WARC Award for Best Use of Brand Purpose 2020, BronzeMalaysian telco player Maxis realised deaf people could not hear the call to prayer during Raya, and set out to find a technology-based solution. Maxis partnered with the Malaysian Federation of the Deaf and created the Deria Takbir app, which employs cymatic and haptic technology to create a multi-sensory experience that enables deaf people to see and feel the call. The campaign to support the app saw the creation of a film, featuring a real-life deaf individual, and it generated more than 11m online impressions on YouTube and Facebook during its first week. With young Malaysians in particular, Maxis' brand measures rose significantly, and the brand now ranks most innovative among competitive telcos in Malaysia.Winner, Gold & Silver - Effies Malaysia, Dec 2019The Takbir Raya is the important first prayer for Muslims that signifies the end of Ramadan. However, for the 44,000 deaf Malaysians who can’t hear these prayers, it is a reminder of their disabilities. Maxis has always believed in inclusion through innovation, and therefore set out to connect this disconnected community. The result was the 'Deria Takbir' app, which converted the sound waves of the prayer into vibrations, so that they could ‘see’ and ‘feel’ a prayer they had never heard. This sparked conversations, bringing attention to a silent problem.AWARDS:
1. Gold - Internet Services
2. Silver - Positive Change: Social GoodWinner, Bronze (4) - Effies Malaysia, December 20191. Bronze - Maxis, "Fibrenation: The Birth of A New Nation" (Internet Services)
2. Bronze - Maxis, "Prime: Better Together" (Internet Services)
3. Bronze - Maxis, "Fibrenation: The Birth of A New Nation" (David vs Goliath)
4. Bronze - Maxis, "Home In A Sim" (Internet Services)Winner, Gold - Effies India, Tata Motors, Jan 2019A TRUCK FROM THE PAST CREATED THE FUTURE FOR THOUSANDS.
WE CHANGED THE GAME IN MULTIPLE WAYS:
a) Changed the way Commercial Vehicle Marketing had been done for decades in India.
b) We expanded the market by opening it to a fresh new segment.
c) Successfully launched a 10-year-old model in a category that is futuristic & high-tech.
d) We tackled India’s growing unemployment crisis by creating “The Entrepreneurship Vehicle”, and helped a large volume of youth become their own bosses.Winner, Bronze - Effies India , January 2018Winner, Best Channel Thinking Award: WARC Prize For Asian Strategy (Tata Motors), December 2017Winner, Silver: WARC Prize For Asian Strategy (Tata Motors), December 2017Selected as a Member of the 'HiP Club 2016' - J. Walter Thompson's Annual Selection of High Potential Employees WorldwideWinner, Bronze: Effies India (Good Knight), December 2015Good Knight Fast Card: Changing A Category with a One Rupee product!Winner - Bronze at the Asian Marketing Effectiveness and Strategy Awards (AMES) 2016 (Radiant/Rin)Winner, Silver: WARC Prize for Asian Strategy (Pepsi), Sep 2013
Pepsi: Taking on a Religion called Cricket