At the 17th edition of Effie Awards, McCann Worldgroup India won the Effie India Agency of the Year award, while Paytm was named the Effie Client of the Year. The Effie 2018 Awards were presented at Taj Lands End in Mumbai.
The coveted Grand Effie was won by Ogilvy & Mather Group, India.
Mullen Lowe Lintas Group, the winner of Agency of the Year title for last two editions in 2015 and 2016, did not participate this year. 2014 Agency of the Year was Ogilvy & Mather while Lowe Lintas had won the title in 2013. Prior to that, Ogilvy & Mather held the top hounour in 2010, 2011 and 2012.
On winning Agency of the Year, Prasoon Joshi, CEO and CCO of McCann Worldgroup India, Chairman of McCann Asia Pacific, said, “I am extremely delighted and proud of McCann winning the Agency of the Year at the Effies. These awards are a culmination of the strong strategic work that we have been doing for our clients across all our offices in Delhi, Mumbai and Bangalore."
"Effectiveness comes out of a culture of belief in strategic excellence & creativity driven by strong consumer insights that drives MWG India. I must give credit to our Chief Strategy Officer Jitender Dabas and all our strategic planners along with our creative minds who drove this culture of excellence together, alongwith our Global Chief of strategy- Suzanne Powers, across McCann’s global footprint. McCann India had a momentous year in 2017, with a stellar creative performance and now Agency of the year at the Effectiveness Awards is a wonderful milestone," added Joshi.
Dabas said, “We have been among the top-3 Effie Agency for sometime now and I am glad that we have reached the top now. What is heartening is the breadth of clients as well the breadth of categories where our work is making the difference in the market. Consistent focus on helping brands solve problems in consumers’ lives and driving behaviour change are two simple principles that help us drive effective creative work. Our investments into big consumer truth studies and planning tools help us deliver market winning work.”
Vikram Sakhuja, President of The Advertising Club and Chairperson, Effies, said, “With the bar raised higher year on year, winning an Effie has become more competitive and rewarding. This year we are seeing a new Client of the Year and a new Agency of the Year. My congratulations to them and all the 93 winners.”
Speaking about the ethos of the awards he further added, “The four pillars of effectiveness are Strategy, Idea, Execution and Results. To win an Effie we are finding that Effectiveness in Advertising is getting increasingly medium agnostic. Accordingly ideas are being brought to scale in a remarkable number of ways. The one area I would like to further challenge us all is in the description of results.”
Elaborating further on the entries Mitrajit Bhattacharya, Co-Chairperson, Effies, said, “The EFFIEs 2018 once again witnessed patronage from industry veterans and category leaders, establishing its eminence as a coveted industry award that recognizes great ideas and superior execution. Effies 2018 saw the entire fraternity come together to laud and celebrate successful campaign stories that are ahead of the curve on innovation and engagement.”
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EFFIE INDIA 2018 AGENCY OF THE YEAR
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|
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|
|
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SR. NO.
|
NAME OF THE ENTRANT
|
GRAND EFFIE (12Pts) {No.of Metals}
|
GOLD (8Pts)
{No.of Metals}
|
SILVER (6Pts)
{ No.of Metals}
|
BRONZE (4Pts)
{ No.of Metals}
|
FINALIST (2Pts)
|
PRIMARY2 / CONTRIBUTING AGENCY {Actual Points}
|
TOTAL POINTS
|
|
1
|
McCann Worldgroup India
|
0
|
5
|
16
|
12
|
27
|
0
|
238
|
|
2
|
Ogilvy & Mather Group, India
|
1
|
4
|
8
|
12
|
18
|
1
|
177
|
|
3
|
J. Walter Thompson
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0
|
1
|
3
|
2
|
5
|
6
|
50
|
|
4
|
DDB Mudra Group
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0
|
0
|
3
|
2
|
11
|
0
|
48
|
|
5
|
Hindustan Unilever Limited
|
0
|
2
|
0
|
1
|
1
|
0
|
22
|
|
6
|
Medulla Communications Pvt. Ltd.
|
0
|
1
|
1
|
1
|
0
|
0
|
18
|
|
7
|
TBWA \ India
|
0
|
0
|
1
|
1
|
3
|
0
|
16
|
|
8
|
Red Fuse Communications
|
0
|
0
|
1
|
2
|
0
|
0
|
14
|
|
9
|
Cheil India
|
0
|
0
|
1
|
0
|
3
|
0
|
12
|
|
10
|
BBDO India Pvt. Ltd.
