2011 has been a phenomenal year for Delhi, especially if seen through the eyes of marketing, advertising or a media professional. World Magazine Congress, AdAsia 2011 and a lot more – all action has suddenly shifted to the National Capital, signifying the huge potential this market has to offer. Another significant episode that gets added to Delhi’s 2011 list is the judging process for the Effies – the most coveted advertising awards, which celebrate effectiveness of work, rewarding both agencies and clients at the same time.
Seven categories comprising 86 entries were judged in Gurgaon on November 29, 2011, by an eminent group of 20 judges representing biggest brands and agencies in the city. The categories that got screened amongst this panel included – David Vs Goliath, Regional Advertising, Consumer Durables (Automobiles, Auto parts, Two-Wheelers and related), Retail Advertising, Consumer Durables, Electronic Goods and Healthcare. The judging process took place as part of Round 1 of the Effies.
Speaking on the reason behind bringing Effies to Delhi, Ajay Kakar, CMO - Financial Services, Aditya Birla Group and Chairman - Effies Committee, Bombay Ad Club, said, “Effies are very unique awards in that they award the work that works, be it for a brand or for a business. Over the years, we have seen the growing importance of Delhi in the world of brands and business. So, we have taken a conscious effort to come to Delhi as we know the importance of this market, the importance of agencies represented by this market and the brands represented by this market. Brands and brand building initiatives shift with brands, when the brands have moved to Delhi, the former have as well. So it is a very important market for both clients and agencies alike.”
Apart from making Delhi an important part of the whole process, the Ad Club has also added and split a few categories this year. While B2B Advertising, Rural Advertising & Regional Advertising have been introduced as three new categories, Electronic Goods has been added as an additional sub-category under Consumer Durables. Corporate Advertising has been sub-divided into Corporate Reputation & Social Cause, while Internet & Mobile Advertising have been clubbed as Digital Advertising (Online/ Mobile Communications).
Commenting on the new categories that have been added, Kakar observed, “With changing times, the focus changes and brands emerge with new agendas. We have seen the importance of rural advertising and the predominance of regional and B2B advertising. The idea is to reflect the importance of these categories and the attention they deserve by making them as separate categories.”
Round 2 of Effies 2011 is slated to take place on December 7, 2011, in Mumbai. The Effie Awards ceremony will be held on Wednesday, December 14, 2011.