Effie Awards

• Advertising awards founded in 1968 by New York American Marketing Association(NYAMA)

• Effie – the word Effectiveness, a desirable trait in advertisement

• Mission: To recognize, educate and encourage effectiveness among the marketing communications industry

• Effie Worldwide Inc. – July,2008

Category : Consumer ProductsA : Cosmetics and Toiletries

Gillette Mach3 – W.A.L.S (Women Against Lazy Stubble)Agency : BBDO India Pvt. Ltd.Client : Gillette India Limited

Gold

ObjectiveIncrease trials of Gillette Mach3 razors by dropping the price of the Mach3 razor(Rs.199 to Rs 125) so as to encourage men to sport the clean shaven look more often.

Campaign – Three stages1) Launch of W.A.L.S. via a press conference with

the support of the celebrity actresses – first in Mumbai (NW India) and then Chennai (SE India).

2) A follow-up campaign via featurestories in broadcast, print media, online shaving contests, activation booths inleading malls and on Facebook.

3) A mass Shaveathon

Analysis• Increasing influence of women in Indian

culture• Pitching women’s desires against those of

stubbly boyfriends and husbands• Changed the perception that stubble looks

cool and desirable to women• Connection of low involvement category

(Gillette Mach3) with target audience

Result

•National conversation about shaving•Sales increased from 7.7 million Mach3 packs in November 2009 to 18.4 million packs in December 2009 , quarter sales target achieved in just 15 days of the campaign.• ROI recorded as 22 times the marketing spend•Market share went up by 400%•Women shaved over 10,000 men in public across malls in India. •Mass shaving event got 1868 men to shave at one go! Creating a new Guinness Book Of Records and featuring in Ripley's Believe it or Not. •Over $ 2.5 Million worth of free media coverage, which is the highest for P&G India across all categories. •Won a Silver Lion at the Cannes Advertising Festival 2010.

Category : Consumer ProductsA : Beverages/Drink, Confectionary and Food

Slice Mango – Slice AamsutraAgency : JWT

Client : Pepsico IndiaSilver

Objective

• Strengthen ‘mango’ ownership of company over that of the previous year

• Overthrow Frooti, to become No.2 mango drinks brand

• Grow volumes by 20%

Analysis

• Aamsutra (pleasure of mangoes) taken from Kamsutra (pleasure of sex)

The category Slice

Mild, soft, passive Intense

Good & serious Naughty

Audience = Mums & kids Audience = Pleasure seekers

Selling a mango drink Providing sensual pleasure

Straightforward Teasing, Intriguing

Safe Edgy

Result

• Became no.2 mango drinks brand, overthrowing Frooti.• Volumes went up by +32% - July’10 (Source :

Advertiser Data)• Appeal for Slice increased by 18 points in May’10,

matching the gain of market leader Maaza (Source : Millward Brown)

• Significant improvement in brand KPIs in July’10 compared to July’09

• Created disruptive excitement in the category and celebrated mango indulgence

Category : Consumer ProductsC: OTHERS

Tanishq – Jewellery that makes you want to marryAgency : Lowe Lintas

Client : Titan Industries Ltd.Gold

Objective• To make a serious offering in the wedding

market by appealing more to the parents of the prospective bride and hence grow over by 30% in sales in the course of the entire wedding period

• To grow by 30% on Akshya Tritiya Day, the most auspicious day for jewellery purchase

Analysis• Perceived as a brand for modern jewellery, not

preferred during traditional occasions • Wedding jewellery is usually bought by the elders• The jewellery market in India - Rs. 100000 cr The wedding jewellery market - Rs. 40000 cr• Leveraged on the idea that a modern girl is not in a

hurry to get married • The sentiment of a woman to look the most beautiful

on her wedding day

Result• 57% increase in sales on Akshaya Tritiya, the

single largest gold purchase day in India over the previous year’s sales

• 36% growth in the wedding season of April – June over the previous year’s wedding season sales, without factoring in new shop openings and gold price inflation

• 25% increase in “preferred wedding jewellery” association with the brand

CATEGORY : CONSUMER DURABLESA: AUTOMOBILES AND AUTO PARTS, TWO WHEELERS AND AUTO RELATED

Pulsar MTV Stunt Mania

Agency: Ogilvy & Mather Pvt. Ltd.Client: Bajaj Auto Ltd.

GOLD

MTV_STUNTMANIA__-_THE_ORIGINAL_GHOSTRIDERZ_STUNT_[www.keepvid.com].mp4

Objective

Reclaim losing leadership and grow volumes by at least 50%.

Campaign

• Pulsar MTV Stunt Mania – India’s First and Biggest Reality Show.

• India’s most popular youth channel MTV hosted the show

• MTV signed on most respected and revered stunt Guru: Allan Amin to host the show along with VJ Deepti Gujaral.

