<font color="#FF0033"><b>Abby Awards 2005</b></font>: Everest jumps to No 2 with Tortoise

With nearly everyone acknowledging that O&M would end up claiming the Creative Agency of the Year title yet again, the real race at this year’s awards was for the No 2 slot. And as the evening progressed, the race became quite a thriller, with Everest Integrated Communications and Rediffusion DYR making regular trips to stage. It soon became clear that one or the other would emerge as the runner-up to O&M.

Although the points earned by the two agencies were on par – eight points each – Everest’s one extra gold and a special silver (for Campaign of the Year for Tortoise Mosquito Coil) helped it beat sibling Rediff to the No 2 spot.

Everest’s final metal tally was two gold and three silver. Although it didn’t win a single award in the Press Single category, the agency was amply compensated in the TV/Cinema Single and Campaign categories, where it picked up two golds and one silver (all for Tortoise). Its first gold was for the ‘ear’ film for Tortoise, while the second was for the best campaign in the Health Care, Household Care, Toiletries & Cosmetics category.

The three silvers came to Everest through the single ad (‘knitting’) for Tortoise, a radio spot for Mango Bite titled ‘Sholay’ and the Campaign of the Year. Interestingly, the silver in the Radio category was jointly awarded to three agencies: Rediffusion | DYR for Colgate Fresh Energy Gel, JWT for Spice and of course, Everest.

Two golds and three silvers translate into a good haul for Everest. After the hugely debated ‘Digen Verma’ campaign for Frooti, Everest’s creative reputation had decidedly gone south, but with Tortoise, the agency seems to be making a comeback with a vengeance. For Mahesh Chauhan, president, Everest, the recognition is indeed, heartening. “The last one year was very tough for us. We worked together as a very committed team, and let nothing come between our objectives and us. I am very happy about our performance at this year’s Abbys. But at the same time, I know that we are capable of doing better. So watch out for Everest at the next Abbys,” he says confidently.

Milind Dhaimade, national creative director, Everest, echoed Chauhan’s confidence. “We are hopeful of a better strike rate next year, both locally and at international functions. Just wait for another 12 months,” says Dhaimade with conviction.

If Everest means business, perhaps we’ll see more of the black bandanas, pirate eye patches and wild excitement next year.

© 2005 agencyfaqs!