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Wavemaker teamWavemaker bagged the 'Agency of the Year' accolade at the Abby Awards on day one of Goafest 2025.
The agency won a Grand Prix, six Gold, eight Silver and four Bronze.
The Grand Prix came for Dream11's 'India's New Local Language' entry.
Two of its Gold wins came for Colgate Palmolive, one for the entry titled ''AI Meets Accessibility' and the other for 'Colgate's Integrated Strategy Creates a National Health Movement by Reaching Millions'. It won a Gold each for Cadbury 5Star's 'Destroy Valentine's Day', Cadbury Celebrations' 'Creating Memories Never Clicked', Cadbury Dairy Milk's '#ThankYouFirstCoach' and India Gate Basmati Rice's 'Grains of Hope',
Mindshare was second on the list with four Gold, four Silver and five Bronze. The Gold wins were for Rin's 'Bhagyalaxmi Wears the Same Blue Rin Liquid Saree for a 100 Episodes', Indriya Jewellery's 'Dil Se Display', Britannia Bourbon's 'Your Favourite Dessert Recipes', and HUL's 'Knoor Korean Ramen - Dare To Slurp'.
EssenceMediacom was third with two Gold, two Silver and two Bronze each. The Gold wins were for Flipkart's 'From Print to Prompt: Unveiling Flipkart Minutes' 10-Minute Miracle' and Google Pay's 'Zepto's Holiday Happiness'.
Initiative Media won three Gold and a Silver. Two of the Gold wins were for Amazon Prime Video - one each for 'Slaying Social: Redefining Media Innovation with Call Me Bae', and 'WhatsApp Se Bhaukaal Tak: Mirzapur S3's AI-led Journey of Fan Innovation'. It also won Gold for Amazon India's 'The Science of Joy'.
DDB Mudra Max and Tribes Communications won two Gold and a Bronze each.
DDB Mudra Max's Gold wins were for DRPPL's 'Dharavi Diaries'.
Tribes Communications' Gold wins were for Kansai Nerolac's 'Dukaan It Yourself'.
FCB Kinnect (Crompton - Engineered for Intent), Lodestar UM (Mahindra Rise - Mahindra Subcultures Introduces India to Unparalleled Music, Unexplored Art, and Untold Stories) Mindshare Bangladesh (Grameenphone - Bondhu Bojhe Amake) and Publicis Media (AskNestle - How AskNestle Achieved 2x Growth With Vernacular Content) won a Gold each.
| Specialist | Organization | Grand Prix | Gold | Silver | Bronze | Total Metals | Total points |
| Media Agency of The Year | Wavemaker India | 1 | 6 | 8 | 4 | 19 | 124 |
| - | Mindshare India | 4 | 4 | 5 | 13 | 76 | |
| - | EssenceMediacom | 2 | 2 | 2 | 6 | 36 | |
| - | Initiative Media | 3 | 1 | 4 | 30 | ||
| - | DDB Mudra Max | 2 | 1 | 3 | 20 | ||
| - | Tribes Communication Pvt. Ltd | 2 | 1 | 3 | 20 | ||
| - | HiveMinds Innovative Market Solution | 1 | 1 | 2 | 10 | ||
| - | Lodestar UM | 1 | 1 | 2 | 14 | ||
| - | Madison Media | 2 | 2 | 8 | |||
| - | Mindshare Bangladesh | 1 | 1 | 2 | 14 | ||
| - | Publicis Media | 1 | 1 | 2 | 14 | ||
| - | BC Web Wise PVT LTD | 1 | 1 | 4 | |||
| - | Cheil India | 1 | 1 | 4 | |||
| - | Coral Media | 1 | 1 | 6 | |||
| - | FCB Kinnect | 1 | 1 | 8 | |||
| - | PHD India | 1 | 1 | 6 | |||
| - | PivotRoots | 1 | 1 | 4 | |||
| Grand Total | 1 | 23 | 21 | 19 | 64 | 398 |
| Category | Sub Category | Entry ID | Title | Brand | Winner | Metal |
| A. Use Of Media | 01. Innovative Use of Audio Visual | MA-0155 | India's New Local Language | Dream11 | Wavemaker India | Grand Prix |
| A. Use Of Media | 01. Innovative Use of Audio Visual | MA-0169 | How Birla Opus hacked the live content on TV! | Birla Opus Paints | Wavemaker India | Silver |
