It's time for the effectiveness awards — Effies 2004 would be held in Mumbai today. Awards that reward effectiveness in advertising are tipped to be a battle to the finish. The effectiveness of the awards can be gauged from the fact that they are being sponsored by Yahoo! India for the third year in a row.
Let’s look at the case studies that have been short-listed for the final round. In the consumer products category, the short-listed entries include McCann for Coca-Cola (Paanch matlab Chhota Coke) and Chlor-mint (Dobara Mat Poochna), Ogilvy & Mather for Huggies Dri-fit Diapers (Happy Baby), and RMG David for Alpenliebe lollypop (Lagey raho).
In the consumer durables category, there are Contract Advertising for Royale Luxury Emulsion (the Akshaye Khanna ad), FCB Ulka for Tata Indigo (Business Class) and JWT for Phillips (Phillips DVD – the roti ad).
In the services category, the finalists include Ogilvy and Mather for Hutch (Boy & Dog), FCB Ulka Advertising for Naukri.com (Guess who’s just heard from us) and Contract Advertising for Franklin Templeton Investments (Anti-FD). In the corporate campaign category, the only finalist is Ogilvy and Mather for Cadbury’s Diary Milk (Sweet Redemption).
The entries were adjudged by a panel of judges comprising some of the eminent personalities, like BV Pradeep of Hindustan Lever, Bhaskar Das of Times of India, Govind Pandey of McCann Erickson, Lynn De Souza of Initiative Media, Rajesh Jejurikar of Mahindra and Mahindra, Sharada Aggarwal of Coca-Cola India, Josy Paul of RMG David, Pranesh Mishra of Lowe and Kiran Khalap of Chlorophyll.
The case studies would begin at 3 pm and the actual awards ceremony would commence from 7 pm.
Organised by the Ad Club, Bombay, the effectiveness awards (the AdWork's) came into existence in 1998. However, Effies agreed to lend its name to the Ad Works awards. So, 2001 onwards, the AdWorks Trophy has been known as the Effies.