EFFIE INDIA 2022 – Shortlist

3. Automotive – Vehicles (OEM)
S.No Brand Name Entry Title
1 TVS APACHE RR 310 Winning over racers with the not-the-fastest bike
2 Hero Destini Overcoming middle-class dads’ resistance to upgrades
5. Beverages Non-Alcohol
S.No Brand Name Entry Title
1 Complan Doing ‘Palat De’ the right way
2 Coca Cola Inverting Conventions to Win
3 Coca Cola Nothing Soft About This Soft Drink
4 Coca Cola Zero Sugar Coke’s Zero Sum Game
5 Coca-Cola How Coca Cola hacked meal moments
6 Tata Tea Premium CULTURAL ZEITGEIST IN A CUP
7 Nescafé Creating “Generation Coffee” in a chai country
8 Cadbury Bournvita Bournvita Get The Message
6. Electronics
S.No Brand Name Entry Title
1 Paytm Paytm Soundbox- The Sound of Reassurance
9. Fashion
S.No Brand Name Entry Title
1 Allen Solly Suits & Blazers Friday Weddings
2 Tanishq Making Engagements a far bigger emotion than the wedding
3 Tanishq A non- traditional brand winning at Wedding traditions
4 Titan Mechanical TITAN MECHANICAL – INGENUITY IN A WORLD THAT RUNS ON CODE
5 Bata India Unlimited Sneakers
6 ONLY BUILDING RELEVANCE WITH FASHION-CONSCIOUS YOUNG GIRLS WHO WANT EVERYTHING
7 Tanishq THE CREATORS OF A BEAUTIFUL PUJO
8 Tanishq Reinterpreting the culturally rooted idea of ‘Pudhumai Penn’ Celebrating the dichotomy in every Tamil woman.
9 Men of Platinum The Platinum Standard of Masculine Style
10. Finance
S.No Brand Name Entry Title
1 Axis Bank Bill in the Middle
2 Fintech Cred: How a product demo broke the internet
3 Mastercard Mastercard – Getting the POS in POS (point of sale)
4 PhonePe New Gold Buying Gold Standard
11. Food, Snacks & Desserts
S.No Brand Name Entry Title
1 Cadbury Silk For your eyes only
2 Cadbury 5 Star Cadbury 5 Star – Valentine’s Day Alibi
3 Cadbury Gems Making fun, fun again
4 Britannia Milk Bikis 100% Atta Taking on the age-old tradition of Glucose biscuit with milk!
5 Britannia Good Day Many Smiles of a Good Day
6 Britannia Milk Bikis Classic Rekindling an old romance – the love for Milk Bikis
7 Cadbury Perk Take It Light
8 Maggi Making teens life-ready in 2 minutes
9 MAGGI MASALA-AE-MAGIC Life lessons in a sachet
10 HappyDent When shining a new light won over Gen-Z
11 Fortune Rice Bran Health Oil WHEN AN OIL BRAND HAD A HEART ATTACK
12 Cadbury Dairy Milk Why is Cricket only about the Men in Blue?
13 Lay’s Keep Lay’s @ Home Always
14 Cadbury 5 Star Cadbury 5 Star – NothingCoin
13. Healthcare Products
S.No Brand Name Entry Title
1 Dr Reddy’s Mintop Mintop – Hair Today, Gone Tomorrow
2 Dabur Chyawanprash Divided by Ayurveda, united by Dabur Chyawanprash
3 ENO ENO Gadbad Gadbad
4 ENO Chacha Chaudhary’s attack on acidity
5 Big Muscles Nutrition Big Muscles Nutrition: Performance Hi Pehchaan
6 ACUVUE ACUVUE #DekhteRehJaoge
7 Nestle Ceregrow Making the invisible visible
8 Dettol When the ultimate-protector made way for bigger protectors
9 Durex Durex Ending Bedroom Distancing!
14. Healthcare Services
S.No Brand Name Entry Title
1 Sneha #AspatalKeBache
2 Sneha #JawabPaoTikaLagao
3 Apollo 24×7 Direct Apollo Se
16. Household Supplies
S.No Brand Name Entry Title
