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Ajay Kakar, Chairperson, EFFIE 2011, commented, “Effies is a great platform. It has always added new and exciting innovations to its basket. Likely last year the Gold Effie was introduced and this was for the first time that 97 entries from 20 agencies were shortlisted. I mean the participation level increased this year. There were 60 winners from 16 agencies. We never had Delhi as a judging place but we did that even. It was heartening to see the high and growing popularity of Effies.”

Amidst high tension drama and crossed fingers, Ogilvy India, the highest scorer for the evening was Ogilvy India, had a total score of 195 points was awarded the agency won the Agency of the Year award. It won a total of seven golds, six silvers, and six bronze metals. Client of the year was Cadbury India Pvt. Ltd and The Grand Effie award was given to Taproot India for Pepsi, the Game changers.

In gold category, the agency won one gold for Dove’s Ambush the Ambush campaign, two for the Cadbury Shubh Arambh campaign, one gold for the Meal-time Meetha campaign for the same client, two for Vodafone’s BlackBerry for Everyone campaign and the rest of the golds were for CEAT’s Be Idiot safe campaign.

Closely following the charts, at the second position this year was JWT India with 65 points with one gold and three silvers. With a tie, DDB Mudra and Lowe Lintas were at 45 points. JWT managed three golds, one silver, and two bronze medals, whereas Lowe Lintas included one gold, one silver, and four bronzes.

DDB Mudra, who was going hand to hand on the winning grounds but lost the track somewhere but won gold and silver effie for the campaigns; for Velocit, the joys of motherhood under the category healthcare, Volkswagen- the tail of innovations, Emirates- Guess where, fly there and for Volkswagen vento.

JWT won golds for Lay’s Flavour of the World Cup campaign, Birla Sunlife Insurance’s Children’s Future Solutions, and the Nike Bleed Blue campaign under the catagories, Consumer products, beverages/drinks and confectionary food, Financial services and Consumer products C- Others respectively.

Whereas, Lowe Lintas’s winning campaigns were, What an Idea, Sirji campaign, Fastrack bags, Lifebuoy superfast handwash, No Idea, Get idea MNP, Idea Languages and Tanishq Diamond Jewellery.

BBDO India won a gold for the ShaveSutra – How to Turn a Mundane Solitary Chore into a Pleasurable Duet’ campaign for Gillette Mach3 Turbo Sensitive from P&G/Gillette.

Leo Burnett and McCann Worldgroup also made it to the Top Seven list at the awards ceremony, with 35 and 30 points, respectively. Contract Advertising, though with just 25 points but had gold and a silver effie in its kitty.

Winning campaigns for Leo Burnett were Tide- tide Collars, HDFC Life child plans, ‘Koi Bhi Sawaal Chotta nhn Hota’ for Kaun Banega Crorepati and two for Mc Donalds: ‘shukra hai Mc donalds hai’ and ‘How spicy is McSpicy.’

McCann world group, won effie for their campaigns like; Safola- World Heart day (Bronze), Dainik Jagran- Jan Jagran judicial reforms (Bronze), TVS scooty pep+- go babelious (Bronze) and Nescafe classic (Bronze).

BBH Communications won silver Effie for Parachute Advanced Ayurvedic, DraftFCB Ulka won a Bronze for its Tata Docomo campaign and for Hero Honda Pleasure. Whereas winning campaigns for Creativeland Asia were Audi A8 L, the world’s first integrated 3D campaign (Bronze) and Audi- the Audi 24 hrs Le mans race (Silver).

Other agencies like, BBDO Proximity, Interface Communications, TBWA India, and Sapient Corporation also marked their presence at the Effies award ceremony.

We at Adgully, after the marvelous evening, took the reactions from the experts that were present and witnessed the most awaited awards of the year.

Joseph George, CEO Lowe Lintas said, “It could have been better. The ceremony was amazing. Some of our brands were not shortlisted but it was exciting to be a part of this evening. The year was really good for us but we will focus towards the betterment next year which is a challenge for us.”

Pratap Bose, CEO Mudra Group, says, “I think we did well but could have done better. The evening was really exciting and for next year we fill focus more.”

Abhijeet Awasthy, National Creative Director, Ogilvy & Mather said, “It was an amazing evening for us. We were really lucky to get associated with such clients and the capability of doing different is across our team. I can proudly say that we have a phenomenally talented team.”

Winning the Grand Effie this year, Agnello Dias, chairman and Co-founder, TapRoot said, “It was great to be a part of this evening. We compete with giant agencies. It was a gaming changing moment for us. We believe in one thing that whatever we do we have to do ourselves. Nobody would help us at any moment. Time is in your hand and we have to do it.”

