On day one of the advertising industry extravaganza Goafest 2024, Wavemaker India swept the ABBY Oneshow Awards. They won the title of Agency of the Year at the back of sixteen metals. ABP won the publisher of the year with five metals. 

Wavemaker had the highest total points at 98, which they accomplished on the back of four golds, nine silvers and three bronzes. The golds were won for different campaigns for various Cadbury products, namely Five Star and Celebrations. Five Star’s #NothingUniversity and #EraseVDay campaigns won the agency two of the golds in the categories innovative use of branded content - creation and innovative use of social media subcategories respectively. For Celebrations’ #ThisAdIsMyStory won the gold for innovative use of digital display while the brand's #MyBirthdaySong won the gold for innovative use of mobile.

ABP won one gold and two metals each of silver and bronze. The gold was awarded for Cadbury as well, this time for their flagship brand Dairy Milk in the subcategory best use of native or branded content for client/brand by a publisher. This was for their show titled Cadbury Gaane Misthi FolkFusion. 

Wavemaker drew twice as many metals as well as points than the next big winner of the day amongst the agencies. Initiative Media with eight metals that earned them 48 points and EssenceMediacom whose metal tally of six earned them a total of 42 points. EssenceMediacom was the only agency to win a Grand Prix for Airtel 5G Plus campaign #LookMaImOnTV in the category innovative use of branded content - integration. 

Among the publishers, ABP was followed by The Hindu Group which drew five metals and a tally of 17 points. Jagran Prakashan with a metals tally of four earning ten points was the third on the list in this category. 

There were a total of 3,506 entries from 273 companies competing for this year's awards. The number of entries for 2024 was much higher then last year's 3,301 entries. The number of agencies participating was also much higher than before. Despite the quick turnaround of the event, the entries had to be restricted after a point, the organising committee said. 

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