2011 was another record year for the Dragons of Asia.  Indian Agencies again dominated, winning 7 Gold Dragons, followed by another 6 Dragons split equally by Singapore and Malaysia Agencies.

This year, the Dragons of Asia were dominated by Campaigns which used multiple executional techniques.  Three stand out campaigns were: Malaysia’s McCann Erickson’s “Receipt Story” Campaign where Retailer Book Xcess customers submitted and read short stories, printed on the backs of cash register receipts and the Mudramax “Talking Newspaper” Campaign to launch the VW Vento, which used light sensitive micro chips embedded in 4 major City Press, allowing the Vento actually ‘to talk for itself’.  Finally, Hungama Digital in India, used the augmented reality technique to engage customers with Allu Arjun, continuing Pepsi’s 7UP’s involvement with the Indian Movie star.

The 51 Gold, Silver & Bronze Dragon Campaigns representing 11 Countries in Asia are now being adjudicated by the MAA GLOBES International Judging Panel, against the Best of the Best in Promotion Marketing, from Award Programmes run in Australia, Brazil, Canada, Ireland, Israel, Japan, New Zealand, Russia, UK and the USA.  Winners will be announced globally and at the MAA GLOBES Award Ceremony during the Fall Conference of MAA Worldwide at the Copacabana Palace, Rio de Janeiro, Brazil, on 20 October 2011.

ABOUT THE TOP WINNER:
Violence was on the increase against migrants to Mumbai, many of whom spoke one of many Indian languages or dialects. Big Cinemas agency, Mudramax, challenged increasingly language-inspired violence against migrants, with a language themed Promotion, featuring a piece of music common to all Indians, the National Anthem.

Nearly all Indians know the words of the Anthem celebrate the diversities of the country, but reciting or singing the words had become a formality with the public. That the song was falling on deaf ears became the idea: a Silent Anthem – without lyrics, yet inspiring all emotions. The Agency invited young students of a School for the Deaf to gesture the Indian National Anthem in sign language and broadcasted this presentation to Cinema audiences. Soon millions of views and conversations appeared on YouTube, Twitter and Facebook.