The Effie Awards 2006 were held with much fanfare in Mumbai on November 17. Lowe walked away with the highest and some of the most coveted awards of the evening, including the Effie Agency of the Year. The tally for the agency at the end of the evening stood at one Gold, five Silvers and three Bronzes, plus the Brand Effie and People’s Choice Awards for Lifebuoy and Surf Excel, respectively.
O&M got to sit on the purple Yahoo! Big Idea Chair for the second consecutive year apart from being the second highest winner of the evening with two Golds, three Silvers and one Bronze.
None of the categories besides the Consumer Products category could boast of a Gold winner. The Consumer Products category saw three Gold winners – Lowe for Lifebuoy and O&M for Mentos and Cadbury Dairy Milk.
This category also had the highest number of winners – three Golds, three Silvers and a Bronze. Lowe bagged two Silvers for Surf Excel and Pepsodent, while McCann got the remaining Silver for Saffola Gold.
The Services category had one Silver and one Bronze winner. While FCB Ulka won the Silver for Naukri.com, O&M took the Bronze for Kaun Banega Crorepati 2. O&M also walked away with Silver in the Corporate Advertising category, the only award announced in that category.
Lowe was the sole winner in the Mobile Advertising category, bagging a Bronze for their work on Axe.
O&M bagged a Silver for their work for Tata Safari Dicor in the Consumer Durables category, while Lowe won two Silvers for their works on Maruti Suzuki Alto and Bajaj Avenger. They also got a Bronze for Hindustan Lever Pureit in the same category.
The Integrated Advertising Campaign category saw two winners – Lowe for Axe and O&M for Cadbury Dairy Milk.