BestMediaInfo Bureau   January 28, 2016

Effies 2015: Mullen Lowe Lintas bags Grand Effie and Effie Agency of the Year

Giving very close competition, Ogilvy & Mather won 28 awards. Client of the Year trophy was once again bagged by Hindustan Unilever

  Aanchal Kohli & Archit Ambekar | Mumbai | January 28, 2016

Effie Agency of the year 2015 - Team Mullen Lowe Lintas

Effie Client of the year 2015 - Team Hindustan Unilever

It marked the end of yet another fabulous evening by The Advertising Club. The fifteenth edition of the Effie Awards India held in Mumbai yesterday was a star-studded evening. Advertising agencies and clients came together to celebrate the success of their work.

Effie Awards India 2015, which was presented by Colors and powered by Colors Infinity, recognized category game-changers and innovators for the year.

The Grand Effie was picked up by Mullen Lowe Lintas Group for their campaign on Hector Beverages’ “Paper Boat: Drinks and Memories”. Effie India Client of the Year was once again bagged by Hindustan Unilever, and the Agency of the Year was picked up by Mullen Lowe Lintas Group.

L&K Saatchi & Saatchi won Silver for the newly introduced 'Best campaign for a start-up category' for their offline to online furniture shopping campaign for Pepperfry.com, while Mullen Lowe Lintas Group bagged the bronze for ‘Life Mein campaign’ for Practo. JWT took home two Bronze awards.

Interestingly, Mullen Lowe Lintas scooped up 24 metals including six Gold Effies, five Silver Effies and 13 Bronze Effies, while Ogilvy & Mather bagged a total of 28 metals including four Gold, four Silver and 29 Bronze Effies. McCann India, that took the third position, bagged two Gold, four Silver and four Bronze Effies. The fourth and the fifth positions were bagged by DDB Mudra with nine awards and BBDO with three metals, respectively.

The Effie Awards 2015 was adjudged by an eminent jury panel of 285 industry leaders from across Mumbai, Delhi and Bangalore representing agencies and clients. The winning campaigns represented the most successful national campaigns in marketing communications. This year there were 603 entries compared to 465 last year, a 28 per cent jump.

The various categories this year were Consumer products - Cosmetics & Toiletries, Personal Hygiene, Beverage and Drinks, Confectionary and Food & others; Consumer Durables – Automobiles and Auto parts, Two-Wheelers and auto related, Electronic goods & others; Services – Telecom and Related products; Financial Services, Media & Entertainment;  Corporate Advertising/Reputation; Retail; Healthcare; B2B; Interactive Marketing; Small Town and Rural Marketing; Regional; Direct Marketing; Experiential Marketing/ Brand Experience; Effie for Good, David versus. Goliath, Integrated advertising campaign; Best on-going campaign and New Product or Service.

Raj Nayak, President of The Advertising Club, said, “The business environment is constantly changing and it is imperative that we align ourselves to these changes to meet the expectations of our clients. I take this opportunity to appreciate and congratulate all the winners and my industry colleagues who are driving and leading this change.”

Ajay Kakar, Chairman, Effie India Awards 2015, said, “In an era where marketing budgets are under strain and scrutiny, it is extremely heartening that effectiveness has become the mantra of the marketing and advertising fraternity. There are some things that change at the Effies and there are some that don't change. What changed was the fact that we had a record number of entries from a record number of agencies. What changed was the fact that we extended our judging not only to Mumbai and Delhi but also to Bangalore.”

“If you look at the number of judges, it was record-breaking. We had about 280 judges out of which 70 per cent were clients. So it's a scale that makes us believe that effectiveness is on the radar of both clients and agencies. It’s actually a reflection of the new world we live in, the new environment. So start-ups were a fallout of that as India is now witnessing so much growth; hence, the new categories to recognize new launches. With changing times, we keep bringing in new categories,” Kakar added.

Elaborating further on the entries, Vikram Sakhuja, 2015 Effie Awards Co-Chairman, said, “The Effies this time too has it all, the power of insight, non-conventional marketing plans and ultimately a great brand success stories.”

Arun Iyer, Chief Creative Officer, Lowe Lintas, commented, “It feels great to get awarded for your hard work and passion. Though there was tough competition with other agencies, we are happy to take away awards for our best campaigns.”

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