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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 Agency of the year 2015 - Team Mullen Lowe Lintas
Effie Client of the year 2015 - Team Hindustan Unilever 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.”

EFFIE 2015 - RESULTS
01. Consumer Products : - Cosmetics and toiletries, personal hygiene.
Entry No Agency Name Brand Name Campaign Title Client Name
1 MullenLowe Lintas Group, India Dabur Vatika Brave N Beautiful Dabur India Limited
2 MullenLowe Lintas Group, India Fair & Lovely Delay Marriage Hindustan Unilever Limited
3 DDB Mudra Group Clean & Clear CLEAN & CLEAR SEE THE REAL ME - A HIMALAYAN ODYSSEY Johnson & Johnson Limited
4 Ogilvy & Mather India Dove Hair Care Damage that helped Dove win Hindustan Unilever Limited
5 McCann Worldgroup India DETTOL DETTOL- INDIA'S NEW CURRENCY FOR HYGIENE Reckitt Benckiser India
6 MullenLowe Lintas Group, India Close up First Move Hindustan Unilever Limited
02. Consumer Products : - Beverages and drinks.
1 MullenLowe Lintas Group, India Paper Boat Drinks and Memories Hector Beverages Ltd.
2 Ogilvy & Mather India Bournvita Swimmer Mondelez India Foods Ltd.
3 McCann Worldgroup India Nescafe How Nescafe redefined the role for coffee in the life of the Indian youth Nestle India Ltd.
