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Lifebuoy Superfast Handwash campaign bags bronze at Global Effie

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | May 25, 2012
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Lowe Lintas & Partners India's campaign for Lifebuoy Superfast Handwash was declared the 2012 Global Effies Bronze winner at New York on May 23.

After being shortlisted earlier in the month along with brands like Nike, Google and X- box, Lowe Lintas & Partners India's campaign for Lifebuoy Superfast Handwash was declared the 2012 Global Effies bronze winner at New York on May 23.

Saji Abraham

The Global Effie Gold went to Nike's 'Write the Future' campaign. Agencies credited for the campaign are Wieden+Kennedy, AKQA, Mindshare and Razorfish. The silver metal went to P&G's Febreze/Ambi Pur for the 'Breathe Happy' global campaign. Agencies credited for the campaign are Grey Worldwide, Possible Worldwide, G2, MSL and SMG.

Earlier this year, the Global Effies had called for entries of globally effective campaigns across the world.

Speaking about winning the bronze metal, Saji Abraham, global planning director, Lifebuoy and Virat Tandon, global business director, Lifebuoy, say, "Lifebuoy Superfast Handwash is a liquid formulation that kills 99.9 per cent germs in 10 seconds. We responded to this fantastic innovation with a simple but insightful and persuasive idea - that children are in a hurry when it comes to washing and so, if your handwash cannot keep pace with them, germs on their hands will just not go. This campaign won because we were bold, competitive and consumer-focused at the same time."

An ecstatic Joseph George, chief executive officer, Lowe Lintas & Partners India, says, "As an agency, we take the Effies seriously. And so winning not just Lowe & Partners Worldwide Network's but also India's first ever Global Effies is hugely satisfying and encouraging."

At Effie Awards 2011 held in Mumbai, Lowe Lintas collected bronze metals for 'Lifebuoy Superfast Handwash' for Lifebuoy in the 'Consumer Products-Others' category.

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