The Fulcrum Awards Management announces the finalists for 2020. The shortlist was arrived at, after online and offline evaluation by an esteemed jury of 20 communication professionals and a special Jury of consultancy CEOs for the Best Consultancy categories. The jury completed a preliminary evaluation of Technique, Sector, and Special categories online and also met for day-long deliberations at the virtual Jury Meet on September 22nd, 2020.
The process reviewer for the second consecutive time was niiti consulting. The shortlist is announced for 12 sub-categories in the Technique main category, 12 sub-categories in Sector main category, 5 sub-categories for work done during the Lockdown period, and 6 sub-categories in the Special Awards to recognize firms and in-house teams. The winners of the Individual and Lifetime Achievement awards will be announced on the 7th of November at the virtual Awards Night.
The shortlisted entries will compete for Gold, Silver, and Bronze in each of the 12 sub-categories of the Technique main category. The 12 sub-categories under Sector, the Lockdown special category, the Special and Individual Award categories will have only one winner each.
| TECHNIQUE AWARDS | ||||
| Best Use of Content (A1) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | ZD9550 | 2020 MSL | Vicks One In A Million #TouchOfCare | Procter & Gamble- Vicks India |
| 2 | GB8458 | 2020 MSL | Parachute Advansed Coconut Creme Oil #RootedMyWay | Marico Limited |
| 3 | ZC5694 | Cipla | Launch Of Cipla Archives On Instagram | Monk Media |
| 4 | HW6155 | Edelman India Pvt Ltd | From Packaging To Pop Culture | PepsiCo India (Lay’s) |
| 5 | XG1764 | Godrej Interio | Make Space for Life | Adfactors PR Pvt Ltd |
| Best Use of Creativity and Innovation (A2) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | MV4577 | Edelman India Pvt Ltd | From Packaging To Pop Culture | PepsiCo India (Lay’s) |
| 2 | BH5812 | Ford India Pvt Ltd | Ford Discover More With Poetry | |
| 3 | UW2776 | Godrej Consumer Products Ltd | India’s First Platelet Donor Helpline by Godrej HIT | Adfactors PR Pvt Ltd |
| 4 | UC9908 | Media Mantra | Land of Discreet Affairs | Gleeden |
| 5 | AP2142 | MSL India | #LoveAtFirstPride | OkCupid |
| Best Use of Event (A3) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | TS8296 | Airbnb India | Live Like A Maharaja | |
| 2 | RC5217 | AvianWE | #AmazonFestiveYatra | Amazon.in |
| 3 | TC7646 | AvianWE | A New Chapter On Inclusion | Rainbow Literature Fest |
| 4 | QB8664 | First Partners | Hyundai Kona: Mission Impossible! | Hyundai Motor India |
| 5 | JK1412 | TVS Motor Company | TVS MotoSoul 2019: Bringing alive the camaraderie of motorcycling with unparallel experiences | |
| Best Use of Digital (A4) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | DI1110 | 2020 MSL | Olay #FaceAnything | Olay India |
| 2 | MP1980 | AvianWE | #MakeYourMoov | Reckitt Benckiser |
| 3 | FT1527 | Edelman India Pvt Ltd | From Packaging To Pop Culture | PepsiCo India (Lay’s) |
| 4 | FW1834 | Ford India Pvt Ltd | Ford Discover More with Poetry | |
| 5 | AL9623 | Madison PR | Parachute Advansed Champi Beats | Marico Limited |
| Best Use of Integrated Communications (A5) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | QO1517 | AvianWE | #MakeYourMoov | Reckitt Benckiser |
| 2 | UD1917 | Bangalore International Airport Limited (BIAL) | #Plasticbeku by BIAL | |
| 3 | TC0964 | First Partners | Making Delhi Safer – Women with wheels | Azad Foundation – Sakha Cabs |
| 4 | YM0148 | Fleishman Hillard India | India Protein Day | Right To Protein |
