EFFIE INDIA 2021 – Shortlist

S.NO BRAND CAMPAIGN TITLE
1. Agricultural, Industrial & Building
1 Roff Prevent Your Dream Home from Becoming Your Nightmare
2 Asian Paints SmartCare Damp Proof Chemical nahi, Damp Proof Sahi
2. Automotive – Aftermarket (NON-OEM)
1 Cars24 Duniya Boli Lagayegi
3. Automotive – Vehicles (OEM)
1 Hero Pleasure Women’s Liberation – The 2019 edition
2 Hero Corporate Reminding Hero that it’s a Hero
3 Hero Destini An upgrade that middle class dads can’t refuse
4 Hero Lectro Move at your will
5 Bajaj Dominar How Dominar Got Young Motorcyclists HIGH on Touring
4. Beauty
NO SHORTLIST
5. Beverages Non-Alcohol
1 Nescafe Creating India’s coffee generation
2 Pepsi How India home-delivered food to lockdown-affected unemployed restaurant workers.
3 Pepsi Why India celebrated singles on Valentine’s Day.
4 Brooke Bond Red Label When Tea Transcends Prejudice
6. Brown Goods & Services
NO ENTRY RECEIVED
7. Education
1 Unacademy How Unacademy gave the disadvantaged, an advantage
2 Unacademy Making the IPL the most fun classroom!
8. Electronics
1 Paytm Paytm Soundbox: The Sound Of Reassurance
2 Google Nest All of Google, For All of You
3 Samsung Galaxy M Galaxy M Series: The Monster Rises
4 HP NeverStop Laser Printers HP NeverStop won’t stop, even for a pandemic
9. Fashion
1 Titan Watches Why do we still gift wrist watches?
10. Finance
1 Mastercard India The aadhar for payment
2 PhonePe Private Limited Convincing the Argumentative Indian to adopt UPI through PhonePe
3 Motilal Oswal Poor Quality Hurts
4 Axis Bank Future Key for Axis Bank: An Open Heart
11. Food
1 Cadbury Celebrations Not Just A Cadbury Ad
2 Cadbury Dairy Milk Melting Power Distance
3 Aashirvaad Atta with Multigrains Helping Multigrain find a smooth passage into homes
4 Aashirvaad Atta Helping atta win hearts in India’s rice heartland
5 Ceregrow How Not To Fear Lockdown for Indian parents
6 Daawat Making people think of Daawat without a daawat
7 Maggi How cooking made Maggi more than a Maggi
8 Maggi How MeM earned an entry to Indian kitchens
9 Domino’s DON’T JUST ORDER A SAFE PIZZA, REWARD YOURSELF WITH A DOMINO’S PIZZA
10 Saffola Oils SaffolaLife – Heart Healthy India
11 McDonald’s Bring McGrill Back
12 Hershey’s Dip the moment in Hershey’s
13 Kissan Kissan – A fable of farmer goodness
14 Knorr How a bland soup got a gossipy make-over
15 Cadbury Dairy Milk Silk Love in the times of Covid
12. Government & Institutional
1 BMGF Protecting Family Planning from the Family
13. Healthcare Products
1 Friends Dry Pants It’s okay to pee in your pants
2 Naselin Prajapati, The Sleeping Night-Watchman
3 Dettol When new moms gave Dettol a new life
4 Eno Eno Antakshari & Food Festival
5 Combiflam Plus An Ad for Every Headache
6 Durex Durex Invisible, 4 weeks to No. 1 Bestseller
14. Healthcare Services
1 The Wishing Factory #UltaHokeThalassemiaRoke
15. Home Furnishings Furniture
1 Haier Silent Performers
16. Household Supplies & Services
1 Surf Excel Restoring Childhood in the Time of Covid
2 ARIEL Ariel #ShareTheLoad for Equal Sleep
3 Nimwash The first step to a great recipe
17. Insurance and Related Products
1 ACKO GENERAL INSURANCE LIMITED Giving an age-old category a reality check
2 Canara HSBC OBC Life Insurance Company Limited Promise Batao – Making India talk about Insurance
3 HDFC Life Celebrating Failure
4 ManipalCigna Health Insurance Health Insurance for the Healthy
