This document summarizes several award-winning advertising campaigns from India that were recognized by the Effie Awards. Some key campaigns summarized include: - Gillette Mach3's "W.A.L.S" campaign which increased sales by having actresses advocate for clean-shaven men. It achieved national conversation and sales increases. - Slice Mango's "Aamsutra" campaign featuring mango indulgence that helped it become the #2 mango drink brand. - Tanishq jewelry appealing to parents for weddings and increasing sales during important dates. - Bajaj Auto's "Pulsar MTV Stunt Mania" reality show that helped reclaim market share for its

2. Effie AwardsAdvertising awards founded in 1968 by New York American Marketing Association(NYAMA)Effie – the word Effectiveness, a desirable trait in advertisementMission: To recognize, educate and encourage effectiveness among the marketing communications industryEffie Worldwide Inc. – July,2008

3. Category : Consumer ProductsA : Cosmetics and ToiletriesGillette Mach3 – W.A.L.S (Women Against Lazy Stubble)Agency : BBDO India Pvt. Ltd.Client : Gillette India LimitedGold

4. 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.

5. 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

6. AnalysisIncreasing influence of women in Indian culturePitching women’s desires against those of stubbly boyfriends and husbandsChanged the perception that stubble looks cool and desirable to womenConnection of low involvement category (Gillette Mach3) with target audience

7. ResultNational conversation about shaving

8. 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

9. Market share went up by 400%

10. Women shaved over 10,000 men in public across malls in India.

11. 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.

12. Over $ 2.5 Million worth of free media coverage, which is the highest for P&G India across all categories.

13. Won a Silver Lion at the Cannes Advertising Festival 2010.Category : Consumer ProductsA : Beverages/Drink, Confectionary and FoodSlice Mango – Slice AamsutraAgency : JWTClient : Pepsico IndiaSilver

14. ObjectiveStrengthen ‘mango’ ownership of company over that of the previous yearOverthrow Frooti, to become No.2 mango drinks brandGrow volumes by 20%

15. AnalysisAamsutra (pleasure of mangoes) taken from Kamsutra (pleasure of sex)

16. ResultBecame no.2 mango drinks brand, overthrowing Frooti.

17. Volumes went up by +32% - July’10 (Source : Advertiser Data)

18. Appeal for Slice increased by 18 points in May’10, matching the gain of market leader Maaza (Source : Millward Brown)

19. Significant improvement in brand KPIs in July’10 compared to July’09

20. Created disruptive excitement in the category and celebrated mango indulgenceCategory : Consumer ProductsC: OTHERSTanishq – Jewellery that makes you want to marryAgency : Lowe LintasClient : Titan Industries Ltd.Gold

21. ObjectiveTo 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

22. AnalysisPerceived as a brand for modern jewellery, not preferred during traditional occasions Wedding jewellery is usually bought by the eldersThe jewellery market in India - Rs. 100000 cr The wedding jewellery market - Rs. 40000 crLeveraged 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

23. Result57% increase in sales on Akshaya Tritiya, the single largest gold purchase day in India over the previous year’s sales36% 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 inflation25% increase in “preferred wedding jewellery” association with the brand

24. CATEGORY : CONSUMER DURABLESA: AUTOMOBILES AND AUTO PARTS, TWO WHEELERS AND AUTO RELATEDPulsar MTV Stunt ManiaAgency: Ogilvy & Mather Pvt. Ltd.Client: Bajaj Auto Ltd.GOLD

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

26. CampaignPulsar MTV Stunt Mania – India’s First and Biggest Reality Show.India’s most popular youth channel MTV hosted the showMTV signed on most respected and revered stunt Guru: Allan Amin to host the show along with VJ Deepti Gujaral.

