MAM
Effie Awards India ’21: The Ogilvy Group, Mondelez India bag the Grand Effie
Mumbai: Hindustan Unilever Ltd (HUL) was judged the Effie Client of the Year, while McCann Worldgroup India was named Effie India Agency of the Year in the latest edition of the “Effie Awards India 2021” hosted by The Advertising Club in a virtual ceremony on Friday night.
The coveted Grand Effie was won by The Ogilvy Group and contributing agency, Wavemaker India, for Cadbury Dairy Milk’s campaign “Melting Power Distance” under the ‘Integrated Advertising Campaign: Products’ category.
HUL bagged ten medals, including four gold, three silver, and three bronze. Some of the most successful creatives of the brand were “H for Handwashing” and “Use Any Soap” both released during the pandemic to promote handwashing by the brand Lifebuoy.
McCann Worldgroup India took home a total of 30 medals, including one gold, nine silver, and four bronze. The group also won gold for its Dettol campaign “Using Virality to Fight The Virus” in the ‘Influencer Marketing’ category. Other top agencies to win big were Ogilvy, MullenLowe Lintas, DDB Mudra, and Leo Burnett.
The other top clients were Mondelez, RB, ITC, and Nestle.
The awards that celebrated the finest brands and ground-breaking campaigns in the year gone by were presented by Colors, powered by MX Player and Aditya Birla Capital was a category sponsor of the virtually held event.
This year, The Ad Club received a record 950 entries and saw participation from 51 agencies. “Looking at the cases that have won here today, you will know for a fact that this is the highest level of award in this country,” said The Advertising Club president, Partha Sinha, speaking about the participants and winners at the awards.
“Effie India today is the most definitive award in the country – and is revered by both the client and the agency. I want to thank every single member of the jury, the participating agencies, and the sponsors. You know that this award has reached the level thanks to all of you. Let the celebrations continue but more importantly let the effective culture continue. As I had mentioned before we are going to hold Effie effectiveness workshops in Mumbai, Delhi, and Bengaluru. Watch this space for more details,” Sinha added.
“It gives me great pleasure to deliver the first virtual awards presentation of Effie India. It has been a long and tough journey over the past one and half years to bring this to life. To judge 950 entries over two rounds of judging by 520 judges, with minimal physical meetings has been quite a task. I thank each participating agency and client for their support. And a big thank you to our sponsors, the Ad Club managing committee, Effie committee and the Ad Club secretariat to make this possible,” stated Effie India chairperson Mitrajit Bhattacharya.
Founded in 1954 The Ad Club is an industry body that provides a dynamic platform for professionals from the advertising, marketing, media, research, and communication fraternity to gain from each other’s experience. The awards celebrate the best work by agencies and clients that set new benchmarks in effectiveness in marketing and advertising communication.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
