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O&M also bagged three golds and three silvers. The golds for the MotoFlip and Hutch Ranga Shankara theatre festival campaigns and the silvers for the 'Cadbury – Miss Palampur', 'Asian Paints Apex Ultima' and 'Motorola – from No. 4 to No. 1 position' campaigns.
Hutch Ranga Shankara Theatre Festival won the gold under the 'Integrated Advertising Campaign' category. It was appreciated as it had used professional actors to take theatre to various public places across cities and towns. This had helped giving a new life to the diminishing live dramatics in the country.
In the case study presentation section, the agency took the audience through MotoFlip campaign strategy. Primarily they shared how they benefitted by signing Abhishek Bachchan as the brand ambassador, at a time, when it mattered the most. He helped Motorola in giving competition to Nokia's market share in India and helped MotoFlip to gain a position in the top ten most preferred handset in India.
Piyush Pandey, the Chairman, O&M, on the occasion said; ‘The last four years, we have always done extremely well at the Effie’s. What is heartening is that the Hutch Rang Shankara campaign, Moto Flip and the others were also the winners at the creative awards (Abbys), and that is what makes it meaningful for me.’
'Lifebuoy Little Gandhi' campaign by Lowe had won the same category last year.
Pranesh Misra, President and COO, LOWE India said, ‘It is a matter of great pride that Lowe is performing well at the Effies year after year. Winning 'The Grand Effie' two years in a row is true reflection of the agency's excellence in creative, strategy and delivering results for the client.’
The reason for making the 'Condom Bindaas Bol' campaign was also highlighted. There had been a negative trend in the use of condoms lately that the campaign wanted to address. In addition to that, the agency also wanted to put across two key messages, condom as a word should be openly used without hesitation.
'Condom Bindaas Bol' campaign won the Grand Effie, The People’s Choice award, along with gold in the corporate advertising category and the best presentation at the Effie Case study presentation. The campaign also bagged the Effie Client of the Year award for PSP One, Abt Associates.
At Effie’s a total of eight awards were won by Lowe which included the People’s Choice Award, the Grand Effie and the Brand Equity Bravery Award for the ICICI Prudential Retirement Solution campaign. The ICICI Prudential Retirement Solution campaign received around 5,000 entries for the award.
The silver for Lowe was for its Maruti Suzuki Alto campaign in the consumer durables category, the three bronzes for Wheel and Dabur in the Consumer Products category and ICICI Prudential Life Insurance campaign for the Services category.
Sujit Ganguli, the Senior Vice President and Head (marketing), ICICI Prudential, commented, ‘It was prudent that we addressed the perspective of cost once a person had retired. Everyone wants to live his old lifestyle during retired life, but we decided to give the public a reality check.’
The Gold for the most creative and craftily advertisement went again to Happydent White by McCann Erickson. It also bagged the Yahoo! Big Idea Chair Award.
'The Uncommonsense' campaign, which was a single entry by Bates, managed to win the Gold for Marico’s.
Subhash Kamath, the CEO, Bates, said, ‘We are ecstatic. Marico had given us a challenging brief and I am glad we came up with an insightful strategy and developed a terrific campaign. Unlike other entries, which could be supported with sales figures and market shares, our campaign was created to attract better talent into Marico, making it unique in its own way.’
Effie Awards are different in the sense, that it also awards the effectiveness that the client derives from the agency’s work and rewards the same. To keep up with this tradition the Effie 2007 awards this year were given across seven categories—Consumer products, Consumer Durables, Services, Corporate Advertising, Internet Advertising, and Integrated Advertising Campaign. |
