The 2010 EFFIEs night out

The light chill in the South Mumbai breeze helped the wine and champagne go down pretty well, at the Tenth Annual Effie Award Ceremony. The stage was set against a starry cityscape reminding us how the Event gets only better every time. The usual bar-side networking took the event into the next hour. And the only horses that were racing at the Turf Club tonight were the agencies, battling it for the sugar and metals. Though we did not hear the usual band bajaa or drum rolls, the enthusiasm was throbbing.

An overview:
From an impressive 2000 plus entries, there was a string of about 65 awards given out in various categories, including the Grand Effie, Effie Agency of the Year and Effie Client of the Year. We could hear a Contract or a Rediffusion once; Lowe, JWT and Mudra were decent too; but Ogilvy & Mather was a clean sweep across categories, thus retaining their Effie Agency of the Year title. Tata Teleservices deservedly won the Effie Client of the Year for their pathbreaking Tata DoCoMo campaign.

Points Tally
Ogilvy & Mather, India -145 points
Lowe Lintas -  90 points
Mudra Group - 75 points

Famous campaigns:
Some of the more popular campaigns which grabbed the honours for their mother agencies:

  • Vodafone ZooZoos- Part Deux (which bagged the Brand Equity Bravery Award):Ogilvy & Mather
  • Volkswagen Innovation (Polo, Beetle and Corporate) : Mudra Group
  • Gillette Mach 3 W.A.L.S (which was awarded the Marico Uncommon Sense Award): BBDO
  • Tata DoCoMo – Do The New: Draft FCB Ulka
  • Tata Tea – Jaago Re! : Lowe Lintas


Here’s a quick dekko at the results in detail and the point tally:

