How Ogilvy cracked the Effie’s code

Piyush Pandey, Worldwide Chief Creative Officer and Executive Chairman, Ogilvy & Mather, says it is the width of the work done by the agency across categories that has helped O&M ace at the awards

e4m by Misbaah Mansuri
Updated: Jan 23, 2020 9:19 AM

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Effies 2020

Effie 2020 organized by The Advertising Club (TAC) did set new benchmarks of participation with 862 entries, up 30 per cent from last year with an attendance of over 1,400 people. This year, WPP-owned agency Ogilvy stole the show as it shared the coveted ‘Agency Of The Year’ title with McCann Worldgroup India with 206 points. The agency picked up two Gold awards - one for ‘BJP's Modi hai toh mumkin hai’ campaign and the other for Castrol’s ‘Truck aasana – caring for the real engine’ campaign. The agency also clinched eight Silver, nine Bronze and 53 finalists.

According to Piyush Pandey, Worldwide Chief Creative Officer and Executive Chairman, Ogilvy & Mather, it is the length and breadth of work done by the agency for clients across categories that has helped them ace at the awards. “It’s always the width of our work that helps us get to the top which is a very healthy sign. I think your purpose is to cut the clutter. Your purpose is to save the client’s money. So in that clutter, he doesn’t have to run the ad 10 times. And you have to say it in a fashion that the viewer or audience finds it memorable.”

O&M’s work for Castrol‘s ‘Truck Aasana’ dealt with caring for the real engine harnessing the power of yoga and shifting the focus from functional engine health to truckers’ physical health. Castrol India wanted to shift the category narrative from being just functional to striking an emotional chord with the consumers. After speaking to several truck drivers from different parts of the country, the thought that a trucker’s health is as important as the engine’s health was reflected in the campaign.

The ad campaign fetched the brand faster than category growth and increased engagement with truckers. Moreover, the insight and the campaign was adopted in six other global markets.

Pandey is quick to add that no work should be conceived as merely work for the awards. “You have to do for brands and clients. And do it well. Chances are that you will get an award,” he said when asked what according to him were the attributes to roll out ‘award-worthy’ work.

82.5 Communications, the re-branded creative agency from the Ogilvy family, also stole the thunder as they took home ‘The Grand Effie’ title for Bisleri’s ‘Samajhdar Jante Hai’ campaign.

According to Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications, Ogilvy Group, it was the strategy of leveraging the most unconventional brand ambassadors - the camels - that made it tick all the right boxes. “A typical bottled water brand might use a lab-coated scientist as its featured expert; Bisleri went for camels—after all, they are the best water experts around. Shot in the Great Indian Desert, the campaign won top honours at Indian creative award shows like Star Reimagine, Kyoorius, Foxglove and Big Bang in 2019. But it is the 2020 Grand Effie win that truly reaffirms our faith in the 82.5 approach of ‘Ingenious Indian Ideas’,” Chattopadhyay asserted.

The film features two camels that stop in front of a shop to quench their thirst in the middle of a desert. They ask the shopkeeper for bottles of Bisleri but in return get ordinary packaged water. On realising the difference, they ask the shopkeeper to give them only Bisleri. The film ends with the message, ‘Har paani ki bottle Bisleri nahin.’

Started in 1968, the Effie Awards today celebrates effectiveness worldwide with the Global Effies and the Positive Change Effies, regional programmes in Asia-Pacific, Europe, the Middle East / North Africa, North America, Latin America and more than 40 national Effie programmes. The awards is known by advertisers and agencies globally to have been recognising any form of marketing communication that contributes to a brand's success.

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