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 Indian admen win awards at New York Festivals

 New York, Oct 6 (UNI)

An advertisement poster designed by two Indian advertising professionals for Air India Express has been ranked among the top three at this years New York Festivals’ International Advertising Awards (NYFIAA).

 Delhi-based Shikhar Mohan and Zaid Mohammad won the Bronze World Medal for the poster campaign for Air India Express by Mudra Communications.

 Besides the Bronze Medal, the duo won a Finalist Awards for a print advertisement created for HBO and Air India Express.

 NYFIAA attracts over 15,000 entries from across the world every year and is considered by the advertising world as a prestigious honour.

 The campaign for Air India Express plastered posters of airplane windows on bus windows, creating an illusion of bus commuters travelling in a plane.

 The airline’s claim of affordable travel was driven home with the tagline -- ‘‘Air travel at land travel fares’’.

 The winning entries from India display the emergence of a trend of ‘‘guerilla advertising’’ and outdoor advertising as the medium of choice for marketers as most of the shortlisted entries from India were in these two categories.

 Guerilla advertising, as the name suggests, is a low- cost, high-impact method of advertising by making the consumer a part of the campaign.

 Using touch-points the consumer comes into contact with everyday, it sends home the message in a much stronger manner than traditional, passive media like television and print.