The Effie Awards 2009 concluded with a bang with Ogilvy India riding high on its Zoozoos campaign and scoring an emphatic win over other agencies. The agency bagged a total of 13 metals - totaling to a tally of 120 points as compared to its last year tally of nine metals and a score of 100 points.
The closest that other agencies could get to Ogilvy’s tally were JWT with a total of 50 points, Lowe Lintas with 45 points and Mudra Group with 35 points.
The three Gold that Ogilvy bagged were one for Sprite’s ‘Seedhi Baat, No Bakwaas’ and two for Vodafone ‘Zoozoos – The story of an iconic campaign.’ It bagged five Silver for Center fresh, Limca, Bajaj Pulsar, Vodafone’s ‘Happy to Help’ and ‘Zoozoos on your mobile’. It also bagged five bronze for Pond’s ‘The Cinderella effect’, Sakshi’s ‘Move to tomorrow’, Vodafone’s ‘Chhota Credit’ and ‘Happy to Help’ and for the Tata Sky + launch.
Speaking to exchange4media, Rajiv Rao, NCD, Ogilvy India maintained that it was the uniqueness of the Zoozoos that really made them effective and appealed to the masses as a whole. He said, “The simplicity of the idea and the characters that are in nothing more than black and white – is what struck the right chord with the audience.” As far as the way forward for the Zoozoos are concerned, he feels a mix and match of the pug and other characters according to what the market demands should do the trick.
Next in line, JWT won a total of four metals as well as the Grand Effie award. It won a solo Gold for The Times of India’s ‘Teach India’ campaign. It won two Silver for The Times of India’s ‘A year in the life of Chennai’ and for the Indian National Congress campaign. The Bronze for the agency was scored for its work on Kellogg’s Special K’ ‘Be Special’ campaign.
Lowe Lintas followed close to JWT’s tally with a total of five metals and 45 points. It won it’s Gold for the much talked about Tata Tea’s ‘Jaago Re!’ campaign, while one of the Silver was scored in collaboration with BBH Asia Pacific for Axe’s ‘Call Me’. The other was won for it’s work on Idea Cellular. Lowe Lintas also won two Bronze for it’s work on Tata Tea and Havells.
Charles Cadell, COO, Lowe India, said that he was extremely happy that Lowe India was amongst the top three agencies at this year’s Effie Awards. “Next year, we hope to be the number one agency at Effie Awards," he asserted and promised to have an interesting line-up of ads next year.
The Mudra Group didn’t score any Gold, but bagged three Silver for TVS Scooty, Shell Foundation and Union Bank of India. It won a Bronze for The Economic Times ‘Power of Ideas’ campaign. The Group managed a total of 35 points.
Rediffusion Y&R scored a total of 20 points, winning a total of four metals – all of them Bronze. It won two Bronze for the Airtel ‘M-commerce’ campaign and one each for Kaya and Airtel’s Nokia HBO campaign.
Arc Worldwide/Leo Burnett, Bates 141 and McCann Erickson won one Bronze each and registered a total of five points in their respective tallies. While Arc Worldwide/Leo Burnett won for Tata Tea’s ‘Jaago Re One Billion Votes’ campaign, Bates 141 scored its Bronze for it’s work on Virgin Mobile and McCann Erickson for Stayfree AllNight.
Ogilvy India also bagged the Marico Uncommon Sense award as well as the Brand Equity Bravery Award for its Zoozoos – The story of an iconic campaign. The Yahoo! Big Idea Chair Award fell into JWT’s lap for The Times of India Chennai campaign. Vodafone Essar won the Effie Client of the Year award.