| 5 | OU0728 | PR Pundit Public Relations Pvt Ltd | #UnitedByVote Campaign | Benetton India |
| Best Use of Public Affairs (A6) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | GZ9583 | First Partners | Rising To Dignity! Repealing 108 Legal Barriers | Sasakawa-India Leprosy Foundation (S-ILF) |
| 2 | BY0700 | First Partners | Bhadrachalam: Making of the Indian Paper Tigers | ITC Limited |
| 3 | OA5058 | First Partners | Making Delhi Safer – Women with wheels | Azad Foundation – Sakha Cabs |
| 4 | TI5707 | Practice Strategic Communications India Pvt Ltd | FICCI – Indian Language Internet Alliance (FICCI – ILIA) | FICCI – Indian Language Internet Alliance (FICCI – ILIA) |
| 5 | KE2611 | SPAG Asia | Advocating Stringent IP Laws to promote Innovation in India | Global Innovation Policy Center |
| Best Management of Crisis (A7) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | KP5440 | First Partners | WOW: Saving India from 6 Chandigarh Equivalent Landfills | ITC Limited |
| 2 | UC8716 | Genesis BCW | IndiGo-Flying High Despite A Cockpit Battle | Interglobe Aviation (IndiGo) |
| 3 | NB0044 | MSL India | Global IPO Failure | WeWork |
| 4 | NO8692 | MSL India | Tackling Fake News on Budwesier | Anheuser Busch InBev |
| 5 | TS4622 | Perfect Relations Pvt Ltd | Indian Tea Association: Ek Cup Chai – Aaj…Kal…Hamesha… | Indian Tea Association |
| Best Use of Internal Communications (A8) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | ZT3190 | Cairn Oil & Gas, Vedanta Ltd | Harnessing the Power of Employee Advocacy | Genesis BCW |
| 2 | DV5877 | Mondelez India | Bringing Mondelez India’s Purpose to Life | |
| 3 | QW3021 | Nayara Energy | One Nayara | |
| 4 | VV8872 | Online Reputation Management Pvt Ltd | Heroes at Work | Adani Group |
| 5 | LQ6887 | UltraTech Cement Ltd | UltraTech Sustainability Week 2019 | |
| Best New Product Launch (A9) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | WL1991 | AvianWE | Making Silence Speak | Samsung India |
| 2 | UF8161 | First Partners | Hyundai Kona: Mission Impossible! | Hyundai Motor India |
| 3 | TA8913 | First Partners | Mangaldeep: Sense and Scentibility – God’s Favourite Fragrances! | ITC Limited |
| 4 | IB1372 | Ruder Finn India | The Great Democratisation of Mobility | Revolt Intellicorp |
| 5 | WA3790 | Value 360 Communications | Launching the Marvel -India’s Ist Internet Car | MG Motor India |
| Best Use of Media Relations (A10) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | CR3920 | 20:20 MSL | GoRun with Skechers | Skechers India Pvt Ltd |
| 2 | KE1961 | AvianWE | #AmazonFestiveYatra | Amazon.in |
| 3 | BS1610 | AvianWE | Team Cashless India | Mastercard |
| 4 | NW9114 | AvianWE | As dynamic as the Indian Millennial | Samsung |
| 5 | IU7301 | First Partners | VENUE: Stay Connected on the Go! | Hyundai Motor India |
| Best Use of Community Outreach (A11) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | KP6870 | AvianWE | Banega Swasth India, From Swachh to Swasth | Reckitt Benckiser |
| 2 | JY6234 | First Partners | Rising To Dignity! Repealing 108 Legal Barriers | Sasakawa-India Leprosy Foundation (S-ILF) |
| 3 | CR5200 | First Partners | WOW: Saving India from 6 Chandigarh Equivalent Landfills | ITC Ltd |
| 4 | MN5693 | First Partners | Making Delhi Safer – Women with wheels | Azad Foundation – Sakha Cabs |
| 5 | KV0984 | Ford India Pvt Ltd | Ford Cartesy | |
| Best Regional Campaign (A12) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | NQ0871 | First Partners | Bhadrachalam: Making of the Indian Paper Tigers | ITC Ltd |
| 2 | WO6186 | First Partners | ITC Mangaldeep: Sense and Scentibility – God’s Favourite Fragrances! | ITC Ltd |
