Fulcrum Awards 2018 shortlist announced!

The Fulcrum Awards management, announced its finalists for 2018 today. The shortlist was arrived at after day-long deliberations by a distinguished jury of 18 communication professionals. The jury also did a preliminary evaluation of technique and sector categories online prior to the meet. Following our practice from last year, the judging process has been reviewed by PwC. The shortlist is announced for 12 sub-categories in technique awards, 11 sub-categories in sector awards and six sub-categories in the special awards. The winners for individual and lifetime achievement awards will be announced at the awards night.

The shortlisted entries will compete for gold, silver and bronze in each of the 12 sub-categories of the technique awards and 11 sub-categories in sector awards. There will be only one winner each in the special and individual award categories. 

The winners will be announced at the gala awards night on September 29th, 2018 at HICC, Hyderabad. The Fulcrum Awards will take place post the conclusion of PRAXIS 2018. To be part of the awards night and to celebrate excellence in communications, you can book your seat for the awards night here.

All those who register to PRAXIS 2018 get access to the awards night at no extra cost. 


Best Use of Content


1) Channelizing Conversations To Shape The Narrative Of Gender Pay Gap

 Burson Cohn & Wolfe (Genesis Burson-Marsteller) (Organisation) 

 For: Monster.com ( Client Organisation) 


2) Unboxing the All-New Ford EcoSport

By Ford India Pvt. Ltd. ( Organisation) 


3) Just Laugh, SING, and Be Secure

Adfactors PR Pvt. Ltd. ( Organisation) 

Godrej Security Solutions ( Client Organisation) 


4) Using Global studies to build an India advantage

By: Text100 India ( Organisation) 

For: Expedia ( Client Organisation)


5) Feed The Future Now

Viacom18 Media Pvt. Ltd. ( Organisation) 

Chapter 30 ( Consultancy) 


Best Use of Creativity and Innovation


1) When Jailbirds Sang

Adfactors PR Pvt. Ltd. ( Organisation) 

Godrej Locking Solutions and System ( Client Organisation) 


2) Mumbai Khadde Mein

Burson Cohn & Wolfe (Genesis Burson-Marsteller) ( Organisation) 

RED FM ( Client Organisation) 


3) Kentucky Flying Object (KFO)

Edelman India ( Organisation) 

KFC India ( Client Organisation) 


4) Celebrating India in Record-Setting Fashion

Ketchum Sampark Pvt Ltd ( Organisation) 

Aditya Birla Fashion and Retail Ltd ( Client Organisation) 


5) Roads That Honk

MSL India ( Organisation) 

HPCL India ( Client Organisation) 


6) Unhide Psoriasis

SPAG Asia ( Organisation) 

Novartis Pharmaceuticals ( Client Organisation) 


7) Nickelodeon Celebrates the nation's true heroes with Surakhshabandan

Viacom18 Media Pvt Ltd. ( Client Organisation) 

Weber Shandwick ( Consultancy) 


Best Use of Event


1) Victims no longer, cheer for the Heroines

Adfactors PR Pvt Ltd ( Organisation) 

Viviana Mall ( Client Organisation) 


2) ‘The Great Churn - Triumphs and Tribulations’

Crosshairs Communication ( Organisation) 

India Today Group ( Client Organisation) 


3) Pharrell Williams’ India visit to launch Hu Holi with Adidas

PR Pundit Public Relations Pvt. Ltd. ( Organisation) 

Adidas India ( Client Organisation) 


4) TVS Young Media Racer Program - First time in India

TVS Motor Company ( Organisation) 


5) Resonating Indira in today’s India!

Value 360 Communications ( Organisation) 

Indira Gandhi Memorial Trust ( Client Organisation) 


Best Use of Digital


1) Unhide Psoriasis Digital Campaign

D Yellow Elephant ( Organisation) 

Novartis India ( Client Organisation) 


2) Unboxing the All-New Ford EcoSport

Ford India Pvt. Ltd.  (Organisation) 


3) The launch of India's Platelet Donor Community

Godrej  Communications Team ( Organisation) 

Godrej ( Organisation) 


4) When Jailbirds Sang 

Adfactors PR Pvt. Ltd.  ( Organisation) 

Godrej ( Organisation) 

5 Get Angry!

Viacom18 Media Pvt. Ltd. ( Organisation) 

Chapter 30 (  Consultancy) 


Best Use of Integrated Communications


1) Celebrating trash

Adfactors PR Pvt Ltd. ( Organisation) 

Raipur Smart City Limited ( Client Organisation) 


2) Just Laugh, S.I.N.G and Be Secure

Adfactors PR Pvt. Ltd. ( Organisation) 

