Effies 2011: Ogilvy India strikes a Hat-trick!

Ogilvy India was once again adjudged the agency of the year, the third time in a row. JWT and DDB Mudra followed in the tally. Taproot won the Grand Effie, while Cadbury India was declared Client of the Year.

Although the night was dark, Ogilvy India's black shirts and T-shirts clearly stole the night's thunder, as it took the winner's bow at the Effies, once again, as the Agency of the Year.

The Effies 2011 Awards ceremony was held at the Turf Club, Mumbai. The Effie Awards ceremony, which is organised by the Ad Club of Bombay, and enjoys the participation of the entire advertising industry celebrated its eleventh year.

Ogilvy India was adjudged the Agency of the Year, with an impressive score of 195 points. It won a total of seven golds, six silvers, and six bronze metals. The agency won a gold for Dove's
Ambush the Ambush campaign
, two for the Cadbury
Shubh Arambh
campaign, and another gold for the Meal-time
Meetha campaign
for the same client. The rest of the golds were for CEAT's Be
Idiot safe campaign
, with two for Vodafone's BlackBerry for Everyone campaign.

Last year, too, Ogilvy India had walked away with the honours, as it was announced the Agency of the Year, with a total score of 145 points.

This year, at number two and number three JWT India and DDB Mudra were distant followers with scores of 65 points and 45 points, respectively.

Runners-up JWT managed three golds, one silver, and two bronze metals.

JWT won golds for Lay's Flavour of the World Cup campaign, Birla Sunlife Insurance's Children's Future Solutions, and the Nike Bleed Blue campaign.

Lowe Lintas managed a tie with DDB Mudra, with a total score of 45 points, comprising one gold, one silver, and four bronzes. Lowe Lintas, got the gold for the What an Idea, Sirji campaign.

But, DDB Mudra's one gold and three silvers shone better to give the agency an edge over its close competition, in the ranking. DDB Mudra won a gold in the healthcare category for Velocit's (Dr Reddy's Laboratories) the Joy of Motherhood campaign.

Cadbury India was adjudged the Effie Client of the Year; Taproot walked away with the Grand Effie, an award worth 10 points.

Besides Taproot, Leo Burnett and McCann Worldgroup made it to the Top Seven list at the awards ceremony, with 35, 35 and 30 points, respectively.

Although Contract Advertising had a score of just 25, it had a gold and a silver to its credit but came at number eight in the ranking.

BBDO India won a gold for the ShaveSutra - How to Turn a Mundane Solitary Chore into a Pleasurable Duet' campaign crafted for Gillette Mach3 Turbo Sensitive from P&G/Gillette.

Leo Burnett won a gold for its Koi Bhi Sawaal Chota Nahi Hota campaign, designed for Kaun Banega Crorepati.

Other advertising agencies that managed to make a mark at the Effie Awards 2011 were draftfcb Ulka, Creativeland Asia, BBH Communications, BBDO Proximity, Interface Communications, TBWA India, and Sapient Corporation.

The Awards received over 300 entries this year, as against 276 entries last year across award categories. The nominations came from over 20 agencies across the country.

The final shortlist of 97 entries was announced on December 5, 2011, after a rigorous judging process held over three days, comprising two sessions at Mumbai and New Delhi. The first round of shortlisting was held across award categories by an eminent jury comprising a rich panel of 60 judges. The judging panel consisted of a mix of senior members across the marketing, advertising and media fraternity.