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Effies 2014: Soho Square wins Grand Effie; HUL is Client of the Year

By Sohini Sen , afaqs!, Mumbai | In Advertising
Last updated : January 17, 2015
Soho Square won the Grand Effie for its campaign for BJP. The entry was titled 'The Political Campaign That Created History'.

The breezy night had enough good cheer to warm everyone's hearts as the whole of the advertising fraternity gathered in Mumbai's Taj Lands End for the Effies 2014. Clad in black, the Ogilvy brigade made their presence felt both on and off stage while cheering and finally taking the Agency of the Year award home.

At the Effie Awards ceremony, which is organised by the Ad Club of Bombay, the Grand Effie Award went to Soho Square (contributing agency - Ogilvy & Mather) for its high decibel media campaign for Bharatiya Janata Party.

The campaign, which used all media platforms, changed not just the ruling party in India, but also how people look at political advertising. The phrase 'Abki baar Modi Sarkaar' became more popular in the run-up to the elections thanks to the optimal use of media devices.

The full blown campaign included 'Janta Maaf Nahi Karegi' - a hard-hitting series of films, a second, animation-based set of films that humorously promoted the tagline 'Ab Ki Baar, Modi Sarkaar', and a musical titled 'Ache Din Aane Wale Hai, Hum Modi Ji Ko Laane Wale Hai' that positioned Narendra Modi as a harbinger of happiness. During an earlier interaction with Prasoon Joshi, he had explained that the campaign had two types of messaging - tactical (about the here and now) and conceptual (about the party's philosophy).

It is pertinent to note that Ogilvy & Mather has been winning the Grand Effie award for two years in a row. In 2013, it was for the popular Lifebuoy Roti campaign, while in 2012 it was for the Kuch Meetha Ho Jaye campaign for Cadbury Dairy Milk.

The Roti campaign also helped make Hindustan Unilever the Effie Client of the Year in 2013. HUL has maintained its winning streak - winning the Client of the Year title this time as well (with 64 points).

One of HUL's most popular campaigns this year has been the much talked about Kan Khajura Tesan. Here, the tagline 'missed call lagao, muft manoranjan pao' was taken to a whole new level by inviting people from media dark areas to give missed calls on a particular number. Once they did, free entertainment, in forms of Bollywood music and dialogues were played back. The content is interspersed with ads for HUL's brands. The KKT campaign took home two Golds, a Bronze and a Silver - contributing 26 points to HUL's total tally.

Mondelez India stood second (32 points) and Star India stood third (32 points). While Mondelez collected a lot of awards for Cadbury Dairy Milk's 'Kuch Meetha Ho Jaye' and Cadbury Bournvita's 'Tayyari Jeet Ki' campaigns, Star India's big-ticket winners were Star Sports Pro-Kabaddi and Satyamev Jayate 2 promo campaigns.

Marico and Idea Cellular followed closely with 28 and 22 points respectively. Marico's campaigns for Saffola Masala Oats were much appreciated while Idea Cellular took home multiple prizes for its 'No Ullu Banaoing' campaign by Lowe Lintas & Partners.

DETAILED RESULT - CLICK HERE TO VIEW.

Effie Client of the year 2014

First Published : January 17, 2015

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