18. Media & Entertainment
1 Spotify Playlist Sunte Ja
2 Spotify A Self Dissing Ad
3 Disney+ Hotstar Meaningless data finds meaningful entertainment
19. Other Products
1 Fevikwik Fix it or forfeit it – Phenko Nahi Jodo
2 Bumble Breaking records by breaking the rules
3 Instagram Reeling them in with Reels
4 Fevicol Yakshagana
5 Shaadi.com Weddings From Home
20. Personal Care
1 Lifebuoy Use any soap
2 Lifebuoy H is for Handwashing
3 Whisper Keep Girls In School
4 Gillette Barber Suraksha Programme
5 Savlon Building a Hygiene Superbrand by integrated product launches and communications
6 Lifebuoy Covid-19 Crisis, not Opportunity
7 Whisper Mobileshaala
8 P&G Pampers Pampers Lullaby to wake up mothers
9 Veet Replacing the neighbourhood Salon with Veet Salon
10 Glow & Lovely Staking our name to make her name
11 Wild Stone A deo that made social distancing desirable
21. Professional services and solutions
1 Kaam Wapasi GETTING MIGRANT LABOUR ON ITS FEET
2 Asian Paints Saving the paint with Safe Painting
22. Retail
1 Swiggy The ‘Swiggy–home food’ alliance
2 Swiggy Making an old norm the new normal
3 Flipkart How India’s underdogs won Flipkart the festive battle
4 Amazon Making Small, Powerful
5 OLX Olx Secondhand: The Origins
23. Services – Telecom and related products
1 Google Assistant Knowledge Has No Language
2 WhatsApp India WhatsApp – It’s Between You
3 Bharti Airtel Limited Your Questions Make Us Better
4 Airtel Gaining trust and admiration in India’s most hated category
24. Snacks & Desserts
1 Happydent When shining a new light won over GenZ
2 Oreo India Oreo ReciPic
3 Kurkure Mystery Masala Ki Chatpati Khoj (The Hunt for the Mystery Masala)
4 LAY’S Getting India to Smile with Lay’s
5 Cadbury Perk Perk Missing Friends
25. Sporting events
1 Disney+ Hotstar VIP Preventing super saviour from becoming super spreader
26. Travel & Tourism
1 OYO Hotels & Homes Sanitised Before Your Eyes
2 OYO Hotels & Homes Come to OYO
27. Corporate Advertising / Reputation
1 Lifebuoy Use any soap
2 Mastercard India Bharat ka card
3 Lifebuoy H is for Handwashing
4 Happydent When shining a new light won over GenZ
5 Zomato Taking on the final frontier of women’s liberation
6 Stayfree BRINGING MEN INTO MENSTRUATION
7 OYO Hotels & Homes Making online a safe space for women
8 Nescafe Making the ‘work beverage’ the ‘work-from-home beverage’
9 Gillette Barber Suraksha Programme
10 FBB Reimagining Holi – For Women, On Women’s Day
11 Mahindra Thar Making Mahindra Desirable, One Thar At A Time
12 OLX Olx Secondhand: The Origins
28. B2B
1 Udaan How an app became the small retailer’s wingman
2 OYO Hotels & Homes Discover OYO
3 Maggi When Maggi created Mompreneurs
4 MilkoChill Monsters of Milk
5 Gulf Oil India Teaching like they learn
6 Friends Dry Pants It’s okay to pee in your pants
29. Interactive Marketing
1 Cadbury Celebrations Not Just A Cadbury Ad
2 Netflix Inc. WHEN NETFLIX REINVENTED DIWALI – ADS, NOT THE FESTIVAL
3 Pepsi Salaam Namaste
4 Spotify India Turning an internet joke into millions in PR
5 Spotify India There’s a playlist for every emoji
6 Thappad The World’s Most Reported Trailer
7 Whisper Keep Girls In School
8 Whisper Mobileshaala
9 Tata Tea PREMIUM FROM THE CUPS OF INDIA TO THE CULTURES OF INDIA
10 Paytm Paytm Soundbox: The Sound Of Reassurance
30. Small Town & Rural Marketing
1 Fevikwik Fix it or forfeit it – Phenko Nahi Jodo
2 BMGF Protecting Family Planning from the Family