1 Vim Beyond Dishwashing
2 Sunlight Sunlight Tantir Rong
3 Domex Disinfection Alert System
4 Ariel See Equal #ShareTheLoad
17. Insurance and Related Products
S.No Brand Name Entry Title
1 FUTURE GENERALI OH MY DOG
2 HDFC Life We Don’t Sell Insurance, We Sell Resilience
3 BeFit Rider Policy BeFit: Unbelievable But True
4 ACKO ACKO ‘Murthy’ Campaign
5 ACKO Insurance The Unbelievable Claim of 0% Commission
18. Media & Entertainment
S.No Brand Name Entry Title
1 Tata Play Tata Sky to Tata Play: How a legacy brand successfully revamped itself
2 OTT Platform HOW DOES INDIA’S LARGEST FREE OTT BECOME THE LARGEST PAID OTT PLATFORM?
3 Spotify Spotify Becomes The Undisputed Category Leader This IPL
4 Spotify Most Interesting How-To Videos for TV
5 Netflix Netflix India
20. Personal Care
S.No Brand Name Entry Title
1 Pampers Inviting new group of decision-makers into purchase conversations
2 Shampoo Wooing over the South of India
3 Lifebuoy H is for Handwashing
4 Sanitary Napkin RECLAIMING CONTROL ON DAYS & NIGHTS – ONE PERIOD AT A TIME
5 Personal Care Products – soaps, shampoos, body lotions etc Stop The Beauty Test
6 Whisper Changing the education system to keep girls in school
7 Whisper Preventing 23 Million Missing Futures
8 Whisper Using India’s oldest broadcast medium – wall art for period education
21. Professional services and solutions
S.No Brand Name Entry Title
1 Zomato Delivering dignity to those who deliver
2 Zomato Marketing lessons from Kolaveri Di
3 OYO Selling hotel rooms as a sampling sachet
4 OYO Come to OYO
5 OYO Helping rural India take on Airbnb
6 Rapido Ride on your terms
22. Retail
S.No Brand Name Entry Title
1 CarDekho Making Indian Roads Safer For Elderlies
2 Amazon Fresh A Rare Fresh Start
3 Swiggy Instamart Moving the Game beyond “fastest delivery first”
23. Services – Telecom and related products
S.No Brand Name Entry Title
1 Google India Safer with Google Campaign – Google toh apna hai
2 Google India Google Voice Campaign 2 – Bolne Se Sab Hoga
3 Airtel 175* Re-played
4 HOUSING.COM Yahan Search Khatam Karo (Finish Your Search Here)
5 Google India Google Voice Campaign 1 – Bolne Se Sab Hoga
24. Sporting events
S.No Brand Name Entry Title
1 Star Sports How Bengaluru Bulls hit the bullseye with 6 crore Kannadigas
2 Coca Cola See Ability Beyond Disability
3 MPL Sports Legitimising An E-Sports Giant
26. Corporate Advertising/ Reputation
S.No Brand Name Entry Title
1 Star Sports How Bengaluru Bulls hit the bullseye with 6 crore Kannadigas
2 Cadbury Perk Perk Disclaimers
3 Lifebuoy H is for Handwashing
4 KFC Making Action Speak Louder Than Words
5 JSW Paints Adding a new shade to the conversation of colour
6 Zomato Delivering dignity to those who deliver
7 Quick Service Restaurant One small step for disabled, one giant leap for inclusivity
8 Cadbury Dairy Milk Hate is Unskippable
9 Maggi Women’s liberation beyond the ‘wokeness’
10 Cadbury Dairy Milk Proud Sponsors of The Ground Staff
11 Nykaa Taking Brand Purpose to the Stock Markets
27. B2B
S.No Brand Name Entry Title
1 Motor Oil Just a Trucker.