03. Consumer Products : - Confectionary and food.
1 McCann Worldgroup India Saffola Making Women's Heart Visible Marico Limited
2 McCann Worldgroup India Saffola Masala Oats Can Foodies Be Fit Too? Marico Limited
3 Ogilvy & Mather India Cadbury 5star Stay Cool, Stay Lost Mondelez India Foods Ltd.
4 Ogilvy & Mather India Cadbury Dairy Milk Silk Chocolate BUBBLED UP FOR JOY Mondelez India Foods Ltd.
5 DDB Mudra Group Nutralite When Lord Ganesha Walked The Talk For Nutralite Zydus Wellness Ltd.
04. Consumer Products : - Others
1 BBDO India Pvt. Ltd. Ariel Matic Ariel- Share The Load Procter & Gamble India
2 MullenLowe Lintas Group, India Surf Excel Bar Stain Eraser Hindustan Unilever Limited
3 Ogilvy & Mather India Titan Raga Titan Raga - Winning back love lost Titan Company Limited
05. Consumer Durables : - Automobiles and auto parts, two wheelers and auto related.
1 Taproot India Communication Pvt. Ltd. Mahindra Two Wheelers Kisi Se Kam Nahi Mahindra Two Wheelers Ltd.
2 Interface Communications Mahindra XUV 500 Reclaim the pole position Mahindra & Mahindra Ltd. (Auto)
3 Ogilvy & Mather India BMW Don't Postpone Joy BMW India Pvt. Ltd.
4 Creativeland Asia Pvt. Ltd. Godrej aer #changetheaer Godrej Consumer Products Ltd.
06. Consumer Durables : - Electronic goods.
1 Ogilvy & Mather India Tata Sky Ltd. Daily Dillagi Tata Sky Limited
2 The Leo Group India Kindle Paperwhite Kindle - the joy of reading Amazon Seller Services
07. Consumer Durables : - Others
1 Ogilvy & Mather India JSW Cement JSW Cement: from slow - setting to fast moving JSW Cement
2 MullenLowe Lintas Group, India Tanishq Timeless Relationship Tanishq
08. Services : - Telecom and related products.
1 Contract Advertising (India) Pvt. Ltd. Truecaller Truecaller - Take the Right Call True Software Scandinavia AB
2 Taproot India Communication Pvt. Ltd. Airtel Launching Airtel 4G - Challenging skepticism Bharti Airtel Ltd.
3 Ogilvy & Mather India Vodafone Fast internet is a force for good Vodafone India Limited
09. Services : - Financial Services.
1 Ogilvy & Mather India ICICI Bank 'Expression Debit Card' ICICI Bank Limited
10. Services : - Media & Entertainment.
1 MullenLowe Lintas Group, India Hotstar Go Solo Star India Pvt. Ltd.
2 MullenLowe Lintas Group, India Youtube The Suffering of Buffering Google India Pvt. Ltd.
3 Ogilvy & Mather India Indian Super League Let's Football Football Sports Development Limited
4 Ogilvy & Mather India Satyamev Jayate Season 3 Mission Impossible to Possible Star India Pvt. Ltd.
5 MullenLowe Lintas Group, India hotstar Bahut Far Star India Group (Novi Digital)
11. Services : - Others
1 McCann Worldgroup India PayTM PayTM Karo - Giving India a New Currency One97 Communication Private Ltd.
2 Ogilvy & Mather India Diu Tourism Keep Calm and Visit Diu U. T. Daman & Diu Tourism
3 MullenLowe Lintas Group, India OLX.in Don't Be Chipku OLX India Pvt. Ltd.
4 McCann Worldgroup India Zing Digital Divide and Rule DishTV India Limited
12. Corporate Advertising / Reputation
1 DDB Mudra Group Inorbit Malls BRINGING THE BACKYARD TO THE SHOPFRONT Inorbit Malls India Pvt. Ltd.
13. Retail
1 Enormous Brands SHOPCLUES INTRODUCING INDIA TO COMMUTE COMMERCE Clues Network Pvt. Ltd.
2 The Leo Group India Amazon.in Aur Dikhao! Amazon Seller Services
3 Happy Creative Services (India) Pvt. Ltd. Flipkart The Big Billion Day Flipkart India Pvt. Ltd.
4 MullenLowe Lintas Group, India Flipkart Wish Chain Flipkart India Pvt. Ltd.
14. Healthcare
1 McCann Worldgroup India Nicotex U Quit Something I Quit Something Cipla Ltd.
2 MullenLowe Lintas Group, India Johnson & Johnson - OneTouch Khud Ki Care Johnson & Johnson Limited
3 Contract Advertising (India) Pvt. Ltd. Sugar Free How 17.5 kgs of Sugar Hides in Your Daily Cup of Tea! Zydus Wellness Ltd.
