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Lowe Lintas wins India its first ever Global Effie for Lifebuoy Handwash

The campaign won because it was bold, competitive and consumer focused; hugely satisfying says agency

BestMediaInfo Bureau | Delhi | May 25, 2012

The Global Effies had earlier this year called for entries of globally effective campaigns across the world. After being shortlisted earlier in the month along with brands like Nike, Google and X-box, Lowe Lintas & Partners India’s campaign for ‘Lifebuoy Super-Fast Handwash’ was declared the 2012 Global Effies Bronze winner at New York on Wednesday night.

Saji Abraham, Global Planning Director, Lifebuoy and Virat Tandon, Global Business Director, Lifebuoy, said in a statement, "Lifebuoy ‘Superfast’ Handwash is a liquid handwash formulation that kills 99.9 per cent germs in 10 seconds. We responded to this fantastic innovation with a simple but insightful and persuasive idea – that children are in a hurry when it comes to hand-washing; and so if your handwash cannot keep pace with them, germs on their hands will just not go. This campaign won because we were bold, competitive and consumer focused at the same time."

Joseph George, CEO, Lowe Lintas & Partners India, said, “As an agency we take the Effies seriously. So winning not just Lowe & Partners Worldwide Network's but also India's first ever Global Effies is hugely satisfying and encouraging.”


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