Member Sign In or Register
Taproot collects the Grand Effie while Ogilvy India becomes the Agency of the Year
Taproot collects the Grand Effie while Ogilvy India becomes the Agency of the Year
By: iMedia News Bureau

The glitz and glitterati of Effie 2011, held at the Royal Western India Turf Club, Mumbai, yesterday was certainly expected and with nothing less than the promised, evening went ahead with great vigour.

In this eleventh year of the celebration by Ad Club of Bombay, the grand Effie received record number of entries with 300 entries this year as against 276 entries last year across award categories, received from over 20 agencies across the length and breadth of the country. From across these 20 agencies, 97 entries had been shortlisted in the first round of judging.

Ogilvy India was pronounced the Agency of the Year, with a score of 195 points, third time in a row. It won a total of seven golds, six silvers, and six bronze metals. The agency won gold for Dove's Ambush the Ambush campaign, two for the Cadbury Shubh Arambh campaign, and gold for the Meal-time Meetha campaign for the same client. The rest of the golds were for CEAT's Be Idiot safe campaign, with two for Vodafone's BlackBerry for everyone campaign.

Taproot India won the Grand Effie for its 'Change the Game' campaign designed for Pepsi Foods and Cadbury India, with four golds and two silvers, was declared Effie Client of the Year with a total of 80 points

The Brand Equity Bravery Award was given to BBDO India for its Gillette Mach3 Turbo Sensitive campaign – ‘ShaveSutra - How to turn a mundane solitary chore into a pleasurable duet’.

The Marico Uncommon Sense Award went to Ogilvy & Mather for the Vodafone Blackberry for Everyone campaign.

The Consumer Products category witnessed the maximum number of Golds. In the Cosmetics and Toiletries division, BBDO India and O&M won Golds with their Gillette Mach3 Turbo Sensitive ‘Shavesutra’ and Dove (Ambush the Ambush) campaigns, respectively. In the Beverages/ Drink, Confectionary and Food division, five Golds were won by the Taproot India (Pepsi Change the Game), O&M (Cadbury Dairy Milk Shubh Aarambh and Cadbury Dairy Milk Meal Time Meetha), Contract Advertising (Cadbury Celebrations, Iss Diwali Aap Kise Khush Karenge), and JWT (Lay’s Flavour World Cup) campaigns. JWT also won Gold for its Nike (Bleed Blue) campaign in the Consumer Products (Others) category.

In the Consumer Durables category, the only Gold went to O&M for its Ceat Gripp (Be Idiot Safe with Ceat Bike Tyres) campaign.

In the Integrated Advertising Campaign category, O&M won two Golds for its Cadbury Dairy Milk (Shubh Aarambh) and Vodafone (Blackberry for Everyone) campaigns.

DDB Mudra Group won Gold in the healthcare category for its Velocit (Dr Reddy’s) Joys of Motherhood campaign.

In the Services category, O&M and Lowe Lintas won Golds under the Telecom and Related Products division with their campaigns Vodafone (Blackberry for Everyone) and Idea Cellular (No Idea, Get Idea – MNP), respectively. In the same category, under the Financial Services division, JWT won Gold for the Birla Sun Life Insurance (Children’s Future Solutions) campaign, while Leo Burnett won Gold for Kaun Banega Crorepati (Koi Bhi Sawaal Chhota Nahin Hota) campaign in the Other Services division.

No golds were awarded in the corporate advertising, retail advertising, regional advertising, and digital advertising (online/ mobile communication) categories. No awards were given in the B2B advertising, rural advertising and David vs Goliath categories.