MAM
Close Law & Kenneth helps Skybag arrive in style
MUMBAI: Luggage manufacturer VIP has launched a new collection ‘Skybags Riviera’, under its youthful brand Skybags.
Conceptualised by Law & Kenneth, the ad will feature brand ambassador John Abraham. The aim of the campaign is to build the brand value of style and create a youth promise that translates to consideration.
About the campaign, Law & Kenneth chief creative officer (west & south) Rahul Nangia says, “You look at any conveyor belt at any airport around the world and you’ll find only boring black and grey bags. Skybags breaks the pattern. So the idea was to make people look at their own bag and wonder if they are being judged for it.”
The research insight noted by the agency before the campaign was that bag is more than something one just lugs around. It is increasingly becoming an accessory, a part of your appearance. Today the travellers have evolved and are more style conscious. Luggage has now become a reflection of travellers’ personality.
Elaborating on it, VIP marketing vice president Sudip Ghose says, “The ad was made to deliver a very simple but strong message that with the evolution of fashion conscious traveller, the bag is not just a utility but a reflection of who you are. This ad was made to highlight the positioning of Skybags as a trend setter – the most stylish and preferred luggage brand. The ad targets young professionals who are metrosexual, high on cool quotient and desire to make an impression where ever they go.”
On what will distinguish the ad from the rest Ghose adds, “This ad is based on a real life situation and a phase that every traveller has to go through. The ad is direct and gets the brand attributes conveyed to the viewers that a travel bag is not just a utility but an extension of one’s personality. The tag line ‘Arrive in Style’ compliments the brand Skybags.”
The campaign is on television, print as well as outdoor media. It will also be run extensively through cinema advertisement.
MAM
Effie turns 25 and still means business
Nestle, Leo India and McCann lead a landmark night in Mumbai.
MUMBAI: If ideas are currency, the Effies are where they are audited and this year, the balance sheet looked impressive. The Advertising Club India marked the 25th edition of the Effie India Awards 2025 with a glittering ceremony at Taj Lands’ End, Mumbai, bringing together more than 1,000 professionals from advertising, marketing, media, research, PR and communications. Presented by News18 India and News18 Marathi, and powered by CNN News18 and CNBC TV18, the milestone edition was as much a celebration of legacy as it was a reminder of where Indian marketing stands today sharper, more accountable and relentlessly focused on results.
At the centre of the night’s honours was Nestle India Ltd, which was adjudged Effie Client of the Year, recognising sustained commitment to impactful, effectiveness-led marketing. Leo India was named Effie Agency of the Year, reflecting consistent performance across categories and a strong portfolio of results-driven campaigns.
Speaking at the Effie, McCann India CEO and The Advertising Club president Dheeraj Sinha said, “As we celebrate 25 glorious years of the Effie India Awards, we are not just marking a milestone, we are honouring a legacy of effectiveness that has shaped Indian marketing. Over the past quarter century, Effie has become the gold standard for results-driven creativity, championing ideas that deliver real business impact. This landmark edition reflects the extraordinary evolution of our industry and the power of creativity. Congratulations to all the winners. Here’s to the next chapter of impactful storytelling and transformative growth.”
The coveted Grand Effie went to McCann, Gurugram, for Nestle India Ltd’s campaign “Maggi, Why save the best for the last?”. The campaign stood out for turning a familiar consumer insight into a commercially powerful narrative, demonstrating how cultural relevance, when aligned with business objectives, can deliver both emotional connection and measurable growth.
“The Effie India Awards have evolved into one of the most credible and respected platforms for marketing effectiveness in the country. What truly stands out this year is the scale and diversity of participation – from leading networks to independent agencies and new-age specialists, all demonstrating a shared commitment to effectiveness. It is encouraging to see stakeholders attach deeper strategic value to the Effies, viewing it as a benchmark of real business impact”, added Effie India Awards chairperson and The Advertising Club founder and The Horologists president Mitrajit Bhattacharya.
Marking its silver jubilee, the 25th edition witnessed participation from 89 agencies, spanning large network agencies, independent shops and new-age specialists. The breadth of entries reflected a marketing ecosystem that is no longer siloed where data, creativity, media strategy and business outcomes are increasingly interlinked.
Elaborating on the awards Eros Media World group CEO and Effie India Awards, The Advertising Club co-chairperson Pradeep Dwivedi said, “We are delighted to witness such enthusiastic participation from across the industry, reflecting the trust and prestige the platform commands. The campaigns showcased this year set a remarkable standard, combining bold creativity with strategic rigor and tangible results. It is inspiring to see the industry consistently push boundaries while remaining firmly focused on impact.”
What distinguishes the Effies from many other award platforms is its judging framework. Campaigns are not only assessed by advertising professionals but also by clients and academic experts, ensuring a holistic evaluation of strategy, execution and real-world impact. In an industry often accused of rewarding style over substance, the Effies have steadily positioned themselves as champions of effectiveness over spectacle.
“The core of our creative culture is ‘Impact a Billion’ creating work that genuinely moves people and delivers real business outcomes. When that kind of impact is achieved, recognition follows. Being honoured at the Effie Awards reaffirms our belief that effectiveness and creativity are deeply intertwined. This win belongs to our teams who push for ideas that matter, and to our clients who share the ambition to create work that goes beyond visibility to deliver meaningful impact at scale.” Leo chairman for South Asia and Publicis Groupe CCO for South Asia Rajdeepak Das.
The event was also supported by category sponsors including Adani Group for Integrated Advertising Campaign, Eco Media Solutions for Brand Experience and Tata Communications for B2B, reflecting strong corporate backing for platforms that celebrate measurable marketing excellence.
At Leo, effectiveness isn’t merely a metric, it’s core to the kind of creativity that can effect change for people, communities, businesses and the planet.
We are stoked to have won across some of our biggest brands tonight. To be consistently recognized as the best – globally, and now at our home-ground – is both rewarding and inspiring. We’re grateful to our client partners for placing their trust in our ideas, and to our teams for relentlessly pushing the boundaries of excellence.” Leo, Publicis Health & Publicis Business CEO for South Asia Amitesh Rao.
Beyond the trophies and applause, the 25th edition carried symbolic weight. Over a quarter century, the Effie India Awards have chronicled the transformation of Indian marketing from traditional mass campaigns to data-led, multi-platform ecosystems where accountability is non-negotiable. As brands grapple with fragmented audiences, evolving media habits and heightened expectations around ROI, effectiveness has moved from being desirable to being essential.
The silver jubilee celebration underscored that shift. In a landscape crowded with creative awards, the Effies continue to stand apart by asking a simple, uncompromising question, did it work?
After 25 years, the answer for many on that Mumbai stage was a resounding yes.
