The Fulcrum Awards 2021 finalists are unveiled. The shortlists is arrived at after online and offline evaluation by an esteemed jury of 20 communication professionals and a special Jury of consultancy leaders for the Best Consultancy categories. The jury completed a preliminary evaluation of Technique, Sector, and Special categories online and also e-met for the Jury Meet on July 27th, 2021.
The process reviewer for the third consecutive time was niiti consulting. The shortlist is announced for 12 sub-categories in the Technique main category, 14 sub-categories in Sector main category and 6 sub-categories in the Special Awards to recognise firms. Lifetime Achievement and Master of Technique winners will be directly announced on the 30th September at the virtual Awards night. To know more about the event click here
The shortlisted entries will compete for Gold, Silver and Bronze in each of the 12 sub-categories of the Technique main category. The 14 sub-categories under Sector, and the Special Award categories will have only one winner each.
| TECHNIQUE AWARDS | ||||
| Technique Awards – Best Use of Content (A1) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | UO8448 | Booking.com | Rebuilding Together | Six Degrees BCW |
| 2 | ST1967 | Edelman India | Making people fall in love with Microsoft one story at a time | Microsoft India |
| 3 | XI1245 | Godrej Group | #ColourAtHome with Karan Johar | Adfactors PR Pvt Ltd |
| 4 | QW3550 | Six Degrees BCW | Iconic IKEA Navi Mumbai launch amidst a pandemic | IKEA India |
| 5 | EF7274 | Yellow Seed Content Solutions Private Limited | BACARDI- NH7 Weekender #HappyAtHome Edition | OML Entertainment Ltd |
| Technique Awards – Best Use of Creativity and Innovation (A2) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | HL2088 | Columbia Pacific Communities | #SignsOfLove | Famous Innovations |
| 2 | VM7691 | Genesis BCW | Gillette Barber Suraksha Safety Programme | Gillette India |
| 3 | BL8970 | Mondelez India | Leading with Purpose in Tough Times – Cadbury Dairy Milk’s #SayThankYou | MSL India |
| 4 | TO8393 | Perfect Relations Pvt Ltd | Creating new narrative for match making | Matrimony Group |
| 5 | ZT6287 | Ruder Finn India | Learn with View | Education New Zealand |
| Technique Awards – Best Use of Event (A3) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | WL5603 | First Partners | Mangaldeep Infusing spiritual strength to fight the pandemic | ITC Limited |
| 2 | HI8508 | Genesis BCW | My Startup-2.0 Home-makers Turn Job-Creators | Britannia Marie Gold |
| 3 | PX7946 | Intel Solutions & Services India Private Limited | AI Population Scale | AvianWE |
| 4 | WM0823 | Mondelez India | Virtual Family Day | |
| 5 | BT4199 | Six Degrees BCW | Iconic IKEA Navi Mumbai launch amidst a pandemic | IKEA India |
| Technique Awards – Best Use of Digital (A4) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | AK6430 | Edelman India Pvt Ltd. | Pepsi Generating Smiles For The Restaurant Community in Crisis | PepsiCo India |
| 2 | RE9039 | Godrej Group – Godrej L' Affaire | Godrej L' Affaire Season 5 | CLA |
| 3 | VB2428 | Godrej Group-BBLUNT | Boycott Boycut: A Revolution | Schbang Digital Solutions Pvt Ltd |
| 4 | MM7594 | Madison PR | Parachute Advansed Gold #ThankYouNurses | Marico Ltd |
| 5 | OU4789 | SoCheers | #TheBigMove | TCS |
| Technique Awards – Best use of Integrated Communications (A5) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | HL9953 | 20:20 MSL | #KeepGirlsInSchool | P&G Whisper |
| 2 | ZG2629 | Edelman India Private Limited | Lay's Heartwork – An Ode To Unsung Heroes | PepsiCo India |
| 3 | IM5897 | First Partners | The Magnificent Women of Vedanta and Their Machines | Vedanta Aluminium & Power |
| 4 | ZK8750 | Genesis BCW | Gillette Barber Suraksha Safety Programme | Gillette India |
| 5 | CN4185 | TCS | Transforming India | |
| Technique Awards – Best Use of Public Affairs (A6) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | PM3835 | BMW Group India | BMW SkillNext, a technical skilling initiative | |
| 2 | XI6415 | Chase India | Building a robust blood transfusion ecosystem through public private partnership | Terumo BCT Europe NV |
