The 12th Outdoor Advertising Awards (OAA) function, held at Hyatt Regency, Gurgaon on June 18, once again turned the spotlight on the most outstanding works seen on the Indian OOH landscape over the year ending 31 March 2016.

The Jury members in Delhi NCR, Mumbai and Bengaluru judged the entries to OAA 2016 in five different groups.

‘Printer of the Year’ category saw both Macromedia Digital Imaging and Printech Digital Imaging bagging gold.

Overall, 20% of the metals awarded were gold, 35% were silver and 45% were bronze. In many categories, not all the three metals were awarded. This came about as this year the norms governing the awards adjudication and shortlisting were made the more stringent to raise the bar for excellence.

Category-wise breakup of the award winners
In the ‘Traditional Billboards’ category, Britannia Industries’ “Smile to be Surprised” campaign gave Social Street the gold. In the ‘Street Furniture’ category, Madison OOH won the gold and bronze for Blue Star AC’s “Nobody Cools Better” and Movies Now’s “Wolf of the Wall Street” campaigns, respectively.

The ‘Transit Media’ category saw Social Street win the gold and silver for Britannia Industries’ “Slide of Smiles” and Discovery Kids’ “Joy Express” campaigns, respectively.

In the ‘Alternative Media’ category, Star Cement’s Durga Puja campaign won the gold, while new entrant Active Media Innovations was awarded the bronze for Club Mahindra’s “Experience Kerala” campaign. Rapport also bagged a bronze for Lakme Abolute’s “Lakme Sculpt” campaign.

When it came to Multi-Execution categories, in the ‘Telecom’ category, two silver metals were given away to Milestone Brandcom and Active Media Innovations for Telenor’s re-branding campaign and TATA Docomo’s “99 Unlimited” campaign, respectively. In this category, Milestone Brandcom won the bronze for Airtel’s “4G Challenge” campaign.

In the ‘Financial Services’ category, the gold was won by Social Street for IDBI’s “Angry Baby Hunt” campaign, silver was won by Milestone Brandcom for Axis Bank’s “Asha Home Loan” campaign and the Bronze by Interspace Communications for “TATA Indicash ATM Van” campaign.

In the ‘Entertainment & Media’ category, Active Media Innovations won the silver for NBC Universal’s “Minion Street” campaign, while two bronze metals were given to Ecosys OOH and Social Street for Zee Zindagi’s disruptive OOH campaign and Hindustan Times’ GIFA campaign, respectively.

Kinetic won the gold in the ‘Automotive’ category for Audi India’s #ItJustKnows campaign, while two bronze metals were given away to Milestone Brandcom and Ecosys OOH for their Renault Kwid campaign and first-ever ROI-driven OOH campaign of Nissan Terrano, respectively.

In the ‘FMCG’ category, the Silver was awarded to Kinetic for Cadbury Silk’s “Silk now bubbled up for Joy” campaign. Two bronzes were awarded to Madison OOH and Milestone Brandcom for Oreo’s “Eeny Meeny Miney Moe – play with Oreo” campaign and Cadbury’s “the Joy Bus Stop” campaign, respectively.

Milestone Brandcom won the silver in the Consumers Durables category for Pepperfry’s “No Argument Furniture campaign”. Kinetic won two bronzes for Motorola’s “Moto G” and Moto X’s “Shatter free” campaigns.

In the ‘Retail Brands’ category, Active Media Innovations won the Silver for Reliance Digital Laptop Fest’s “Boot up your Life” campaign.

There was no winner in the ‘Real Estate & Construction’ category.

In the ‘Travel & Hospitality’ category, two silvers were given to Ecosys OOH and Milestone Brandcom for Taxi4sure’s dynamic OOH campaign and Ola Cab’s “One Tap Away” campaigns, respectively. Bronze was awarded to Milestone again for OYO Room’s “@999” campaign.

