YouTube Works Awards 2022: Winners, Standout Campaigns, Key Insights


The coveted YouTube Works Awards India celebrates this spirit of change and innovation. This year, a jury of industry experts selected finalists across eight categories from which winners were chosen by a Grand Jury. These winning campaigns stood head and shoulders above the rest, and a Grand Prix winner (best of the best) was also selected. Take a look at this year’s winners and why they stood out from the rest.

HP India and Media Monks won the Force For Good award for its ‘Diye Se Diya Jalao’ campaign.

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HP India and Media Monks won the Force For Good award for its ‘Diye Se Diya Jalao’ campaign.

Grand Prix & Tech Meets Creative: Mondelez India, Ogilvy & Wavemaker bagged the main prize for its Diwali ‘Celebrations’ campaign featuring actor Shahrukh Khan. ‘Is Diwali kuch acha ho jayee, kuch meetha ho jayee’ tugged on heartstrings as King Khan urged viewers to support their local businesses for Diwali. There were over 130k customized ads with 60 percent higher engagement on the video platform, 42 percent growth in traditional trade leading to 33M gift boxes in sales.

Media Innovation: Listerine (J&J) , Blink Digital & Interactive Avenues took home the prize as they successfully navigated two challenges. The first challenge was identifying and reaching out to the right target audience, considering the product’s niche space. The second was creating awareness. For this campaign, Listerine captured the audience’s interest and built a relevance for the product by displaying contextual ads that were customized as per the search prompts on YouTube. The impact came in the form of 283M impressions, 69.68M reach and 31.5M views.

Long Form Storytelling: The impact of the winning ad went beyond just its visuals. Cotton King by Fifth Estate brought to the fore an important social issue that we are contending with as a nation – respect for women in our homes and society at large. Not only did it manage to build a deep connection with viewers but it also gained over 8M views, created more than one lakh hours of viewing, and even increased store visits from women by 25%.

Force for Good: HP India and Media Monks won this award for its ‘Diye Se Diya Jalao’ campaign. It reinforced the good that people can accomplish when they come together to make a difference and lift each other up. The heartwarming campaign that created a strong sense of belonging, increased brand trust by 14% for HP.

Local Connection: Created by Mindshare India and Knorr (HUL), the innovative campaign was presented in a live show format. ‘Cook with MaKaPa’ saw top celebrity chef – Damu (with 1.26M subscribers) and YouTube influencer – Mr. MaKaPa (with 1.02M subscribers) come together to dummy-proof a traditional recipe for an urban audience. Knorr got 9.1M views for the campaign and launched its product line in Tamil Nadu, gaining a 10% increase in repeat purchases.

Big Screen, Big Results: Mondelez along with Ogilvy India & Wavemaker won the award for Cadbury #GoodLuckGirls campaign where they recreated an iconic classic and adapted it to modern times. The ad, which swapped gender roles and challenged stereotypes, went viral during last year’s IPL season. It generated more than 330M impressions in a month, $670K worth of earned media, with an incredible 18 % increase in sales.

6 Seconds Storytelling: Another entry by Mondelez, Ogilvy, & Wavemaker, this time for Perk, won the award in the 6 Seconds Storytelling. They used available data cleverly to create pre-video disclaimers on 2.5 million videos. Not only were they talking of the internet, they also gained 635M impressions, 84M views and a 20% increase in sales.

Brand X Creators: Amazon and Interactive Venues campaign showcased Alexa’s fun side by partnering with Janice (YouTube influencer with 426K subscribers) on her digital chat show – Social Media Star with Janice. The campaign showcased the fact that partnering with a YouTube creator can help engage with a diverse audience while delivering impressive results. It gained Alexa over 25M views and 400M impressions organically.

Talking about the video platform’s untapped potential and the possibilities it offers brands, Satya Raghavan, Director, Marketing Partners, Google India, said, “Video’s intrinsic appeal to India’s diverse internet user base has made YouTube the ‘go-to’ for millions of viewers across the country – for knowledge, know-how, learning, and entertainment. Brands too have recognized YouTube’s indispensability in reaching their consumers at scale to drive business impact. These award-winning campaigns demonstrate some of the most innovative and effective ways businesses are leveraging YouTube’s unique ability to position brands right at the intersection of culture and trends, creative storytelling, and cutting-edge human technology that together help them build personalized and meaningful connections with their consumers. I’m especially pleased that brands are tapping into YouTube’s increasing presence in our living rooms through Connected TV and gaining preference through the platform’s innovations and flexibility.”

The evening also saw scintillating performances by Vidya Vox and Shankar Tucker, King’s United, Yashraj Mukhate and Amit Trivedi, elevating audience spirits even further.

Amongst the esteemed panel of judges were Chair of the Jury, Josy Paul (Chairman & CCO, BBDO India), Kainaz Karmakar (CCO, Ogilvy India), Dheeraj Sinha (CEO, Leo Burnett South Asia and Chairman, BBH India), Prasun Basu (Head, Growth and Digital transformation, Kantar), Gayatri Yadav (CMO, Sequoia India and SEA), Vikrant Mudaliar (CMO, Dream11), Gautami Kale (Founder, Slayy Point), Prajakta Koli (Founder, Mostly Sane), Atique Kazi (President – Data , Performance, Digital GroupM), Vikram Sakhuja (Group CEO, Madison Media) and Sidharth Rao (CEO, Dentsu McGarryBowen).

Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “The quality of nominations we have reviewed has been fantastic and our discussions were made more valuable with perspectives from within YouTube’s creator ecosystem. It’s great to see that brands are keeping in lock-step with the possibilities and potential of YouTube’s dynamic growth, not just in viewership, but in the range of opportunities – from smartphones to the living room and from Shorts to podcasts – the platform now provides brands to make creativity a lever for business growth.”

Disclaimer: This article has been produced on behalf of YouTubeWorks by HT Brand Studio.

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