MAM
Effie turns 25 and still means business
Nestle, Leo India and McCann lead a landmark night in Mumbai.
MUMBAI: If ideas are currency, the Effies are where they are audited and this year, the balance sheet looked impressive. The Advertising Club India marked the 25th edition of the Effie India Awards 2025 with a glittering ceremony at Taj Lands’ End, Mumbai, bringing together more than 1,000 professionals from advertising, marketing, media, research, PR and communications. Presented by News18 India and News18 Marathi, and powered by CNN News18 and CNBC TV18, the milestone edition was as much a celebration of legacy as it was a reminder of where Indian marketing stands today sharper, more accountable and relentlessly focused on results.
At the centre of the night’s honours was Nestle India Ltd, which was adjudged Effie Client of the Year, recognising sustained commitment to impactful, effectiveness-led marketing. Leo India was named Effie Agency of the Year, reflecting consistent performance across categories and a strong portfolio of results-driven campaigns.
Speaking at the Effie, McCann India CEO and The Advertising Club president Dheeraj Sinha said, “As we celebrate 25 glorious years of the Effie India Awards, we are not just marking a milestone, we are honouring a legacy of effectiveness that has shaped Indian marketing. Over the past quarter century, Effie has become the gold standard for results-driven creativity, championing ideas that deliver real business impact. This landmark edition reflects the extraordinary evolution of our industry and the power of creativity. Congratulations to all the winners. Here’s to the next chapter of impactful storytelling and transformative growth.”
The coveted Grand Effie went to McCann, Gurugram, for Nestle India Ltd’s campaign “Maggi, Why save the best for the last?”. The campaign stood out for turning a familiar consumer insight into a commercially powerful narrative, demonstrating how cultural relevance, when aligned with business objectives, can deliver both emotional connection and measurable growth.
“The Effie India Awards have evolved into one of the most credible and respected platforms for marketing effectiveness in the country. What truly stands out this year is the scale and diversity of participation – from leading networks to independent agencies and new-age specialists, all demonstrating a shared commitment to effectiveness. It is encouraging to see stakeholders attach deeper strategic value to the Effies, viewing it as a benchmark of real business impact”, added Effie India Awards chairperson and The Advertising Club founder and The Horologists president Mitrajit Bhattacharya.
Marking its silver jubilee, the 25th edition witnessed participation from 89 agencies, spanning large network agencies, independent shops and new-age specialists. The breadth of entries reflected a marketing ecosystem that is no longer siloed where data, creativity, media strategy and business outcomes are increasingly interlinked.
Elaborating on the awards Eros Media World group CEO and Effie India Awards, The Advertising Club co-chairperson Pradeep Dwivedi said, “We are delighted to witness such enthusiastic participation from across the industry, reflecting the trust and prestige the platform commands. The campaigns showcased this year set a remarkable standard, combining bold creativity with strategic rigor and tangible results. It is inspiring to see the industry consistently push boundaries while remaining firmly focused on impact.”
What distinguishes the Effies from many other award platforms is its judging framework. Campaigns are not only assessed by advertising professionals but also by clients and academic experts, ensuring a holistic evaluation of strategy, execution and real-world impact. In an industry often accused of rewarding style over substance, the Effies have steadily positioned themselves as champions of effectiveness over spectacle.
“The core of our creative culture is ‘Impact a Billion’ creating work that genuinely moves people and delivers real business outcomes. When that kind of impact is achieved, recognition follows. Being honoured at the Effie Awards reaffirms our belief that effectiveness and creativity are deeply intertwined. This win belongs to our teams who push for ideas that matter, and to our clients who share the ambition to create work that goes beyond visibility to deliver meaningful impact at scale.” Leo chairman for South Asia and Publicis Groupe CCO for South Asia Rajdeepak Das.
The event was also supported by category sponsors including Adani Group for Integrated Advertising Campaign, Eco Media Solutions for Brand Experience and Tata Communications for B2B, reflecting strong corporate backing for platforms that celebrate measurable marketing excellence.
At Leo, effectiveness isn’t merely a metric, it’s core to the kind of creativity that can effect change for people, communities, businesses and the planet.
We are stoked to have won across some of our biggest brands tonight. To be consistently recognized as the best – globally, and now at our home-ground – is both rewarding and inspiring. We’re grateful to our client partners for placing their trust in our ideas, and to our teams for relentlessly pushing the boundaries of excellence.” Leo, Publicis Health & Publicis Business CEO for South Asia Amitesh Rao.
Beyond the trophies and applause, the 25th edition carried symbolic weight. Over a quarter century, the Effie India Awards have chronicled the transformation of Indian marketing from traditional mass campaigns to data-led, multi-platform ecosystems where accountability is non-negotiable. As brands grapple with fragmented audiences, evolving media habits and heightened expectations around ROI, effectiveness has moved from being desirable to being essential.
The silver jubilee celebration underscored that shift. In a landscape crowded with creative awards, the Effies continue to stand apart by asking a simple, uncompromising question, did it work?
After 25 years, the answer for many on that Mumbai stage was a resounding yes.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
