Advertising stalwarts on why Effie Awards make a real difference

The Advertising Club recently hosted 'The Effies 2022' at the Taj Lands Ends in Mumbai. The awards were presented by Meta. Colors was the associate sponsor along with Ultratech Cement as Category Sponsor and Crav/ing Digital as the Celebration Partner. 

The Effies is widely regarded as one of the most important awards in the marketing and advertising industry as it recognises effectiveness over creativity, unlike the others. 

On the eve of the award show, BestMediaInfo.com spoke to the top leaders of the industry about what they think of the awards and how they have evolved over the years. 

Ameer Ismail

Ameer Ismail, President of Lintas Live, MullenLowe Lintas Group, said, "Effies have been a gold standard for the advertising and communication industry for decades now. Everyone aspires to win big at Effies, Lintas has been a significant player at Effies not only in India but across the world." 

Garima Khandelwal

Garima Khandelwal, CCO at Mullen Lintas, said, " Effies are a great place for effectiveness to be awarded. I think advertising should work towards effectiveness as it helps clients greatly. Over the years the gap between effectiveness and creativity has shrunk. It is not only creativity but also effectiveness that has worked for the brands." 

Ashish Chakravarty

Ashish Chakravarty, Executive Director and India Head of Creative at McCann World group, said, "The Effies is probably one of the most prestigious awards of the industry, because it's about the work that works. It's about creative ideas that not only work with consumers but also have an impact on the marketplace like uptick in sales, move the needle over consumer perception, so definitely it's one of the most prestigious awards out." 

Ajit Varghese

On the other hand, Ajit Varghese, EVP, Head of Network- Ad Sales at Disney Star - who was also a jury member for the awards - said, " Effies is one of the most loved awards because it talks about marketing effectiveness and at the end of the day whether you are a consumer, marketer, agency, or a platform. Eventually we are all working towards effectiveness for the brand – because when it grows, everyone in the ecosystem grows." 

The Effies 2022 saw 986 entries, the highest ever in 22 years, and saw participation from 53 agencies. Ogilvy Group was named Effie India Agency of the Year and Mondelez India was judged the Effie India Client of the Year. Leo Burnett India won the Grand Effie for Whisper India’s campaign ‘Whisper: Changing the education system to keep girls in school.

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