3 Eno Eno Project Rural
4 Whisper Mobileshaala
5 Hero Destini An upgrade that small town dads can’t refuse
6 Dettol Using virality to fight the virus
7 Kaam Wapasi GETTING MIGRANT LABOUR ON ITS FEET
31. Regional
1 Maggi How MeM earned an entry to Indian kitchens
2 Aashirvaad Atta Helping atta win hearts in India’s rice heartland
3 Tata Tea GOLD THE PERFECT TEA FOR THE PERFECTIONIST BENGALIS
4 Tata Tea Premium CULTURE-LED BRAND PLAY WINS OVER HEARTS & TEACUPS IN UTTAR PRADESH
5 Sunlight (Unilever) Live Life in COlour
6 Bharti Airtel Limited Your Questions Make Us Better
7 Fevikwik Fix it or forfeit it – Phenko Nahi Jodo
8 Spotify Spotify Playlists – International brand goes Regional
9 Fevicol Yakshagana
32. Direct Marketing
1 Paytm Paytm Soundbox: The Sound Of Reassurance
2 Kaam Wapasi GETTING MIGRANT LABOUR ON ITS FEET
3 PhonePe Private Limited Convincing the Argumentative Indian to adopt UPI through PhonePe
4 Dettol Using virality to fight the virus
5 Vice Media The 8-Bit Journo
6 Bumble Changing the Gods of a religion
7 Miracle Mom Rethinking Motherhood through the Language of Data
8 Mastercard Team Cashless How Mastercard won over the Small Shopkeepers of Bharat
9 Radio Zindagi Applegram
10 Asian Paints Game of Gold
33. Experiential Marketing / Brand Experience : Product
1 Cadbury Celebrations Not Just A Cadbury Ad
2 Nescafe Creating India’s coffee generation
3 McDonald’s The One Hand Burger
4 Aashirvaad Atta Helping atta win hearts in India’s rice heartland
5 Livpure Cutting Pani
6 Asian Paints Game of Gold
7 LAY’S Getting India to Smile with Lay’s
8 Alpenliebe Juzt-Jelly How we elevated a candy to a dessert experience
9 Sunlight (Unilever) Live Life in Colour
10 Cadbury Dairy Milk Silk Love in the times of Covid
33. Experiential Marketing / Brand Experience : Non-Product
1 SPOTIFY INDIA There’s a playlist for every emoji
2 Netflix Inc. A PLAN SO UNMISSABLE THAT IT CANCELLED ALL PLANS
3 Vice Media The 8-Bit Journo
4 Aditya Birla Capital Look Into The Future
5 Canara HSBC OBC Life Insurance Company Limited Promise Batao – Making India talk about Insurance
6 Netflix Inc. A story of love, break-ups and Netflix as the third-wheel
7 Flipkart How India’s underdogs won Flipkart the festive battle
8 Unacademy How Unacademy gave the disadvantaged, an advantage
9 Disney+ Hotstar VIP Preventing super saviour from becoming super spreader
34A. Positive Change – Environmental : Brands
1 Livpure Cutting Pani
34B. Positive Change – Environmental : Non-Profit
NO ENTRY RECEIVED
35A. Positive Change – Social Good : Brands
1 Cadbury Dairy Milk Melting Power Distance
2 Kaam Wapasi GETTING MIGRANT LABOUR ON ITS FEET
3 Lifebuoy Use any soap
4 Radio Zindagi Applegram
5 Friends Dry Pants It’s okay to pee in your pants
6 Stayfree BRINGING MEN INTO MENSTRUATION
7 Dettol Using virality to fight the virus
8 The Telegraph Changing the prayer and praying for change
9 McDonald’s One Bite Closer to Equality
10 HDFC Bank Mooh Bandh Rakho
11 Zomato Taking on the final frontier of women’s liberation
12 ARIEL Ariel #ShareTheLoad for Equal Sleep
13 Canara HSBC OBC Life Insurance Company Limited Promise Batao – Making India talk about Insurance
14 Harpic Harpic Mission Paani – Reimagining the role of water.
15 The Times Of India MASK INDIA
16 Gillette Barber Suraksha Programme
17 Lifebuoy Covid-19 Crisis, not Opportunity
18 FBB Reimagining Holi – For Women, On Women’s Day