2 LEAD Celebrating the heroes without capes
3 Zomato Delivering dignity to those who deliver
4 OYO Come to OYO
5 OYO Helping rural India take on Airbnb
28. Interactive Marketing
S.No Brand Name Entry Title
1 Cadbury Silk For your eyes only
2 Pampers Moving beyond ‘Spray and Pray’ : #ItTakes2- A Father’s Promise
3 Titan Eye+ Eyeing Up Something Big
4 TVS APACHE RR 310 Winning over racers with the not-the-fastest bike
5 Cadbury 5 Star Cadbury 5 Star – Do Nothing Assistant
6 OTT Platform WHEN WE GOT INDIA SEARCHING FOR SIRONAH – A TOWN THAT CAN’T BE FOUND
7 NIVEA SOFT NIVEA SOFT FRESH BATCH: MAKING STARS OUT OF GEN-ZERS
8 Spotify Most Interesting How-To Videos for TV
9 Cadbury Dairy Milk Hate is Unskippable
10 Cadbury Celebrations My SRK Ad
11 Spotify Mad Meets Math; Personalized Data Stories Triggering Mass Advocacy
12 MPL Sports The World’s First Audio-Generated Jersey
13 Cadbury Bournvita Bournvita Get The Message
29. Small Town & Rural Marketing
S.No Brand Name Entry Title
1 Star Sports How Bengaluru Bulls hit the bullseye with 6 crore Kannadigas
2 ENO Chacha Chaudhary’s attack on acidity
3 Coca Cola Inverting Conventions to Win
4 E-Commerce MAKING EVERY RUPEE UNLOCK JOY
5 Paytm Paytm Soundbox- The Sound of Reassurance
6 OYO Come to OYO
7 American India Foundation How marginalized, vulnerable communities broke down their wall of mistrust against vaccines.
8 OYO Helping rural India take on Airbnb
9 Whisper Using India’s oldest broadcast medium – wall art for period education
30. Regional
S.No Brand Name Entry Title
1 Chandrika Pushpaveda Pushpa – Not the Telugu Drama
2 Sunfeast YiPPee! BRAND LOVE SHOULDN’T BE BLIND
3 Tanishq THE CREATORS OF A BEAUTIFUL PUJO
4 Retail Fashion This Pujo, YOU are the Celebration
5 Tea Fursat Waali Chai
6 Star Sports How Bengaluru Bulls hit the bullseye with 6 crore Kannadigas
7 Britannia Milk Bikis Classic Rekindling an old romance – the love for Milk Bikis
8 Dabur Chyawanprash Divided by Ayurveda, united by Dabur Chyawanprash
9 TVS Scooty Pep+ RE-IGNITING BRAND LOVE IN TAMIL NADU (MUDHAL KADHAL)
10 Shampoo Wooing over the South of India
11 Wild Stone Talc Wildstone meets Mirzapur & Wasseypur
12 Tata Tea Chakra Gold Care A CUP THAT CELEBRATED THE TAMIL WAY OF CARE
13 Tata Tea Kanan Devan THE TASTE OF DIVERSITY. THE UNIQUE TASTE OF KERALA.
14 MAGGI MASALA-AE-MAGIC Life lessons in a sachet
15 Zomato Marketing lessons from Kolaveri Di
16 Tanishq Reinterpreting the culturally rooted idea of ‘Pudhumai Penn’ Celebrating the dichotomy in every Tamil woman.
17 Zomato Thaggede Le
18 Muthoot Gold Loans Minnatte Life by Muthoot Fincorp and Netflix Minnal Murali
19 Spotify How Spotify Won Filmy Hearts Across Regions
20 Whisper Using India’s oldest broadcast medium – wall art for period education
21 Tanishq A non-traditional brand winning at Wedding traditions
31. Direct Marketing
S.No Brand Name Entry Title
1 JSW Paints JSW paints_ From contractor to controller
2 Paytm Paytm Soundbox- The Sound of Reassurance
3 Whisper Using India’s oldest broadcast medium – wall art for period education
