With the case study presentations over at the Effie Awards 2007, the stage is now set for ‘judgement day’. Agencies are eager to know who all emerge as winners at the Effies this year. The winners would be announced at a grand ceremony in Mumbai on October 12 that is expected to bring in media professionals and celebrities under one roof.
Subhash Kamath, CEO, Bates, commenting on his agency’s chances to win a metal while competing against Lowe’s Condom Bindas Bol campaign, said, “We are certainly hopeful of winning something for the Marico ‘Uncommon sense’ campaign. The idea, ‘uncommon sense’, is unique and creative. It has been largely successful in getting consumers’ attention. Lowe’s Condom campaign is also one that I like, but I am surprised to see it shortlisted in the corporate advertising category. It’s a public service campaign for me, and a good one. Talking about the Effies this year, I think the event is going to be much bigger with lot more spectators.”
Madhukar Sabnavis, Country Head, Discovery and Planning, O&M, commenting on his expectations, said, “The competition this time is pretty tough as all the case studies that were presented by the agencies were pretty strong. From the seven case studies that we have presented, I think two case studies – one on Motorola and the other on MotoFlip – are pretty strong cases, and I won’t be surprised if either of them wins. Not to forget, Asian Paints Apex Ultima is also a strong contender. So yes, I am optimistic about our chances of winning some metals.”
Contract, too, has only one campaign on ‘HSBC Myhome – Fight Against Home Loan Disorder’. The agency is optimistic of winning a metal against O&M’s Hutch Ranga Shankara Theatre Festival and Cadbury Miss Palampur campaign. Umesh Srikhande, Executive Vice President, Contract, said that his agency had a solid insight that sought to lessen the burden of home loans carried by the clients’ prospective consumers. “I think we have a decent chance to win in the Integrated Advertising Campaign category because we have a very strong insight that seeks to find a solution to the rising stress and anxiety generated due to high EMIs that home loan consumers have to pay. Given the persuasive nature and the effectiveness of the campaign, I think we could win the award for the best Integrated Advertising Campaign.”
Prasoon Joshi, Executive Chairman, Regional Creative Director, McCann Erickson for South and South East Asia, said that his favourite entry was ‘Happydent White’ under the Consumer Products category. “There is no doubt that the Happydent White Palace campaign is my favourite entry. The campaign has already won a number of awards around the world, and I won’t be surprised if it wins at the Effies too. Among the rest of the entries, I think O&M’s Motorola and Lowe’s Condom Bindas Bol are also strong contenders.”
These Awards apart, it would be interesting to see which agency bags the ‘Yahoo Big Idea Chair’, the biggest award to be given away at the Effiees.
Commenting on the Ad Club’s plan for the night, Bipin Pandit, General Manager, Bombay Ad Club, said, “We are expecting a full house with eminent names from the industry attending the function. We have managed to invite popular presenters from the industry and several entertainers for bringing the required charm for the event. I am sure it would be an evening worth remembering.”