| 3 | ZW5320 | Godrej & Boyce Mfg. Co. Ltd. | #IssRaavanKoMatJalaao – a social message woven in the threads of the age-old tradition of burning the effigies of Raavan as a symbol of good over evil. | Adfactors PR Pvt Ltd |
| 4 | NG6589 | Godrej Consumer Products Ltd | Wake Up to Freshness by Cinthol Lime | Adfactors PR Pvt Ltd |
| SECTOR AWARDS | ||||
| Best Hospitality and Travel Sector Campaign (B1) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | QZ8132 | Airbnb India | Live Like a Maharaja | |
| 2 | FI8587 | Davidson PR & Communications | PR Campaign- Grand Hyatt Kochi Bolgatty | Grand Hyatt Kochi Bolgatty |
| 3 | IQ4011 | First Partners | Making Delhi Safer – Women with wheels | Azad Foundation – Sakha Cabs |
| 4 | DV3504 | Media Mantra | Got Guts to take the plunge? – India’s first Extreme Adventure zone | Jumping Heights |
| 5 | WA5912 | TATA SIA Airlines (Vistara) | Taking the New Feeling Global | AvianWE |
| Best Automobile Sector Campaign (B2) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | VS4433 | First Partners | VENUE: Stay Connected on the Go! | Hyundai Motor India |
| 2 | QB1914 | First Partners | Hyundai Kona: Mission Impossible! | Hyundai Motor India |
| 3 | YV9949 | Ford India Pvt Ltd | Ford Discover More with Poetry | |
| 4 | MC1806 | Kia Motors India | Launch of Kia Seltos #BadassByDesign | |
| 5 | HG5716 | Ruder Finn India | The Great Democratisation of Mobility | Revolt Intellicorp |
| Best Luxury Campaign (B3) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | XF2970 | Madison Public Relations | Fabelle Trinity Truffles Extraordinaire – Leaving a sweet global aftertaste | ITC Ltd – Foods Division |
| 2 | RU5742 | PR Pundit Public Relations Pvt Ltd | Increasing the appeal and desire for the classic Ralph Lauren Polo as a must-have for the Indian millennial | Polo Ralph Lauren |
| 3 | ZO8445 | PR Pundit Public Relations Pvt Ltd | Launch of Panerai MSD Special Edition Watches | Panerai |
| 4 | RY0688 | PR Pundit Public Relations Pvt Ltd | Launch of Christian Louboutin’s Spring/Summer 2020 Collection in India | Christian Louboutin’s |
| Best Technology and Telecom Sector Campaign (B4) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | CG7969 | AvianWE | Making Silence Speak | Samsung India |
| 2 | KJ0710 | Edelman India Pvt Ltd | Lock your identity | Norton |
| 3 | TV4955 | Ruder Finn India | The Big Cyber Dialogue for Businesses | Barracuda Networks |
| 4 | KH4349 | MSL India | Draw The Line | Spectra |
| 5 | GR3895 | MSL India | Life Streaming | Spectra |
| Best Healthcare and Pharma Sector Campaign (B5) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | GU9305 | 2020 MSL | Vicks One In A Million #TouchOfCare | Procter & Gamble- Vicks India |
| 2 | PI8053 | AvianWE | #MakeYourMoov | Reckitt Benckiser |
| 3 | VH6381 | First Partners | Rising To Dignity! Repealing 108 Legal Barriers | Sasakawa-India Leprosy Foundation (S-ILF) |
| 4 | OP6546 | Sanofi India limited | AllergyFree’ India | |
| 5 | BT2801 | Teamwork Communication Group | Making India Breathe Campaign | Good Air |
| Best Consumer Products and Retail Sector Campaign (B6) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | QH9508 | 2020 MSL | Parachute Advansed Coconut Creme Oil #RootedMyWay | Marico |
| 2 | OY8565 | AvianWE | #AmazonFestiveYatra | Amazon.in |
| 3 | BX5999 | Edelman India Pvt Ltd | From Packaging To Pop Culture | PepsiCo India (Lay’s) |
| 4 | OC3255 | First Partners | WOW: Saving India from 6 Chandigarh Equivalent Landfills | ITC Ltd |
| 5 | PA1730 | PR Pundit Public Relations Pvt Ltd | #UnitedByVote Campaign | United Colors of Benetton |
