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Effie 2012: Ogilvy picks agency of the year award with maximum 24 medals
McCann stood second with 10 medals followed by Lowe Lintas and Partners with 9 medals. Taproot India won 3 Gold medals
Shachi Tapiawala | Mumbai | December 5, 2012
/ "effie-2012")
Organised by The Advertising Club, Effie had attracted 357 entries in its 12th year from 50 agencies out of which there were 128 shortlists from 27 agencies.
Yesterday evening saw Ogilvy & Mather walking away with Agency of the Year award while Client of the Year was Cadbury India. Ogilvy also won the Grand Effie for Cadbury Dairy Milk Kuchh Meetha Ho Jaye. Besides, Ogilvy was also given Marico Uncommon Sense Award for Satyamev Jayate campaign for Star India. Ogilvy also won 24 more medals with maximum 9 Gold, 10 Silver and 4 Bronze and a Lenovo Tech Doers Award. In total, the agency bagged 27 honours.
McCann Worldwide stood second with 10 medals followed by Lowe Lintas and Partners with 9 medals. Taproot India won 3 Gold medals for its campaign for Bharti Airtel.
| AGENCY TALLY (On the basis of No. of total medals won) | ||||
| Agency | Gold | Silver | Bronze | Total |
| Ogilvy & Mather | 9 | 10 | 4 | 24* |
| McCann Worldgroup | 0 | 3 | 7 | 10 |
| Lowe Lintas and Partners | 0 | 3 | 6 | 9 |
| Leo Burnett | 0 | 0 | 8 | 8 |
| JWT | 0 | 1 | 3 | 4 |
| Taproot India Communication Pvt. Ltd | 3 | 0 | 0 | 3 |
| Mindshare | 0 | 0 | 3 | 3 |
| Jubilant Foodworks Ltd | 1 | 1 | 0 | 2 |
| ABP One | 0 | 2 | 0 | 2 |
| BBH India | 0 | 1 | 1 | 2 |
| DRAFTFCB Ulka | 0 | 1 | 1 | 2 |
| DDB Mudra | 0 | 0 | 2 | 2 |
| Meridian Communications | 1 | 0 | 0 | 1 |
| Happy Creative Services | 1 | 0 | 0 | 1 |
| Contract Advertising India Pvt. Ltd | 0 | 1 | 0 | 1 |
| Rediffusion Dentsu Young & Rubicam Pvt.Ltd. | 0 | 1 | 0 | 1 |
| Saatchi & Saatchi Pvt. Ltd. | 0 | 1 | 0 | 1 |
| Jack in the Box Worldwide | 0 | 0 | 1 | 1 |
| BBDO India Pvt. Ltd. | 0 | 0 | 1 | 1 |
| Interface Communications | 0 | 0 | 1 | 1 |
| Total | 79 | |||
*One Lenovo Tech Doers Award included in Ogilvy's tally of 24.