| 3 | FN6900 | Chase India | Strengthening Survivor Voice in Anti Human Trafficking Space | Kamonohashi Project |
| 4 | RW1957 | Godrej Group-Godrej Protekt | Protekt India Movement with Indian Railways | Adfactors PR Pvt Ltd |
| 5 | TE9787 | Value 360 Communications | Standing the Test of Times | WazirX |
| Technique Awards – Best Management of Crisis (A7) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | WV8617 | Genesis BCW | Lean Clean Flying Machine | IndiGo |
| 2 | WW4253 | Nucleus PR | Rio fights the Blue Blood Rule | Nobel Hygiene Pvt Ltd |
| 3 | CL8290 | Value 360 Communications | Anchoring in the storm of national unrest | MG Motor India |
| 4 | NX5387 | Value 360 Communications | Standing the Test of Times | WazirX |
| 5 | PU3226 | Weber Shandwick India | Stay Home Stay Safe | Bill and Melinda Gates Foundation |
| Technique Awards – Best Use of Internal Communications (A8) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | QG3920 | Max Life Insurance | Harnessing the power of Connect Conviction and Confidence for employee well-being | |
| 2 | QT4647 | PwC India | Emerging from the pandemic stronger, together | |
| 3 | XT7881 | Renault Nissan Technology Business Centre India | The Year That Was | |
| 4 | IT8536 | Vistara – Tata SIA Airlines Ltd | #InThisTogether | |
| 5 | LP6635 | TCS | One TCS | |
| Technique Awards – Best New Product Launch (A9) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | RN8358 | Adfactors PR Pvt. Ltd | The Rise of the Thar | Mahindra & Mahindra Ltd. |
| 2 | PD6159 | AvianWE | ‘EatQual’ | Mc Donald’s India – West & South |
| 3 | NQ4186 | AvianWE | Launch of the 5th Generation Honda City | Honda Cars India |
| 4 | VK2112 | TVS Motor Company | TVS NTORQ 125 SuperSquad Edition | Adfactors PR Pvt. Ltd |
| 5 | EO6189 | Value 360 Communications | Anchoring in the storm of national unrest | MG Motor India |
| Technique Awards – Best Use of Media Relations (A10) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | QV4733 | Archetype | Meteoric Climb to a Top Edtech Brand in India | Vedantu |
| 2 | YX9273 | AvianWE | Great Journey Start With CSMIA | Mumbai International Airport Ltd |
| 3 | HH5281 | Ruder Finn India | Bringing the World's best stories to your couch | Disney+ Hotstar |
| 4 | WD5053 | Six Degrees BCW | Leading the EV bandwagon | Ather Energy |
| Technique Awards – Best Use of Community Outreach (A11) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | LA9860 | First Partners | Mangaldeep Infusing spiritual strength to fight the pandemic | ITC Ltd |
| 2 | DT5716 | First Partners | Fighting Leprosy by Deepening Diagnostics with Trained Eyes | Sasakawa-India Leprosy Foundation(S-ILF) |
| 3 | YF5857 | Genesis BCW | Gillette Barber Suraksha Safety Programme | Gillette India |
| 4 | PQ7098 | Practice Strategic Communications India Pvt Ltd | #AlexaInSchools – From Voice Assistant to Teaching Assistant – Bastar Campaign | Amazon Devices India |
| 5 | NA3583 | Ruder Finn India | Indian Merchants Saluting the Covid-19 RealHeroes | Pine labs |
| Technique Awards – Best Regional Campaign (A12) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | YW1820 | Advantage Media Consultants Pvt ltd | Advantage Literary Festival | Advantage Support |
| 2 | CJ7392 | First Partners | Mangaldeep Infusing spiritual strength to fight the pandemic | ITC Limited |
| 3 | HL7614 | First Partners | Mission Kalahandi – Zero Poverty Zero Hunger | Vedanta Aluminium & Power |
| 4 | RS5601 | Perfect Relations Pvt Ltd | Tip Of The Day | Netafim India |
| 5 | QK0062 | TVS Motor Company | One Dream One Ride Indian Odyssey | Adfactors PR Pvt. Ltd |
| SECTOR AWARDS | ||||
| Sector Awards – Best Hospitality and Travel Sector Campaign (B1) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | CZ5717 | Airbnb India | Home with Open Arms | Edelman India Pvt Ltd |
| 2 | IC9327 | Booking.com | Rebuilding Together | Six Degrees BCW |
| 3 | RO9808 | Genesis BCW | Lean Clean FLying Machine | IndiGo |
| 4 | CB8456 | Value 360 Communications | Rebooting Indian Tourism | Zostel |
| 5 | DF3263 | Value 360 Communications | Switching India's gears towards car subscription | Zoomcar |
