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Effies 2006: A sneak peek into the 38 shortlisted entries

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Effies 2006: A sneak peek into the 38 shortlisted entries

The Effie Awards 2006 is all set to be held on November 17. The Advertising Club Bombay had received 79 entries, and following the judging process, 38 entries were shortlisted of which 19 presented their case studies on November 14, 2006. Here's a look at the complete list with the other 19 that did not make it.

As is known, the entries are judged independently and the grades from the two rounds are aggregated for the final score, based on which a cut off is established leading to Gold, Silver and Bronze winners. The results of the judging rounds led to 50 per cent of the entries making it to the shortlist.

Of these, 17 entries were shortlisted in the Consumer Durables category. These include JWT's Lux 'Har star lucky star', O&M's Vim 'Ghis Ghis Se Mukti', Wheel 'Samajhdar Wheelawati', Cadbury's Dairy Milk 'Pappu Pass ho gaya!', Cadbury's Five Star Crunchy 'Arrey - A surprise in every bite', and Mentos 'Mentos Zindagi'.

Mudra Communications' RmKV 'Indha Color Promise'; Ambience Publicis' Parachute Advanced Aftershower 'Style on… Everyday'; FCB Ulka's Santoor 'Fashion Designer', FCB Ulka's Mint-O Fresh 'Maina ko karna ho impress' are also in the list. Lowe's Lifebuoy 'Little Gandhi', Surf Excel 'Daag Achhe Hain', Pepsodent 'Answering Mothers Prayers' and Fair & Lovely 'Beauty Parlour Fairness' are the other entries here. The other shortlisted entries here include Leo Burnett's Whisper 'A daughter's protection is every mom's choice', McCann Erickson's Saffola Gold 'Abhi Toh Mein Jawaan Hoon', and JWT's Kurkure 'Kya Family Hai'.

The category Consumer Durables had six shortlisted entries – O&M's Tata Safari Dicor 'Reclaim Your Life', Rediffusion DY&R's Tata Ace 'Baby Elephant', and FCB Ulka's Tata Indica V2 'Liar'. The Lowe entries in this category are Hindustan Lever Pureit 'Boiling since generations', Alto 'Boondon mein', and Bajaj Avenger 'Feel like God'.

In the Services category, there are nine entries – Grey Global's India Tourism 'Incredible India Global Media Campaign', Contract's 'GNIIT Change 'The Way the World Sees You', O&M's Hindustan Times 'Let there be light', and Kaun Banega Crorepati 2 'KBC2 - Umeed se Dugna'. The list also has FCB Ulka's 'Guess who's just heard from us?' and Sa Re Ga Ma Pa Challenge 'Sa Re Ga Ma Pa Challenge' in addition to McCann Erickson's Tata Indicom Truepaid and Western Union and Contract's Toon Disney Channel.

O&M's Surprisingly SBI is the sole shortlist entry in the Corporate Advertising category. Internet Advertising and Mobile Advertising categories, too, had single entries – Interface's Scorpio and Lowe's Axe, respectively.

There are three entries in the Integrated Campaign category. These include O&M's Cadbury's Dairy Milk 'Pappu pass ho gaya!', IBM 'Power Processor', and Lowe's Axe Unlimited Academy.

The change in the format of the Awards this year, however, takes away the assumption, as was the case in the previous years, that every presenting case study will also be a winner. However, the case studies that were invited also qualified for the Viewer's Choice Awards, which is awarded for the best presentation.


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