The EFFIE 2011 Awards Night held in Mumbai on December 14, 2011, saw Ogilvy & Mather walk away with top honours as EFFIE Agency of the Year, while the EFFIE Client of the Year Award went to Cadbury India Ltd. The Grand EFFIE was awarded to Taproot India for its Pepsi Change the Game campaign.
Ogilvy & Mather had a whopping 195 points from seven Golds, six Silvers and six Bronzes. Cadbury India Ltd notched up 80 points from four Golds and two Silvers.
The Brand Equity Bravery Award was given to BBDO India for its Gillette Mach3 Turbo Sensitive campaign – ‘ShaveSutra - How to turn a mundane solitary chore into a pleasurable duet’.
The Marico Uncommon Sense Award went to Ogilvy & Mather for the Vodafone Blackberry for Everyone campaign.
The Consumer Products category saw the maximum number of Golds. In the Cosmetics and Toiletries division, BBDO India and O&M won Golds with their Gillette Mach3 Turbo Sensitive ‘Shavesutra’ and Dove (Ambush the Ambush) campaigns, respectively. In the Beverages/ Drink, Confectionary and Food division, five Golds were won by the Taproot India (Pepsi Change the Game), O&M (Cadbury Dairy Milk Shubh Aarambh and Cadbury Dairy Milk Meal Time Meetha), Contract Advertising (Cadbury Celebrations, Iss Diwali Aap Kise Khush Karenge), and JWT (Lay’s Flavour World Cup) campaigns. JWT also won a Gold for its Nike (Bleed Blue) campaign in the Consumer Products (Others) category.
In the Consumer Durables category, the only Gold went to O&M for its Ceat Gripp (Be Idiot Safe with Ceat Bike Tyres) campaign.
In the Integrated Advertising Campaign category, O&M won two Golds for its Cadbury Dairy Milk (Shubh Aarambh) and Vodafone (Blackberry for Everyone) campaigns.
DDB Mudra Group won a Gold in the healthcare category for its Velocit (Dr Reddy’s) Joys of Motherhood campaign.
In the Services category, O&M and Lowe Lintas won Golds under the Telecom and Related Products division with their campaigns Vodafone (Blackberry for Everyone) and Idea Cellular (No Idea, Get Idea – MNP), respectively. In the same category, under the Financial Services division, JWT won a Gold for the Birla Sun Life Insurance (Children’s Future Solutions) campaign, while Leo Burnett won a Gold for Kaun Banega Crorepati (Koi Bhi Sawaal Chhota Nahin Hota) campaign in the Other Services division.
No golds were awarded in the corporate advertising, retail advertising, regional advertising, and digital advertising (online/ mobile communication) categories. No awards were given in the B2B advertising, rural advertising and David vs Goliath categories.
The EFFIE Awards – a platform that recognises the best advertisements and marketing communication efforts across different industry categories – had received 300 entries this year.
The competition had a total of 80 judges across the advertising and marketing fraternity. In all, 60 winners representing 60 campaigns were honoured at the EFFIE Awards 2011.