MullenLowe Lintas Group retained the 'Agency of the Year' accolade at the Effies 2016 awards ceremony hosted on 16 December in Mumbai. The agency bagged a Gold, 12 Silver and 10 Bronze to end with a total of 23 Effies. The Gold win was for Surf Excel 'Giving The Fight Against Dirt A Karmic Perspective' in the Best On-going Campaign category.
The Leo Group won the Grand Effie for 'A bike that got people to experience national pride - The Nation's Bike' for Bajaj Auto. The agency also bagged three Gold, two Silver and a Bronze Effie. The Gold wins were for the same entry in the 'Consumer Durables - Automobiles', 'David vs Goliath' and 'Integrated Advertising campaign' categories.
Hindustan Unilever retained its 'Client of the Year' title.
Finishing second on the night with 22 Effies was Ogilvy. The agency bagged two Gold, seven Silver and 13 Bronze awards. The Gold wins were for Vodafone's 'Winning 4G race without 4G' in 'Services - Telecom' and 'Jaane Kya Dikh Jaye (You haven't seen it all)' for Rajasthan Tourism in the 'Services - Others' category.
McCann Worldgroup finished third on the points tally with three Gold, three Silver and six Bronze Effies. Two of its Gold wins were for 'Breaking India's Habit of Open Defecation' for Bill & Melinda Gates Foundation in the ‘Small Town and Rural Marketing’ and ‘Services – Others’ categories. The other Gold win was for Nestle India’s ‘How Maggi Won Back Indian Mom’s Trust’ in ‘Consumer Products – Confectionary and Food’.
DDB Mudra Group bagged a Gold and five Bronze Effies. The Gold win was for ‘It’s Just My Period’ for Stayfree in ‘Consumer Products – Cosmetics and Toiletries, Personal Hygiene’. Culture Machine and Tinkle Comics were credited as contributor agencies for this entry.
BBDO India bagged a Gold, a Silver and a Bronze. The Gold win was for ‘Dads #ShareTheLoad’ for Ariel Matic in ‘Consumer Products – Others’. Red Ice Films was also credited as the 'Primary Agency' for the entry.
Taproot Dentsu won a Gold and Silver. The Gold win was for Bharti Airtel’s ‘India’s First Open Network’ campaign in the ‘Interactive Marketing’ category. Contributing agencies for this entry were Milestone Brandcom and Tekzenit.
Medulla Communications too won a Gold and a Silver. The Gold was in the ‘Effie for Good’ category for ‘Last Words’ for Indian Association of Palliative Care (IAPC). A Nineteen Films was listed as a contributing agency.
Mindshare won a Gold for its ‘The 6 Pack Band’ for HUL in the ‘Consumer Products - Beverages and Drinks’ category.
Publicis Communications was another Gold-winning agency on the night, for Ambuja Cement’s ‘If it’s good for a giant, it’s good for me’ in the ‘Consumer Durables – Others’ category.
View the agency tally