THE ADVERTISING CLUB BOMBAY - EFFIE 2010 RESULTS
CATEGORY : CONSUMER PRODUCTS
A  :  COSMETICS AND TOILETRIES
 No. Agency Case Study Campaign Title Client G/S/B
1 BBDO India Pvt. Ltd. Gillette Mach3 W.A.L.S. - Women Against Lazy Stubble Gillette India Limited GOLD
2 Ogilvy & Mather Pvt. Ltd. Dove  Damage Expert Unilever India Ltd. SILVER
3 Lowe Lintas Clinic Plus Mere lambe baal kyon nahin? - Why do I not have long hair? Hindustan Unilever Limited BRONZE
4 Ogilvy & Mather Pvt. Ltd. Godrej Expert  Godrej Expert Godrej Consumer Products Limited BRONZE
5 JWT Lux Lux Catch Me If You Can Hindustan Unilever Limited BRONZE
6 Lowe Lintas  Fair and Lovely Winter Fairness Cream Hindustan Unilever Limited BRONZE
7 McCann Erickson India Pvt. Ltd. Pears Masoom Hindustan Unilever Limited BRONZE
CATEGORY : CONSUMER PRODUCTS
B  :  BEVERAGES / DRINK, CONFECTIONARY AND FOOD
 No. Agency Case Study Campaign Title Client G/S/B
1 Ogilvy & Mather Pvt. Ltd. Cadbury Dairy Milk  Pehli Taarikh Cadbury India Limited SILVER
2 Ogilvy & Mather Pvt. Ltd. Cadbury Kuch Mithaas Ho Jaye Cadbury India Limited SILVER
3 JWT Slice Mango Slice Aamsutra Pepsico India SILVER
4 JWT Horlicks I Want It All GlaxoSmithKline Consumer Healthcare Ltd. SILVER
5 Lowe Lintas Tata Tea Jaago Re! Tata Global Beverages BRONZE
6 Ogilvy & Mather Pvt. Ltd. Center fresh Talk less work more Perfetti Van Melle India BRONZE
7 Lowe Lintas Knorr Soups Tummy bhi khush mummy bhi khush Hindustan Unilever Limited BRONZE
8 BBDO India Pvt. Ltd. 7UP Make Allu Dance Pepsi Foods Pvt. Ltd. BRONZE
9 Rediffusion Young & Rubicam Sugar Free Natura Bhool Gayi Zydus Wellness Ltd. BRONZE
10 BBDO India Pvt. Ltd. Quaker Mission To Make India Heart healthy PepsiCo Holding India Pvt. Ltd. BRONZE
CATEGORY : CONSUMER PRODUCTS
C : OTHERS
 No. Agency Case Study Campaign Title Client G/S/B
1 Lowe Lintas Tanishq Jewellery that makes you want to marry. Titan Industries Ltd GOLD
2 Ogilvy & Mather Pvt. Ltd. adidas India Marketing Pvt Ltd. Pure Cricket adidas India Marketing Pvt Ltd. GOLD
3 Ogilvy & Mather Pvt. Ltd. Fevicol SH Mooch Pidilite Industries Limited SILVER
4 Mudra Group Jockey Just Jockeying Page Industries Ltd. SILVER
5 JWT GoodKnight Advanced Activ+ Switch on the Happy Moments Godrej Household Products Ltd. BRONZE
CATEGORY : CONSUMER DURABLES
A: AUTOMOBILES AND AUTO PARTS, TWO WHEELERS AND AUTO RELATED
 No. Agency Case Study Campaign Title Client G/S/B
1 Ogilvy & Mather Pvt. Ltd. Pulsar Pulsar MTV Stunt Mania Bajaj Auto Ltd. GOLD
2 Lowe Lintas BAJAJ DISCOVER DTS-Si Discover India with the power of 1 liter. Bajaj Auto Ltd. SILVER
3 Mudra Group Volkswagen Innovations for Everyone Volkswagen India Private Ltd. SILVER
4 Mudra Group New Beetle Curves are back Volkswagen India Private Ltd. SILVER
5 Mudra Group Volkswagen Polo German Engineering, Made in India Volkswagen India Private Ltd. SILVER
6 Ogilvy & Mather Pvt. Ltd. Pulsar 220 The Fastest Indian Bajaj Auto Ltd. BRONZE
CATEGORY : CONSUMER DURABLES
B : OTHERS
 No. Agency Case Study Campaign Title Client G/S/B
1 JWT Nokia  "MAIN BHI COACH": One team. A Billion Coaches NOKIA INDIA SILVER
2 Contract Advertising India Private Limited American Tourister Survive Mumbai, Survive the World Samsonite South Asia Private Limited BRONZE
CATEGORY : SERVICES
A : TELECOM AND RELATED PRODUCTS
 No. Agency Case Study Campaign Title Client G/S/B
1 DRAFTFCB Ulka Advertising Pvt. Ltd. Tata Docomo Dare to - Do the new Tata Teleservices Ltd. GOLD
2 Lowe Lintas Idea Cellular Use Mobile Save Paper Idea Cellular Limited BRONZE
CATEGORY : SERVICES
B : FINANCIAL SERVICES, INCLUDING BANKING AND INSURANCE ETC.
 No. Agency Case Study Campaign Title Client G/S/B
1 JWT  ING Vysya Bank Jiyo Easy (Live Easy) ING Vysya Bank BRONZE
2 BBDO India Pvt. Ltd. Aviva  The Great Wall of Education Aviva Life Insurance Company India Ltd. BRONZE
3 JWT Birla Sun Life Wealth with Protection Solutions Even Gods Can Feel Insecure Birla Sun Life Insurance Co. Ltd. BRONZE
