Grey Worldwide India has become the first advertising
agency in India to ever win the Euro Effie Award. The
agency won a bronze in the 'travel and tourism' category
at this year's EACA Euro Effies Awards for its popular
global "Incredible India" campaign, during
2005-06 in a ceremony held at Brussels yesterday.
winning campaign, commissioned by the ministry of tourism,
government of India, was aimed at persuading affluent
travelers from the US, Europe, Asia Pacific and the
Middle East to visit India. It used a combination of
three disciplines advertising in print and outdoor
media, interactive marketing and direct mailing.
EACA Euro Effies are the 'gold standard' in commercial
communications effectiveness awards. They reward campaigns
from any discipline, which have achieved proven effectiveness
in two or more European markets, rather than just commercial
be considered for a Euro Effie, campaigns must offer
proof of having met or exceeded clearly stated objectives.
Judging procedures are primarily based on objective
evidence of performance against goal. As the competition
is open to agencies across the European continent, they
are the toughest Effies to win
Euro Effies programme supports and promotes the role
of commercial communications as an effective and efficient
use of marketing resources. Introduced in 1996 to reward
advertising that builds brands across borders, the Euro
Effies were the first pan-European advertising awards
to be judged on the basis of effectiveness.
a Euro Effie is in itself a great feeling and being
the first agency in India to be honoured with this award
makes the win much more special," said Ashutosh
Khanna, COO, Grey Worldwide while announcing having
received the award. He added, "It also is affirmation
of our ability to deliver synchronised solutions across
the board. The "Incredible India" campaign
brings together Grey Worldwide, G2, Grey Interactive
and Mediacom to deliver a truly impactful campaign as
well as a new benchmark in effective communication."
to Prathap Suthan, national creative director, Grey
Worldwide, "Even getting nominated for the Euro
Effies was an achievement. Winning it has been better,
and being the first ever Indian agency to do this has
been remarkable for Grey! This has been the combined
effort of all our departments along with our clients,
Amitabh Kant and Leena Nandan. What makes this moment
even better is that last week at the World Travel Awards
in the Caribbean Islands, India was voted as Asia's
leading destination, and the commercial was voted as
the World's Leading Travel Destination Television Commercial.
All of this essentially should redefine the potential
and the trajectory of this campaign from now on."
combination of mainstream and niche offerings was chosen
to be highlighted in the campaign so as to meet varying
needs of the target audience
ayurveda, yoga, festivals and fairs of India
and wildlife were the
key attractions highlighted in the campaign. The "Incredible
India" ads had earlier also won the "travel
and leisure highest recall worldwide award."