| A. Use Of Media | 01. Innovative Use of Audio Visual | MA-0126 | Squid Game: A 5Star Challenge | CADBURY 5STAR | Wavemaker India | Bronze |
| A. Use Of Media | 02. Innovative Use of Print | MA-212 | From Print to Prompt: Unveiling Flipkart Minutes' 10-Minute Miracle | Flipkart Internet Pvt Ltd | EssenceMediacom | Gold |
| A. Use Of Media | 03. Innovative Use of Activation | MA-371 | Ab Meri Dharavi Ki Baari Hain | DRPPL | DDB Mudra Max | Gold |
| A. Use Of Media | 03. Innovative Use of Activation | MA-304 | Honda Dry Thru | Honda | Tribes Communication Pvt. Ltd | Bronze |
| A. Use Of Media | 06. Innovative Use of Radio | MA-608 | Dharavi Diaries | DRPPL | DDB Mudra Max | Gold |
| A. Use Of Media | 07. Innovative Use of Branded Content - Integration | MA-7102 | Bhagyalakshmi wears the same Blue Rin Liquid Saree for a 100 Episodes | Rin Liquid | Mindshare India | Gold |
| A. Use Of Media | 07. Innovative Use of Branded Content - Integration | MA-784 | Bachchan to Basket: Turning TV Viewers into Amazon Shoppers | Amazon.in | Initiative Media | Silver |
| A. Use Of Media | 07. Innovative Use of Branded Content - Integration | MA-760 | Har Kahani Ke Rang Birla Opus Ke Sang | Birla Opus Paints | Wavemaker India | Bronze |
| A. Use Of Media | 08. Innovative Use of Branded Content - Creation | MA-801 | Mahindra SabCultures introduces India to Unparalleled Music, Unexplored Art, and Untold Stories. | Mahindra Rise | Lodestar UM | Gold |
| A. Use Of Media | 08. Innovative Use of Branded Content - Creation | MA-830 | India's ULTIMATE Biking Revolution: Powering moto-racing dreams of 220 million bikers | Castrol POWER1 | Mindshare India | Bronze |
| A. Use Of Media | 08. Innovative Use of Branded Content - Creation | MA-854 | From Backstage to Spotlight: How L’Oréal Professionnel Turned Hairdressers Into Stars with IHA’s Reality TV Revolution | Loreal Professional | Wavemaker India | Silver |
| A. Use Of Media | 09. Innovative Use of Digital Search SEO | MA-915 | Connecting with India: How AskNestle Achieved 2X Growth with Vernacular Content and GenAI-Driven SEO Strategy | AskNestle | Publicis Media | Gold |
| A. Use Of Media | 09. Innovative Use of Digital Search SEO | MA-917 | From Launch to Leadership: 2X Organic Growth with 93% Engagement Rate for MyNestlé, Nestlé's D2C Platform | MyNestle | Publicis Media | Silver |
| A. Use Of Media | 09. Innovative Use of Digital Search SEO | MA-914 | Beyond Rankings: Building Relevance, Resonance & Results with SEO | Home Centre | HiveMinds Innovative Market Solution | Silver |
| A. Use Of Media | 10. Innovative Use of Paid Search | MA-1032 | Engineered for Intent: Crompton's Search Precision | Crompton | FCB Kinnect | Gold |
| A. Use Of Media | 10. Innovative Use of Paid Search | MA-1006 | Festive Leads Surge: Powered by Data and Automation | Royal Enfield | PHD India | Silver |
| A. Use Of Media | 10. Innovative Use of Paid Search | MA-1012 | Tayyari Jeet Ki : Rebuilding Trust, Keyword by Keyword | Bournvita | Wavemaker India | Bronze |
| A. Use Of Media | 11. Innovative Use of Social Media | MA-11102 | Slaying Social: Redefining Media Innovation with Call Me Bae | Amazon Prime Video | Initiative Media | Gold |
| A. Use Of Media | 11. Innovative Use of Social Media | MA-1110 | Destroy Valentine's Day: Cadbury 5Star's Uncle Takeover | Cadbury 5star | Wavemaker India | Gold |
| A. Use Of Media | 11. Innovative Use of Social Media | MA-11143 | Closeup Love Tunes | Closeup | Mindshare India | Bronze |
