Eighty-one entries shortlisted at Effies 2010

The Effies, organised by the Advertising Club Bombay, have received 276 entries, the highest ever received for the awards. Of these, 81 entries from 14 agencies have been shortlisted for the presentation round.

The case studies will be presented on December 03; while the awards will be given away on December 07 in Mumbai.

In the Consumer Products category (Cosmetics and Toiletries sub-category), Ogilvy India's campaigns for Dove (Damage Expert) and Godrej (Godrej Expert) have been shortlisted. Lowe Lintas has two entries with Fair and Lovely (Winter Fairness Cream) and Clinic Plus.

In the Beverages/Drink, Confectionery and Food sub-category of Consumer Products, BBDO India has three entries with two 7Up campaigns (Make Allu Dance and 7Up Lemon Gang) and the Quaker Oats (Mission to Make India Heart Healthy) campaign. Ogilvy India has three shortlists -- Cadbury (Kuch Mithaas Ho Jaye and Pehli Taarikh campaigns) and Center Fresh (Talk Less Work More).

Lowe Lintas has two shortlists in the sub-category with Tata Tea (Jaago Re) and Knorr Soups (Tummy Bhi Khush Mummy Bhi Khush). JWT India also has two shortlisted entries -- Slice Mango (Slice Aamsutra) and Horlicks (I Want It All); while Rediffusion Y&R has one -- Sugar Free Natura (Bhool Gayi).

In the Consumer Products (Others) category, Mudra Group has two entries (Jockey and Godrej Ezee), Ogilvy India has two (Adidas Pure Cricket and Fevicol Moochwaali); while Lowe Lintas and JWT have one each - Tanishq and GoodKnight Advanced Activ+, respectively.

The shortlisted entries in the Consumer Durables category (Automobiles and Auto Parts, Two Wheelers and Auto Related sub-category) are: Mudra Group's three campaigns for Volkswagen, Lowe Lintas' campaign for Bajaj Discover (Discover India with the Power of 1 Litre) and two entries from Ogilvy India for Bajaj Pulsar (Pulsar MTV Stunt Mania and The Fastest Indian).

In the Consumer Durables (Others) category, the shortlisted entries are: American Tourister (Survive Mumbai, Survive the World) from Contract Advertising; Nokia (Main Bhi Coach. One Team. A Billion Coaches) from JWT India; and the Tata Sky campaign from Ogilvy India.

In the Services category (Telecom and Related Products sub-category), two of Draftfcb Ulka's campaigns for Tata Docomo have been shortlisted (Dare to Do the New and Every Second Counts). Two Lowe Lintas' campaigns for Idea Cellular (Use Mobile Save Paper and Walk When You Talk) have also been shortlisted. Ogilvy India has an entry shortlisted for its Vodafone (Pujo) campaign.

Five entries have been shortlisted in the Services (Financial Services) category. These are: JWT India's campaigns for ING Vysya Bank and Birla Sun Life Insurance; Ogilvy India's ICICI Prudential Life Insurance campaign; Bates 141's campaign for Tata AIG Life Insurance and BBDO India's Aviva Life Insurance campaign.

In the Services (Others) category, eight entries have been shortlisted -- three each from Mudra Group and Ogilvy India and two from Lowe Lintas.

In the Corporate Advertising category, the shortlisted entries comprise Mudra Group's Volkswagen and National Association for the Blind campaigns, JWT India's Nokia and Dentsu Communications' Aircel campaigns.

Creativeland Asia's campaign for Parle Hippo (When Consumers Became Inventory Trackers) has been shortlisted in the Internet Advertising category. In the same category, Bates 141, Publicis Ambience and Ogilvy India have a shortlist each with Virgin Mobile, Campaign India and Vodafone, respectively.

No entries have been shortlisted in the Mobile Advertising category.

Nine entries have been shortlisted in the Integrated Advertising Campaign category -- four from Lowe Lintas and one each from Draftfcb Ulka, BBDO India, JWT India, Mudra Group and Ogilvy India.

In Retail -- one of the new categories this year -- three entries have been shortlisted: one each from Contract Advertising (Shoppers Stop), Mudra Group (Ezone) and Lowe Lintas (Tanishq).

Healthcare, the other new category introduced, also has three entries shortlisted -- Grey India's GlaxoSmithKline Beecham's Breathe Right, JWT's Benadryl and Mudra Group's Calcium Sandoz.

The David v/s Goliath award, which has also been introduced this year, will recognise smaller brands that are increasingly making their mark among bigger clients and advertisers. Six entries have been shortlisted for this award. These are: Bates 141's Max Bupa Health Insurance and Virgin Mobile, Draftfcb Ulka's Tata Docomo, Mudra Group's Godrej Ezee, Lowe Lintas' Bajaj Discover and Creativeland Asia's Parle Hippo campaigns.