| Sector Awards-Best Automobile Sector Campaign (B2) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | NY4734 | Adfactors PR Pvt. Ltd | The Rise of the Thar | Mahindra & Mahindra Ltd. |
| 2 | OG3286 | BBH India | DriveTheChange – International Women’s Day | Audi India |
| 3 | MS1394 | Six Degree BCW | Leading the EV bandwagon | Ather Energy |
| 4 | RW7516 | Value 360 Communications | Anchoring in the storm of national unrest | MG Motor India |
| 5 | SW5958 | Value 360 Communications | Switching India's gears towards car subscriptions | Zoomcar |
| Sector Awards – Best Luxury Campaign (B3) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | YP9800 | PR Pundit Public Relations Pvt Ltd | Straight Talking With Corrale | Dyson India |
| 2 | WV5714 | Tanishq, Titan Jewellery | Gold Standard of Safety | Adfactors PR Pvt. Ltd |
| Sector Awards – Best Technology and Telecom Sector Campaign (B4) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | OP5585 | Candour Communications | Connecting Lives | Zoom Video Communications |
| 2 | ZS9897 | First Partners | Making India Delivery Ready through the Pandemic | Vahan |
| 3 | AB3528 | RF Thunder | Power Of 5 | OPPO India |
| 4 | NZ5047 | Value360 Communications | Reimagining eCommerce for new-age India | Shopmatic |
| 5 | EH9135 | Vodafone Idea Ltd | Vi- Together For Tomorrow | Adfactors PR Pvt Ltd |
| Sector Awards – Best Healthcare and Pharma Sector Campaign (B5) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | VT2561 | AvianWE | Dettol Handwash Challenge | Reckitt |
| 2 | NW9755 | First Partners | Fighting Leprosy by Deepening Diagnostics with Trained Eyes | Sasakawa-India Leprosy Foundation(S-ILF) |
| 3 | JT0811 | MSL India | Breathe. Think Cipla | Cipla |
| 4 | VI7581 | Organic by MSL | Powering A Pro-Choice World FindMyMTP | Foundation for Reproductive Health Services India |
| 5 | OQ0841 | Teamwork Communications Group | #HealthcareRevolution #MakingHealthierTomorrow | Apollo TeleHealth |
| Sector Awards – Best Consumer Products and Retail Sector Campaign (B6) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | QH3838 | 20:20 MSL | #KeepGirlsInSchool | P&G Whisper |
| 2 | TS7849 | First Partners | Mangaldeep Infusing spiritual strength to fight the pandemic | ITC Ltd |
| 3 | KD1412 | Godrej Group -Godrej Expert Rich Creme | #ColourAtHome with Karan Johar | Adfactors PR Pvt Ltd |
| 4 | WK0888 | MSL India | Stop The Beauty Test | Dove |
| Sector Awards – Best Not for Profit and Associations Sector Campaign (B7) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | IY7628 | AvianWE | India Fit Raho | The Associated Chambers of Commerce and Industry of India |
| 2 | FQ6172 | Chase India | Strengthening Survivor Voice in Anti-Human Trafficking Space | Kamonohashi Project |
| 3 | JM9348 | First Partners | Fighting Leprosy by Deepening Diagnostics with Trained Eyes | Sasakawa-India Leprosy Foundation(S-ILF) |
| 4 | DZ8793 | Organic by MSL | Powering a pro-choice world FindMyMTP | Foundation for Reproductive Health Services India |
| 5 | BV5202 | SPAG | Enhancing awareness on blood-safety towards managing Thalassemia | TPAG (Thalassemia Patients Advocacy Group) |
| Sector Awards – Best Entertainment and Media Sector Campaign (B9) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | HT0092 | Genesis BCW | Return of IPL: Return of the Fans | Star & Disney India |
| 2 | NI0489 | Genesis BCW | Unlocking Entertainment – Picture Abhi Baaki Hai | BookMyShow |
| 3 | GL9276 | Ruder Finn India | Bringing the World‘s best stories to your couch | Disney+ Hotstar |
| 4 | TR1418 | SoCheers | We Girls Call The Shots | Amazon Prime Video Ltd |
| 5 | RB3015 | Value 360 Communications | Creating India's Largest Fastest Growing Vernacular Audio Influencer Community | Khabri |
| Sector Awards – Best Banking and Financial Services Sector Campaign (B10) | ||||
| S.NO | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | UQ2414 | First Partners | Udhaar Accha Hai – Borrowing is Good | OkCredit |
| 2 | KN7205 | Genesis BCW | Backing Women Artisans | American Express India |
| 3 | VZ8651 | Ruder Finn India | Indian Merchants Saluting the Covid-19 RealHeroes | Pine labs |
| 4 | ML1704 | Value 360 Communications | solving the battle of taxes for the Hardworking Indians | ClearTax |
