Effies 2010 case studies: Of opening up new categories and relaunching brands

Effies 2010 case study presentations, spread over two days at the Welingkar's Institute in Mumbai, provided an opportunity for the advertising fraternity to showcase their work. Though the number of attendees has been declining over the years, the presentation techniques have only improved.

Starting the day with Consumer Products – Cosmetics and Toiletries category, BBDO presented on 'W.A.L.S – Women Against Lazy Stubble' for Gillette Mach3, and had a man being shaved by girls on-stage as part of the presentation to drive home their point. Ogilvy & Mather presented their case study on Dove – Damage Expert and Godrej Expert, while Lowe showcased their work for Clinic Plus and Fair & Lovely Winter Fairness Cream. JWT showcased Lux's 'Catch me if you can' campaign, and McCann Erickson presented their case for Pears' relaunch campaign titled 'Masoom'.

With the highest number of shortlists totalling 10, the 'Consumer Products – Beverages / Drink, Confectionery and Food' category showcased some of the most visible works across the Indian media. While O&M talked about its insights for the 'Pehli taarikh' campaign for Cadbury Dairy Milk and 'Kuch mithaas ho jaye', they showcased their campaign for Center Fresh's 'Talk less work more' with a Bigg Boss spoof on-stage. JWT presented their case study of relaunching Slice based on their extensive sensory insights into the consumption of mango juice, as well as for Horlicks' 'I want it all' campaign, where the focus was on getting back the sales figures only by changing the brand communication.

Talking about their strategy for launching a new segment in the food space with Knorr Soups, the team from Lowe shared their insights on the eating habits of today's children. The agency also presented their case on extending the 'Jaago Re!' campaign to a new cause for Tata Tea. BBDO presented their case on launching a new segment for Oats in India with Quaker, and went on to highlight the first ever usage of augmented reality in India at a mass scale by a brand for 7Up's 'Make Allu Dance' campaign. Rediffusion Y&R, presented their only case for the day, for Sugar Free Natura's 'Bhool Gayi' campaign.In its bid to bust clutter in the sports goods and accessories section, O&M talked about their 'Pure Cricket' campaign for Adidas in the 'Consumer Products – Others' category. The agency also showcased their work for Fevicol's 'Mooch' which was promoted as India's shortest feature film. In the same category, Mudra and JWT showcased their work for Jockey and Goodknight Advanced Activ+ respectively. Lowe chose not to present the case of Tanishq which is also on the short-list.

In the 'Consumer Durables – Automobiles and auto parts, two wheelers and auto related' category, Mudra took the stage for presenting three case studies for Volkswagen starting with the brand launch, followed by New Beetle and Polo. O&M presented two case studies for Pulsar, one for the brands association with MTV Stunt Mania and the other for Pulsar 220's 'The Fastest Indian' campaign.Four entries out of the six short-lists were presented in the 'Integrated Advertising category'. While BBDO repeated its presentation, O&M presented their case for Vodafone's second round of the Zoozoo campaign during IPL. Titled 'The complete idiot's guide to movie promotions', Mudra presented their case study on the promotional efforts for the feature film 3 Idiots. DraftFCB presented the last case study for the day with a musical performance for Tata Docomo.

The second round of case study presentations were held on December 4.