MAM
Effie 2012 announces final shortlist; O&M leads
MUMBAI: The Advertising Club (Bombay) has announced the final shortlist of the case studies of Effie 2012.
Ogilvy & Mather leads with 30 shortlisted entries, followed by McCann Worldgroup‘s 16. Leo Burnett India and Lowe Lintas and Partners tie up with 11 entries each. JWT and Taproot India have got eight and five entries shortlisted respectively.
To be held on 4 December, Effies is the only award that is bestowed on both the client and agency to jointly share the celebration of their effective communication and perseverance.
There are 122 shortlists from 27 agencies this year.
Here is the total list of shortlisted entries:
|
Name of the agency |
No of shortlists |
|
Ogilvy & Mather |
30 |
|
McCann Worldgroup |
16 |
|
Leo Burnett |
11 |
|
Lowe Lintas and Partners |
11 |
|
JWT |
8 |
|
Taproot India Communication |
5 |
|
DDB Mudra Group |
4 |
|
Grey Worldwide (I) |
4 |
|
BBH Communications India |
4 |
|
DraftFCB Ulka |
3 |
|
Mindshare |
3 |
|
Rediffusion DY&R |
3 |
|
Saatchi & Saatchi |
3 |
Click to view shortlisted entries:
http://theadvertisingclub.net/index.php?option=com_content&view=article&id=3574&Itemid=219
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
