On the occasion of the fifteenth anniversary of the EFFIES, organized by the Bombay Ad Club. This year, the number of categories has increased from seven to fifteen. The last date for submission of entries is 1st November 2010. The Consumer Goods category has been broken up into three parts. First part is Cosmetics and Toiletries. The second is Beverages/Drink, Confectionary and Food, while Others comprises of Apparel / textiles, personal gift items, tobacco, personal hygiene, footwear books and periodicals, stationery and accessories.
Similarly Durables has been divided into two parts. The first part comprises of Automobiles and auto parts, two wheelers and auto related, while the second part consists of Others. (Television, stereo and other musical equipment, audiovisual equipment, calculators, computers, packaged software, air-conditioners, furniture and furnishings, electrical appliances, home appliances, sanitary ware and fittings, briefcases, official equipment, , agricultural equipment etc.)Retail has been introduced this year as a separate category. Healthcare is another category.Services has been broken into three parts. Telecom and related products is now one category. Financial Services, including banking and insurance etc is the second sub category while Others consists of Public utilities, marketing communications, services, media, entertainment, customized software, transport services travel /tourism, hotels resorts, airline etc.
Categories like Corporate Advertising, Mobile, Internet and Integrated Advertising Campaign remain unchanged. A new category that has been introduced this year is the David Vs Goliath award category. As Shashi Sinha, CEO, Lodestar Universal and member of Ad Club Committee explains, this award is for smaller, new or emerging brands that are making inroads against big, established leaders and for established small brands taking on “sleeping giants”. That basically covers companies which have moved into a new product and service field with large, well-established competitors.
For this category, entrants must detail the business challenge, the competitive landscape and how their business succeeded despite the odds.
Sinha says the main task right now is in communicating the increase in categories for this year’s entries. He consequently expects that the participation this year will be higher.“The EFFIES is all about effectiveness in advertising, about results and agencies, today, realize the importance of being able to prove that. I think the only complaint, as far as the EFFIES goes, is that with the fewer categories present till last year, the chances of winning here was lesser. Now with more categories, participation ought to go up. Healthcare and the David versus Goliath Award should be interesting to watch.”The EFFIE Awards Gala Ceremony will be held on Tuesday, 7th December, 2010 at the Turf Club.
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