EFFIE 2010: 81 entries from 14 agencies shortlisted

Eighty one entries from 14 agencies have been shortlisted for EFFIE 2010 presentation round by the Advertising Club Bombay. Ogilvy & Mather and Lowe Lintas have the maximum shortlists with 17 and 16 entries respectively, while Mudra Group follows with 14 entries.  These case studies will be presented on December 3, while the awards will be given away on December 7 in Mumbai.

In the category ‘Consumer Products: Cosmetics and Toiletries’, BBDO India (W.A.L.S for Gillete Mach 3), DraftFCB (Mistaken Identity for Santoor), JWT (Catch me if you can for Lux) and McCann Erickson (Masoom for Pears) have managed a shortlist each. Both, Lowe Lintas (Mere lambe baal kyon nahin? For Clinic Plus and Winter Fairness Cream for Fair and Lovely) and Ogilvy & Mather (Damage Expert for Dove and Godrej Expert for Godrej) managed two shortlists in the category.

‘Consumer Products: Beverages / drink, confectionary and food’ category has three shortlists each from Ogilvy & Mather (Talk less work more for Center Fresh, Kuch Mithaas Ho Jaye for Cadbury and Pehli Taarikh for Cadbury Dairy Milk) and BBDO India (Make Allu Dance and 7UP Lemon Pattalam Gang for 7UP, and Mission to make India healthy for Quaker). JWT (Slice Aamsutra for Slice Mango and I want it all for Horlicks) and Lowe Lintas (Jaago Re for Tata Tea and Tummy bhi khush mummy bhi khush for Knorr Soups) earned two shortlists each. Rediffusion Young & Rubicam (Bhool Gayi for Sugar Free Natura) managed the last shortlist in the category.

Two entries from Mudra Group (Just Jockeying for Jockey and ’40 da 36’ for Godrej Ezee) and Ogilvy & Mather (Pure cricket for Adidas and Mocch for Fevicol) got short listed in the ‘Consumer Products: Others’ category. JWT (Switch on the Happy Moments for GoodKnight Advanced Activ+) and Lowe Lintas (Jewellery that makes you want to marry for Tanishq) earned one shortlist each.

In the category ‘Consumer Durables: Automobiles and auto parts, Two Wheelers and Auto related’, Mudra Group (Innovations for Everyone for Volkswagen, Curves are back for New Beetle and German Engineering, Made in India for Volkswagen Polo) earned the maximum shortlists with three entries in the list. Ogilvy & Mather (Pulsar MTV Stunt Mania and The Fastest Indian for Bajaj Pulsar) managed two shortlisted entries, while Lowe Lintas (Discover India with the power of 1 liter for Bajaj Discover DTS-Si) managed one.

Contract (Survive Mumbai, Survive the World for American Tourister), JWT ("MAIN BHI COACH": One team. A Billion Coaches for Nokia) and Ogilvy & Mather (Tata Sky for Tata Sky) filled up the shortlists with one entry each in the ‘Consumer Durables: Others’ category.

Five entries were shortlisted in the category ‘Services: Telecom and Related Products’. DraftFCB (Dare to – Do the new and every second counts for Tata Docomo) and Lowe Lintas (Use Mobile Save Paper and Walk when you talk for Idea Cellular) managed two entries, while Ogilvy & Mather (Pujo for Vodafone) managed one entry.  In the ‘Services: Financial Services, Including Banking and Insurance’ category, two entries from JWT (Jiyo Easy for ING Vysya Bank and Even Gods Can Feel Insecure for Birla Sun Life Wealth with Protection Solutions) were shortlisted, while one entry each from Ogilvy & Mather (Pragati Ki Anokhi Paathshala for ICICI Prudential Life Insurance Company), Bates 141 (Sukhi Dukhi for TATA AIG Life Insurance) and BBDO India (The Great Wall of Education for Aviva) were shortlisted.

‘Services: Others’ category managed to get eight shortlists with Mudra Group (The Complete Idiot's Guide to Movie Promotions for 3 Idiots, Economic Times - The Power of Ideas - Start Up for The Economic Times and ‘For all the women you are’ for Femina) and Ogilvy & Mather (Reframing entertainment for the Indian Woman for STAR Plus, Actve Englist for Tata Sky and Bell Bajao for Breakthrough) earning three each. Remaining two entries belonged to Lowe Lintas (It is Time for Hindustan Times and Right Time | Right Place for ET Now).

For ‘Corporate Advertising’ category, Mudra Group (May I help you? For National Association for the Blind and Innovations for Everyone for Volkswagen) earned two shortlists. Entries from JWT (Planet ke Rakhwale for Nokia) and Dentsu (Save our Tigers for Aircel) filled the remaining two spots in the list.

In the category ‘Internet Advertising’, Bates 141 (Indian Panga League for Virgin Mobile), Publicis Ambience (Happy December for Campaign India), CreativelandAsia (When Consumers Become Inventory Trackers for Hippo) and Ogilvy & Mather (Vodafone Zoozoos a social media beacon in India for Vodafone) got a shortlist each.

There were no shortlists announced in the ‘Mobile Advertising’ category.

For the ‘Integrated Advertising Campaign’ category, Lowe Lintas (Tummy bhi khush mummy bhi khush for Knorr Soups, Kha ke peeyoo ya peeke khao for Knorr Soupy Noodles, Use Mobile, Save Paper for Idea Cellular and Jaago Re! for Tata Tea) earned four shortlists. Ogilvy & Mather (Vodafone Zoozoos Part Deux - what went into making the sequel bigger than the original for Vodafone), DraftFCB (Do the new for Tata Docomo), BBDO India (W.A.L.S. - Women Against Lazy Stubble for Gillette Mach 3), JWT (The Game for Pepsi) and Mudra Group (The Complete Idiot's Guide to Movie Promotions for 3 Idiots) managed one each.

In the ‘Retail’ category Contract (Start Something New for Shoppers Stop), Mudra Group (Zero Margin for Ezone) and Lowe Lintas (Jewellery that makes you want to marry for Tanishq) managed to find a place in the shortlist.

Grey Worldwide (Breathe Right : Happily ever after for Breathe Right), JWT (Good night for Benadryl) and Mudra Group (Agdam Pagdam Tagdam for Calcium Sandoz) earned one shortlist each in the ‘Healthcare’ category.

Six entries have been shortlisted for the ‘The David v/s Goliath’ award, which has been introduced this year to recognise smaller brands that are increasingly making their mark among bigger clients and advertisers. The entries are from Bates 141 (Health Comes First for Max Bupa Health Insurance and Indian Panga League for Virgin Mobile), DraftFCB (Dare to – Do the new for Tata Docomo), Mudra Group ('40 da 36' for Godrej Ezee), Lowe Lintas (Discover India with the power of 1 liter for Bajaj Discover DTS - Si) and Creativeland Asia (When Consumers Become Inventory Trackers for Parle Hippo).