| EFFIE 2012 - WINNERS | |||||
| Agency of The Year - Ogilvy & Mather | |||||
| Client of The Year - Cadbury India | |||||
| Grand EFFIE to Ogilve and Cadbury India for Kuchh Meetha Ho Jaye | |||||
| CONSUMER PRODUCTS : A. COSMETICS AND TOILETRIES | |||||
| No. | Campaign Title | Name of Agency | Client | Brand | Medal |
| 1 | Vaseline- The Voice Of a nation | BBH Communications India Pvt. Ltd | Hindustan Unilever Ltd | Vaseline | Silver |
| 2 | Making Body The New Face | McCann Worldgroup | Marico Limited | Parachute Advanced Body Lotion | Bronze |
| 3 | MTV VJ KIDNAPPED FOR AXE SHOWER GEL LAUNCH | Mindshare | Hindustan Unilever Ltd | Axe Shower Gel | Bronze |
| CONSUMER PRODUCTS : C. OTHERS | |||||
| 1 | WASTE TIME - Because you will never be young again | JWT | Timex | Helix | Bronze |
| 2 | As Aamir steals light, Titan steals a march over competition | Ogilvy & Mather | Titan | Titan | Silver |
| CONSUMER PRODUCTS : B. BEVERAGES / DRINK, CONFECTIONARY AND FOOD | |||||
| 1 | Iss Diwali aap kisse kush karenge? | Contract Advertising India Pvt. Ltd | Cadbury | Cadbury Celebrations | Silver |
| 2 | Har Mausam Aam | Leo Burnett | Coca-Cola | Maaza | Bronze |
| 3 | Kissanpur | Lowe Lintas and Partners | Hindustan Unilever Ltd | Kissan | Bronze |
| 4 | When we made Anna take on Dhoni to win the teen Battle | McCann Worldgroup | Coca-Cola | Coca-Cola | Bronze |
| 5 | Have you earned it? | Ogilvy & Mather | Cadbury | Cadbury Borunville | Bronze |
| 6 | Tayyari Jeet Ki | Ogilvy & Mather | Cadbury | Bournvita | Silver |
| 7 | Have you felt Silk lately? | Ogilvy & Mather | Cadbury | Cadbury Dairy Milk Silk | Silver |
| SERVICES : A. TELECOM AND RELATED PRODUCTS | |||||
| 1 | Fair always | DRAFTFCB Ulka | Tata Teleservices | Tata Docomo | Silver |
| 2 | Baat sirf paison ki nahin hain | JWT | Bharti Airtel | Airtel Money | Silver |
| 3 | Har Ek Friend Zaroori Hota Hai | Taproot India Communication Pvt. Ltd | Bharti Airtel | Airtel | Gold |
| SERVICES : B. FINANCIAL SERVICES | |||||
| 1 | Kotak Mahindra Bank Subbu 6% | Cartwheel Creative Consultancy Pvt. Ltd. | Kotak Mahindra Bank | Kotak Mahindra Bank | Silver |
| 2 | Even Gods can feel insecure | JWT | Birla Sun Life Insurance | Birla Sun Life Insurance | Bronze |
| 3 | Life Insurance in Just 10 Minutes | Lowe Lintas and Partners | ICICI Prudential Insurance | ICICI Prudential Insurance | Bronze |
| 4 | Aapke sachche Advisors | Ogilvy & Mather | Max Life Insurance | Max Life Insurance | Silver |
| SERVICES : C. OTHERS | |||||
| 1 | Koi Bhi Insaan Chhota Nahi Hota | Leo Burnett | Sony Entertainment Television | KBC | Bronze |
| 2 | Har Idol Ke Peeche Hote Najaane Kitne Idols | Leo Burnett | Multi Screen Media | Indian Idol | Bronze |
| 3 | Satyamava Jayate- Managing A Billion Expectation | Ogilvy & Mather | Star India | Satyamev Jayate | Gold |
| 4 | 'Undumb India' | Ogilvy & Mather | The Hindu | The Hindu | Gold |
| 5 | Poochne Main Kya Jata Hai | Ogilvy & Mather | Tata Sky | Tata Sky | Silver |
| DIGITAL ADVERTISING (ONLINE/MOBILE COMMUNICATION) | |||||
| 1 | Being Bond | DDB Mudra Group | Star India | Star Movies | Bronze |