32. Experiential Marketing / Brand Experience
S.No Brand Name Entry Title
1 TVS APACHE RR 310 Winning over racers with the not-the-fastest bike
2 Airtel 175* Re-played
3 Cadbury Perk Perk Disclaimers
4 Sanitary Napkin BRINGING MEN INTO MENSTRUATION: BREAKING TABOOS BY BREAKING SILENCE
5 Dettol When the ultimate-protector made way for bigger protectors
6 Cadbury Dairy Milk Hate is Unskippable
7 Quick Service Restaurant One small step for disabled, one giant leap for inclusivity
8 AB InBev India – Budweiser Budweiser SOS ADS
9 Cadbury Celebrations My SRK Ad
10 Whisper Changing the education system to keep girls in school
11 Cadbury Silk For your eyes only
34A. Positive Change – Social Good – Brands
S.No Brand Name Entry Title
1 Personal Care Products – soaps, shampoos, body lotions etc Stop The Beauty Test
2 CarDekho Making Indian Roads Safer For Elderlies
3 Lifebuoy H is for Handwashing
4 Dettol When the ultimate-protector made way for bigger protectors
5 Ariel See Equal #ShareTheLoad
6 Google Search #GetTheFacts Google Search Campaign | Fighting the Pandemic: One Question at a Time
7 HappyDent When shining a new light won over Gen-Z
8 Whisper Preventing 23 Million Missing Futures
9 Cadbury Dairy Milk Why is Cricket only about the Men in Blue?
10 Cadbury Celebrations My SRK Ad
11 Whisper Changing the education system to keep girls in school
12 Mastercard Mastercard – Micro merchants, macro change
34B. Positive Change – Social Good – Non-Profit
S.No Brand Name Entry Title
1 Cry Cry- #PooriPadhaiDeshKiBhalai
2 Family Planning SOLVING THE UNSOLVABLE
3 KC Mahindra Education Trusts Nanhi Kali KC Mahindra Education Trusts | Nanhi Kali | The Tale of 2 Lajjos
34C. Positive Change – Social Good – Diversity, Equity & Inclusion
S.No Brand Name Entry Title
1 Personal Care Products – soaps, shampoos, body lotions etc Stop The Beauty Test
2 Google India Google Voice Campaign 3 – Bolne Se Sab Hoga
3 Sunlight Sunlight Tantir Rong
4 KFC Making Action Speak Louder Than Words
5 Coca Cola See Ability Beyond Disability
6 OYO Making logging in as safe as checking in
7 Google India Google Voice Campaign 1 – Bolne Se Sab Hoga
35. David v/s Goliath
S.No Brand Name Entry Title
1 Tata Play Victory of Truth over Myth
2 Complan Doing ‘Palat De’ the right way
3 Sunfeast YiPPee! BRAND LOVE SHOULDN’T BE BLIND
4 Britannia Milk Bikis 100% Atta Taking on the age-old tradition of Glucose biscuit with milk!
5 E-Commerce RECLAIMING THE VALUE OF LOW PRICES
6 JSW Paints Ending a different kind of colour blindness
7 MAGGI MASALA-AE-MAGIC Maggi vs. the badhshahs of masala
8 Coca Cola Zero Sugar COKE VS COKE
9 OYO How to gatecrash conversations of the rich & famous
10 Zomato Thaggede Le
11 ACKO ACKO ‘Murthy’ Campaign
36A. Integrated Advertising Campaign: Products
S.No Brand Name Entry Title
1 Cadbury Silk For your eyes only
2 Personal Care Products – soaps, shampoos, body lotions etc Stop The Beauty Test
3 ITC Aashirvaad How Aashirvaad got Indian mothers to buy into multigrain
4 Google India Safer with Google Campaign – Google toh apna hai
5 Sunlight Sunlight Tantir Rong
