Effies 2010: Ogilvy India is Agency of the Year; Lowe and Mudra follow

Ogilvy India was the leader by far with 145 points; Lowe Lintas had 90 points, while Mudra Group had 75.

Last evening, the Effies 2010 (organised by the Ad Club of Bombay) were doled out in a sparkling ceremony held at the Turf Club, Mumbai.

Ogilvy India did a repeat act, winning the Agency of the Year at Effies 2010 with a total score of 145 points. While it won two gold awards last year; this time, the team in black bagged four -- two for its Adidas and Bajaj Pulsar campaigns and two more for the Vodafone Zoozoos.

Lowe Lintas and Mudra Group followed with 90 and 75 points, respectively. Last year's runner-up, JWT finished fourth with 65 points. Ogilvy India was the Agency of the Year award at the Effies 2009 as well, so reasons to celebrate doubled as the agency successfully defended its turf.

Ogilvy India won four gold, seven silver and three bronze metals. The numero uno agency displayed its unity by sticking together as one highly audible bunch of 'Men in Black'.

The campaigns that pulled in the four coveted golds for Ogilvy India were: 'Pure Cricket' for Adidas India Marketing (Consumer Products category, Others sub-category); 'Pulsar MTV Stunt Mania' for Pulsar from Bajaj Auto (Consumer Durables category, Automobiles and Auto Parts, Two Wheelers and Auto Related sub-category); 'Vodafone Zoozoos: A Social Media Beacon in India' (Internet Advertising category); and 'Vodafone Zoozoos Part Deux- What went into making the sequel bigger than the original' (Integrated Advertising Campaign category), both for Vodafone Essar.

The agency won its whopping seven silver metals for the following campaigns: 'Damage Expert' for Dove; 'Pehli Taarikh' and 'Kuch Mithaas Ho Jaye' for Cadbury India; 'Moochwali' for Fevicol SH; 'Actve English' for Tata Sky; 'Reframing entertainment for the Indian Woman' for STAR Plus, and finally, 'Bell Bajao' for Breakthrough.

The three bronze metals were for the 'Godrej Expert' campaign for Godrej Consumer products; 'Talk less work more' for Center Fresh (part of Perfetti Van Melle India) and 'The Fastest Indian' for Pulsar 220 (Bajaj Auto).

Lowe Lintas (placed at No. 2) won two gold, two silver and eight bronze metals. The campaign for Tanishq ('Jewellery that Makes You Want to Marry') won Lintas its two golds, in the categories, Consumer Products (Others) and Retail. The agency's silvers were pulled in by its campaigns for Bajaj Discover DTS-Si ('Discover the Power of 1 Litre') and Idea Cellular ('Use Mobile Save Paper').

Lintas' long list of bronze-winning campaigns comprises: 'Mere Lambe Baal Kyon Nahin?' for Clinic Plus; Fair and Lovely Winter Fairness Cream; 'Tummy bhi Khush Mummy bhi Khush' for Knorr Soups, 'Use Mobile Save Paper' for Idea Cellular, 'It is Time' for Hindustan Times; 'Discover India with the Power of 1 Litre' for Bajaj Discover DTS-Si; and 'Jaago Re' for Tata Tea, which won in two categories -- Consumer Products and Integrated Advertising Campaign.

Mudra Group (placed at No. 3) picked up two gold, four silver and one bronze metal. Its campaigns for 3 Idiots (The Complete Idiot's Guide to Movie Promotions) pulled in the golds in two categories -- Services (Others) and Integrated Advertising Campaign.

Of the four silvers, one was brought in by the agency's work for brand Jockey ('Just Jockeying'); while the other three were for brand Volkswagen: 'Innovations for Everyone' for the mother brand Volkswagen; 'Curves are Back' for New Beetle and 'German Engineering, Made in India' for Volkswagen Polo. The lone bronze came in for its campaign, 'For All the Women You Are' for Femina.

Other advertising agencies that managed to make a mark at the Effie Awards 2010 are BBDO India, Draftfcb Ulka, JWT and Bates 141. BBDO India created waves with its 'WALS- Women Against Lazy Stubble' campaign for Gillette Mach3, which won two gold metals.

While the crowds left the venue humming its catchy 'Du-tu-du-du-tu-du' jingle, Draftfcb Ulka took back two golds for its 'Dare to Do the New' campaign for Tata Docomo; one of these was in the new David v/s Goliath category.

JWT and Bates 141 went home with one gold each -- the former for its 'Planet ke Rakhwaale' campaign for Nokia; and the latter for its much talked about 'Indian Panga League' for Virgin Mobile.

Tata Teleservices was adjudged Effie Client of the Year; while Draftfcb Ulka walked away with the Grand Effie, an award worth 10 points. The agency finished fifth overall, with 45 points. Also with 45 points was BBDO India. Bates 141 garnered only 25 points and made it to the last and seventh place on the list of 'Top 7 Agencies of the Year'.

Other agencies that took back one bronze metal each, were: McCann Erickson ('Masoom' campaign for Pears), Rediffusion Y&R ('Bhool Gayi' campaign for Sugar Free Natura), Contract Advertising ('Survive Mumbau, Survive the World' campaign for American Tourister), Dentsu Communications ('Save Our Tigers' campaign for Aircel) and Grey Worldwide ('Breathe Right: Happily ever after' campaign for GlaxoSmithKline Beecham).