| 2 | Why this Kolavari Di | Jack in the Box Worldwide | Sony Music | Kolaveri Di | Bronze |
| 3 | Online ordering | Jubilant Foodworks Ltd | Jubliant Foodworks Ltd | Dominos | Silver |
| 4 | The Photographs Case | Ogilvy & Mather | Star India | Fox Crime | Gold |
| 5 | The Date Fillum | Ogilvy & Mather | Cadbury | 5 Star | Silver |
| 6 | 'Loving 'em Back" | Ogilvy & Mather | Indiawin Sports | Mumbai Indians | Bronze |
| 7 | Har ek Friend Zaroori Hota Hai | Taproot India Communication Pvt. Ltd | Bharti Airtel | Airtel | Gold |
| HEALTHCARE | |||||
| 1 | The Sweetest Thing You Can Tell A Diabetic | Lowe Lintas and Partners | Britannia Industries | Britannia Nutrichoice | Silver |
| B2B ADVERTISING | |||||
| 1 | Drive into the Big League | Ogilvy & Mather | Vodafone India | Vodafone India | Gold |
| DIRECT MARKETING | |||||
| 1 | The World's Youngest Job Applicant | BBDO India Pvt. Ltd. | Plan India | Plan India | Bronze |
| 2 | Pizza Signs | Jubilant Foodworks Ltd | Jubilant Foodworks Ltd | Domino's | Gold |
| 3 | The Day You Were Born | Mindshare | HSBC India | HSBC Bank | Bronze |
| DAVID V/S GOLIATH | |||||
| 1 | Putting Some Body Back Into Body Care | McCann Worldgroup | Marico Limited | Parachute Advanced Body Lotion | Bronze |
| 2 | The Photographs Case | Ogilvy & Mather | Star India | Fox Crime | Silver |
| 3 | Bosch : Genetically German | Ogilvy & Mather | BSH Household Appliances | Bosch and Siemens Home Appliances | Bronze |
| BEST ON-GOING CAMPAIGN | |||||
| 1 | Jaago Re! | Lowe Lintas and Partners | Tata Global Beverages | Tata Tea | Silver |
| 2 | The First 7 Step | McCann Worldgroup | Marico Limited | Saffola | Silver |
| 4 | Seedhi Baat No Bakwaas, Freshology- First Drink Then Think & Rasta Clear Hai | Ogilvy & Mather | Coca-Cola | Sprite | Silver |
| 5 | Yeh Badhiya hai | Ogilvy & Mather | Asian Paints | Asian Paints Apex | Gold |
| 6 | How Madhya Pradesh became Incredible In Incredible India | Ogilvy & Mather | Madhya Pradesh State Tourism | Madhya Pradesh Tourism | Gold |
| 7 | The Ultimatebond- 20 years and Still Going Strong | Ogilvy & Mather | Pidilite | Fevicol | Gold |
| LENOVO TECH-DOERS AWARD | |||||
| 1 | The Photographs Case | Ogilvy & Mather | Star India | Fox Crime | Winner |
| CONSUMER DURABLES : A. AUTOMOBILES AND AUTO PARTS, TWO WHEELERS AND AUTO RELATED | |||||
| 1 | LUV | Lowe Lintas and Partners | Maruti Suzuki | Maruti Suzuki Ertiga | Bronze |
| 2 | Chalta Nahin Daudta Hai | Ogilvy & Mather | Bajaj Auto | Discover | Silver |
| 3 | The Power of the Fourth Wheel | Rediffusion Dentsu Young & Rubicam Pvt.Ltd. | Tata Motors | Tata Ace Zip | Silver |
| CONSUMER DURABLES : B. ELECTRONICS GOODS | |||||
| 1 | Voltas All Weather AC | Meridian Communications | Voltas Limited | Voltas | Gold |
| CORPORATE ADVERTISING : SOCIAL CAUSE | |||||
| 1 | Marks for Sports | DDB Mudra Group | Nirmal Lifestyle | Nirmal | Bronze |
| 2 | You Read They Learn | Lowe Lintas and Partners | Hindustan Times | You Read They Learn | Bronze |
| 3 | Gifting India a Young Heart | McCann Worldgroup | Marico Limited | Saffola | Bronze |