6 Coca Cola Inverting Conventions to Win
7 Quick Service Restaurant When Value-for-Money goes Gourmet
8 Maggi Making teens life-ready in 2 minutes
9 Tata Tea Premium CULTURAL ZEITGEIST IN A CUP
10 Ariel See Equal #ShareTheLoad
11 Face Wash Pimple Hi Toh Hai
12 Whisper Changing the education system to keep girls in school
36B. Integrated Advertising Campaign: Non-Products
S.No Brand Name Entry Title
1 Tata Play Victory of Truth over Myth
2 OTT Platform HOW DOES INDIA’S LARGEST FREE OTT BECOME THE LARGEST PAID OTT PLATFORM?
3 Zomato Delivering dignity to those who deliver
4 Google India Google Voice Campaign 3 – Bolne Se Sab Hoga
5 Fintech Cred: How a product demo broke the internet
6 Spotify Spotify Becomes The Undisputed Category Leader This IPL
7 Spotify How Spotify Won Filmy Hearts Across India
37A. Sustained Success: Products
S.No Brand Name Entry Title
1 Tea Swad Apnepan Ka
2 Haier Front Load Fully Automatic Washing Machine #SilentPerformers
3 Cadbury Dairy Milk Inspiring Generous Instincts
4 Cadbury Celebrations Not Just a Box of Chocolates
5 Paytm Paytm Karo- How a brand became a verb
6 Nescafé Creating India’s coffee generation
7 Vim Women are beyond dishwashing, says a dishwashing brand
8 Bisleri Packaged Drinking Water Samajhdaar Bisleri Peete Hain
9 Surf Excel Giving fight against dirt a karmic perspective
37B. Sustained Success: Services
S.No Brand Name Entry Title
1 Fintech How a Product Demo Broke the Internet Thrice
2 Mutual Funds AMFI Mutual Funds Sahi Hai Association Mutual Funds in India
3 Spotify How To Become Category Leader In 3 Years
4 OYO Solving for India’s lack of space
5 OYO Creating safe spaces for women
38. New Product or Service
S.No Brand Name Entry Title
1 FUTURE GENERALI OH MY DOG
2 TVS APACHE RR 310 Winning over racers with the not-the-fastest bike
3 KFC KFC- Double Down Burger
4 Yezdi Yezdi – Dad’s Weren’t Saints
5 Quick Service Restaurant When Value-for-Money goes Gourmet
6 PostPe Selling credit to the credit-averse
7 Chalo #PudheChala
8 Ashirvad Water Storage Tanks Making ‘Ashirvad’ synonymous to the category
9 Durex Durex Ending Bedroom Distancing!
10 Google India Google Voice Campaign 1 – Bolne Se Sab Hoga
11 Rapido Ride on your terms
12 Mastercard Mastercard – Getting the POS in POS (point of sale)
13 Spotify India Teenage Angst Wins The Day For Indian Audio
14 Lupin Aptivate The appetite that matters
15 PhonePe New Gold Buying Gold Standard
39. Influencer Marketing
S.No Brand Name Entry Title
1 Pampers #ItTakes2- A Father’s Promise
2 Cadbury Fuse Fusies – Fight for free Fuse
3 FUTURE GENERALI OH MY DOG
4 YouTube Shorts HOW YOUTUBE ACQUIRED A NEW SUPERPOWER
5 OTT Platform HOW DOES INDIA’S LARGEST FREE OTT BECOME THE LARGEST PAID OTT PLATFORM?
6 Mangaldeep Rath Yatra Mangaldeep: Rath Yatra Ki Sugandh Ghar Aaye
7 Cadbury Perk Play a game not an ad
8 Fintech Cred: How a product demo broke the internet
9 NIVEA SOFT NIVEA SOFT FRESH BATCH: MAKING STARS OUT OF GEN-ZERS
10 OYO Becoming Indian youth’s bail our buddy
11 Netflix Netflix India
12 Spotify Getting Radio Loving Chennai Hooked To Spotify Podcasts
