Says Yahoo! India country manager Neville Taraporewalla, "The Effie Awards is one of the most significant international advertising and marketing awards which honours campaigns which have effectively met their marketing results. Our three years of association with the Effie Awards have been really rewarding and we have been able to create the desired 'shift of minds' of media planners, agencies and clients towards the online medium. The online medium in the country has certainly matured and we are witnessing this trend through our growing clientele and increasing online ad spends of our clients."