EFFIE 20102: Ogilvy India bags Agency of the Year, 4th time in a row

The prestigious Effies 2012 award ceremony was held on 4th December 2012 at Mahalakshmi Race Course (Turf Club), Mumbai. The grand event took off amidst much palpable excitement amongst the audience present at the function.

This year’s Agency of the Year title was bagged by Ogilvy India which they have won for the fourth time in a row with a score of 280 points and won  by a margin of  215 points. It includes a total of nine golds, 11 silvers and three bronze metals. Another feather was added to their cap when they also walked away with the most popular award, the Grand Effie worth 20 points. The cheering and hoots from their team dressed in black just did not abate proving full support for the agency. It was Ad Club’s 12th award ceremony, a yearly event which enjoys the participation of the entire advertising industry.

Ogilvy’s gold metals  were won for their campaign for Satyamev Jayate  in the Services and Integrated Advertising category, while 'The Photographs Case' bagged the honour in the Digital Advertising and Integrated Advertising category. The Undumb India campaign created for The Hindu won in the Services category. The other golds won by them were for : Vodafone India’s 'Drive Into the Big League' campaign (B2B Advertising), Madhya Pradesh Tourism’s 'How Madhya Pradesh became Incredible in Incredible India' campaign (Best On-going Campaign), Asian Paints Apex’s 'Yeh Badhiya Hai' campaign (Best On-going Campaign) and Fevicol’s 'The Ultimate Bond – 20 Years and Still Going Strong' campaign (Best On-going Campaign).

The agency also won 11 silver Effies at the awards function . Following were the categories for which they won the same:   'Have You Felt Silk Lately?' for Cadbury India Dairy Milk Silk (Beverages, Drinks, Confectionaries and Food); 'Tayyari ki Jeet' for Bournvita (Beverages, Drinks, Confectionaries and Food); 'As Aamir Steals Light, Titan Steals a March Over Competition' (Consumer Products – Others); 'Chalta Nahin Daudta Hai' for Bajaj Discover (Automobiles, Autoparts, Two Wheelers and Auto related); 'Aapke Sachce Advisors' for Max Life Insurance (Financial Services); 'Poochne Mein Kya Jaata hai' for Tata Sky (Services – Others); 'The Date Fillum' for Cadbury 5 Star (Digital Advertising); 'Loving ‘em Back' for Mumbai Indians (Digital Advertising); 'The Photographs Case' for Fox Crime (David v/s Goliath); 'Drive into the Big League' for Vodafone (Integrated Advertising Campaign); and 'Seedhi Baat No Bakwaas, Freshology' for Sprite (Best On-Going Campaign).

The Effie Client of the Year Award went to Ogilvy India’s client of many years, Cadbury India who walked away with the trophy again this year with 85 points.

The second spot was bagged by the McCann Worldgroup who  won three Silver and seven Bronze metals with a total of 65 points. Following them closely were Lowe Lintas and Partners with 60 points. The agency won three silver and six bronze Effies. Taproot India stood fourth with three gold Effies to their credit and Leo Burnett won eight bronze metals to stand in fifth place.

Direct Marketing and Digital Advertising were the two additional categories in the Effies this year. Also to be noted is the fact that the entire judging process was done online this year.

The number of agencies that participated in the awards this year saw an  increase  from last years 29 entries to 50 in year 2012. Among the total of 357 entries that were received 128 were shortlisted for the awards.