Eighty one entries shortlisted for Effies'10, Ogilvy India leads with 17 entries

Out of the various agencies, 17 shortlisted entries are from Ogilvy India, following which Lowe Lintas has 16 of its entries making it for the next round too. A close third is Mudra Group with 14 entries, followed by 10 entries from JWT. Draftfcb Ulka and Bates 141 have five and four entries respectively. On the other hand Creativeland Asia and Contract Advertising each have two of its entries making it to the shortlisted entries. McCann Erickson, Dentsu Communications, Grey India, Rediffusion Y&R and Publicis Ambience have one shortlisted entry each.

The first category Consumer Products category has 3 sub-categories, which are Cosmetics and Toiletries, Beverages/Drink, Confectionery and Food and Others.

In the Cosmetics and Toiletries sub-category shortlisted entries include:

BBDO India's Gillette Mach3 -Women Against Lazy Stubble

JWT India's Lux -Catch Me If You Can

Lowe Lintas' Fair and Lovely - Winter Fairness Cream

Ogilvy India's Dove - Damage Expert

JWT India's Slice Mango (Slice Aamsutra) and Horlicks (I Want It All)

Rediffusion Y&R's Sugar Free Natura (Bhool Gayi)

In the Others sub-category, Mudra Group has two entries for its Jockey and Godrej Ezee "Just Jockeying' and "40 da 36' campaigns respectively. Ogilvy India has two shortlisted campaigns-Adidas Pure Cricket and Fevicol Mooch; Lowe Lintas and JWT have one entry each - Tanishq and GoodKnight Advanced Activ+, respectively.

In Consumer Durables category, under Automobiles and Auto Parts, Two Wheelers and Auto Related sub-category Mudra Group has three shortlisted campaigns and all of them are for Volkswagen. Ogilvy India has two entries for Bajaj Pulsar -Pulsar MTV Stunt Mania and The Fastest Indian and Lowe Lintas' has made it to the sub-category with its campaign' "Discover India with the Power of 1 Litre' for Bajaj Discover's.

In the Consumer Durables- Others sub-category, the shortlisted entries include:

Contract Advertising's American Tourister Survive Mumbai, Survive the World

Ogilvy India's Tata Sky campaign

In the Services category's -Telecom and Related Products sub-category, Two Lowe Lintas' campaigns for Idea Cellular (Use Mobile Save Paper and Walk When You Talk) have been shortlisted. Moreover two of Draftfcb Ulka's Tata Docomo campaigns- Dare to Do the New and Every Second Counts have also been shortlisted. Ogilvy India has a single entry in this category for Vodafone's "Pujo' campaign.

In the same category and in sub -category Financial Services, entries include: Ogilvy India's ICICI Prudential Life Insurance- Pragati ki Anokhi Patshala campaign; JWT India's campaigns for ING Vysya Bank and Birla Sun Life Insurance; Bates 141's Tata AIG Life Insurance campaign and BBDO India's campaign for Aviva Life Insurance.

The Services (Others) category has eight shortlisted entries, out of which three are from Mudra Group and Ogilvy India and two are from Lowe Lintas.

No entries have been shortlisted in the Mobile Advertising category.

In the Internet Advertising category, Parle Hippo's "When Consumers Became Inventory Trackers' campaign by Creativeland Asia, Bates 141's Virgin Mobile campaign, Ogilvy India's Vodafone campaign and Publicis Ambience's Campaign India initiative, have all been shortlisted.

In the Corporate Advertising category, the shortlisted entries include:

Mudra Group's campaigns for Volkswagen and National Association for the Blind

Dentsu Communications' Aircel campaign

In the Integrated Advertising Campaign category, the shortlisted nine entries include- a "four entries" dominance by Lowe Lintas and one each from Draftfcb Ulka, Mudra Group, JWT India, BBDO India and Ogilvy India.

There have been three newly introduced categories which include Retail, Healthcare and David v/s Goliath (initiated to identify potential small brands).

In Retail category three shortlisted entries include: one each from Contract Advertising, Mudra Group and Lowe Lintas. In Healthcare three entries each from Grey India, JWT and Mudra have been shortlisted.

The David v/s Goliath award, has six shortlisted entries which include:

Bates 141's campaigns for Max Bupa Health Insurance and Virgin Mobile

Mudra Group's campaign Godrej Ezee

Creativeland Asia's campaign for Parle Hippo

All the case studies as mentioned before will be presented on 3rd of December and the award ceremony will be held on the 7th of December.| Prabha Hegde [prabha(at)adgully.com]