CATEGORY : SERVICES
C : OTHERS
 No. Agency Case Study Campaign Title Client G/S/B
1 Mudra Group 3 Idiots The Complete Idiot's Guide to Movie Promotions Reliance Big Pictures GOLD
2 Ogilvy & Mather Pvt. Ltd. Tata Sky Actve English Tata Sky Ltd. SILVER
3 Ogilvy & Mather Pvt. Ltd. Star Plus Reframing entertainment for the Indian Woman  Star India Pvt. Ltd. SILVER
4 Ogilvy & Mather Pvt. Ltd. Breakthrough Bell Bajao Breakthrough SILVER
5 Lowe Lintas Hindustan Times It is Time. HT Media Ltd BRONZE
6 Mudra Group Femina For all the women you are Worldwide Media Publication BRONZE
CATEGORY : CORPORATE ADVERTISING
 No. Agency Case Study Campaign Title Client G/S/B
1 JWT Nokia Planet ke Rakhwaale NOKIA INDIA GOLD
2 Dentsu Communications Pvt. Ltd. Aircel Save Our Tigers Aircel Limited BRONZE
CATEGORY : INTERNET ADVERTISING
 No. Agency Case Study Campaign Title Client G/S/B
1 Bates 141 Virgin Mobile 'Indian Panga League' Virgin Mobile India GOLD
2 Ogilvy & Mather Pvt. Ltd. Vodafone Vodafone Zoozoos a social media beacon in India Vodafone Essar Limited GOLD
CATEGORY : INTEGRATED ADVERTISING CAMPAIGN
 No. Agency Case Study Campaign Title Client G/S/B
1 Ogilvy & Mather Pvt. Ltd. Vodafone  Vodafone Zoozoos Part Deux - what went into making the sequel bigger than the original. Vodafone Essar Limited GOLD
2 Mudra Group 3 Idiots  The Complete Idiot's Guide to Movie Promotions Reliance Big Pictures GOLD
3 BBDO India Pvt. Ltd. Gillette Mach3 W.A.L.S. - Women Against Lazy Stubble Gillette India Limited GOLD
4 Lowe Lintas Idea Cellular Use Mobile, Save Paper Idea Cellular Limited SILVER
5 DRAFTFCB Ulka Advertising Pvt. Ltd. Tata Docomo  Do the new Tata Teleservices Ltd. BRONZE
6 Lowe Lintas Tata Tea Jaago Re! Tata Global Beverages BRONZE
CATEGORY : RETAIL
 No. Agency Case Study Campaign Title Client G/S/B
1 Lowe Lintas  Tanishq Jewellery that makes you want to marry. Titan Industries Ltd GOLD
CATEGORY : HEALTHCARE
 No. Agency Case Study Campaign Title Client G/S/B
1 Grey Worldwide (India) Pvt. Ltd. Breathe Right Breathe Right : Happily ever after GlaxoSmithKline Beecham BRONZE
CATEGORY :DAVID v/s GOLIATH
 No. Agency Case Study Campaign Title Client G/S/B
1 DRAFTFCB Ulka Advertising Pvt. Ltd. Tata Docomo Dare to - Do the new Tata Teleservices Ltd. GOLD
2 Bates 141 Virgin Mobile 'Indian Panga League' Virgin Mobile India SILVER
3 Lowe Lintas BAJAJ DISCOVER DTS-Si Discover India with the power of 1 liter. Bajaj Auto Ltd. BRONZE
MARICO UNCOMMON SENSE AWARD
1 BBDO India Pvt. Ltd. Gillette Mach3 W.A.L.S. - Women Against Lazy Stubble Gillette India Limited
BRAND EQUITY BRAVERY AWARD
1 Ogilvy & Mather Pvt. Ltd. Vodafone Vodafone Zoozoos  Vodafone Essar Ltd.
PEOPLE'S CHOICE AWARD FOR THE BEST CASE STUDY PRESENTATION HELD ON 3RD DECEMBER, 2010.
1 Lowe Lintas Tata Tea Jaago Re! Tata Global Beverages
PEOPLE'S CHOICE AWARD FOR THE BEST CASE STUDY PRESENTATION HELD ON 4TH DECEMBER, 2010.
1 Lowe Lintas BAJAJ DISCOVER DTS-Si Discover India with the power of 1 liter. Bajaj Auto Ltd.
GRAND EFFIE
1 DRAFTFCB Ulka Advertising Pvt. Ltd. Tata Docomo Dare to - Do the new Tata Teleservices Ltd.
EFFIE CLIENT OF THE YEAR -  TATA TELESERVICES LTD.
EFFIE AGENCY OF THE YEAR - OGILVY & MATHER PVT. LTD

While the evening was dominated by the black-clad Ogilvy Team, the celebratory mood amongst all winners was rampant. Of course, the corridor talk will always be a part of the fun. And so will the digs that agency people take at one another. Admen will be admen! About the Effie Award 2010 Now in it’s tenth edition, the Effies was constituted about a decade back by the veterans Kaushik Roy and Ramesh Narayan to measure advertising effectiveness, using global standards. Now under the aegis of Chairman Shashi Sinha and President of the AdClub Bhaskar Das, it has only covered the miles faster.

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