| 4 | Vanquishing death by befriending life | McCann Worldgroup | Maitri Foundation | Maitri Foundation | Silver |
| 5 | Women for Women | McCann Worldgroup | Johnson & Johnson | Stayfree Woman for change | Bronze |
| 6 | Springwel Sleep Exchange Offer | Saatchi & Saatchi Pvt. Ltd. | Springwel Mattresses | Springwel | Silver |
| INTEGRATED ADVERTISING CAMPAIGN - A (1-25) | |||||
| 1 | Cadbury Mishti Shera Shrishti | ABP One | Cadbury | Cadbury Dairy Milk | Silver |
| 2 | No Getting Away | DRAFTFCB Ulka | Tata Teleservices | Tata Docomo | Bronze |
| 3 | Taking on the religion called cricket | JWT | Pepsico India | Pepsi | Bronze |
| 4 | Kill Mosquitoes. Kill Malaria. | Lowe Lintas and Partners | Godrej Industries | Godrej Hit | Bronze |
| 5 | Making Body The New Face | McCann Worldgroup | Marico Limited | Parachute Advanced Body Lotion | Silver |
| 6 | Satyameva jayate - Managing A Billion Expectations | Ogilvy & Mather | Star India | Satyamev Jayate | Gold |
| 7 | THE PHOTOGRAPHS CASE | Ogilvy & Mather | Star India | Fox Crime | Gold |
| 8 | Drive into The Big League | Ogilvy & Mather | Vodafone India | Vodafone India | Silver |
| 9 | Har Ek Friend Zaroori Hota Hai | Taproot India Communication Pvt. Ltd | Bharti Airtel | Airtel | Gold |
| 10 | Putting the Break in Lunch Break | Leo Burnett | Hardcastle Restaurants | McDonalds | Bronze |
| 11 | Go Sleeveless | Nivea Whitening Deodrant | Interface Communications | Nivea India | Bronze |
| 12 | MTV VJ KIDNAPPED FOR AXE SHOWER GEL LAUNCH | Mindshare | HUL | Axe Shower Gel | Bronze |
| CONSUMER DURABLES : C. OTHERS | |||||
| 1 | DULUX : WHEN COLORS GOT AN ATTITUDE | McCann Worldgroup | AkzoNobel | Dulux | Bronze |
| RETAIL ADVERTISING | |||||
| 1 | No Kidding. No Worries. | Happy Creative Services | Flipkart India | Flipkart.com | Gold |
| 2 | Putting the Break in Lunch Break | Leo Burnett | Hardcastle Restaurants | McDonalds | Bronze |
| 3 | Making the Happy Price Menu Happier | Leo Burnett | Hardcastle Restaurants | McDonalds | Bronze |
| 4 | Open up a World of Spices | Leo Burnett | Hardcastle Restaurants | McDonalds | Bronze |
| 5 | Taking the Fast out of Fast food | Leo Burnett | Hardcastle Restaurants | McDonalds | Bronze |
| 6 | Diamonds Are Man's Best Friend | Lowe Lintas and Partners | Titan Industries Ltd | Tanishq | Silver |
| CORPORATE ADVERTISING : A. CORPORATE REPUTATION | |||||
| 1 | Winning Dispit Loosing the Star | Lowe Lintas and Partners | MCCS | ABP News | Bronze |
| RURAL ADVERTISING | |||||
| 1 | Pyaar se Suljhaye, Sar Na Khujlaye | BBH Communications India Pvt. Ltd | Marico Limited | Medikar | Bronze |
| 2 | Project "Swasthya Chetna" (Quest for Health) | Ogilvy & Mather | HUL | Corporate Multibrand | Bronze |
| REGIONAL ADVERTISING | |||||
| 1 | Cadbury Mishti Shera Shrishti | ABP One | Cadbury | Cadbury Dairy Milk | Silver |
| 2 | when NESCAFE Sunrise owned the most momentous morning of the year in tamil nadu | McCann Worldgroup | Nestle India | Nescafe Sunrise | Bronze |
| MARICO UNCOMMONSENSE AWARD | |||||
| 1 | Satyameva jayate - Managing A Billion Expectations | Ogilvy & Mather | Star India | Satyamev Jayate | Winner |