27. AnalysisPulsar’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

28. 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 showBrand got TV visibility worth Rs. 535 crores against the investment of 4.2 crores.Result

29. Category : Consumer Durables-OthersA : Mobile Handsets & ServicesNokia– “MAIN BHI COACH”. One team. A Billion Coaches.Agency : JWTClient : NOKIA INDIASilver

30. ObjectiveTo 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 countryPull in the not so avid cricket fans

31. CampaignInvitation to become the coach by SRK himselfSpreading the message everyday!Engaging ChangeExclusive news & videos of the team

32. Multiple forum discussions

33. Strong support platform

34. Seeded in conversations online in communitiesAnalysisThe key twist in the program design: Different Strokes for Different CoachesThe creative expression “Main bhi Coach” truly epitomized the “Couch Coach” aspiration of every Indian

35. ResultTNS + DOMOR survey: more people thought of Nokia before Pepsi or Airtel during the IPLNokia + KKR enjoyed the highest figures for recollection of brand associationNokia 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%!

36. ResultOnline engagement was a successOver a million hits on the website in over a monthAn average of 7.42 page views per visitAn average of 4 mins spent by each surferIt became the talk of the virtual world15,000 conversations were triggered12,617 page views fenerateOver 7,000 fans all over social media sited

37. Grand Effie : DRAFTFCB Ulka Advertising Pvt. Ltd.Ad Campaign : Tata Docomo – Dare to – Do the NewEffie Client of the Year : TATA Teleservices Ltd. 2 Golds and 1 BronzeTata DoCoMo – Dare To - Do The New

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

39. Introduce a whole new proposition in the category

40. Shake up the category and create new paradigms for evaluationCampaignBrought the logo to life-changing colors, tweaking the logo and the brand tune

41. Advertisements featuring unknowns

42. Station Docomo

43. ‘Do the New’ rounds on TV

44. ‘Do the New’ twists on Cricket

45. ‘Create’ site for consumers“ Do more every second. Life is all about making every second count “

46. 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 cheatedThe media evolved an approach which was completely ‘Un-Telecom’ likeInnovative and low cost strategies

47. Got 30 million subscribers as on 31st March 2010Within 6 months, became the no.1 brand in terms of net additions for the period June 2009 to July 2010In less than a year, became the no.3 brand on various mindshare and image parameters‘Do The New’ Community enrolled 1Mn fans onlineTTSL forced the other brands to relook at their Pricing Strategy, Pay per second became the new pricing normsResult

48. Category : ServicesB: FINANCIAL SERVICES, INCLUDING BANKING & INSURANCEAviva – The Great Wall of EducationAgency : BBDO India Pvt. Ltd.Client : Aviva Life Insurance Company India Ltd.Bronze

49. ObjectiveTo increase the Total Awareness score of the brand from 76% to 90% in an over-competitive but low interest category, i.e. InsuranceTo achieve Top Of Mind Awareness levels at par with those of older giants like ICICI Prudential and HDFC Standard Life

50. Campaign – “The Great Wall of Education”The powerful emotion of guilt at ignoring hundreds of street children gave birth to this campaignIndia’s largest wall of books - donated by citizens for underprivileged children5 day activity for the week of Nov 11 capitalizing on two red letter daysInvite-Engage-Amplify strategy using national press, radio, Facebook to create a buzzThe honorable Education Minister of India, Mr. Arvinder Singh and the honorable Union Minister of HRD, Mr. KapilSibal came to donate books

51. AnalysisInsurance is a negative word for most of the peopleLarge, well known players are the choice of the few who seek insuranceThe category is severely commoditized, product offerings of all brands are at parity, adding to consumer confusionAviva, a small new entrant aligned itself with pressing issue of children’s educationDifferentiation - “Education is Insurance” campaign moved the focus away from selling policies to guaranteeing education

52. Result19% increase in Total Awareness score to 95%, at par with market leadersTop of Mind Awareness score up from 2% to 5%, at par with ICICI Prudential and higher than HDFC Standard LifeRanked 2nd in Top of Mind Awareness among TG of young parents in metrosMore that 1,23,000 books were collected and an entry was made in the Limca Book of Records

53. ResultBooks donated to 1,70,000 street children across the countryKey influencers in government generated free PR worth Rs. 1,47,00,000Mobilized thousands of citizens around a burning issue and created conversations around the brandWon a Gold at Spikes Asia 2010

54. Category : ServiceC: Others3 Idiots – The Complete Idiot's Guide to Movie PromotionsAgency : Mudra GroupClient : Reliance Big PicturesGold

55. CampaignEach promo of the movie attended by three people associated with the movie.

56. Music launch of the movie broadcasted on idiotsacademy.com

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

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