EFFIE India: Winners speak

McCann Worldgroup India, HUL, Ogilvy and The Womb on winning big at EFFIE Awards India 2019

e4m by exchange4media Staff
Updated: Jan 14, 2019 8:02 AM
McCann Workdgroup Effies

Prasoon Joshi and his team once again led McCann Worldgroup India to victory at the The Advertising Club (TAC) India's EFFIES after a stellar performance in 2018. The agency which had a total of 63 shortlisted entries won six gold, 13 silver, and 18 bronze EFFIES on Friday night. The award night resulted in a nail-biting finish with McCann Worldgroup India commandeering the EFFIE stage.

Ogilvy India which gave a very close competition to McCann India won the Grand Effie, once again second time in a row. The Womb, which was the only independent creative agency to make it to the top five list won four gold, two silver and three bronze EFFIES. Hindustan Unilever Limited was adjudged as the EFFIE Client of the Year.  

On winning the Agency of the Year title for the second time in a row Prasoon Joshi, CEO and CCO McCann Worldgroup India and Chairman McCann Worldgroup Asia Pacific said, "There is no winning strategy, it is the strategy that wins. Therefore, I think it is important to plan the right strategy for your brands. Eventually we don’t do work to win awards; awards are by-products. It is very good to win but the work is done to build brands and if that work also gets awarded it’s great. There is no formula; you have to constantly keep reinventing yourself. If you are not reinventing yourself, something that worked for you three years back will not work for you again. It is important to take cognisance of the changes which we are living with."

He further said that the work done for IKEA, Nestle, Coca Cola, and the National Skills Development Corporation were all responsible for the win on Friday night. "The IKEA campaign worked. It was a great idea. It was not just promotional advertising. It was a virtual reality experience which redefines the way you think. Even the skilling campaign for the National Skill Development Corporation worked well. It is tough to share the message of what the government is doing among the clutter of schemes. A lot of work that the government does for the people gets lost and people don’t take benefit of it because the communication is not right. I feel very happy to see that our communication has reached out to people and people have taken benefit of the scheme." 

"We are really happy that our work has been recognised. The main reason we won is because we focussed on what the consumers are looking for and going after the insights that make these campaigns work," said Priya Nair, Executive Director of Home Care for Hindustan Uniliver Limited. 

The coveted Grand EFFIE was won by the Ogilvy India Group for the Fevikwik Campaign – “Getting the fixer at home to fix more”. Commenting on the win, Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers - Ogilvy India (West) said, “This is an evening we all look forward to. While we have a plethora of creative awards, this one has its own special place because it is creativity combined with effectiveness that we all look forward to.” 

The Womb emerged as the only independent agency in the top five for its work for Saregama Carvaan. Speaking to exchange4media, Navin Talreja, Founder, The Womb said, “We are really excited about the win. In total, we are 20-22 people in the agency. We have won 10 Effies which is 2 Effies per person. We also made it in the top 4. Our client- Saregama emerged runner-up in client of the year. So we are really happy with the win.” 

The annual EFFIE awards celebrates and honours brand innovators and thought leaders for their pioneering brand and media strategies. 

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