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‘Incredible India’ short-listed for EACA Euro Effies

Grey Worldwide is one of the 41 agencies selected as a finalist at the prestigious EACA Euro Effies

Grey Worldwide’s ‘Incredible India’ campaign has been selected as one of the 41 finalists for the EACA Euro Effies, the gold standards in commercial communications effectiveness.

The short-list represents the work of 19 agencies from Austria, the Czech Republic, France, Germany, Greece, Hungary, India, Ireland, Poland, Russia, Spain, Switzerland, the Netherlands and the United Kingdom.

Besides New York, the ‘Incredible India’ campaign has run in the UK, Germany, France and Switzerland in the European market. A prerequisite to be short-listed for the EACA Euro Effies is that the campaign should have achieved proven effectiveness in two or more European markets.

The ‘Incredible India’ campaign made an attempt to attract tourists coming to India. The campaign was given a kitsch look and targeted at tourists who saw India as a destination suited to fulfil their thirst to explore areas like Yoga, Ayurveda, spirituality and wildlife. According to Prathap P Suthan, national creative director, Grey Worldwide, “The campaign was basically aimed at people who are more evolved in life. Not for backpack travellers. If you look at it, these are people who have more money to spend, basically upper class travellers. In fact, according to ‘Travel and Leisure’, the ‘Incredible India’ advertising is the highest recall ad across the world.”

Suthan adds, “This is a significant achievement for Grey India. It basically tells us that our work is of some worth in the market. It also displays our conviction about our work. In addition, it is an achievement for the Indian advertising fraternity that an Indian agency is competing in the European market.”

The winners of the EACA Euro Effies will be announced on the evening of September 27, 2006, at the Awards Gala in Brussels.

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