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Ad Club modifies Effie 2015 Awards format

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MUMBAI: The Advertising Club, which will be holding the Effie 2015 Awards on 27 January, 2016, has drawn up a slew of changes to the same keeping in tune with the changing times.

For the first time, entries can now be submitted online. As an acknowledgement to the increasing importance of the startup ecosystem in India, a new category called ?New Product or Service - Best Campaign for a Start-up? has been introduced.

The Digital Campaign category too has been redefined into the Integrated Marketing Category ? a tacit nod to the evolution of the digital platform as an inclusion rather than extension of an ad campaign.

The growing economic influence of small town India came to the fore as the erstwhile Rural Marketing category has been rechristened as Small Town and Rural Marketing Category. Though not renamed, the Healthcare Category also underwent a redefining exercise, to account for the increasing diversity of the segment. Barring the Best Ongoing Campaign, all other categories will now be eligible to compete for the Grand Effie.

Commenting on these improvements, The Advertising Club president Raj Nayak said, ?The Effies is the award that recognizes advertising effectiveness. To be able to do justice to its purpose, it is imperative that we recognize and integrate the changing landscape of advertising in India with the rules of the award. I am confident that the modifications that we?ve introduced this year will further streamline the purpose of Effies with the ground realities of advertising in India.?

2015 Awards chairman Ajay Kakar added, ?The advertising industry has grown from strength to strength since its inception in India. Not only has our industry grown in volume but also in terms of geographical spread. It is in recognition of this reality that, for the first time, Effie India will be organizing the first round of judging at Bangalore besides Mumbai & Delhi.?

2015 Awards co-chairman Vikram Sakhuja opined, ?What's new in Effies is your work. Celebrate the fact that you did something creative, analytical, but always accountable. We love madness but love the method underlying even more. If you've done something that made you proud chances are we would love to see it. Let it rip.?

The Effie 2015 Awards will be held at the Seaside Lawns, Hotel Taj Lands End in Mumbai. Campaigns that ran in India from 1 October, 2014 to 30 September, 2015 (12 months) are eligible for entry.

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