|
0
|
0
|
0
|
0
|
6
|
0
|
12
|
|
11
|
Famous Innovations
|
0
|
0
|
1
|
0
|
2
|
0
|
10
|
|
12
|
ADK Fortune Communications Pvt. Ltd.
|
0
|
0
|
1
|
1
|
0
|
0
|
10
|
|
13
|
Hotstar - In House Creative Communications
|
0
|
0
|
1
|
1
|
0
|
0
|
10
|
|
14
|
Contract Advertising (India) Pvt. Ltd.
|
0
|
0
|
0
|
1
|
2
|
0
|
8
|
|
15
|
Mindshare
|
0
|
0
|
0
|
0
|
2
|
4
|
8
|
|
16
|
Publicis Communications Pvt. Ltd.
|
0
|
0
|
1
|
0
|
0
|
0
|
6
|
|
17
|
Titan Company Ltd.
|
0
|
0
|
1
|
0
|
0
|
0
|
6
|
|
18
|
Rediffusion Dentsu Young & Rubicam Pvt. Ltd.
|
0
|
0
|
0
|
1
|
1
|
0
|
6
|
|
19
|
The 120 Media Collective
|
0
|
0
|
0
|
1
|
1
|
0
|
6
|
|
20
|
Grey Worldwide India Pvt. Ltd.
|
0
|
0
|
0
|
0
|
3
|
0
|
6
|
|
21
|
Mirum Digital Pvt. Limited
|
0
|
0
|
0
|
1
|
0
|
1
|
5
|
|
22
|
Happy mcgarrybowen
|
0
|
0
|
0
|
1
|
0
|
0
|
4
|
|
23
|
The Leo Group India
|
0
|
0
|
0
|
0
|
2
|
0
|
4
|
|
24
|
Havas Worldwide India Pvt. Ltd.
|
0
|
0
|
0
|
0
|
2
|
0
|
4
|
|
25
|
Geometry Global Encompass
|
0
|
0
|
0
|
0
|
2
|
0
|
4
|
|
26
|
Sideways Consulting LLP
|
0
|
0
|
0
|
0
|
1
|
0
|
2
|
|
27
|
Star India
|
0
|
0
|
0
|
0
|
1
|
0
|
2
|
|
28
|
Mullen Lintas, India
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0
|
0
|
0
|
0
|
1
|
0
|
2
|
|
29
|
22feet Tribal Worldwide Private Limited
|
0
|
0
|
0
|
0
|
1
|
0
|
2
|
|
30
|
FCB India
|
0
|
0
|
0
|
0
|
1
|
0
|
2
|
|
31
|
FCB Interface
|
0
|
0
|
0
|
0
|
1
|
0
|
2
|
|
32
|
FCB Ulka Advertising Private Limited
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0
|
0
|
0
|
0
|
1
|
0
|
2
|
|
33
|
Axis Bank Ltd.
|
0
|
0
|
0
|
0
|
1
|
0
|
2
|
|
34
|
Dentsu Webchutney
|
0
|
0
|
0
|
0
|
1
|
0
|
2
|
|
|
TOTAL
|
1
|
13
|
39
|
40
|
100
|
|
|
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EFFIE INDIA 2018 CLIENT OF THE YEAR
|
| |
|
|
|
|
|
|
|
|
SR. NO
|
NAME OF THE CLIENT
|
GRAND EFFIE (12Pts)
{No.of Metals}
|
GOLD (8Pts)
{No.of Metals}
|
SILVER (6Pts)
{No.of Metals}
|
BRONZE (4Pts)
{No.of Metals}
|
FINALIST (2Pts)
|
TOTAL POINTS
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|
1
|
One97 Communication Limited
|
0
|
3
|
2
|
3
|
5
|
58
|
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2
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Hindustan Unilever Limited
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0
|
2
|
3
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1
|
5
|
48
|
|
3
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Reckitt Benckiser India
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0
|
1
|
2
|
0
|
10
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40
|
|
4
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Star India Pvt. Ltd.
|
1
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0
|
2
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2
|
1
|
34
|
|
5
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ITC Limited
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0
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0
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2
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3
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4
|
32
|
|
6
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Vodafone India Limited
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0
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0
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2
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3
|
1
|
26
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|
7
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Narayana Health
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0
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1
|
2
|
1
|
0
|
24
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8
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Marico Limited
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0
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0
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2
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2
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2
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24
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|
9
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Amazon Seller Services Pvt. Ltd.
