EFFIEs 2010: And the award goes to...

Amongst loud cheer and happy spirits, the much awaited and coveted Effies 2010 award ceremony, organised by the Ad Club of Bombay, was held at the Turf Club, Mumbai. This was the first time that Effies saw the largest number of entries reaching out to win the reckoned award. The awards this year saw 65% of client participation and the ceremony was a well attended event not only by joyous creative minds but also by the clients as well.

The gold in the newly introduced category David v/s Goliath category went to Draftfcb Ulka for the 'Dare to Do the New' campaign for Tata Docomo. Both the people's choice award was won by Lowe Lintas for its campaign 'Discover the Power of 1 Litre' for Bajaj Discover DTS-Si and 'Jaago Re' for Tata Tea.

Sashi Sinha, Chief Executive Officer, Lodestar UM and Chairperson, Effies 2010, announced that next year, India will host the Effies, APAC chapter as well. The ceremony began by honouring industry stalwarts like Sorab Mistry, Executive Vice-President Asia-Pacific, McCann Worldgroup; Ramesh Narayan, Managing Director, Canco Advertising and Kaushik Roy, Former Chairperson, Effies.

The highest scorer for the evening was Ogilvy India, with a total score of 145 points the agency won the Agency of the Year award. The agency won four golds, seven silver and three bronze in various categories.

The campaigns that got four golds for Ogilvy India were: 'Pure Cricket' for Adidas India Marketing (Consumer Products category, Others sub-category); 'Pulsar MTV Stunt Mania' for Pulsar from Bajaj Auto (Consumer Durables category, Automobiles and Auto Parts, Two Wheelers and Auto Related sub-category); 'Vodafone Zoozoos: A Social Media Beacon in India' (Internet Advertising category); and 'Vodafone Zoozoos Part Deux- What went into making the sequel bigger than the original' (Integrated Advertising Campaign category), both for Vodafone Essar.

The other winning campaigns from the agency were 'Godrej Expert' campaign for Godrej Consumer products; 'Talk less work more' for Center Fresh (part of Perfetti Van Melle India), 'Damage Expert' for Dove; 'Pehli Taarikh' and 'Kuch Mithaas Ho Jaye' for Cadbury India; 'Moochwali' for Fevicol SH; 'Actve English' for Tata Sky; 'Reframing entertainment for the Indian Woman' for STAR Plus, and 'Bell Bajao' for Breakthrough.

Lowe Lintas and Mudra Group followed at number two and three with 90 and 75 points, respectively. Following which JWT was at fourth position on the scoreboard with 65 points.

Lowe Lintas won two gold, two silver and eight bronze. Their campaign for Tanishq won two golds, in the categories, Retail and Consumer Products (Others). The agency won silvers through campaigns for Bajaj Discover DTS-Si ('Discover the Power of 1 Litre') and Idea Cellular ('Use Mobile Save Paper').

Lintas' winning campaigns which got the agency eight bronze included - 'Mere Lambe Baal Kyon Nahin?' for Clinic Plus; Fair and Lovely Winter Fairness Cream; 'Tummy bhi Khush Mummy bhi Khush' for Knorr Soups, 'Use Mobile Save Paper' for Idea Cellular, 'It is Time' for Hindustan Times; 'Discover India with the Power of 1 Litre' for Bajaj Discover DTS-Si; and 'Jaago Re' for Tata Tea (won in two categories -- Integrated Advertising Campaign and Consumer Products).

Mudra Group won two gold, four silver and one bronze. Its campaigns for 3 Idiots (The Complete Idiot's Guide to Movie Promotions) won the agency a gold each in two categories -- Services (Others) and Integrated Advertising Campaign.

The four silvers came from campaigns for Jockey ('Just Jockeying') and for Volkswagen ('Innovations for Everyone', 'Curves are Back' for New Beetle and 'German Engineering, Made in India'). The bronze was won by the campaign for Femina ('For All the Women You Are').

BBDO India won two gold for its 'WALS- Women Against Lazy Stubble' campaign for Gillette Mach3.

Draftfcb Ulka took back two golds for its 'Dare to Do the New' campaign for Tata Docomo.

JWT and Bates 141 won a gold each for its 'Planet ke Rakhwaale' campaign for Nokia; and for the 'Indian Panga League' for Virgin Mobile respectively.

Draftfcb Ulka won the Grand Effie and Tata Teleservices was adjudged Effie Client of the Year. Draftfcb Ulka and BBDO India were placed in the fifth position, with 45 points. Bates 141 with 25 points and at seventh place was on the list of 'Top 7 Agencies of the Year'. | By Prabha Hegde [prabha(at)adgully.com]