Financial Times

‘Garments without Guilt’ campaign shines at AME awards 2008

Picture shows Ajai V Singh, Vice President and Country Head, Grey (centre) and Sailesh Wadhwa, Director Strategic Planning, Grey, receiving the award at the Macau event.

Grey’s global marketing campaign ‘Garments without Guilt’ was declared a winner in the highly competitive Asian Marketing Effectiveness Awards (AME) 2008 at the awards function in Macau, China, recently.

In a press release. Grey said the campaign that was not dependant on multi million dollar budgets still delivered on its numbers hence generating a very strong ROI (rate of return) in terms of business enquiries, brand acceptance, media exposure and awareness.

“Garments without guilt”, as it is now popularly known in the key markets, is the positioning medium for Sri Lanka Apparel which is based on ethical positioning platform, the agency said.

Ajai V Singh, Vice- President and Country head, Grey Colombo, said ‘Garments without Guilt’ was adjudged a winner in a category where business performance is not based on big dollar budgets, but extremely clear strategic thinking and equally immaculate execution and monitoring. The business impact of the brand marketing campaign becomes a criteria while creating consumer connections, the agency press release said.

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