MUMBAI: The Ad Club Bombay has received 276 entries for the marketing and communication awards - Effie Awards 2010. Ad Club claims that this is the highest ever since Effie became part of the India Advertising Festival.
Last year 148 advertising agencies had sent their entries for the awards.
One of the main reasons behind the surge in entries might be the fact that for the 2010 edition, Effie has introduced three new categories and various sub-categories for three of the existing ones.
“These changes enlarged the scope for the players, which might have led to the rise in the number of entries,” says Lodester Universal CEO Shashi Sinha.
Retail, Healthcare and David v/s Goliath are the new categories added to the Effie 2010 roster.
David v/s Goliath has been introduced to recognise new or emerging brands and companies who moved into a new product and service field with large, well-established competitors.
For consumer products the sub-categories are Cosmetics and toiletries, Beverages / drink, confectionary and food and Others, which include apparel / textiles, personal gift items, tobacco, personal hygiene, footwear books and periodicals, stationery and accessories.
Similarly, for Consumer Durables the sub-categories are automobiles and auto parts, two wheelers and auto related and Others, which include television, stereo and other musical equipment, audiovisual equipment, calculators and computers.
The new sub-categories for Services are telecom and related products, Financial services, including banking and insurance etc., and Others including public utilities, marketing communications, services, media, entertainment and customised software.
The Ad Club Bombay will organise the Effie Awards on 7 December in Mumbai.