Analysis

• Pulsar’s DNA was pure performance.• Behavior change for the entire mass of young

bikers. • Unlocked the true potential of Reality TV E.g. Hero Honda sponsored Roadies vs Bajaj

sponsored MTV Stunt Mania

• Sales doubled to 106%(26,675 to 52,022).• Market share in the performance segment

grew by an impressive 43% (32% to 46% ).• Pulsar MTV Stunt Mania became Young India’s

favorite reality show• Brand got TV visibility worth Rs. 535 crores

against the investment of 4.2 crores.

Result

Category : Consumer Durables-OthersA : Mobile Handsets & Services

Nokia– “MAIN BHI COACH”. One team. A Billion Coaches.Agency : JWT

Client : NOKIA INDIASilver

Objective

• To create strong impression on the cricket platform by keeping the consumers engaged with the brand during IPL.

• Opening an interactive channel between Nokia, KKR and its fans across the country

• Pull in the not so avid cricket fans

Campaign

• Invitation to become the coach by SRK himself• Spreading the message everyday!• Engaging Change

Exclusive news & videos of the teamMultiple forum discussionsStrong support platformSeeded in conversations online in communities

Analysis

• The key twist in the program design: Different Strokes for Different Coaches

• The creative expression “Main bhi Coach” truly epitomized the “Couch Coach” aspiration of every Indian

Result

• TNS + DOMOR survey: more people thought of Nokia before Pepsi or Airtel during the IPL

• Nokia + KKR enjoyed the highest figures for recollection of brand association

• Nokia achieved 30% unaided recall making it the second most recalled brand in the IPL!

• A phenomenal 3.4 million responses were from unique consumers – i.e. 38%!

Result

• Online engagement was a success– Over a million hits on the website in over a month– An average of 7.42 page views per visit– An average of 4 mins spent by each surfer

• It became the talk of the virtual world– 15,000 conversations were triggered– 12,617 page views fenerate– Over 7,000 fans all over social media sited

Tata DoCoMo – Dare To - Do The New Grand Effie : DRAFTFCB Ulka

Advertising Pvt. Ltd.Ad Campaign : Tata Docomo – Dare to – Do the New

Effie Client of the Year : TATA Teleservices Ltd.

2 Golds and 1 Bronze

Objective

• Garner 10% of the new additions(9 million subscribers) in the 1st year

• Introduce a whole new proposition in the category

• Shake up the category and create new paradigms for evaluation

Campaign

• Brought the logo to life-changing colors, tweaking the logo and the brand tune

• Advertisements featuring unknowns• Station Docomo• ‘Do the New’ rounds on TV• ‘Do the New’ twists on Cricket • ‘Create’ site for consumers

“ Do more every second. Life is all about making every second count “

Analysis

• “Why pay per minute when you can pay per second” - the problem was not of the bill or the tariff but the feeling of being cheated

• The media evolved an approach which was completely ‘Un-Telecom’ like

• Innovative and low cost strategies

• Got 30 million subscribers as on 31st March 2010• Within 6 months, became the no.1 brand in terms of

net additions for the period June 2009 to July 2010• In less than a year, became the no.3 brand on various

mindshare and image parameters• ‘Do The New’ Community enrolled 1Mn fans online• TTSL forced the other brands to relook at their Pricing

Strategy, Pay per second became the new pricing norms

Result

Category : ServicesB: FINANCIAL SERVICES, INCLUDING BANKING & INSURANCE

Aviva – The Great Wall of EducationAgency : BBDO India Pvt. Ltd.

Client : Aviva Life Insurance Company India Ltd.Bronze

Objective• To increase the Total Awareness score of the

brand from 76% to 90% in an over-competitive but low interest category, i.e. Insurance

• To achieve Top Of Mind Awareness levels at par with those of older giants like ICICI Prudential and HDFC Standard Life

Campaign – “The Great Wall of Education”

• The powerful emotion of guilt at ignoring hundreds of street children gave birth to this campaign

• India’s largest wall of books - donated by citizens for underprivileged children

• 5 day activity for the week of Nov 11 capitalizing on two red letter days

• Invite-Engage-Amplify strategy using national press, radio, Facebook to create a buzz

• The honorable Education Minister of India, Mr. Arvinder Singh and the honorable Union Minister of HRD, Mr. Kapil Sibal came to donate books

Analysis• Insurance is a negative word for most of the people• Large, well known players are the choice of the few

who seek insurance• The category is severely commoditized, product

offerings of all brands are at parity, adding to consumer confusion

• Aviva, a small new entrant aligned itself with pressing issue of children’s education

• Differentiation - “Education is Insurance” campaign moved the focus away from selling policies to guaranteeing education

Result• 19% increase in Total Awareness score to 95%,

at par with market leaders• Top of Mind Awareness score up from 2% to

5%, at par with ICICI Prudential and higher than HDFC Standard Life

• Ranked 2nd in Top of Mind Awareness among TG of young parents in metros

• More that 1,23,000 books were collected and an entry was made in the Limca Book of Records

Result

• Books donated to 1,70,000 street children across the country

• Key influencers in government generated free PR worth Rs. 1,47,00,000

• Mobilized thousands of citizens around a burning issue and created conversations around the brand

• Won a Gold at Spikes Asia 2010

Category : ServiceC: Others

3 Idiots – The Complete Idiot's Guide to Movie PromotionsAgency : Mudra Group

Client : Reliance Big PicturesGold

Campaign

• Each promo of the movie attended by three people associated with the movie.

