Top Story


Home >> Advertising >> Article

Day of the Effies: Tough battle ahead

Font Size   16
Day of the Effies: Tough battle ahead

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 (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.


Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Latestly focuses on all latest and breaking events across the globe, providing information on trend related stories across genres

As part of this re-imagined approach Star India will broadcast live matches in six different languages with an aim to target 700 million viewers across TV and Digital.

Rahul Johri, CEO, Board of Control for Cricket in India (BCCI), spoke about the upcoming season of IPL and with Star India’s re-imagine approach, he made assured that this year will be a kickass seas...