Kinetic won the silver in the ‘Public & Social Service’ category for the Islahi Healthcare’s “Free Smoke” campaign, while Milestone Brandcom walked away with silver and bronze for Parryware’s “#ProjectHers” and “End Acid Sale – Acid Attack, Make Love not Scar” campaigns, respectively.

In the ‘Clothing, Footwear & Accessories’ category, Social Street won the silver for American Tourister’s “Tourister Your Everyday” campaign while the bronze was given away to Milestone Brandcom for Wildcraft’s “Chill With Wildcraft” campaign.

In the ‘Others’ category, Rapport Outdoor won the gold for Amazon’s “wi-fi at Bus Shelter” campaign while Milestone Brandcom won silver for Amazon’s “Get More on Amazon” campaign.

Two silvers were given away in the ‘Campaign of the Year’ category to Social Street and Kinetic for Britannia Good Day’s “It’s a smile that makes a Good Day” campaign and Islahi Healthcare’s “Free Smokes” campaign, respectively.

In the category of ‘Outdoor Media Plan of the Year – Local’, two silvers were given away to Star Cement and Milestone Brandcom for their “Star Cement Durga Puja” and Cadbury’s “Spread the Joy” campaigns, respectively.

In the similar category under National OOH Media Plan, Madison won two bronzes for Oreo’s “Eeny Meenie Miney Moe” campaign and Kotak Bank’s “Kona, Kona Kotak” campaigns. Kinetic and Social Street also won a bronze each under this category for Cadbury’s Bubbly’s “Bubbled up for Joy” campaign and IDBI’s “Angry Baby Hunt” campaigns respectively.

Madison OOH’s “Eeny Meenie Miney Moe” for Oreo was awarded gold in the ‘Innovation of the year’ category.

Three bronze metals were given away in the ‘Best use of Ambient Media’ category, amongst which Kinetic walked away with two for Islahi Healthcare’s “Free Smoke” and Audi’s “#itJustKnows” campaign. Third bronze was awarded to Rapport for Lakme Absolute’s “Lakme Sculpt” campaign.

Green Initiative category’s gold was won by Laqshya Media for Capgemini’s “Waste Management – Recycling Waste” campaign.

In the ‘Activation’ category, Kinetic won the Silver for Cadbury Bubbly’s “Silk Now Bubbled up for Joy” campaign. Three bronze metals were given away in this category, among which, Social Street bagged two for Britannia’s “Slide of Smiles” and IDBI’s “Angry Baby Hunt” campaigns. The third bronze was awarded to Laqshya Media for Capgemini’s “Project G” campaign.

In the ‘Digital OOH’ category, three silvers were given away to Ecosys OOH, Active Media Innovations and Social Street for Taxi for Sure, Club Mahindra’s “Experience Kerala” and Britannia’s “Smile to be Surprised”, campaigns respectively.

In the International category, Kinetic Worldwide Germany won the gold for Diakonia’s Real Time Donations campaign while two silvers were shared between Posterscope Taiwan and Kinetic Worldwide Colombia for Glenfiddich’s “Bring Back the Glory” campaign and Joege Tadeo Lozando University’s “#StuckltinMessedItUp” campaign respectively.

Under Media Owners’ Special categories, Best Format’s Innovation’s gold went to Orienta and Kinetic jointly for Cadbury’s Bubbly’s Mall Activation. Interestingly, bronze also went to the same team for Audi 6 “#JustItKnows” campaign. Minimax Ads and Madison PPH also jointly took away bronze for “Eeny Meeny, Miney, Moe, Get Ready to Play with Oreo” campaign.

TIMDAA won the gold as Zonal Media Owner of the Year – North while Vritti Solutions bagged the bronze for this category.

For the same category for South region, gold, silver and bronze went to Prakash Arts, Jaycee Arts and L&T Metro Rail (Hyderabad), respectively. Outreach Advertising bagged bronze under the same category from East region.

When it came to National Media Owner of the Year, Atin Promotions & Advertising bagged the gold while Pioneer Publicity and Laqshya shared two silvers.