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0
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1
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0
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1
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5
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22
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10
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Bill & Melinda Gates Foundation (Supported by Ministry of Urban Development)
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0
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0
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2
|
1
|
2
|
20
|
|
11
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Indian Association of Palliative Care (IAPC)
|
0
|
1
|
1
|
1
|
0
|
18
|
|
12
|
Maharashtra Dyslexia Association
|
0
|
0
|
2
|
1
|
1
|
18
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EFFIE 2018 RESULTS
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1. CONSUMER PRODUCTS - COSMETICS & TOILETRIES, PERSONAL HYGIENE
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Sr. No.
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Name of Agency
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Brand Name
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Campaign Title
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Client Name
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AWARD
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1
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McCann Worldgroup India
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HARPIC
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Toilet - Ek Shame Katha
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Reckitt Benckiser India
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GOLD
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2
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McCann Worldgroup India
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Harpic
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India's Newest Status Symbol
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Reckitt Benckiser India
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SILVER
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3
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DDB Mudra Group
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STAYFREE
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IT'S JUST MY PERIOD
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Johnson & Johnson Limited
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SILVER
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4
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Ogilvy & Mather Group, India
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SAVLON
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Adding health to hands
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ITC Limited
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BRONZE
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5
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DDB Mudra Group
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LIVON SERUM
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HOW LIVON TURNED INTO A 'BESTIE' FROM A 'HAS BEEN'
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Marico Limited
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BRONZE
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6
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McCann Worldgroup India
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Parachute Advansed Body Lotion
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#ConfidentInMySkin
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Marico Limited
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FINALIST
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7
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McCann Worldgroup India
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Parachute Advansed Hot Oil
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#MagicOfWarmth
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Marico Limited
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FINALIST
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8
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McCann Worldgroup India
Contributing Agency 1 - Impact Communications
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DETTOL
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MAKING THE INVISIBLE VISIBLE
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Reckitt Benckiser India
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FINALIST
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9
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McCann Worldgroup India
Contributing Agency 1 - Impact Communications
Contributing Agency 2 - Interactive Avenues
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Dettol
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JAB DETTOL MET DISNEY: GAMIFICATION FOR BEHAVIOR CHANGE
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Reckitt Benckiser India
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FINALIST
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|
|
|
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|
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2. CONSUMER PRODUCTS - BEVERAGES & DRINKS
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| |
|
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Sr. No.
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Name of Agency
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Brand Name
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Campaign Title
|
Client Name
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AWARD
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1
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DDB Mudra Group
Contributing Agency 1 - MINDSHARE
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Lipton
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How we gained share by losing belly fat
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Hindustan Unilever Limited
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SILVER
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2
|
McCann Worldgroup India
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NESTLE INDIA
|
Creating a coffee loving generation in a tea-drinking country
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Nestle India Ltd.
|
BRONZE
|
|
3
|
Ogilvy & Mather Group, India
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Sprite
|
Sprite talking bottle
|
Coca-Cola India Pvt. Ltd.
|
FINALIST
|
|
4
|
BBDO India Pvt. Ltd.
|
Mirinda
|
#ReleaseThePressure
|
PepsiCo India Holdings Pvt. Ltd.
|
FINALIST
|
|
5
|
Grey Worldwide India Pvt. Ltd
|
B Natural
|
No Pulp Fiction
|
ITC Foods Ltd.
|
FINALIST
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|
|
|
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3. CONSUMER PRODUCTS - CONFECTIONARY & FOOD
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|
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Sr. No.
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Name of Agency
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Brand Name
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Campaign Title
|
Client Name
|
AWARD
|
|
1
|
Ogilvy & Mather Group, India
|
Pizza Hut
|
Dominos Loves Pizza Hut!
