The organisers – The PRomise Foundation and PRmoment.in – announced the winners of the sixth edition of Fulcrum Awards on Thursday, September 30th, 2021 at a virtual awards ceremony. Almost 500 professionals from public relations firms and in-house departments of communications got a chance to log in to witness the awards function.
The virtual awards evening saw compelling campaigns compete for 12 sub-categories of Technique Awards, 14 sub-categories of Sector Awards, and the special awards categories for teams and consultancies were also announced. The awards function commenced with the honouring of communications professional Rajiv Soni with the Fulcrum Lifetime Achievement Award.
The Fulcrum Awards Jury in 2021 consisted of two sets. One of 20 eminent in-house communication leaders who looked at campaigns and the lifetime achievement category. The other included leaders of various consulting firms who looked at the best consultancy categories. The winners were selected after a rigorous online and offline process of evaluation. The process was reviewed by niiti consulting.
The Fulcrum Awards are supported by Technology and Digital Partner – Avignyata; Creative Partner – Plane Crazy; Academic Partner – SCoRe; Association Partner – PRCAI and Magazine Partner – Reputation Today and Studio partner – Founder India.
The trophies will be delivered to the winners before October 30th, 2021 and the certificates will be emailed in the week of October 10th, 2021.
TECHNIQUE AWARDS
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Technique Awards – Best Use of Content (A1) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy Name | |
| Gold | Six Degrees BCW | Iconic IKEA Navi Mumbai launch amidst a pandemic | IKEA India | |
| Silver | Edelman India Pvt Ltd | Making people fall in love with Microsoft – one story at a time | Microsoft India | |
| Bronze | Godrej Group | #ColourAtHome with Karan Johar | Adfactors PR Pvt Ltd | |
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Technique Awards – Best Use of Creativity and Innovation (A2) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy Name | |
| Gold | Columbia Pacific Communities | #SignsOfLove | Famous Innovations | |
| Silver | Ruder Finn India | Learn With New | Education New Zealand | |
| Bronze | Perfect Relations Pvt Ltd | Creating new narrative for match making | Matrimony Group | |
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Technique Awards – Best Use of Event (A3) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy Name | |
| Gold | First Partners | Mangaldeep Infusing spiritual strength to fight the pandemic | ITC Limited | |
| Silver | Six Degrees BCW | Iconic IKEA Navi Mumbai launch amidst a pandemic | IKEA India | |
| Bronze | Intel Solutions & Services India Pvt Ltd | AI Population Scale | AvianWE | |
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Technique Awards – Best Use of Digital (A4) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy Name | |
| Gold | Godrej Group – Godrej L’Affaire | Godrej L’ Affaire Season 5 | CLA | |
| Silver | Godrej Group-BBLUNT | Boycott Boycut: A Revolution | Schbang Digital Solutions Pvt Ltd | |
| Bronze | Madison PR | Parachute Advansed Gold #ThankYouNurses | Marico Ltd | |
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Technique Awards – Best use of Integrated Communications (A5) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy name | |
| Gold | Genesis BCW | Gillette Barber Suraksha Safety Programme | Gillette India | |
| Silver | Edelman India Pvt Ltd | Lay’s Heartwork – An Ode To Unsung Heroes | PepsiCo India | |
| Bronze | First Partners | The Magnificent Women of Vedanta and Their Machines | Vedanta Aluminium & Power | |
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Technique Awards – Best Use of Public Affairs (A6) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy Name | |
| Gold | Value360 Communications | Standing the Test of Times | WazirX | |
| Silver | BMW Group India | BMW SkillNext, a technical skilling initiative | ||
| Bronze | Chase India | Strengthening Survivor Voice in Anti Human Trafficking Space | Kamonohashi Project | |
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Technique Awards – Best Management of Crisis (A7) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy Name | |
| Gold | Value 360 Communications | Anchoring in the storm of national unrest | MG Motor India | |
| Silver | Weber Shandwick India | Stay Home Stay Safe | Bill and Melinda Gates Foundation | |
| Bronze | Genesis BCW | Lean Clean Flying Machine | IndiGo | |
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Technique Awards – Best Use of Internal Communications (A8) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy Name | |
| Gold | Max Life Insurance | Harnessing the power of Connect Conviction and Confidence for employee well-being | ||
| Silver | Vistara – Tata SIA Airlines Ltd | #InThisTogether | ||
| Bronze | TCS | One TCS | ||
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Technique Awards – Best New Product Launch (A9) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy Name | |
| Gold | Adfactors PR Pvt Ltd | The Rise of the Thar | Mahindra & Mahindra Ltd | |
| Silver | Value 360 Communications | Anchoring in the storm of national unrest | MG Motor India | |
| Bronze | TVS Motor Company | TVS NTORQ 125 SuperSquad Edition | Adfactors PR Pvt Ltd | |
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Technique Awards – Best Use of Media Relations (A10) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy Name | |
| Gold | Six Degrees BCW | Leading the EV bandwagon | Ather Energy | |
| Silver | Archetype | Meteoric Climb to a Top Edtech Brand in India | Vedantu | |
| Bronze | AvianWE | Great Journeys Start With CSMIA | Mumbai International Airport Ltd | |
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Technique Awards – Best Use of Community Relations (A11) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy Name | |
