Grey Worldwide India has become the first ad agency in India to win the Euro Effie Award. The agency won a Bronze in the Travel and Tourism category at this year’s EACA Euro Effies Awards for its popular global ‘Incredible India’ campaign (2005-06) at a ceremony held in Brussels.
The EACA Euro Effies are the Gold Standard in Commercial Communications Effectiveness Awards. They reward not just traditional advertising but campaigns from any discipline which have achieved proven effectiveness in two or more European markets. To qualify for a Euro Effie, campaigns must offer proof of having met or exceeded clearly stated objectives. Judging procedures are primarily based on objective evidence of performance against goal. As the competition is open to agencies across the European continent, they are the toughest Effies to win.
Announcing the win, Ashutosh Khanna, COO, Grey Worldwide, said, “Winning a Euro Effie is in itself a great feeling, and being the first agency in India to be honoured with this Award makes the win much more special. It also is affirmation of our ability to deliver synchronised solutions across the board. The ‘Incredible India’ campaign brings together Grey Worldwide, G2, Grey Interactive and Mediacom to deliver a truly impactful campaign as well as a new benchmark in effective communication.”
Prathap Suthan, National Creative Director, Grey Worldwide, said, “Even getting nominated for the Euro Effies was an achievement. Winning it has been better, and being the first ever Indian agency to do this has been remarkable for Grey! This has been the combined effort of all our departments along with our clients – Amitabh Kant and Leena Nandan. What makes this moment even more special is that last week India was voted as Asia’s leading destination at the World Travel Awards in the Caribbean Islands, and the commercial was voted as the World’s Leading Travel Destination Television Commercial. All of this essentially should redefine the potential and the trajectory of this campaign from now on.”
The winning campaign, commissioned by the Ministry of Tourism, was aimed at persuading affluent travelers from the US, Europe, the Asia Pacific and the Middle East to visit India. It used a combination of three disciplines – advertising in print and outdoor media, interactive marketing activity and direct mailing.
A combination of mainstream and niche offerings was chosen to be highlighted in the campaign so as to meet varying need states of the target audience. The offering basket also sought a balance between the expected and the novel. Ayurveda, yoga, festivals and fairs of India and wildlife were the key attractions highlighted in the campaign. The ‘Incredible India’ ad has earlier also won the Travel and Leisure Highest Recall Worldwide Award.
The Euro Effies programme supports and promotes the role of commercial communications as an effective and efficient use of marketing resources. Introduced in 1996 to reward advertising that builds brands across borders, the Euro Effies were the first pan-European advertising awards to be judged on the basis of effectiveness. The Effies Award, introduced in 1968 by the New York American Marketing Association and now celebrated in 30 countries, is the symbol of proven advertising effectiveness and a tribute to the client and agency partnership.