| A. Use Of Media | 11. Innovative Use of Social Media | MA-1126 | Colgate's Oral Health Movement: Leveraging WhatsApp for Nationwide Dental Awareness and Access | Colgate Palmolive India | Wavemaker India | Silver |
| A. Use Of Media | 12. Innovative Use of Digital Display | MA-1295 | Dynamic, Data-Driven, Disruptive: New Saridon's Display Success Story | New Saridon - Bayer Consumer Health | EssenceMediacom | Bronze |
| A. Use Of Media | 12. Innovative Use of Digital Display | MA-12101 | Indriya Jewellery : Dil Se Display | Indriya Jewellery | Mindshare India | Gold |
| A. Use Of Media | 12. Innovative Use of Digital Display | MA-1278 | Cricket ka tha junoon, Sprite ne diya sukoon – #ThandRakh! | SPRITE | EssenceMediacom | Silver |
| A. Use Of Media | 12. Innovative Use of Digital Display | MA-12105 | Baat Ghar Ki - UltraTech Logos Ke Saath | UltraTech | Mindshare India | Silver |
| A. Use Of Media | 13. Innovative Use of Mobile | MA-1365 | Your Favorite Dessert Recipes – ‘Bourbon-AI-zed’ | Britannia Bourbon | Mindshare India | Gold |
| A. Use Of Media | 13. Innovative Use of Mobile | MA-1317 | Creating Memories Never Clicked | Cadbury Celebrations | Wavemaker India | Gold |
| A. Use Of Media | 13. Innovative Use of Mobile | MA-1366 | Transforming 1.9 Billion UltraTech Logos into 1.9 billion home building experts | UltraTech | Mindshare India | Bronze |
| A. Use Of Media | 13. Innovative Use of Mobile | MA-1333 | FEAR IN THEIR HANDS – A MOBILE HAUNTING | MTV | Wavemaker India | Silver |
| A. Use Of Media | 14. Innovative Use of Commerce | MA-1447 | Zepto's holiday happiness, courtesy of Google Pay! | Google Pay | EssenceMediacom | Gold |
| A. Use Of Media | 14. Innovative Use of Commerce | MA-1443 | Toofani Biryani | Thums Up | EssenceMediacom | Silver |
| A. Use Of Media | 14. Innovative Use of Commerce | MA-1426 | From One-Time Orders to Lifelong Subscribers | Bisleri | PivotRoots | Bronze |
| A. Use Of Media | 14. Innovative Use of Commerce | MA-1427 | Continental Coffee: Brewing Connections, Across Every Corner of India | Continental Coffee | HiveMinds Innovative Market Solution | Bronze |
| A. Use Of Media | 15. Innovative Use of Gaming | MA-1518 | Knorr Korean Ramen - Dare to Slurp | Hindustan Unilever | Mindshare India | Gold |
| A. Use Of Media | 15. Innovative Use of Gaming | MA-1520 | Jal Jeevan Yatra: A Mahakumbh Story | Jal Jeevan Mission | Coral Media | Silver |
| A. Use Of Media | 15. Innovative Use of Gaming | MA-1517 | #PlayGalaxy Cup | Galaxy S25 Ultra | Cheil India | Bronze |
| A. Use Of Media | 16. Moment Marketing | MA-1658 | Turning Doctors'Day into a National Moment of Gratitude | Sun Pharma Corporate | Wavemaker India | Silver |
| A. Use Of Media | 16. Moment Marketing | MA-1620 | Destroy Valentine's Day: Cadbury 5Star's Uncle Takeover | Cadbury 5star | Wavemaker India | Bronze |
| A. Use Of Media | 17. Small Budget, Big Impact | MA-1758 | The Invisible hack | GATSBY | BC Web Wise PVT LTD | Bronze |
| A. Use Of Media | 17. Small Budget, Big Impact | MA-1708 | Nerolac Dukaan It Yourself (DIY your shop) | Kansai Nerolac Paints Limited (Nerolac Paints) | Tribes Communication Pvt. Ltd | Gold |
| A. Use Of Media | 18. Sports Marketing | MA-1808 | Cadbury #ThankYouFirstCoach | Cadbury Dairy Milk | Wavemaker India | Gold |
| A. Use Of Media | 18. Sports Marketing | MA-1834 | Oreo History In The Baking | Cadbury Oreo | Wavemaker India | Silver |
| A. Use Of Media | 18. Sports Marketing | MA-1828 | Strapped for Victory: RuPay's Sports Move | Rupay | EssenceMediacom | Bronze |