19 Ghadi Detergent Ghadi Detergent | If I can mask up, so can you!
20 Savlon No Hand Unwashed – getting a role model to get people to keep washing their hands
21 RIO Pads India! Periods are Red, not Blue!
22 Clinic Plus Tum Strong Ho
35B. Positive Change – Social Good : Non-Profit
1 India Police Policing the Virus
2 BMGF Protecting Family Planning from the Family
3 Phool Versha Foundation & NamMyoho Daan Foundation COUNT US IN
36. David v/s Goliath
1 RIO Pads India! Periods are Red, not Blue!
2 Burger King Lonely No More
3 Haier Silent Performers
4 Hero Corporate Reminding Hero that it’s a Hero
5 Bumble First moves
6 Maggi How MeM earned an entry to Indian kitchens
7 JSW Paints Har rang har kisi ka
8 Netflix Inc. A PLAN SO UNMISSABLE THAT IT CANCELLED ALL PLANS
9 Amazon Kuch Zaroori, Kuch Hum Sabki Zimmedaari
10 Raj Super White Wash. Don’t get washed off!
37A. Integrated Advertising Campaign : Products
1 Cadbury Dairy Milk Melting Power Distance
2 Durex Durex Invisible, 4 weeks to No. 1 Bestseller
3 Tata Tea PREMIUM FROM THE CUPS OF INDIA TO THE CULTURES OF INDIA
4 Mondelez India – Cadbury 5Star Cadbury 5-Star Bounces Back By Doing Nothing
5 Aashirvaad Atta with Multigrains Helping Multigrain find a smooth passage into homes
6 Cadbury Bournvita WINNING OVER HORLICKS’ FASTEST TALLEST SHARPEST STRONGEST COVID CLAIM
7 Flipkart How India’s underdogs won Flipkart the festive battle
8 Google Nest All of Google, For All of You
9 Diageo (India) Pvt. Ltd. THE STRIDING MAN STRIDING ACROSS MEDIUMS
10 Naselin Prajapati, The Sleeping Night-Watchman
11 Mastercard India The aadhar for payment
12 LAY’S Getting India to Smile with Lay’s
13 Lifebuoy Covid-19 Crisis, not Opportunity
14 Cadbury Celebrations Making Gifting Matter in Tough Times
37B. Integrated Advertising Campaign : Non – Products
1 Unacademy How Unacademy gave the disadvantaged, an advantage
2 Google Assistant Knowledge Has No Language
3 Disney+ Hotstar Aarya
4 Bharti Airtel Limited Your Questions Make Us Better
5 upGrad To get ahead, don’t lick ass, kick ass.
6 Netflix Inc. A PLAN SO UNMISSABLE THAT IT CANCELLED ALL PLANS
38A. Sustained Success : Products
1 Surf Excel Giving fight against dirt a karmic perspective
2 Stayfree It’s just a Period when EVERYONE says period
3 Britannia Marie Gold SUSTAINING A CAMPAIGN FOR EMPOWERING HOMEMAKERS
4 ARIEL Ariel #ShareTheLoad
5 Nescafe Creating India’s coffee generation
6 Paytm How a brand became a verb
7 Brooke Bond Red Label Red Label – Taste of Togetherness
8 Dettol When new moms gave Dettol a new life
9 Johnson’s baby A Case Of Regained Trust
38B. Sustained Success : Services
1 Hotstar From Solo to Super Social: How mobile became cricket’s favourite screen
39. New Product or Service : Product
1 Mahindra Thar An Auction That Increased Price Perception
2 McDonald’s The Next Best Thing To Redesigning Burgers
3 Durex Durex Invisible, 4 weeks to No. 1 Bestseller
4 Savlon Seeding new Surface Hygiene habits in a pandemic through humour
5 Maybelline India The foundation of fairness
6 Samsung Galaxy M Galaxy M Series: The Monster Rises
7 Bisleri Don’t Worry, It’s Bisleri
8 Nimwash The first step to a great recipe
9 Skechers India Go Like Never Before
39. New Product or Service : Service
1 Vice Media The 8-Bit Journo
2 Unacademy How Unacademy gave the disadvantaged, an advantage
3 Meesho Call Me By Your Name
4 Udaan How an app became the small retailer’s wingman