Godrej Security Solutions ( Client Organisation) 


3) Not Every Super Hero Wears A Cape

Burson Cohn & Wolfe (Genesis Burson- Marsteller) ( Organisation) 

Cartoon Network (Turner India) ( Client Organisation) 


4) FIFA -U17

SPAG Asia ( Organisation) 

FIFA - U17, AIFF ( Client Organisation) 


5) Keep It Pumping India - Heart Failure Awareness

SPAG Asia ( Organisation) 

Novartis Pharmaceuticals ( Client Organisation) 


Best Use of Public Affairs


1) Correcting Vision, Improving Lives 

Edelman India  (Organisation) 

Essilor India ( Client Organisation)


2) Paving a new path through Public Policy

Kaizzen PR Services Pvt. Ltd. ( Organisation) 

All India Gaming Federation  ( Client Organisation)


3) Every Life is Precious

SPAG ( Organisation) 

Sanofi Genzyme ( Client Organisation)


4) A government awakening on GST

Value 360 Communications ( Organisation) 

Urban Clap ( Client Organisation)


5) Delivering Banking to India without Banks: Faircent.com

Value 360 Communications ( Organisation) 

Faircent ( Client Organisation)


Best Management of Crisis


1) Managing Reputational Risk Arising out of Regulatory Issues

Biocon Limited ( Organisation) 


2) #MumbaiLifeLine3

Burson Cohn & Wolfe (Genesis Burson-Marsteller)  Organisation) 

Mumbai Metro Rail Corporation ( Client Organisation)


3) Nayi Umeed (A New Hope) - #ChangeIsNear

MSL India  (Organisation) 

SBUT ( Client Organisation)


4) Max Healthcare – Pre-term twin baby death controversy

Text100 India  (Organisation) 

Max Healthcare  ( Client Organisation)


5) Padmaavat - trial by fire

Viacom18 Media Pvt Ltd  (Organisation)


Best use of Internal Communications


1) Frequency: Where Music Inspires Participation

Adfactors PR Private Ltd. (Organisation)


2) Orchestrating a Choral Symphony: Driving sales impact through employee advocacy and social selling

Text100 India (Organisation)

NetApp ( Client Organisation)


3) #OneTogether for New Office

Viacom18 Media Pvt. Ltd. (Organisation)

Breathing Space (Consultancy) 


4) Viabuzz - The Voice of Viacom18 

Viacom18 Media Pvt. Ltd. (Organisation)

Gozoop (Consultancy) 


5) Do the right thing 

Vodafone India (Organisation)


Best New Product Launch


1) Laugh, S.I.N.G and Be Secure

Adfactors PR Pvt. Ltd. (Organisation)

Godrej Security Solutions


2 ) Marks & Spencer India Post Surgery Bra Line Launch

id8 media solutions Pvt Ltd (Organisation)

Marks & Spencer Reliance India ( Client Organisation)


3) Connect to Care!

Ideosphere Consulting Private Limited (Organisation)

Balco Medical Centre ( Client Organisation)


4) Mars Wrigley Confectionary launch M&Ms in India

Edelman India (Organisation)

Mars Wrigley Confectionary ( Client Organisation)


5) Successful Launch of India’s first Madame Tussauds in Delhi

Perfect Relations Pvt Ltd. (Organisation)

Madame Tussauds ( Client Organisation)


6) ActivKids Immuno Boosters #YesMom

20:20 MSL India (Organisation)

Cipla Ltd.( Client Organisation)


7)PEDLing towards New India

Fuzion PR Pvt. Ltd.  (Organisation)

Zoomcar (Client Organisation)


Best Use of Media Relations


1) #MumbaiLifeLine3

Burson Cohn & Wolfe (Genesis Burson-Marsteller)  (Organisation)

Mumbai Metro Rail Corporation ( Client Organisation)


2) India’s First Bullet Train: Silencing critics @ speed of train

First Partners  (Organisation)

National High-Speed Rail Corporation Ltd ( Client Organisation)


3) Kentucky Flying Object (KFO)

Edelman India  (Organisation)

KFC India ( Client Organisation)


4) Establishment of Madame Tussauds brand in India

Perfect Relations Pvt Ltd.  (Organisation)

Madame Tussauds ( Client Organisation)


5) Paytm – On a mission to bring half a billion Indians to the mainstream economy

Value 360 Communications  (Organisation)

Paytm ( Client Organisation)


Best CSR Campaign


1) Saluting Women Power in Rugby

Adfactors PR Pvt. Ltd  (Organisation)

Societe Generale ( Client Organisation)


2)Dettol Banega Swachh India Campaign

Avian WE  (Organisation)

