More categories, greater competition; Effies gets bigger in 2010

In the fifteenth year of the Awards, the number of categories has been upped from seven to 15 following the international format

Adapting further to its international format, Effies organised by The Advertising Club Bombay, promises a bigger show in its fifteenth year. While the last date for submitting entries is November 01; the awards will be given away on December 07 in Mumbai.

Among the significant changes this year is the increase in number of categories to 15 from seven. The existing categories have been further split and new ones added to enhance competition and provide a fairer ground to the agencies.

More categories, greater competition; Effies gets bigger in 2010

The Consumer Products category has been split into three parts -- cosmetics and toiletries; beverages, confectionery and food; and others (including textiles, personal hygiene and stationery).

The Durables category has been divided into automobiles and auto parts, and others (including television, computer hardware and home appliances). The Services category has been split into telecom and related products; financial services; and others that include media, entertainment, travel and airline.

The categories that have been added this year are Retail and Healthcare, recognising the increasing potential of both sectors in the Indian market.

Shashi Sinha, chief executive officer, Lodestar UM and chairperson, Effies 2010, says, "The changes are all based on the international format. In the past, we have seen some intense competition and we thought it would be worthwhile to split the categories. Opening them up would make sure there are enough chances for more winners."

Another new award that has been introduced this year is the David v/s Goliath award. This will recognise smaller brands that are increasingly making their mark among bigger clients and advertisers.

After the submission of entries, there will be a two-round judging process, which will be followed by the case study presentations.

In 1987, Ad Club started the AdWorks Seminar to recognise effectiveness in advertising. Later, in 2001, US Effie Awards, the international counterpart, agreed to lend its name to the subsequent AdWorks awards.

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