Twelve firms were among the met­als in the rapidly grow­ing Con­tent Mar­ket­ing space, which had four sub­cat­e­gories. This cat­e­gory was pretty much taken over by web pub­lish­ers and con­tent cre­ators. Pocket Aces Pic­tures pre­sented the per­fect sym­me­try by win­ning a Na­tional Gold, a Sil­ver and a Bronze for clients Life­style Stores, Epigamia and Fur­lenco re­spec­tively. The other win­ners were The Vi­ral Fever (Na­tional Gold for Whis­per), The Quint (Na­tional Gold for Mo­torola) and Bloomberg Quint (Na­tional Gold and Re­gional Bronze for a self-ad).

Delhi-based Tree De­sign won eight out of its 11 met­als in De­sign, un­der which fall nine sub­cat­e­gories. Twenty six firms reg­is­tered a win in this cat­e­gory. Tree De­sign won for the

work it did for PVR Cin­e­mas, Abax­ial, Cad­bury and Her­itage Xpe­ri­en­tial Learn­ing School. Mad About Dig­i­tal was the other big winner here with four awards.

In the Film cat­e­gory, it was ADK For­tune which emerged on top with a Na­tional Gold and Sil­ver, both for Ghadi De­ter­gent.

Un­der the cat­e­gory Print, the Na­tional Gold went to Fa­mous In­no­va­tions for its work on Livpure Wa­ter Pu­ri­fier.


Fox­glove Awards doesn’t have a tro­phy for ad­ver­tiser of the year but had there been one, Mankind Pharma would have been a strong con­tender. Team­ing up with Grapes Dig­i­tal and ADK For­tune, work for the cor­po­rate brand plus Man­force Con­doms and Prega News won a to­tal of seven Na­tional and one Re­gional tro­phies.

Maruti Suzuki was the other mar­keter which found pres­ence promi­nently at Fox­glove. Work on its brands by Grapes Dig­i­tal won two Na­tional and four Re­gional tro­phies.

The cre­atives for Livepure Wa­ter Pu­ri­fier by Fa­mous In­no­va­tions drew at­ten­tion too, hav­ing won a Na­tional gold, two sil­vers and a bronze.

It was a prof­itable night for LG Elec­tron­ics also be­cause it picked up one Na­tional Sil­ver to­gether with a Re­gional Gold and two Bronze thanks to its part­ner­ship with HS Ad.

There were three spe­cial awards given at the event. The first award was given to HS Ad for HS Ad OLED LAND­MARK in Best In­no­va­tion in Dis­play cat­e­gory. The sec­ond award was given to SoCheers for Pen­sol’s TVC un­der Brand Aware­ness cat­e­gory and the third award was given to iCubesWire for Cen­tral Park Flower Val­ley un­der Dig­i­tal Mar­ket­ing Ex­cel­lence - Real Es­tate cat­e­gory.

Team mem­bers of Tree De­sign with their haul of Gold, Sil­ver and Bronze

Team mem­bers of ADK For­tune pose with their Gold, Sil­ver and Bronze awards

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