| Best Not for Profit and Associations Sector Campaign (B7) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | FF9245 | Adfactors PR Pvt Ltd | Switchoff2SwitchOn | Tata Power-Club Enerji |
| 2 | QO9421 | First Partners | Rising To Dignity! Repealing 108 Legal Barriers | Sasakawa-India Leprosy Foundation (S-ILF) |
| 3 | SJ0669 | Tata Trusts | Antaran, Transforming Crafts | Adfactors PR Pvt Ltd |
| Best Manufacturing Sector Campaign (B8) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | EW5603 | First Partners | VENUE: Stay Connected on the Go! | Hyundai Motors India |
| 2 | NX5942 | First Partners | Hyundai Kona: Mission Impossible! | Hyundai Motor India |
| 3 | PB8747 | First Partners | Bhadrachalam: Making of the Indian Paper Tigers | ITC Ltd |
| 4 | HF8505 | First Partners | Rolls-Royce Partnering India: Towards Greener Skies and Cleaner Seas | Rolls-Royce India |
| Best Entertainment and Media Sector Campaign (B9) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | JU6208 | AvianWE | Alternate Content | PVR Ltd |
| 2 | HZ4555 | Chingari | Chingari App | Bconnect Communication |
| 3 | OG2007 | Perfect Relations Pvt Ltd | Condé Nast India – Going Beyond Traditional Print Publishing | Condé Nast India |
| 4 | BL8075 | Value360 Communications | Making of the Indian Pop Culture Trendsetter | Comic Con India |
| 5 | TC8575 | Zee Entertainment Enterprises Ltd | &TV’s Gudiya Humari Sabhi Pe Bhari | Genesis BCW |
| Best Banking and Financial Services Sector Campaign (B10) | ||||
| S.NO | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | BK4972 | AvianWE | Team Cashless India | Mastercard |
| 2 | FV5686 | ICICI Lombard General Insurance | Imagining an Emoji for Gen Z | Adfactors PR Pvt Ltd |
| 3 | LF6338 | Max Life Insurance Company Ltd | Financial Protection Campaign through India Protection Survey | Edelman India |
| 4 | RH2293 | Value 360 Communications | Angel Broking | Angel Broking |
| 5 | AK7330 | Value 360 Communications | realme paysa | realme paysa |
| Best Services Sector Campaign (B11) | ||||
| S.NO | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | GH5521 | First Partners | Making Delhi Safer – Women with wheels | Azad Foundation – Sakha Cabs |
| 2 | NC7044 | Media Mantra | Promising uninterrupted warranty and assurance | ONSITEGO |
| 3 | XZ5762 | Media Mantra | Land of Discreet Affairs | Gleeden |
| 4 | VT1768 | Media Mantra | Marching Sheep- Leading organisations to success and excellence through people | Marching Sheep |
| 5 | QQ6896 | Value 360 Communications | Zoomcar | Zoomcar |
| Best Sports Campaign (B12) | ||||
| SN0 | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | VS4820 | Kaizzen | Changing lives through the power of sports | adidas India Pvt Ltd |
| 2 | BA7887 | Online Reputation Management Pvt Ltd | Garv Hai | Adani Group |
| 3 | SP3939 | PR Pundit Public relations Pvt Ltd | adidas Run for The Oceans 2019 | adidas India Pvt Ltd |
| 4 | IB4500 | TVS Motor Company | TVS Racing: Where Rubber Meets The Road | TVS Motor Company |
| 5 | QL9030 | WordsWork | Khelo India Youth Games 2020 | Sports Authority of India |
| LOCKDOWN AWARDS | ||||
| Best use of Content (L1) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | VQ4909 | AvianWE | Keeping the Brand in Motion When the World Came to a Standstill | Samsung India |
| 2 | IV7350 | Godrej Locks & Architectural Fittings and Systems | Agent of Safety | Adfactors PR Pvt Ltd |
| 3 | YU2203 | Johnson & Johnson (Stayfree) | It’s just a period | Adfactors PR Pvt Ltd |
| 4 | ZY4473 | Ruder Finn | Indian Small Merchant: Covid-19’s #AsliHeroes | Pine Labs |
| 5 | AS1195 | Value 360 Communications | Jio Haptik | Haptik |
