18th June’ 2011 was the day of celebration for the Outdoor advertising industry, as OAA 2011 honored and recognized, people who have contributed to contemporizing, energizing and leveraging the possibilities in OOH for best effect. A total of 375 entries were received across varied categories and they were judged by a Jury of 17 members, including Jury Chairman; of which 60% were brand marketers and the rest were media professionals and specialist agencies. A special jury was also constituted, who judged Media categories like Media Owner of the Year – Regional, Media owner of the year – National, Printer of the Year. The special jury included specialist agencies as they are the ones who understand the nuances of this industry and hence understand the categories better. The Juries put in their utmost efforts to churn out the best of OOH and give it the much deserved recognition.

A total of 102 awards were given out. The categories largely divided in three aspects, one for specialist agencies, for media owners and the third one being Lifetime achievement award. 28 Golds, 25 silvers and 24 Bronzes were awarded in the categories pertaining to Specialist agencies; 13 Golds, 8 Silvers and 3 Bronzes were given in the Media owners categories. And one lifetime achievement award was given.

With 30 awards in its kitty Mudra Max was leading, followed by Kinetic 8 and then Encyclomedia 7. Milestone Brandcom, Aaren Initiative , JWT India, Platinum communications and Lodestar UM also took many accolades. Mudra Max won 11 Golds, while Kinetic won 4. JCDecaux and Atin Promotions bagged Gold in the National Media owner of the Year category. Macromedia Digital Imaging & Autostriping India took the Gold in the Printer of the year Category.

Newly introduced in the Zonal Media Owner of the Year category Gold for Western Region went to Adword & Vrittin Solutions whereas GOLD for Southern, Northrn & Eastern region, went to Prakash Arts, Graphisads and Enkon respectively.

For the first time OAA 2011 introduced the Lifetime Achievement award, which was posthumously given to Lt. Mr. Sohrab Nicholson and Lt. Mr. Rusi Gimi, who were instrumental in shaping Outdoor into an industry. The founders of Selvel gave the medium the much required respectablility and acceptability. The process of lifetime achievement award, started with open nomination where the industry was asked to nominate names they think deserve it, the constraint was one cannot nominate their own name or a person from their own company. Once the nominated names came in a Jury headed by Sam Balsara, discussed and debated to come to a consensus.