MAM
O&M shines bright at Effie Awards 2011
MUMBAI: Piyush Pandey led Ogilvy & Mather (O&M) has done it once again as the agency swept away Effie Agency of the Year Award 2011, third time in a row. O&M registered 195 points with seven Gold, six Silver and six Bronze metals.
Meanwhile, from the client‘s side, Cadbury India with 80 points took home Effie Client of the Year Award.
Taproot India won the Grand Effie for Pepsi- Change the Game campaign.
Effie Agency of the Year tally-
| Rank | Agency Name | Gold | Silver | Bronze | Total Points |
| 1 | OO&M | 7 | 6 | 6 | 195 |
| 2 | JWT | 3 | 1 | 2 | 65 |
| 3 | DDB Mudra Group | 1 | 3 | – | 45 |
| 4 | Lowe Lintas | 1 | 1 | 4 | 45 |
| 5 | Taproot India | – | 1 | – | 35 |
| 6 | Leo Burnett | 1 | – | 4 | 35 |
| 7 | McCann Worldgroup | – | 1 | 4 | 30 |
| 8 | Contract Advertising India Pvt Ltd | 1 | 1 | – | 25 |
| 9 | BBDO India Pvt Ltd | 1 | – | – | 15 |
| 10 | DraftFCB Ulka | – | 1 | 1 | 15 |
O&M also won the Marico Uncommon Sense Award for ‘Blackberry for everyone‘ campaign for the client Vodafone.
The campaigns for which it bagged Golds were ‘Ambush the Ambush‘ for Dove (category- consumer products-cosmetics and toiletries), ‘Shubh Aarambh‘ for Cadbury Dairy Milk (category- consumer products-beverages/drink, confectionary and food), ‘Meal time Meetha!‘ for Cadbury Dairy Milk (consumer products-beverages/drink, confectionary and food category), ‘Be Idiot Safe With Ceat Bike Tyres‘ for Ceat Gripp (category- consumer durables-automobiles and auto parts, two wheelers and auto related), ‘Blackberry for Everyone‘ for Vodafone (category- Services-telecom and related products), ‘Shubh Aarambh‘ for Cadbury dairy milk (category-integrated advertising campaign) and ‘Blackberry for Everyone‘ for Vodafone (category- integrated advertising campaign).The six Silver Effies of the leading agency came from ‘Nahi Bhaiya‘ for Asian Paints (category- consumer durables-others), ‘True Choice‘ for Tata sky (category- consumer durables-electronic goods), ‘Vodafone Super zoozoo-coming from behind‘ for Vodafone (category-services-telecom and related products), ‘Future Generali insurance Week‘ for Future Generali India Life (category- services-financial services), ‘MP Ajab Hai, sabse Gajab Hai‘ for Madhya Pradesh State Tourism (category- Services-others) and ‘Be Idiot Safe With Ceat Bike Tyres‘ for Ceat Gripp (category-integrated advertising campaign).
The agency won Bronze awards for ‘3 Roses Believers (Fans) v/s Non-believers (Hero)‘ for Brooke Bond 3 Roses (category- regional advertising), ‘Walking the tight rope‘ for Pond‘s Dreamflower Talc (category- consumer products-cosmetics and toiletries), ‘Sprite University of Freshology‘ for Sprite (category- consumer products-beverages/drink, confectionary and food), ‘Titan goes Purple and Tommy, esprit, guess go green with envy‘ for Titan Purple (category- consumer products-Others), ‘Vodafone-winning the Indian mobile number portability battle‘ for Vodafone (category- Services-telecom and related products) and ‘Apne nahi suna?‘ for IDBI Federal (category- services-financial services).
O&M executive chairman and creative director (Ogilvy South Asia) Piyush Pandey said, “Ogilvy India has made me feel on top of the world. It is young talent that is making this happen and I do believe that this spirit will continue in the future. At the end of the day we work towards finding great creative solutions that do wonders for our clients.”
He added, “In David Ogilvy‘s centenary year, this is Ogilvy India‘s tribute to him and his belief in, “We sell or else.”
O&M NCD Abhijit Avasthi said, “We are lucky people who have worked with fabulous clients. The client deserves good work. We have got phenomenal talents and great culture. Be it the planning people, or creative people, they all are aligned to do what they want to and that‘s what works for us.”
The second spot winner, JWT collected 3 Golds for ‘Lay‘s Flavor World Cup‘ for Lay‘s (category- consumer products-beverages/drink, confectionary and food), ‘Nike Bleed Blue‘ for Nike (category- consumer products-Others), and ‘Children‘s Future Solutions‘ for Birla Sun Life Insurance (category- services-financial services). The agency won a Silver for ‘The Friendship Bike‘ (Oct-Nov 2010 & Marc-Apr 2011)‘ for Splendor NXG (category- consumer durables-automobiles and auto parts, two wheelers and auto related). It bagged two bronze metals for ‘Musibat Bata kar Nahi Aati‘ for Godrej security solutions and ‘Making Time to Pause‘ for Apollo Munich Health Insurance (category- services-financial services).
On claiming the second spot, JWT CEO Colvyn Harris said, “Coming No.2 is always like you have lost something so we would definitely like to be No.1 next year.”
Third in the place is DDB Mudra, which won Gold for ‘The joys of motherhood‘ for Velocit (Dr.reddy‘s) (category-Healthcare). It collected Silvers for ‘How tears and weepy engineers brought down the mighty Honda City‘ for Volkswagen Vento (category- consumer durables-automobiles and auto parts, two wheelers and auto related), ‘A Tale of Innovations‘ for Volkswagen (category-corporate advertising-corporate reputation) and ‘Guess Where, Fly There‘ for Emirates (Category-services-others).
Lowe Lintas got a Gold for ‘No Idea, get Idea-MNP‘ for Idea cellular (category-services-telecom and related products) and Silver for ‘Languages‘ for Idea Cellular in the same category. It collected bronze metals for ‘Lifebuoy Superfast Handwash‘ for Lifebuoy (category-consumer products-Others), ‘Jammy Art‘ for Kissan Jammy (category-digital advertising [online/mobile communication]), ‘Tanishq-Diamond Jewelry‘ for Tanishq (category-retail advertising) and ‘Fastrack Bags‘ for Fastrack (category-consumer products- others).
Lowe Lintas CEO Joseph George said, “It could have been better. Some of our brands were not shortlisted but it was exciting to be a part of this evening. The year was really good for us but we will focus towards the betterment next year which is a challenge for us.”
The number five agency and Grand Effie winner, Taproot India also won Silver for the campaign ‘Change the Game‘ for Pepsi.
Taproot India chairman and co-founder Agnello Dias said, “After starting something of our own, it‘s great to achieve something like this.”
Taproot India chief creative officer Santosh Padhi added, “I think its quite motivating for any agency or anyone because we are 30 people competing with one of the best and oldest creative agencies of India.”
Commenting on the Effies 2011 and the overall process, Leo Burnett NCD KV Sridhar (Pops) said, “I think this year is a landmark year in Effies for putting up the fantastic judging process. This year 50 per cent jury members are clients and others are planning heads of different agencies and there were no creative guys judging, which was how it should be. Therefore, one can see them patiently going through all the data, questioning the validity of data and then finally rewarding those pieces of work which is backed with great data and market results which is of great interest to clients. Creativity and efficiency go hand in hand and it is only a myth that creativity is only for the ego of creative guys to build businesses.”
Incidentally, there were no winners for David v/s Goliath, B2B Advertising and Rural advertising categories.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