| A. Use Of Media | 19. Micro Marketing | MA-1907 | Nerolac Dukaan It Yourself (DIY your shop) | Kansai Nerolac Paints Limited (Nerolac Paints) | Tribes Communication Pvt. Ltd | Gold |
| A. Use Of Media | 19. Micro Marketing | MA-1987 | UltraTech's Rural Revolution: Yashasvi Sarpanch | UltraTech Cement | Mindshare India | Silver |
| A. Use Of Media | 19. Micro Marketing | MA-1983 | Parvarish Ki Baat Pankaj Tripathi Ke Saath | Britannia Industries | Mindshare India | Bronze |
| A. Use Of Media | 20. Innovative use of integrated media | MA-2075 | Colgate's Integrated Strategy Creates a National Health Movement by Reaching Millions | Colgate Palmolive India | Wavemaker India | Gold |
| A. Use Of Media | 20. Innovative use of integrated media | MA-20114 | Center Fruit-"Kaisi Jeebh Laplapaayi" | Center Fruit | Wavemaker India | Silver |
| A. Use Of Media | 20. Innovative use of integrated media | MA-2025 | Creating Memories Never Clicked with AI | Cadbury Celebrations | Wavemaker India | Silver |
| B. Specialist Categories | 21. Cause Marketing | MA-2139 | Empowering Ability of Specially Abled | Adani Group | DDB Mudra Max | Bronze |
| B. Specialist Categories | 21. Cause Marketing | MA-2126 | Saffola's #StepUpForYourHeart Challenge with Ronit Roy on World Heart Day | Saffola | Madison Media | Bronze |
| B. Specialist Categories | 21. Cause Marketing | MA-2135 | India Gate : Grains of Hope | India Gate Basmati Rice | Wavemaker India | Gold |
| B. Specialist Categories | 22. Innovative Use of Data & Analytics | MA-2245 | The Science of Joy: How Amazon Used Data to Celebrate India's Diverse Festive Spirit | Amazon India | Initiative Media | Gold |
| B. Specialist Categories | 22. Innovative Use of Data & Analytics | MA-2247 | GrowthIQ – Delivering Game-changing Growth | Angel One | Mindshare India | Silver |
| B. Specialist Categories | 22. Innovative Use of Data & Analytics | MA-2248 | Angel One's F1RST Revolution | Angel One | Mindshare India | Bronze |
| B. Specialist Categories | 22. Innovative Use of Data & Analytics | MA-2209 | Performance Forecaster - A cutting-edge tool for planning on television impact properties decoding viewership dynamics, delivering unerring precision, and maximizing ROI through data-driven strategies. | Mahindra and Mahindra | Lodestar UM | Silver |
| B. Specialist Categories | 23. Innovative Use of Emerging Technology | MA-2346 | WhatsApp Se Bhaukaal Tak: Mirzapur S3's AI-Led Journey of Fan Immersion | Amazon Prime Video | Initiative Media | Gold |
| B. Specialist Categories | 23. Innovative Use of Emerging Technology | MA-2307 | Buddhe Hoke Kya Banoge? | Aditya Birla Sun Life Insurance | Madison Media | Bronze |
| B. Specialist Categories | 23. Innovative Use of Emerging Technology | MA-2337 | Knorr Korean Ramen - Dare to Slurp | Hindustan Unilever | Mindshare India | Silver |
| B. Specialist Categories | 23. Innovative Use of Emerging Technology | MA-2323 | AI Meets Accessibility: Colgate's WhatsApp Campaign Transforms Oral Health in India | Colgate Palmolive India | Wavemaker India | Gold |
| South Asia Category (Excluding India) Special Award | 24. Innovative Use of Integrated Media (South Asia) | MA-2406 | Internet-er Duniya Shobar | Grameenphone | Mindshare Bangladesh | Silver |
| South Asia Category (Excluding India) Special Award | 24. Innovative Use of Integrated Media (South Asia) | MA-2405 | Bondhu Bojhe Amake | Grameenphone | Mindshare Bangladesh | Gold |