15. B2B
1 MullenLowe Lintas Group, India Flipkart #GrowWithFlipkart Flipkart India Pvt. Ltd.
16. Interactive Marketing
1 Ogilvy & Mather India Make Love Not Scars End Acid Sale Make Love Not Scars
2 Ogilvy & Mather India DIU Tourism Ilha De Calma U. T. Daman & Diu Tourism
3 JWT Pepsi Crash the Pepsi IPL - From Consumers to Co-marketers PepsiCo India Holdings Pvt. Ltd.
4 BBDO India Pvt. Ltd. Ariel Matic Ariel- Share The Load Procter & Gamble India
17. Small Town and Rural Marketing
1 DDB Mudra Group UNICEF 'Down', but not out United Nations Children's Fund (UNICEF) India
2 MullenLowe Lintas Group, India Idea World Wide Wisdom Idea Cellular Limited
3 PHD India Wheel Lo Karlo Baat Hindustan Unilever Limited
18. Regional
1 MullenLowe Lintas Group, India OLX.in Don't Be Chipku OLX India Pvt. Ltd.
2 DDB Mudra Group Nutralite How Ganesha came to life to spread the message of healthy habits Zydus Wellness Ltd.
3 JWT Tata Gluco Plus Tata Gluco Plus - Taking the gas out of carbonated soft drinks NourishCo Beverages Ltd.
4 DDB Mudra Group KALYAN SILKS WHEN A MALAYALEE STORE BECAME A KANNADIGA STORY KALYAN SILKS TRICHUR (P) LTD.
5 MullenLowe Lintas Group, India Havells Hawa Badlegi Havells India Limited
19. Direct Marketing
1 Ogilvy & Mather India Make Love Not Scars End Acid Sale Make Love Not Scars
2 Ogilvy & Mather India Philips India HIMinitiative Philips Electronics Pvt. Ltd.
3 Ogilvy & Mather India The Akanksha Foundation A for Anthem The Akanksha Foundation
4 Ogilvy & Mather India Vodafone Business Services Business is our middle name Vodafone Business Services
5 Ogilvy & Mather India Vodafone Business Services Ready For The Big League Vodafone Business Services
6 MullenLowe Lintas Group, India Cremaffin Constipasana - Posture of Relief Abbott India Limited
7 MullenLowe Lintas Group, India Dabur Vatika Brave N Beautiful Dabur India Limited
8 Red Fuse Communications Colgate Spreading a million smiles Colgate Palmolive India Ltd.
20. Experiential Marketing / Brand Experience
1 McCann Worldgroup India Saffola Making Women's Heart Visible Marico Limited
2 MullenLowe Lintas Group, India Practo Broken Promises Practo Technologies Pvt. Ltd.
3 Cheil India Chhanv Foundation Donate A Face Chhanv Foundation
4 McCann Worldgroup India Saffola Masala Oats Can Foodies Be Fit Too? Marico Limited
5 Brave New World Communications Pvt. Ltd. The Roadster Life Co Roadster Pocketman Myntra Designs Pvt. Ltd.
6 DDB Mudra Group Nutralite India's first ever shape-shifting Ganesha demonstrates the power of healthy habits Zydus Wellness Ltd.
7 DDB Mudra Group KALYAN SILKS WHEN THE STORE BECAME THE STORY (CONTENT AS BRAND EXPERIENCE) KALYAN SILKS TRICHUR (P) LTD.
21. Effie for Good
1 Ogilvy & Mather India Make Love Not Scars End Acid Sale Make Love Not Scars
2 Ogilvy & Mather India The Akanksha Foundation A for Anthem The Akanksha Foundation
3 Contract Advertising (India) Pvt. Ltd. Sugar Free Donate Your Calories Zydus Wellness Ltd.
4 DDB Mudra Group UNICEF 'Down', but not out United Nations Children's Fund (UNICEF) India
22. David v/s Goliath
1 MullenLowe Lintas Group, India Paper Boat Drinks and Memories Hector Beverages Ltd.
2 Enormous Brands SHOPCLUES INTRODUCING INDIA TO COMMUTE COMMERCE Clues Network Pvt. Ltd.
3 Ogilvy & Mather India Diu Tourism Keep Calm and visit Diu U.T. Daman & Diu Tourism
23. Integrated Advertising Campaign
1 Ogilvy & Mather India Titan Raga WINNING BACK LOVE LOST Titan Company Limited
2 BBDO India Pvt. Ltd. Ariel Matic Ariel - Share The Load Procter & Gamble India
3 Ogilvy & Mather India TATA SKY Daily Dillagi Tata Sky Limited
4 The Leo Group India Amazon.in Aur Dikhao! Amazon Seller Services
5 Ogilvy & Mather India Vodafone M-Pesa Power to migrants Vodafone M-Pesa Limited
6 McCann Worldgroup India PayTM PayTM Karo - Giving India a New Currency One97 Communication Private Ltd.
7 MullenLowe Lintas Group, India OLX.in Keemat Bhi Kuch Keemati Bhi OLX India Pvt. Ltd.
24. Best On-going Campaign
1 MullenLowe Lintas Group, India Tata Tea From Packaged Good to Packaging Good Tata Global Beverages Limited
2 MullenLowe Lintas Group, India Idea An Idea Can Change Your Life Idea Cellular Limited
3 Ogilvy & Mather India Bournvita Tayyari Jeet Ki (Prepare to Win) Mondelez India Foods Ltd.
4 Ogilvy & Mather India The Akanksha Foundation GIVE TO RECEIVE The Akanksha Foundation
25. New Product or Service
1 Law & Kenneth Saatchi & Saatchi Private Limited. pepperfry.com OFFLINE TO ONLINE FURNITURE SHOPPING Pepperfry.Com TrendSutra Platform Pvt. Ltd.
2 MullenLowe Lintas Group, India Practo Life Mein Practo Technologies Pvt. Ltd.
3 Cheil India Salaam Baalak Trust The light bag - Bringing children out of the dark Salaam Baalak Trust
GRAND EFFIE
 Integrated Advertising Campaign
1 MullenLowe Lintas Group, India Paper Boat Drinks and Memories Hector Beverages Ltd.
EFFIE INDIA CLIENT OF THE YEAR -  HINDUSTAN UNILEVER LIMITED
EFFIE INDIA AGENCY OF THE YEAR - MULLENLOWE LINTAS GROUP, INDIA

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