Effie 2012 shortlists 128 entries from 20 agencies

Ogilvy & Mather leads the pack with 30 shortlisted entries. This year, the annual award received a record number of 357 entries from 50 agencies.

About 128 entries from 20 agencies have been shortlisted for the 2012 Effie Awards. With this, the competition has progressed to Round 2, which will again be held in Delhi and Mumbai. Organised by The Advertising Club, the second part of Round 2 will be held in Mumbai on November 29. The final results will be announced on December 4 at an award ceremony in Mumbai.

Ogilvy & Mather has 30 shortlisted entries, the highest in the list. McCann Worldgroup has 17 entries in the fray, with Lowe Lintas & Partners (12) and Leo Burnett (11) following close behind. JWT has six entries; Draftfcb Ulka has five; Grey Worldwide, BBH Communication India and Taproot India Communication have four each; Saatchi & Saatchi and DDB Mudra Group stand at three each; Jubilant Foodworks, Mindshare, Rediffusion Dentsu Young & Rubicam, BBDO India and ABP One have two each; while Havas Worldwide India, Law & Kenneth Communication, Cartwheel Creative Consultancy, Jack in the Box Worldwide, Interface Communications (Draftfcb), Contract Advertising India, Happy Creative Services, Creativeland Asia and SohoSquare Advertising & Marketing Communication have one each.

The highest number of shortlisted entries are in the Integrated Advertising Campaign category (12), with Beverages/ Drink, Confectionery and Food (11), and Telecom and Related Products (9) close behind; the least entries are for Consumer Durables: Others (2) and Healthcare (1). Lowe Lintas & Partners is the sole agency whose campaign case study - The sweetest thing you can tell a diabetic - has been shortlisted. Interestingly, ABP One's Cadbury Mishti Shera Srishti campaign made it through to the Integrated Advertising Campaign and Regional Advertising categories. Ogilvy & Mather's Satyameva Jayate campaign has been shortlisted in the Integrated Advertising Campaign category.

The second round of the awards was held in Delhi on Monday, followed by a similar procedure in Mumbai. About 17 judges representing ad agencies and clients will critically analyse the videos and case studies submitted by the agencies.