Reckitt Benckiser ( Client Organisation)


3) Carton Le Aao, Classroom Banao

Burson Cohn & Wolfe (Genesis Burson-Marsteller)  (Organisation)

Tetra Pak ( Client Organisation)


4) Launch of India' first Platelet Donor Community

Godrej Communications Team  (Organisation)

Godrej  (Organisation)


5) Ezee Hugs

 Godrej Communications Team  (Organisation)

Godrej  (Organisation)


Best Regional Campaign


1) Thomas Cook goes Desi

Adfactors PR (Organisation)

Thomas Cook India ( Client Organisation)


2) Regional campaign during festivals 

Aditya Birla Fashion and Retail Limited (Organisation)

Ketchum Sampark Pvt Ltd. (Consultancy)


3) Special-edition Colgate Active Salt Pack Campaign in Tamil Nadu

Fuzion PR Pvt. Ltd. (Organisation)

Colgate-Palmolive (India) Ltd ( Client Organisation)


4) Punjab Di Beauty No 1

Godrej  Communications Team (Organisation)

Godrej (Organisation)


5) Winning the Trust of 3.7 Million Microfinance Customers

Ketchum Sampark Pvt Ltd (Organisation)

Ujjivan Financial Services ( Client Organisation)



Best Hospitality and Travel Campaign


1) Live Like a Local

20:20MSL India (Organisation)

Airbnb ( Client Organisation)


2) Riding the Honda Navi under the Goan Sun

Adfactors PR Pvt Ltd. (Organisation)

Goa Tourism Development Corporation and Honda Motorcycle and Scooter India


3)  India's love affair with Singapore

Adfactors PR Pvt Ltd. (Organisation)

Singapore Tourism Board ( Client Organisation)


4)  Kerala: The Land of Adventure

Perfect Relations Pvt Ltd. (Organisation)

Department of Tourism, Government of Kerala ( Client Organisation)


5) There's Nothing Like Australia

Tourism Australia (Organisation)

Avian We ( Consultancy) 


Best Automobile Campaign


1) The Tough Climb

Burson Cohn & Wolfe (Genesis Burson-Marsteller) (Organisation)

Royal Enfield


2) Launch of Hyundai Next Gen Verna – Cars are the New Gadgets!

First Partners (Organisation)

Hyundai Motors India ( Client Organisation)


4) The Orange Day

Ketchum Sampark Pvt Ltd (Organisation)

Bajaj Auto Ltd. ( Client Organisation)


4) Roads That Honk

MSL India (Organisation)

Hindustan Petroleum Corporation Limited, India ( Client Organisation)


5) Inspiring Aspiration with TVS Apache

TVS Motor Company (Organisation)


Best Lifestyle, Luxury and Sports Campaign


1) Thomas Cook goes Desi

Adfactors PR Pvt Ltd.  (Organisation)

Thomas Cook India ( Client Organisation)


2)India's love affair with Singapore

Adfactors PR Pvt Ltd.  (Organisation)

Singapore Tourism Board ( Client Organisation)


3) All the kids go Kabaddi, Kabaddi, Kabaddi!

Burson Cohn & Wolfe (Genesis Burson-Marsteller)  (Organisation)

Star Sports ( Client Organisation)


4) Launch of Jo Malone London in India

PR Pundit Public Relations Pvt Ltd.  (Organisation)

Jo Malone London  ( Client Organisation)


5) Launch of adidas Originals = Pharrell Williams Hu Holi

PR Pundit Public Relations Pvt. Ltd.  (Organisation)

Adidas India ( Client Organisation)


Best Technology and Telecom Campaign


1) PayPal – Now in India

Edelman India  (Organisation)

PayPal India Pte Ltd


2) Capture Different

FleishmanHillard  (Organisation)

GoPro ( Client Organisation)


3) Marking Territories with McAfee India

Text100 India  (Organisation)

McAfee ( Client Organisation)


4) Powering Indian Police with Artificial Intelligence

Value 360 Communications  (Organisation)

Staqu Technologies ( Client Organisation)


5) On a mission to bring half a billion Indians to mainstream economy

Value 360 Communications  (Organisation)

Paytm ( Client Organisation)


Best Healthcare and Pharma Campaign


1) P&G Vicks- Touch of Care

20:20 MSL India (Organisation)

Procter & Gamble Hygiene & Health Care ( Client Organisation)


2) Launching India’s First Free Condom Store

AvianWE (Organisation)

AHF India Cares ( Client Organisation)


3) Hearing Matters: Increasing awareness of newborn hearing screening in India

Edelman India (Organisation)

Cochlear ( Client Organisation)


4) India Protein Movement: Not just rural, urban India too is protein deficient!