| 5 | FX1650 | Value 360 Communications | From Baby boomers to Millennials to Zillennials – Ab India Kar raha hai invest | Groww |
| Sector Awards – Best Services Sector Campaign (B11) | ||||
| S.NO | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | UY4523 | 20:20 MSL | Reimagining the Gate – Security & Community Management Solutions – Transitioning to one-stop solution for essential services | MyGate |
| 2 | EN9037 | Archetype | Bringing Learning (Back) Online | Coursera |
| 3 | HA9972 | First Partners | Making India Delivery Ready through the Pandemic | Vahan |
| 4 | HJ4996 | Media Mantra | Breaking societal norms for love | Gleeden |
| 5 | WN0924 | Media Mantra | Crypto the Digital Gold | Unocoin |
| Sector Awards – Best Sports Campaign (B12) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | GV2905 | Genesis BCW | Return of IPL Return of the Fans | Star & Disney India |
| 2 | MO3010 | MSL India | Back To Win | La Liga |
| 3 | GI4164 | TVS Motor Company | TVS Racing Road to Asia Road Racing Championship ARRC | Adfactors PR Pvt. Ltd |
| 4 | EG0240 | WordsWork | Salaam Dilli | Delhi Capitals |
| Sector Awards – Best Infrastructure and Real Estate Sector Campaign (B13) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | KU4500 | First Partners | The Magnificent Women of Vedanta and Their Machines | Vedanta Aluminium & Power |
| 2 | AH9767 | First Partners | Mission Kalahandi – Zero Poverty Zero Hunger | Vedanta Aluminium & Power |
| 3 | OV9757 | Integrated Centre For Consultancy Pvt Ltd | Yahan Search Khatam Karo | Housing.com |
| 4 | KE5290 | ON PURPOSE | Senior Care Recognising India's other Demographic Dividend | Antara |
| 5 | UG3888 | Ruder Finn India | Resiliency Now | CBRE |
| Sector Awards – Best Food and Beverage Sector Campaign (B14) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | YD3116 | AvianWE | ‘EatQual’ | Mc Donald’s India – West & South |
| 2 | XN9134 | Edelman India Pvt Ltd | Lay's Heartwork An Ode To Unsung Heroes | PepsiCo India |
| 3 | WM4438 | Genesis BCW | My Startup – 2.0 Home-makers Turn Job-Creators | Britannia Marie Gold |
| 4 | NO7521 | Edelman India Pvt. Ltd. | KFC India Reinstates Burger Beliefs with Value Burgers starting @ INR 69 | KFC India |
| 5 | LL5220 | MSL India | Rule the New | Budweiser |
| Special Awards | ||||
| Best Brand Reputation Campaign of the year (D1) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | HW7108 | Candour Communications | Connecting Lives | Zoom Video Communications |
| 2 | UL9330 | First Partners | The Magnificent Women of Vedanta and Their Machines | Vedanta Aluminium & Power |
| 3 | HH8864 | Mondelez India | Leading with Purpose in Tough Times – Cadbury Dairy Milk’s #SayThankYou | MSL India |
| 4 | PB4448 | Value 360 Communications | Anchoring in the storm of national unrest | MG Motor India |
| Best Corporate Reputation Campaign of the year (D2) | ||||
| S.No | Entry ID | Organisation Name | Campaign Title | Client/Consultancy Name |
| 1 | VQ0303 | BMW Group India | BMW SkillNext, a technical skilling initiative | |
| 2 | UG2503 | First Partners | Living the Swabhiman Bharat Dream – Vocal for Local | ITC Ltd |
| 3 | EV3224 | Godrej Group | Little Things We Do | |
| 4 | NN3180 | Ruder Finn India | MI for India | XIAOMI India |
| 5 | KV2641 | Samsung India Electronics Pvt Ltd | Samsung India 2.0 with #PoweringDigitalIndia | AvianWE |
| PR Consultancy of the Year – Small (Below 10 Cr) (D3) | ||
| S.No | Entry ID | Organisation Name |
| 1 | AR4718 | Davidson PR & Communications |
| 2 | QF0908 | ON PURPOSE |
| 3 | BN0287 | Pepper Interactive Communications |
| PR Consultancy of the Year – Mid-size (Above INR 10-20 cr) (D4) | ||
| S.No | Entry ID | Organisation Name |
| 1 | ML6471 | Media Mantra |
| 2 | RR5913 | Ruder Finn India |
| PR Consultancy of the Year – Large (Above INR 20 cr-50 cr) (D5) | ||
| S.No | Entry ID | Organisation Name |
| 1 | FE6075 | SPAG |
| 2 | HR5471 | Value 360 Communications |
| PR Consultancy of the Year – Giant (INR 50 cr above) (D6) | ||
| S.No | Entry ID | Organisation Name |
| 1 | IF5070 | AvianWE |
| 2 | XS5977 | Edelman India Pvt Ltd |
| 3 | TK9679 | Genesis BCW |
| 4 | FM7180 | MSL India |