| Gold | Practice Strategic Communications India Pvt Ltd | #AlexaInSchools – From Voice Assistant to Teaching Assistant – Bastar Campaign | Amazon Devices India | |
| Silver | First Partners | Mangaldeep Infusing spiritual strength to fight the pandemic | ITC Ltd | |
| Bronze | Ruder Finn India | Indian Merchants Saluting the Covid-19 RealHeroes | Pine labs | |
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Technique Awards – Best Regional Campaign (A12) |
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| Rank | Organisation Name | Campaign Title | Client name /Consultancy Name | |
| Gold | First Partners | Mangaldeep Infusing spiritual strength to fight the pandemic | ITC Ltd | |
| Silver | First Partners | Mission Kalahandi – Zero Poverty Zero Hunger | Vedanta Aluminium & Power | |
| Bronze | TVS Motor Company | One Dream One Ride Indian Odyssey | Adfactors PR Pvt Ltd | |
Masters of Technique
| Rank
|
Organisation Name |
| Gold | First Partners |
| Silver | Six Degrees BCW and Value360 Communications |
| Bronze | Godrej Group |
SECTOR AWARDS
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Sector Awards – Best Hospitality and Travel Sector Campaign (B1) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| Value360 Communications | Rebooting Indian Tourism | Zostel | ||
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Sector Awards – Best Automobile Campaign (B2) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| BBH India | DriveTheChange – International Women’s Day | Audi India | ||
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Sector Awards – Best Luxury Sector Campaign (B3) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| PR Pundit Public Relations Pvt Ltd | Straight Talking with Corrale | Dyson India | ||
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Sector Awards – Best Technology and Telecom (B4) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| Candour Communications | Connecting Lives | Zoom Video Communications | ||
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Sector Awards – Best Healthcare and Pharma Sector Campaign (B5) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| AvianWE | Dettol Handwash Challenge | Reckitt | ||
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Sector Awards – Best Consumer Products and Retail Sector Campaign (B6) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| 20:20 MSL | #KeepGirlsInSchool | P&G Whisper | ||
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Sector Awards – Best Not for Profit and Associations Sector Campaign (B7) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| Chase India | Strengthening Survivor Voice in Anti-Human Trafficking Space | Kamonohashi Project | ||
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Sector Awards – Best Entertainment and Media Sector Campaign (B9) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| Genesis BCW | Return of IPL: Return of the Fans | Star & Disney India | ||
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Sector Awards – Best Banking and Financial Services Sector Campaign (B10) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| First Partners | Udhaar Accha Hai – Borrowing is Good | OkCredit | ||
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Sector Awards – Best Services Sector Campaign (B11) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| 20:20 MSL | Reimagining the Gate – Security & Community Management Solutions – Transitioning to one-stop solution for essential services | MyGate | ||
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Sector Awards -Best Sports Campaign (B12) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| MSL India | Back To Win | La Liga | ||
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Sector Awards – Best Infrastructure and Real Estate Sector Campaign (B13) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| Integrated Centre For Consultancy Pvt Ltd | Yahan Search Khatam Karo | Housing.com | ||
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Sector Awards -Best Food and Beverage Sector Campaign (B14) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | ||
| Genesis BCW | My Startup-2.0 Home-makers Turn Job-Creators | Britannia Marie Gold | ||
SPECIAL AWARDS
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Special Awards – Best Brand Reputation Campaign of the year (D1) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | |
| Value 360 Communications | Anchoring in the storm of national unrest | MG Motor India | |
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Special Awards – Best Corporate Reputation Campaign of the year (D2) |
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| Organisation Name | Campaign Title | Client/Consultancy Name | |
| BMW Group India | BMW SkillNext, a technical skilling initiative | ||
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SPECIAL AWARDS – CONSULTANCY |
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Special Awards – PR Consultancy of the Year – Small (D3) |
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| Organisation Name | |
| ON PURPOSE | |
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Special Awards – PR Consultancy of the Year – Mid-size (Above INR 10-20 cr) (D4) |
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| Ruder Finn India | |
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Special Awards – PR Consultancy of the Year – Large (Above INR 20 -50 cr) (D5) |
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| Value 360 Communications | |
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Special Awards – PR Consultancy of the Year – Giant (INR 50 cr above) (D6) |
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| AvianWE | |
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