First Partners (Organisation)

Danone India ( Client Organisation)


5) Keep It Pumping India: Heart Failure Awareness

SPAG Asia (Organisation)

Novartis Pharmaceutical ( Client Organisation)


Best Consumer Products and Retail Sector Campaign


1) McDonald’s ‘Flavours Without Borders’ campaign launch

AvianWE (Organisation)

McDonald's India (West and South) ( Client Organisation)


2) 5YearsOfBeingHumanClothing

Madison Public Relations (Organisation)

Being Human Clothing ( Client Organisation)


3) Kentucky Flying Object (KFO)

Edelman India (Organisation)

KFC India ( Client Organisation)


4) Classmate: Much more than a Notebook!

First Partners (Organisation)

ITC Limited ( Client Organisation)


5) #TideGivesExtra

Ketchum Sampark Pvt Ltd (Organisation)

Procter&Gamble ( Client Organisation)


Best Not-for-Profit and Associations Campaign


1) Launching India’s First Free Condom Store

AvianWE (Organisation)

AHF India Cares ( Client Organisation)


2) Save Parsik Hills

Concept Public Relations India Limited (Organisation)

Public Relations Council of India ( Client Organisation)


3)  PET Bottles: What is recyclable is not a Waste!

First Partners (Organisation)

PET Packaging Association for Clean Environment ( Client Organisation)


4) Saving India's Cinematic Heritage

Viacom18 Media Pvt. Ltd. (Organisation)


5) Mission Inclusion Bharat

WordsWork (Organisation)

Special Olympics Bharat ( Client Organisation)


Best Manufacturing Campaign


When Jailbirds Sang 

Adfactors PR Pvt. Ltd. (Organisation)

Godrej Locking Solutions and Systems ( Client Organisation)


2) The True Value of Sustainable Construction

Ketchum Sampark Pvt Ltd (Organisation)

Ambuja Cement ( Client Organisation)


Best Entertainment and Media Sector Campaign


1) Mumbai Khadde mein

Burson Cohn & Wolfe (Genesis Burson-Marsteller)  (Organisation)



2) UK India Year of Culture

Text100 (Organisation)

British Council


3) Toilet - A Love Story

Viacom18 Media Pvt Ltd (Organisation)


4) Padmaavat - Trial by fire

Viacom18 Media Pvt Ltd (Organisation)


Best Banking and Financial Services Sector Campaign


1) “Aviva brings Good Thinking in Insurance - Wins India’s trust & create a movement of Good Thinking”

Avian WE (Organisation)

 Aviva Life Insurance ( Client Organisation)


2) Winning the Trust of 3.7 Million Microfinance Customers

Ketchum Sampark Pvt Ltd.

Ujjivan Financial Services ( Client Organisation)


3) Lifeline to MSMEs of India

Value 360 Communications (Organisation)Aye Finance ( Client Organisation)


4) Dawn of a new era of Digital Banking

Value 360 Communications (Organisation)

Paytm ( Client Organisation)


Best Services Campaign



1) Channelizing Conversations To Shape The Narrative Of Gender Pay Gap

Burson Cohn & Wolfe (Genesis Burson-Marsteller) (Organisation)

Monster.com ( Client Organisation)


2) Cultural Diversity at the Workplace for differentiated service

HP Inc. Customer Support (Asia Pacific Japan) (Organisation)


3) Getting India ready for #JobsofTomorrow

Value 360 Communications (Organisation)

Udacity ( Client Organisation)


4) Realizing India’s e-commerce dream- Shopmatic

Value 360 Communications (Organisation)

Shopmatic ( Client Organisation)



In-House Team of the Year - Mid-size(2-4 members)

1) HDFC securities

2) Max Group

3) Nissan Group of India

4) Vodafone India


E2:In-House Team of the Year - Large (5 team members or more)

1) Piramal Group

2) Viacom18 Media Pvt Lt


PR Consultancy of the Year - Emerging (INR 10 cr and below)

1) First Partners

2) Media Mantra


4) Skateboard Media


PR Consultancy of the Year - Mid-size (INR 10cr to 20 cr)

1) Fuzion PR Pvt.Ltd.

2) PR Pundit Public Relations Pvt Ltd.


PR Consultancy of the Year - Large (INR 20 cr and 50 cr)

1) Ketchum Samaprk Pvt. Ltd

20 360 Communications


Special Awards-PR Consultancy of the Year - Giant (INR 50 cr or more)

1) Adfactors PR Pvt Ltd

2) Edelman India

3) Genesis Burson-Marsteller (Burson Cohn & Wolfe)

4) MSL India

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