MullenLowe Lintas is Effie Agency of the Year; Leo Burnett picks up Grand Effie

MullenLowe Lintas grabbed a total of 23 medals, while Ogilvy & Mather stood second with 21 metals. McCann Worldgroup and DDB Mudra stood next with 116 and 68 points, respectively. Hindustan Unilever was named Effie Client of the Year

BestMediaInfo Bureau | Mumbai | December 17, 2016

MullenLowe Lintas Group - EFFIE India Agency of the Year

Hindustan Unlilever - EFFIE India Client of the Year

Grand EFFIE - The Leo Group India

At the 16th edition of Effie Awards, MullenLowe Lintas won the Effie India Agency of the Year award, while Leo Burnett was awarded the Grand Effie for the campaign 'A bike that got people to experience national pride - The Nation's Pride' for Bajaj V by Bajaj Motorcycles. Hindustan Unilever was named the Effie Client of the year.

MullenLowe Lintas grabbed a total of 23 medals (total 182 points) on the awards night, one Gold, 12 Silvers and 10 Bronze. The next most won agency of this year was Ogilvy and Mather with 21 metals grabbing 171 points (two Gold, seven Silver and 13 Bronze). McCann Worldgroup and DDB Mudra stood next with 116 and 68 points, respectively.

MullenLowe's most awarded campaigns include Madad Ek Ibadat (Surf Excel), Brotherhood (Avengers),  Aadat Badlo, Bharat Badlo, Future Child (HUL), Future Child (Lifebouy) and Giving the Fight Against Dirt the Karmic way (HUL), amongst others.

Arun Iyer

Arun Iyer, Chief Creative Officer, Lowe Lintas, said, “It feels great and it feels rewarding yes, but yes, now, we have to move on from this win and start preparing for the next year, as we did last year. The competition was really very tough, the other agencies had some of very beautiful pieces of work. I really liked the Bajaj V ad too much, personally.”

The second most awarded agency was Ogilvy & Mather. Among its campaigns were Winning the 4G race without 4G (Vodafone), Jaane kya dikh jaye (Department of Tourism, Government of Rajasthan), Mom Be A Girl Again (Amazon.in), Akanksha Job Switch and The Joy Exchange (The Akanksha Foundation) and Tayyari Jeet Ki (Bournvita).

Madhukar Sabnavis

When asked if the winning campaigns were expected to win, Madhukar Sabnavis, Vice-Chairman and Country Head, Discovery and Planning, Ogilvy & Mather India, said, “Yes. Largely, we were expecting that the likes of Bournvita, Amazon and The Akanksha Foundation would win. It is really great to see how there is some very good work happening across the industry.”

Among the other awarded campaigns were Dad's Share The Load, It's Just My Period and How Maggie Won Mom's Trust Back. Leo Burnett's campaign for Bajaj V too won a lot of accolades from the industry peers and was awarded the Grand Effie too.

Saurabh Varma

Saurabh Verma, CEO, Leo Burnett, said, “We are quite happy and proud of the campaign. But I would like to give a lot of this credit to the client. We generating ideas is not enough, the client accepted it, saw merit in it and supported it throughout. Bajaj V is a clear example of how the agency can be involved right from the conception of the product.”

Vikram Sakhuja

Speaking about the changing dynamics of campaigns and the importance of being relevant, Vikram Sakhuja, 2016 Awards Chairman, Effies, said, “The true mark of a successful campaign is its contribution towards achieving business objectives through impactful communication. The Effies laud and recognize campaigns that have grown brands and business. The response for Effies has been at an all-time- high propelled by the awards reputation of being the torchbearer of creative excellence tested through the lens of effectiveness.”

Mitrajit Bhattacharya

Elaborating further on the entries Mitrajit Bhattacharya, 2016 Awards Co-Chairman Effies, said, “The Effies 2016 will once again shine the spotlight on inventive, ambitious and successful brand-building efforts that are effective and have left an indelible mark on consumer mindsets.”

Raj Nayak

Speaking at the award ceremony Raj Nayak, President of The Advertising Club, said, “The Effies 2016 have been increasingly patronized owing to its support and recognition of campaigns that pack the combined punch of instinct with insight. I would like to congratulate the jury that has worked towards ensuring that inclusive campaigns that have resonance amongst consumers are adjudged the winners.”

The awards night was held on December 16 at Taj Lands End, Mumbai with over 1000 people from across the industry attending the event.

The complete list of awards is below:

Agency and Client tally:

Winners list:  

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