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Yum Restaurants Marketing Pvt. Ltd.
|
GOLD
|
|
2
|
Ogilvy & Mather Group, India
|
Chupa Chups
|
Chupa Chups - Take fun seriously
|
Perfetti Van Melle India Pvt. Ltd.
|
GOLD
|
|
3
|
McCann Worldgroup India
|
Saffola Masala Oats
|
Breakup with Junk
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Marico Limited
|
SILVER
|
|
4
|
Ogilvy & Mather Group, India
|
Bingo! Potato Chips
|
Return of The Real
|
ITC Foods Ltd.
|
SILVER
|
|
5
|
McCann Worldgroup India
|
Saffola
|
Stand up for your heart
|
Marico Limited
|
BRONZE
|
| |
|
|
|
|
|
|
4. CONSUMER PRODUCTS - OTHERS
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| |
|
|
|
|
|
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Sr. No.
|
Name of Agency
|
Brand Name
|
Campaign Title
|
Client Name
|
AWARD
|
|
1
|
Hindustan Unilever Limited
|
Surf Excel
|
Neki Ek Ibadat
|
Hindustan Unilever Limited
|
GOLD
|
|
2
|
J. Walter Thompson
Contributing Agency 1 - Schbang Digital Solutions Pvt. Ltd.
|
Goodknight
|
Getting Moms to love Outdoors
|
Godrej Consumer Products Ltd.
|
SILVER
|
|
3
|
ADK Fortune Communications Pvt. Ltd.
|
Ghadi Detergent
|
#SaareMaelDhoDaalo
|
RSPL Ltd.
|
SILVER
|
|
4
|
McCann Worldgroup India
|
Odomos
|
The 'Uniform' Approach to Behavior Change
|
Dabur India Limited
|
BRONZE
|
|
5
|
Hindustan Unilever Limited
|
SURF EXCEL
|
"PoRubPo"
|
Hindustan Unilever Limited
|
BRONZE
|
|
6
|
DDB Mudra Group
|
PAN BAHAR
|
James Bond gets Pan Bahar to be the talk of town
|
ASHOK & CO. PAN BAHAR LTD.
|
FINALIST
|
|
7
|
Geometry Global Encompass
|
Multi Brand Campaign
|
KKD - Khushiyon Ki Doli (Palanquin of Happiness)
|
Hindustan Unilever Limited
|
FINALIST
|
|
8
|
Hindustan Unilever Limited
|
Active Wheel
|
Reinventiing Wheel
|
Hindustan Unilever Limited
|
FINALIST
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| |
|
|
|
|
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5. CONSUMER DURABLES - AUTOMOBILES AND AUTO PARTS, TWO WHEELERS AND AUTO RELATED
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| |
|
|
|
|
|
|
Sr. No.
|
Name of Agency
|
Brand Name
|
Campaign Title
|
Client Name
|
AWARD
|
|
1
|
TBWA \ India
|
Datsun redi-GO
|
Datsun redi-GO - India's First Car Election Campaign.
|
Nissan Motor India Pvt. Limited
|
SILVER
|
|
2
|
Rediffusion Dentsu Young & Rubicam Pvt. Ltd.
|
TATA XENON YODHA
|
THE WARRIOR TRUCK
|
TATA Motors Limited
|
BRONZE
|
|
3
|
Contract Advertising (India) Pvt. Ltd.
|
Droom.in
|
How Technology Beat Humans!
|
Droom Technology Pvt. Ltd.
|
BRONZE
|
|
4
|
Ogilvy & Mather Group, India
|
CEAT
|
CEAT IT HELPS - PUTTING SAFETY FIRST
|
Ceat Limited
|
BRONZE
|
|
5
|
FCB Ulka Advertising Private Limited
|
Tata Hexa
|
How a mass car brand successfully launched a premium SUV?
|
Tata Motors Ltd. (Passenger Car Unit)
|
FINALIST
|
|
6
|
Ogilvy & Mather Group, India
|
Bajaj Dominar
|
Haathi Mat Paalo (Don't buy a white elephant)
|
Bajaj Auto Limited
|
FINALIST
|
|
7
|
22feet Tribal Worldwide Private Limited
|
TVS SCOOTY ZEST
|
HIMALAYAN HIGHS
|
TVS Motor Company
|
FINALIST
|
|
8
|
Mullen Lintas, India
|
Bajaj Avenger
|
The Liberation World
|
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