The notable feature about the EFFIE Awards which
had 16 finalists all put together in the consumer products,
consumer durables and services categories was
that each one of the participants got an award.
the biggest of them all, the Golden EFFIE, and the only
golden EFFIE went to Coca-Cola agency: McCann
Erickson, client: Coca-Cola. In the consumer products
categories two bronzes were given to Tide (agency: Leo
Burnett, client: P&G) and Lifebuouy (agency: Lowe,
client: HLL). Three joint silvers went to Minto (agency:
FCB Ulka, client: ITC Foods), Sprite (agency: O&M,
client: Coca-Cola India) and Center Shock (agency: O&M,
the consumer durables category three bronze and two
silver EFFIEs were awarded. The winners included Tata
Indigo (agency: FCB Ulka, client: Tata Motors), LG Golden
Eye (agency: Lowe India, client: LG Electronics), Daikin
(agency: Rediffusion DY&R, client: Daikin Shriram),
Asian Paint Exterior Emulsions (agency: Ogilvy &
Mather, client: Asian Paints) and Scorpio (agency: Interface
Communications, client: Mahindra & Mahindra).
the services category five EFFIEs were awarded which
included four silvers and one bronze. The bronze went
to Prudential ICICI Mutual Fund (agency: Ogilvy &
Mather, client: Prudential ICICI Asset Management Company).
The silver EFFIE awardees included MAX (agency: Euro
RSCG, client: Sony Entertainment Television), Pulse
Polio Immunisation (agency: O&M, client: UNICEF),
Balbir Pashsa (agency: Lowe India, client: Population
Services International), and last but not the least,
ICICI Prudential Life Insurance (agency: Lowe India,
client: ICICI Prudential Life Insurance).
sum McCann Erickson: 1 Gold, O&M: 4 silver and 1
bronze, Lowe India: 2 silver and 2 bronze, FCB Ulka:
1 silver and 1 bronze, Euro RSCG: 1 silver, Interface
Communications: 1 silver Leo Burnett: 1 bronze and Rediffusion:
stars of the evening were without doubt McCann Erickson
and O&M, followed by Lowe and FCB-Ulka to a lesser
extent. These four agencies claimed 14 of the 18 awards
distributed, accounting for seven of the nine silver
Effies given away. McCann's achievement was all the
more notable as it had only one entry, Coca-Cola, in
this year's finals, which in retrospect was enough.
'Thanda matlab Coca-Cola' campaign which is said to
have revived Coke's declining fortunes in India raced
ahead in the consumer products category cold and won
the only gold EFFIE to be awarded this year. Further,
the campaign also got the much-coveted Grand EFFIE (the
Best of Show), making it one of the most-awarded Indian
campaigns in recent advertising history.
the other creative stalwart, achieved the distinction
of winning six EFFIEs comprising four silver
and two bronze with silver each going to Sprite, Center
Shock (consumer products) Asian Paints Exterior Emulsions
(in Consumer Durables) and Pulse Polio Immunisation
Programme (in Services), and one bronze EFFIE to Prudential
ICICI Mutual Fund (also in Services). O&M also won
the popular award the People's Choice Trophy
for its brilliant presentation of the Center
Shock case study.
Awards 2003: Case studies presentations
The case studies presented in a span of four hours prior
to the EFFIE Awards function succeeded in providing
a rare insight into the working of creative minds. Perhaps
the most straightforward presentation was that of McCann
Erickson for Coca-Cola, category: consumer products,
client: Coca-Cola India.
Erickson's presentation focused on the manner the agency
succeeded in changing the image of cola from an elite
and western world product to that of a refreshment with
a more earthy and unaffected feel. The by-now legendary
Aamir Khan ads, all of which were woven around regional
stereotypes, succeeded in driving home the point that
Coca-Cola was a product for the man on the street. The
proof the success of the campaign, the agency said,
was that Coke managed to become 'the most preferred
cola brand' from being an also ran.
brilliant Center Shock presentation by O&M client:
Perfetti Van Malle, category: consumer products cued
itself into the Indian film clichés to prove
how the brand became the leader in the chewing gum market
with 35-per cent market share in just
six months. Presenters Abhijit Avasthi (of O&M)
and Sameer Suneja (of Perfetti Van Melle India) sporting
Centre Shock hairdos, stressed on how the campaign succeeded
in creating the required excitement and buzz around
the brand enabling the brand to achieve 700-per cent
growth in five years.
Sprite presentation also by O&M (which got for it
a silver EFFIE) was woven around the no nonsense brand
image of Sprite, 'no gyan only taste' enabling the brand
to achieve a 62 per cent growth in the last year.
after O&M was another agency to pick up a large
number of EFFIEs, four to be precise and evenly split
between silver and bronze. Lowe's campaigns for Balbir
Pasha Ko Aids Hoga Kya and ICICI Prudential Life Insurance
gave it silver EFFIEs (both in the services category),
while its campaigns for Lifebuoy (in consumer products)
and LG Golden Eye (in consumer durables) won bronze
Balbir Pasha campaign, category: services, client: Population
Services International was a study in the importance
of listening to the consumer. The agency said interviews
with its target audience provided it with a rare insight
into the mind of the high-risk sexual behaviour consumer,
which enabled the agency to come up with the extremely
innovative Balbir Pasha campaign. Result was increased
awareness of Aids among target group.
Lifebuoy campaign for client Hindustan Lever Ltd focused
on the repositioning of the Lifebuoy brand from a masculine
choice to one preferred by the women of the house. Result
was that brand actually grew by 5 per cent from a former
declining sales positioning.
EFFIEs, included a silver for Mint-O (in consumer products)
and a bronze for Tata Indigo (in consumer durables)
for which the agency claimed that Mint-O's market share
jumped 5 per cent to 41 per cent in a year while the
Tata Indigo had become a leading car in its segment.
in all the presentations were a creative mix of talent
and the innovation. Most importantly the presenters
succeeded in putting forth the case that their creative
endeavours actually resulted in achieving the litmus
test of advertising and that is increased sales growth
for the brands in question.