• Music launch of the movie broadcasted on idiotsacademy.com

• Merchandising – Collaboration of Future Group's Pantaloons India to launch the 3 Idiots apparel and accessories collection

• Reliance Life Insurance tied up to use the thought 'All is well’.

• Outdoor Campaign - Innovations on hoardings, bus shelters, bus backs, platform signage's and mobile vans.

Innovative Tactics• Stickers reading Capacity:

3 Idiots pasted on the back of 10,000 auto rickshaws moving in the cities .

• Activation in multiplexes - Messages on the walls of washrooms, saying 'You are the fourth idiot‘

• Chairs shaped like hips placed in the lounge area of multiplexes caught many eyeballs and users.

Alternative Realty game• An alternate reality game on idiotsacademy.com by the

online gaming portal,Zapak • Aamir Khan traveled through India, leaving clues about

his whereabouts and participants of the game got two weeks to track him down.

• Khan visited his mother’s ancestoral home,Varanasi and cricketer Saurav Ganguly's house in Kolkata in disguise.

• He and Kareena Kapoor ,visited the weavers of the famous Chanderi sarees in Chanderi, Madhya Pradesh.

• He visited a school in Gujarat and Mahabalipuram in Tamil Nadu

Five Point Someone

• The Movie Inspired on The Super Hit Novel “FIVE POINT SOMEONE”…a Huge hit

• Benefitted from the ready made Fan Following the book had generated.

• The Movie Credits Controversy gave free Publicity to the Movie allowing the movie to stay in news.

Results

• 3 Idiots broke all box office records upon release

• In its four-day first weekend, the film netted 380 million, and broke the record.

• It is the highest-grossing Bollywood film.• Awards – Best Film, Best Director, Best Story,

Best Dialogue etc.

Category : Consumer Durables-OthersA : Mobile Handsets & ServicesNokia– “Planet ke Rakhwaale”.

Agency : JWTClient : NOKIA INDIA

Gold

Objective

• Regain declining market share• Retain “leadership status” in the market• Wanted people to become assertive and give

away their old phones for recycling

Analysis

• Provoking a concern of environment and hence, the behavioral shift of consumer

• The cause of “Saving the environment” linked to the cause of “The future of our children”

• People followed their heroes- in this case- SRK

Result

• Over 5 lakh pieces of phones & accessories collected

• Adds up to 16 tonnes of recyclable waste• Contributions from a massive 2.5 lakh unique

individuals• Earned the love & admiration of everyone• Successfully managed to pioneer the E-green

movement in India

CATEGORY : INTERNET ADVERTISING

Indian Panga League(1st July 2009 to 30th June 2010)

Agency: Bates 141Client: Virgin Mobile India

GOLD

ObjectiveBUSINESS• 100 % increase in new subscriptions• Increase the proportion of STD usage (minutes) to overtake

industry average of 15%.

BRAND• Maintain brand awareness at pre-IPL levels despite not being

present on the TV.• Dominate youth conversation during IPL.• A minimum 3 point increase on core attributes vs other brand

aspirers Docomo and Airtel.– Modern brand ,Innovative brand and Trendy brand

• Arrest the decline in Virgin Mobile’s imagery as a youth brand

Campaign

• Stage 1: Inject the virusVideo banners across youtube,search engines,

entertainment zones, cricket based websitesFilms posted in various websites with video

players like NDTV, MSN, etc.Targeting e-mail databases from sports websites,

channels and brands.

• Stage 2: Allow and Aid virus to spread– Facebook: IPL fan page link back to IPL site.– Seeding of the TVCs on the teams’ fan pages and

linking it to IPL site.– Twitters: Live broadcast of the match updates

followed by pangas.

Analysis

Virgin mobile was in a Do or die situation

• Cricket was going online – Youtube signed its first international sports streaming deal, to broadcast IPL.

• Youth @ online – 31% internet users in 2009 (age group-19-24 yrs )

(Source : Juxt consultancy online research).• Shifted from TV screen to the computer screen• Ideal showcase for STD tariff – fans of 8 states taking

pangas calling one another at STD tariff of 20p / min.

Acquisition:• 129% increase in the new subscriptions within one month of

launch.• Proportion of STD minutes doubled from 15% to 30%, way ahead of

industry average of 19%.Brand:• 4 points increase in brand awareness against Airtel and Docomo’s

dipped up to 5 point.• Viewership of www.indianpangalegue.com - 1.5 mn in a month.• Facebook: Fastest registration across industries; 2,590 fans in just

22 days.• Twitter: 60,000 + exposure in just 29 days.• Youtube: 1.35 mn views in just 50 days vs Aircel - 0.1 mn.

Result