| Best use of Creativity and Innovation (L2) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | WE5900 | Airbnb India | At Home With Airbnb | Edelman India |
| 2 | JN5734 | AvianWE | Fighting Covid-19, One Handwash At A Time | Reckitt Benckiser |
| 3 | HI2583 | Godrej Consumer Products Limited | Protekt India Movement | Godrej Protekt |
| 4 | RG9642 | Hill+Knowlton Strategies India | LG India says #DilSeThankYou to India’s corona warriors | LG India |
| 5 | NP8074 | Value 360 Communications | Milagrow | Milagrow |
| Best Employee Engagement (L3) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | ED8942 | Flipkart | The Lockdown Connect | Flipkart |
| 2 | TZ6936 | Mondelez India Foods Pvt Ltd | 100 Days of Internal Communications’ Snackathon | Mondelez India |
| 3 | VJ2111 | Schneider Electric India | Connected Engaged and Productive during the Lockdown with Internal Communication | Schneider Electric |
| 4 | HC7835 | Synechron Technologies Pvt Ltd | Workahomics | Synechron Technologies |
| 5 | GF4450 | TVS Motor Company | Riding into the New Normalcy: Inspiring workforce engagement | TVS Motor Company |
| Best Advocacy Campaign (L4) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | HY9551 | Adfactors PR Pvt Ltd | Setting the Gold Standard | Tanishq, Titan jewellery |
| 2 | MA7451 | AvianWE | #IsolatedNotAlone | Avon Beauty |
| 3 | HN3119 | AvianWE | India’s Trump Card In The Fight Against Coronavirus | NITI Aayog |
| 4 | WY3614 | TATA SIA Airlines (Vistara) | Making #FlyingFeelSafeAgain | AvianWE |
| 5 | RU8138 | The Indian Hotels Company Limited (IHCL) | Meals To Smiles | |
| Best Government Relations Campaign (L5) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | MY6236 | AvianWE | India’s Trump Card In The Fight Against Coronavirus | NITI Aayog |
| 2 | SW1880 | Godrej Consumer Products Limited | Travel Hygiene Program by Godrej Protekt & Indian Railways | Adfactors PR Pvt Ltd |
| 3 | NM1178 | METRO Cash and Carry India Pvt.Ltd | The Spokesperson of Retail | Blue Pearl Services Pvt Ltd |
| 4 | JW5695 | 2020 MSL | Dell Technologies and NITI Aayog partner to promote a culture of innovation and entrepreneurship in the country | Dell Technologies – Corporate Campaign |
| SPECIAL AWARDS | ||
| In-House Team of the Year – Mid-size (D1) | ||
| S.No | Entry ID | Organisation Name |
| 1 | BH8981 | Bangalore International Airport Ltd |
| 2 | YE1703 | Coca-Cola India |
| 3 | DH6148 | Indraprastha Gas Limited |
| 4 | XY6631 | Motilal Oswal Financial Services Ltd |
| In-House Team of the Year – Large (D2) | ||
| S.No | Entry ID | Organisation Name |
| 1 | DN1184 | Godrej Group |
| 2 | TM7368 | Mondelez India Foods Pvt Ltd |
| 3 | MS6805 | OYO Hotels & Homes |
| 4 | XN8168 | Synechron Technologies Pvt Ltd |
| 5 | XF9877 | TVS Motor Company |
| PR Consultancy of the Year – Small (D3) | ||
| S.No | Entry ID | Organisation Name |
| 1 | HM7445 | 80 dB Communications |
| 2 | AH9800 | ON PURPOSE |
| 3 | HD1553 | Teamwork Communications Group |
| PR Consultancy of the Year – Mid-size (Above INR 10 cr – 20 cr) (D4) | ||
| S.No | Entry ID | Organisation Name |
| 1 | HX0389 | Kaizzen |
| 2 | GF6711 | Media Mantra |
| PR Consultancy of the Year – Large (Above INR 20 cr – 50 cr) (D5) | ||
| S.No | Entry ID | Organisation Name |
| 1 | YU2873 | PR Pundit Public Relations Private Limited |
| 2 | VA5172 | SPAG Asia |
| 3 | TO2585 | Value 360 Communications |
| PR Consultancy of the Year – Giant (INR 50 cr above) (D6) | ||
| S.No | Entry ID | Organisation Name |
| 1 | UY1021 | AvianWE |
| 2 | PW6146 | Edelman India Pvt Ltd |
| 3 | SA9100 | MSL India |