Effie Awards: It's a honey-bunny win for Lowe Lintas

MUMBAI: It was a night of many firsts for the Effie Awards, 2013. The Awards, organised by the Ad Club, that honours the advertising agencies and the clients just didn’t get the highest number of entries this time – which rose up to 415 from last year’s 315, it was also webcast live on the Advertising Club website while the award ceremony was in progress on Friday night.


Moreover, the year also witnessed the highest number of attendees at the event with more than 12,000 passes sold. Plus, two new categories – Effie for Good and Effie for Experiential Marketing – were added this year.


Lowe Lintas & Partners and Ogilvy & Mather that were leading the list of the shortlisted case studies with 51 and 31 shortlisted entries respectively, were in for a close competition at the award ceremony. While the former took home the Agency of the Year Award for the second time (earlier one being in 2006), the men in black – Ogilvy & Mather – bagged the Grand Effie to stand at the second position.


Lowe Lintas bagged 16 awards in total including six Gold to lead the chart with 160 points for clients including Idea (Honey Bunny, Telephone Exchange), Lifebuoy (Help a child reach five), Tanishq (Tanishq and Sridevi - Coming Back Home), Hindustan Unilever (Kissan 100 per cent natural seeded).


O&M also managed 130 points and three Gold Effies for clients including Vodafone (Made for you, Earmuffs) and Bournvita (Aadat).


Lowe Lintas’ chairman and chief creative officer R Balki along with his team couldn’t stop smiling after the grand victory. The agency that is not really known for participating in award shows looked delighted with its performance. “My team is happy and they are here to party,” says Balki as he remarks that he personally doesn’t believe in awards and it is his teams’ happiness and hard work that matters to him the most.


And though the men in black lagged behind with few points, their enthusiasm at the ceremony was infectious. The close competition with the rivals and the hunger to do better is what keeps the industry motivated year after year, thinks O&M’s executive chairman and creative director Piyush Pandey. “For a long time now, there hasn’t been a close fight and I wish Lowe Lintas the very best. It is their night tonight,” he says.


However, the third spot in the list of winners was taken by McCann Erikson that bagged one gold and 60 points. The Gold came in for Coca Cola (how Coca Cola won the battle for Indian teens).


And it was Hindustan Unilever (HUL) that was credited with the Client of the Year award. HUL executive editor, home and personal care was happy to have won the award, he says, "These awards are about industry recognition and effectiveness."


The nip in the air didn’t bother the ad world much as they all came in to become a witness to the grand ceremony that was opened by MC Brian Tellis. Pratap Bose took the stage for the first time after official taking the charge of the Ad Club as the president and proclaimed that the country has some of the best advertisements/campaigns in the Asia Pacific. “The quality of our work is only improving with every coming year and we have only bettered our standards set last year,” Bose remarked in his opening speech.


However, this year, few categories didn’t see a Silver or Gold Effie being handed over. All India Bakchod’s Rohan Joshi didn’t take much time to take a pot shot at the situation by sharing a joke on Hussain Bolt coming third even when nobody claimed the second or first position!


But still the event ended on a “high” note with lots of fireworks to celebrate the victory as the attendees whispered that the Lintas’ win was well-deserved.

Latest Reads
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories