Mumbai: The EFFIE Awards 2007 ceremony held at the Turf Club grounds saw a duel of sorts, with incumbent Lintas India Pvt Ltd and Ogilvy & Mather (India) Ltd both fighting it out for the top slot that evening. But even as each camp tried to outshout the other, O&M managed to win the EFFIE agency of the year award with a slim, five-point lead. The awards have been constituted by the Ad Club Bombay to recognize effectiveness in advertising.
Having secured two gold, three silver and two bronze EFFIES (trophies), O&M managed to wow the audiences with their work. Of the tally, they won a gold in the consumer durables category for their People will talk campaign for Motorola India Pvt Ltd’s, cheaply priced MotoFlip phone. The second gold was in the integrated advertising campaign, for their work on the Hutch Ranga Shankara Festival in Bangalore for Hutchison Essar Ltd. They also won awards for their campaigns for Cadbury India Ltd (Miss Palanpur), Worldspace India Pvt Ltd (There is so much to hear), and Asian Paints Ltd (Apex Ultima “Aan Do”).
Following closely in second position was Lintas India, which won a gold, silver, bronze and one Grand Effie award. The gold they won was for their work on PSP-One, ABT Associates’ Condom Bindaas Bol! campaign. The campaign also won the Grand EFFIE for corporate advertising. The awards which came towards the end of the ceremony, created quite a stir in the Lintas camp, which caught hold of creative director on the project, Anand Sasbi, and flung him in the air a couple of times to celebrate the wins. Advertisers PSP-One and ABT Associates, also earned their stripes by winning the EFFIE client of the year award for the support they extended to the Linats team on the USAID Yeh Hai Sahi campaign. The agency also won accolades for their work on brands such as ICICI Prudential Life Insurance Company Ltd (Retire from work, not life) and Maruti Udyog Ltd (Alto-fuel efficiency).’
McCann Erickson (India) Pvt Ltd came in third, with one gold and two bronze awards. Their campaigns for Perfetti Van Melle India Ltd such as the Happy Dent (Palace ad) and Big Babol (Bade Kaam Ki Cheez), won the agency one gold, the Yahoo! Big Idea Chair Award, and a bronze award. They also won accolades for their work for Marico Industries Ltd (Saffola World Heart Campaign).
Bates David Enterprise won a gold in the corporate advertising category for their work on Marico Industries Ltd (Uncommon Sense). JWT India Ltd won the Marico Uncommon Sense Award for their Sunsilk Gang of Girls campaign for Hindustan Unilever Ltd.