EFFIEs has always and will continue to add a profound insight to the concept of advertising awards. | By Aanchal Kohli [aanchal(at)adgully.com]

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Besides 19 years of experience, he has worked with creative stalwarts like Neil French, Rick Boyko, Steve Hayden and Marty Orzio and planning stalwarts such as Tony Wright and Chip Walker. though there has been no confirmations from JWT, but Pawar himself confirmed it to Adgully.

Whether its, international awards platforms; Cannes Lions and Spikes Asia or Indian festivals like GoaFest, Mudra Communications has been one of the highest-awarded Indian creative agency in 2011.

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A dynamic professional with rich experience in Brand building & Consumer Research, Sharmila has been in the industry for 18 years. She started her career with Lintas where she worked on brands like Liril and its brand extensions viz Shower Gel, Talc; Liril Icy soap & Liril skincare soap, J&J feminine hygiene for their Stayfree, Carefree range among others.

Sharmila has also played a significant role in Ogilvy and Mather, she worked as a business head on Dove, Aviance Beauty Solutions, Tata Sumo, Tata Safari among others. She worked with Mudra DDB Communications as Vice President on the Godrej Franchise, Big Bazaar (Future Group) & LIC.Subsequently, she moved to Publicis Ambience Advertising to head the P&G Vicks and Marico portfolio

Announcing the appointment, Arijit Ray, President, Mudra West, said, “Sharmila comes on board with a rich experience of overseeing a wide spread of brands in the FMCG, Automotive Entertainment and Beverages space, across few of the best agencies of the country like Ogilvy, Lowe and Publicis. We are looking forward to her experience in consolidating and building on some of our most important client relationships at Mudra West.”

Commenting on her appointment, Sharmila Malekar said, “I am delighted to be back especially at Mudra India and look forward to doing some interesting work for our clients.”

Sharmila takes keen interest in alternative healing techniques and is also a practising therapist.

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Raghavendra K, General Manager, Marketing, Jyothy Labs confirmed the development and said, “We are happy to work with the Mudra Team to take the brand to greater heights.”

Happy with the win, Arijit Ray, President Mudra West, said,”Maxo has been another success story from Jyothy Laboratories. We look forward to working closely with the brand team to help the brand chart new growth opportunities.”

Jyothy Laboratories came into being in 1983. Starting from the momentous launch of Ujala – carving out a new product category of liquid fabric whitener – Jyothy Laboratories Limited today manufactures and distributes brands across product categories as diverse as Fabric Care, Utensil Cleaners, Fragrances, Personal Care, besides marketing tea and coffee brands.

Jyothy Laboratories has tied up with Defence Research and Development Organisation (DRDO) to develop and market an insect (mosquito) repellent. The company has recently developed a new molecule – Diethyl Phenyl Acetamide (DEPA), which will be used for fighting mosquitoes, which transmit diseases like Malaria, Dengue and Chikungunia. In addition, Jyothy Laboratories are using DEPA technical to bring out multi-insect repellent in its various formats to the masses for their protection at affordable prices.

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This is the fifth consecutive year that Mudra OD TEAM has been bagging awards. Over the years the number of awards has only increased and Mudra recently was ranked number 18 in the employer of choice list for India.

This year also the awards drew entries from the top corporate houses.

Commenting on this win, Ajit Menon, Executive Director, Organisation Development, Mudra Group, said, “”Mudra Group has no competition in the marketing and communication’s industry as far as the people initiatives are concerned. We are now seen as an organization which has HR practices, culture and values of an international organization. We have to work at it till we reach the top 10 “employer of choice” companies. Till then there is no rest. It’s great to see the younger HR professionals also getting recognized for their talent and creativity. The message is very clear- HR is the future.”

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The company’s aim is to make buying insurance easy. One can get free insurance quotes and also compare plans based on the premium and features offered. One can choose from the largest selection of insurance plans from leading insurance companies and select the most suited plan and purchase it online. PolicyBazaar offers a wide variety of insurance plans comprising of both life and general insurance. One has the advantage of comparing Pure Protection plans, Pension Plans, Child Plans, Investment Plans, Health Insurance or Mediclaim plans, Car insurance and Travel insurance as well as Home Insurance. Apart from this, Policybazaar.com also allows their customers to compare financial services including personal loans and home loans, and offer end-to-end support for these services right from application to disbursal of loans.

Commenting on choosing Mudra Group, Akshya Mehrotra, CMO, Policybazaar.com, said, “We are very happy to appoint Mudra as our creative agency, and we look forward for some exceptional creative work from them which will help PolicyBazaar.com become a household brand. PolicyBazaar.com today is the highest visited insurance website in the insurance industry in the country. As we look forward to build our brand and help popularize the core concept of comparing insurance online and saving, we wanted a team who could feel the same essence and excitement which we see in Mudra.”

