The Agency of the Year 2024 award winners for South Asia took centre stage at the Leela Hotel in Mumbai last night (December 3), celebrating the region's advertising, marketing, and media trailblazers. This year’s awards showcased a mix of fresh victories and the continued dominance of familiar names, reflecting the industry’s dynamic evolution. From digital innovation to independent creativity, the night showcased a growing focus on digital-first strategies, cultural inclusivity, and impactful partnerships.
Leading the charge for the networks was McCann Worldgroup India with a total of six metals for the night, including clinching the South Asia Creative Agency of the Year title. The Group's success was bolstered by its CEO, chairman for APAC and chief creative officer, Prasoon Joshi, who was named South Asia Agency Growth Leader of the Year.
Notably, Joshi handed over his 2023 accolade of South Asia Creative Leader of the Year to Binaifer Dulani, creative and founding partner of Talented, in almost a symbolic passing of the baton to the next generation of leaders. The cultural ethos driving McCann's wins extended to the workplace, where it earned Bronze in South Asia Best Culture, behind Talented, which took home Gold for fostering inclusivity and creativity.
As South Asia's advertising landscape tilts toward digital dominance, FCB Kinnect emerged as a standout performer in this domain with a regional win and five metals total. Sweeping Gold in categories such as South Asia Digital Innovation Agency of the Year, India Digital Innovation Agency of the Year, and South Asia Integrated Marketing Agency of the Year, it showcased its hand in digital-first creativity, content production, and influencer marketing.
Meanwhile, OMD took home the regional gong for South Asia Media Agency of the Year, as well as India Media Agency of the Year. These wins, previously held by Wavemaker and Mindshare Sri Lanka, highlight the intensifying competition among media agencies as they adapt to new platforms, audience behaviours, and measurement challenges.
This digital focus was mirrored in the rising fortunes of Havas Media India, which has capitalised on the demand for innovative strategic thinking. The agency’s success was reflected in its Gold win as South Asia New Business Development Team of the Year, supported by individual accolades for Sanchita Roy, crowned South Asia Strategic/Brand Planner of the Year, and Preksha Purushotham Kotian, who earned the title of South Asia Young Achiever of the Year. The agency also proved its mettle in partnerships, earning Silver for South Asia Agency Marketer Partnership of the Year for its collaboration with Tata Motors CVBU, demonstrating the growing emphasis on client-agency alignment.
On the independent front, Famous Innovations celebrated its 10th anniversary with a triumphant showing of eight metals (the most clinched for the night), retaining its Gold in South Asia Independent Agency of the Year and dominating the South Asia Brand Design Agency of the Year category. Its founder and chief creative officer, Raj Kamble, added to the celebrations with his win as South Asia Agency Head of the Year, underscoring the critical role of strong leadership in sustaining independent success. This winning streak reflects a broader trend of independent agencies carving out unique niches while competing with global networks.
Other notable performances came from White Rivers Media, which claimed Gold as South Asia Specialist Agency of the Year alongside Publicis Production India. The agency’s Bronze win in South Asia Production Company of the Year, where Prodigious India upgraded from Bronze to Gold, highlighted the increasing importance of production and creative execution in shaping memorable brand experiences.
The awards also reflected the broader regional participation in South Asia’s advertising ecosystem. Third Shift Media from Sri Lanka captured Gold as Rest of South Asia Media Agency of the Year, further illustrating the region’s growing influence on the global stage. Edelman India, MSL India, Weber Shandwick and Avian WE also took home bronze and silver honours for PR respectively.
While the night was filled with celebrations, some categories remained unclaimed, with no Gold awarded in South Asia Boutique Agency of the Year, a trend continuing from last year. Similarly, the South Asia Data Analytics Agency of the Year category saw ADA retain its Silver, with no agency achieving Gold for a second consecutive year. These gaps signal areas where the industry still has room for growth, particularly in adopting and excelling in analytics-driven decision-making.
The evening concluded with a clear takeaway: The South Asian advertising landscape is undergoing a profound transformation. The shift toward digital-first strategies, combined with a focus on cultural inclusivity and talent development, has redefined the markers of success.
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