MUMBAI—A public education campaign to build a movement of change and hope was the big winner at last week's 2016 South Asia SABRE Awards ceremony, which took place at the Pullman Hotel in New Delhi and was attended by more than 200 of India’s leading public relations professionals.
“From a documentary to a movement of change & hope: Daughters of Mother India — Gender sensitizing the police' conducted by Weber Shandwick, Vibha Bakshi and Viacom 18, beat out four other contenders for the Platinum SABRE Award. The documentary campaign, which aimed to educate police about dealing with rape victims, resulted in an increased willingness among women to report sexual violence, thanks to a groundbreaking, emotive approach.
The four other Platinum finalists were:
- Mission Indradhanush—Public Health Foundation of India, Ministry of Health and Family Welfare with Genesis Burson-Marsteller
- The Story of A Roaring Revival—Department of Industrial Policy and Promotion, Govt. Of India with Genesis Burson-Marsteller
- The Coca-Cola Book Bank—The Coca-Cola Export Corporation with Asiatic Public Relations Network (Pvt.) Ltd.
- Partnering India’s journey towards a healthy IP regime—Global Intellectual Property Center with SPAG Asia
Other major awards included a CEO of the Year trophy for Amitabh Kant, NITI Aayog; a second consecutive Company of the Year award for Godrej Industries; and a Southeast Asia regional win for Viacom18 Media Pvt Ltd.
This year's SABRE Awards South Asia saw a record 650 entries in its fourth year since launching in conjunction with the PRCAI.
Clients of Weber Shandwick brought home five awards, the most on the night. Clients of Adfactors took home four trophies, as did clients of Genesis Burson-Marsteller, while Avian Media's clients earned three awards; Godrej Industries and Viacom18 Media Pvt Ltd also won two trophies each.