Commenting on this win, Bobby Pawar, CCO, Mudra Group, said, “We are really excited to have the opportunity to the Policybazaar.com brand. They have a great vision for the category and I believe they will be gamechangers. I look forward to collaborating with Akshay and his team to create brand content that is as radical as the service itself.”

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Out of the Box had designed a brochure for Mothers Pride, which was in the form of a children’s book, based on the idea that when you are a kid everything looks big.

Moreover, Mudra has won two silver and a bronze, while TBWA has won a silver in the same category.

TBWA India had designed a calendar by using immigration stamps. While Dwarf Depression by Mudra Communications won it a silver.

For India it was celebration time in the Press category too. India bagged two silver and two bronze lions in this category.

The two silvers were won by McCann Worldgroup and Ogilvy India.

McCann’s campaign for Onida’s i21 Mobile won the agency the silver lion. The advertisements was titled ‘City’, ‘Forest’ and ‘Sea’. The other Indian silver was won by Ogilvy India for its -Mentos Sour Marbles (Guillotine) campaign for Perfetti Van Melle India.

The two bronze metals in this category were won by Grey Worldwide India and Mudra Communications.

Grey won bronze for its campaign for P&G’s Downy (fabric softener).

Mudra’s bronze was for the Blueprint campaign for Union Bank of India (Home Loans).

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In the second day BBDO India has won two silvers for the Shave Sutra campaign in PR Lions, while Mudra’s Silent National Anthem has bagged one silver in the PR Lions category, and two bronze lions in Promo & Activation..

The second day also saw the announcement of shortlists for four categories – Radio, Press, Outdoor and Media – where India has 40 nominations.

In Press Lions, 19 Indian entries have been shortlisted. Mudra taking the lead with six nominations, followed by three nominations each for Grey, McCann, BBDO India and Ogilvy. Taproot India has also got one nomination in this category.

Mudra’s six shortlisted entries are for the agencies work on brands like Olive Telecom, Union Bank of India and Stedfast, while Grey was nominated for its Pantene campaign — Denim, Sweater, Corduroy. McCann got nominated for Onida, while Ogilvy India got shortlisted for Mentos Sour Marbles.

BBDO India was shortlisted for its campaign on White Collar Hippies, while Taproot’s sole nomination in this category came for Times Classified.

In Outdoor, India has got 11 nominations where Taproot India and Joshbro Communications have 3 nominations each, BBDO India and Sorento Healthcare have 2 each and one for McCann Worldgroup. The three nominations for Joshbro Communications are for its work on Shoe Bazar –a PETA anti-leather footwear, while Taproot India’s nominations are for Audio Book India. BBDO India’s campaign for White Collar Hippies has also got two nominations in this category.

On the other hand in the Radio category McCann has bagged all three nominations from India, which includes two for Onida and one for Radio Mirchi.

BBDO has managed three nominations in the Media, for three of its campaigns – AntiSmoking, Shave Sutra and Aviva Child Plan. Besides Lodestar, Contract, McCann and Maxus have got one shortlisted entry each.

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BBDO India’s work on Procter & Gamble titled ‘Shave Sutra’ has been shortlisted in the category- Best Use of Experiential Marketing in a Promotional Campaign sub category. Its work on PepsiCo, titled ‘Cops on Oats’ has made it to Best Use of Games sub category and its work on Aviva Life Insurance titled, ‘call from the Future’ made it to the Financial Products & Services sub category.

Mudra Communication’s work on Reliance Media Works- ‘Silent Anthem’ has got the agency two shortlists under Corporate Image & Information sub category.

Creativeland Asia’s work on Parle Agro titled, ‘Plan T’ has got the agency two shortlists fin the categories Best use of Social Media Marketing in a Promotional Campaign and Food and Non-Alcoholic Drinks sub category.

Warren Brown, Creative Founder, BMF is the Jury President. Brian Tellis, Chairman, FountainHead is the India Jury member for this category.

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This year, the PR Lion received 819 entries from 60 countries, which is an increase by 43 per cent compared to last year’s 571 entries. From India, there have been 14 entries this year as compared to last year’s 12 entries.

Dave Senay, President & CEO, Fleishman-Hillard is the Jury president for PR Lions, and Veena Gidwani, Chief Executive Officer, Madison Public Relations, is the jury member from India for this category.

BBDO India’s work for P&G’s Gillette, titled ‘Shave Sutra’, has got the agency two shortlists in the sub-categories– Consumer Goods, including FMCG and Household Products, and Best Launch or Re-launch.

Mudra Communications’ work for Reliance Media Works, titled ‘Silent National Anthem’, has made it to the shortlist in the Best Use of Broadcast sub-category.

The PR Lions awards ceremony will take place on Monday evening, June 20, in the Grand Auditorium, Palais des Festivals.