Ogilvy, Mondelez shine at Effie India 2024

The Advertising Club (TAC) India hosted the 24th edition of the Effie India Awards 2024 last evening at the Taj Lands’ End, Mumbai. Bringing together over 1,200 professionals from advertising, marketing, media, research, PR, and communication, the event celebrated creativity, strategic insight, and measurable campaign success across the industry.

For the second consecutive year, Mondelez India Foods was named ‘Client of the Year,’ cementing its reputation for driving effective and innovative marketing initiatives. Ogilvy Group India took home the title of ‘Agency of the Year,’ earning 537 points to top the leaderboard, with Leo Burnett (495 points) and McCann Worldgroup India (390 points) following close behind.

The Grand Effie was awarded to Leo Burnett India for its campaign for ACKO General Insurance, titled ‘ACKO: Health Insurance ki subah ho gayi maamu’. The recognition marks another milestone for the agency’s partnership with ACKO, which has consistently delivered standout work in the crowded insurance category.

“Winning a Grand Effie is always one of the most rewarding feelings,” said Rajdeepak Das, chief creative officer at Publicis Groupe South Asia and chairman of Leo South Asia. “To win it for ACKO, who we have partnered with since its launch, is even more gratifying. This win is a testament to our solid partnership with ACKO, enabling us to create benchmark work that meets both business and community expectations.”

Amitesh Rao, CEO of Leo South Asia, echoed Das’s sentiments, highlighting the agency’s commitment to impactful campaigns. “We believe in creating work that truly is transformative and impactful. And what better validation of that than winning the Grand Effie? Winning with a brand like ACKO, which is defining brave new horizons in the impossibly cluttered insurance category, is a fantastic feeling,” he said.

The Effie India Awards continue to serve as a barometer for the advertising and marketing industry’s progress. This year, the awards received 1,152 entries from 75 agencies, evaluated by 486 jury members, including 254 marketing professionals. While slightly fewer than last year’s 1,276 entries from 79 agencies, the quality and innovation of campaigns remained high.

Rana Barua, president of The Advertising Club and group CEO of Havas India, South East and North Asia, praised the winners for their creativity and impact. “Congratulations to all the winners for their innovative campaigns that resonate deeply with audiences and drive measurable impact. These awards reflect the collaborative brilliance of our industry, and I’m proud of what we have achieved together,” he said during the presentation.

Mitrajit Bhattacharya, chairperson of the Effie India Awards and founder of The Horologists, reflected on the event’s enduring legacy. “It’s incredible to witness the evolution of the Effie India Awards over the past 23 years. The awards are more than just a celebration and once again reinforced the power of creativity. It’s heartening to see the industry pushing boundaries and delivering remarkable campaigns that drive tangible outcomes. A heartfelt thanks to the jury and participants for making this edition one of the most memorable yet,” he stated.

The awards spotlighted not just agency and client achievements but also the collaborative ecosystem that supports them. Platinum Guild International sponsored the category for positive change—social good—brands, with Radio City serving as the radio partner. Diageo India lent its support as the celebration partner, while AMSTEL and Heineken Beer were the beverage sponsors for the evening.

Pradeep Dwivedi, co-chairperson of the Effie India Awards and group CEO of Eros Media World, noted the awards’ significance in shaping the industry. “The Effie India Awards have become a cornerstone of the advertising and marketing landscape, bringing together the best minds in the business. Congratulations to all the winners for pushing the boundaries of creativity and strategy. Your work continues to inspire and define the future of brand communication,” he said.

Leo Burnett’s Grand Effie-winning campaign for ACKO General Insurance follows last year’s Grand Effie win by Enormous for Jaquar’s ‘Unimaginable Brand Extensions’ campaign. The agency’s success underscores the growing importance of creative differentiation in highly saturated categories such as insurance.

Acknowledging this, Leo Burnett’s leadership reiterated the value of bold and innovative approaches. Rajdeepak Das pointed to the strength of the agency’s partnership with ACKO as a key factor in delivering standout campaigns.

As the Effie India Awards continue to celebrate the best in advertising, they also underscore the growing emphasis on results-driven creativity. The event’s legacy, now spanning over two decades, reflects the industry’s commitment to evolving alongside consumer behaviour and technological advancements.