5 Instagram Reeling them in with Reels
6 Mastercard India Mastercard’s POS-abilities
7 Lionsgate Play Watch More, Browse Less
40. Influencer Marketing
1 Dettol Using virality to fight the virus
2 Godrej Expert Rich Crème #ColourLikeKaran
3 Diageo (India) Pvt. Ltd. BRINGING OUT THE STRIDING MAN IN EVERYONE
4 The Wishing Factory #UltaHokeThalassemiaRoke
5 SNEHA #LockdownMeinLockup
6 Instagram Business Making marketers experience the love their brands deserve
7 Cadbury Perk Perk Missing Friends
8 Pepsi Salaam Namaste
9 LAY’S Lay’s Heartwork – an ode to unsung heroes
41. Use Of Data
1 OYO Hotels & Homes Making online a safe space for women
2 Stayfree BRINGING MEN INTO MENSTRUATION
3 OYO Hotels & Homes Sanitised Before Your Eyes
4 Disney+ Hotstar VIP A phone call from Ironman got fans tuning in
5 Netflix Inc. WHEN NETFLIX REINVENTED DIWALI – ADS, NOT THE FESTIVAL
6 Blueair Pollution Alert System
7 Boost Boost Stamina Meter – A new currency in town !
8 Oreo Defining new moments of playful connections for the entire family
42. The Internal Marketing Award
1 Axis Bank GIG-A-Opportunities: A platform open for talent
43. The Disruptive Differentiators Award : Product
1 Lifebuoy H is for Handwashing
2 Cadbury Celebrations Not Just A Cadbury Ad
3 Stayfree BRINGING MEN INTO MENSTRUATION
4 RIO Pads India! Periods are Red, not Blue!
5 Fevikwik Fix it or forfeit it – Phenko Nahi Jodo
6 Tata Tea PREMIUM FROM THE CUPS OF INDIA TO THE CULTURES OF INDIA
7 Aashirvaad Atta with Multigrains Helping Multigrain find a smooth passage into homes
8 Cadbury Dairy Milk Melting Power Distance
9 Pepsi Why India celebrated singles on Valentine’s Day.
10 Maggi When Maggi created Mompreneurs
11 Mondelez India – Cadbury 5Star Cadbury 5-Star Bounces Back By Doing Nothing
12 Lay’s Turning Packaging into Pop Culture
13 Google Nest All of Google, For All of You
14 Sunlight (Unilever) Live Life in COlour
43. The Disruptive Differentiators Award : Non-Product
1 McDonald’s Welcome to the Future of Experience
2 Paytm Paytm Soundbox: The Sound Of Reassurance
3 PhonePe Private Limited Convincing the Argumentative Indian to adopt UPI through PhonePe
4 Facebook Pooja Didi
5 OYO Hotels & Homes Sanitised Before Your Eyes
6 Meesho Social Commerce Says Namaste
7 Spotify India There’s a playlist for every emoji
8 Thappad The World’s Most Reported Trailer
9 Bumble No women, No growth
10 SNEHA #LockdownMeinLockup
11 Shoppers Stop Stop The Bias
12 The Hongkong and Shanghai Banking Corporation Limited, India India Beyond Boundaries
13 upGrad To get ahead, don’t lick ass, kick ass.
14 Netflix Inc. WHEN NETFLIX REINVENTED DIWALI – ADS, NOT THE FESTIVAL
15 Google Pay Go India Game – India toh humare dil mein
16 Monster.com Work life balance
44A. Small Budgets : Products
1 IndiGo Lean, Clean Flying Machine
2 Mahindra Thar An Auction That Increased Price Perception
3 Wild Stone A deo that made social distancing desirable
4 Jeep India My Big Ganesha
5 Tata Starbucks Barista Call Out
6 Daawat Why Daawat chose to uninvite people this Rakshabandhan
7 McDonald’s India Switching Gears from Footfalls to Drive Thrus
8 Blueair Pollution Alert System
44B. Small Budgets : Services
1 India Police Policing the Virus
2 SNEHA #LockdownMeinLockup
3 Spotify India There’s a playlist for every emoji
4 Bumble Changing the Gods of a religion

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