Effies 2010: Doing the new with Docomo, DraftFCB Ulka wins the Grand Effie

When it comes to the Effies, while the exaggerated celebratory ambience of other awards nights is missing, the enthusiasm is strong as ever. At the tenth edition of the Effies, organised by The Advertising Club Bombay, winners went home proud.

It was DraftFCB Ulka that pulled the rabbit out of the hat, winning the Grand Effie for its launch campaign for Tata Docomo, the new kid on the block. As the 'Dare to Do the New' campaign won two golds and a bronze, Tata Teleservices was declared the Effie Client of the Year with a total of 45 points.

Last year, it was JWT that took home the Grand Effie for its Teach India campaign for Bennett, Coleman and Company; while Vodafone Essar was the Client of the Year.

An elated KS Chakravarthy (Chax), national creative director, DraftFCB Ulka says, "It is sometimes a fantastic client like Docomo comes along and great work follows. We are proud of our team and the client and the work that we did. It is of course, a great win."

The win, says Chax, is only an indication and motivation for the team to follow up with even better work for the client.

Among the other special awards handed out during the evening, BBDO India bagged the Marico Uncommon Sense Award. The agency won the award for its much talked about 'Women Against Lazy Stubble' campaign for Gillette Mach3.

Try if you will, but the Zoozoos would be tough to put behind anytime soon. While the campaign swept away award shows last year, the second coming of the 'eggheads' fetched Ogilvy the Brand Equity Bravery Award for the second year in a row.