40. Use Of Data
S.No Brand Name Entry Title
1 OYO Making logging in as safe as checking in
2 Spotify How Spotify Won Filmy Hearts Across India
3 Upstox Demystifying Stock Trading Through Cricket
4 Spotify Mad Meets Math; Personalized Data Stories Triggering Mass Advocacy
5 MPL Sports The World’s First Audio-Generated Jersey
41. The Internal Marketing Award
S.No Brand Name Entry Title
1 Employer Branding HOW EVERY INBOX GOT A REMINDER ON ANTI-SEXISM
42. The Disruptive Differentiators Award
S.No Brand Name Entry Title
1 Sterling Reserve GAMING THE WHISKY MARKET
2 CarDekho Making Indian Roads Safer For Elderlies
3 Cadbury 5 Star Cadbury 5 Star – NothingCoin
4 Cadbury 5 Star Cadbury 5 Star – Valentine’s Day Alibi
5 OTT Platform HOW DOES INDIA’S LARGEST FREE OTT BECOME THE LARGEST PAID OTT PLATFORM?
6 Cadbury 5 Star Cadbury 5 Star – Do Nothing Assistant
7 Lifebuoy H is for Handwashing
8 Cadbury Gems World’s biggest birthday party
9 Yezdi Yezdi – Dad’s Weren’t Saints
10 OTT Platform WHEN WE GOT INDIA SEARCHING FOR SIRONAH – A TOWN THAT CAN’T BE FOUND
11 Sneha #AspatalKeBache
12 JSW Paints When common sense questioned a common answer
13 MOWO #MovingBoundaries
14 Dettol Why a brand vacated its prime real estate
15 Paytm Paytm Soundbox- The Sound of Reassurance
16 Nescafé Creating “Generation Coffee” in a chai country
17 Hero Pleasure Turning prejudice into pride
18 Tata Tea Premium CULTURAL ZEITGEIST IN A CUP
19 Quick Service Restaurant One small step for disabled, one giant leap for inclusivity
20 Multi-player Battle Royale Online Game Bringing the Social Outcast into the Mainstream
21 Bharatiya Janta Party Winning the vote-count by making voter-data count.
22 Fortune Rice Bran Health Oil WHEN AN OIL BRAND HAD A HEART ATTACK
23 OYO Selling hotel rooms as a sampling sachet
24 Cadbury Celebrations My SRK Ad
25 The Family Man The Family Man Job Hunt
26 Boost #GameStaminaKa – Breaking Gender Barriers in Cricket
27 MPL Sports The World’s First Audio-Generated Jersey
43A. Small Budgets – Products
S.No Brand Name Entry Title
1 Yezdi Yezdi – Dad’s Weren’t Saints
2 WILDSTONE World’s Shortest Shower
3 Quick Service Restaurant 25 Years of Priceless Memories
4 Skore Oh Gel Cliteracy Coupons – How We Used Scratch Cards To Make Men Better Lovers
43B. Small Budgets – Services
S.No Brand Name Entry Title
1 CarDekho Making Indian Roads Safer For Elderlies
2 KFC Making Action Speak Louder Than Words
3 Sneha #AspatalKeBache
4 Global Not-for-Profit Charitable Effort Team for Humanity
5 OYO Making logging in as safe as checking in
44. Carpe Diem
S.No Brand Name Entry Title
1 Cadbury 5 Star Cadbury 5 Star – NothingCoin
2 Columbia Pacific Communities #WallyFunk
3 Cadbury Perk Perk Disclaimers
4 Google India Google Voice Campaign 3 – Bolne Se Sab Hoga
5 Airtel 175* Re-played
6 Coca Cola Inverting Conventions to Win
7 Global Not-for-Profit Charitable Effort Team for Humanity
8 Social Networking Service Platform Instagram – We are in the making
9 Sanitary Napkin BRINGING MEN INTO MENSTRUATION: BREAKING TABOOS BY BREAKING SILENCE
10 Sneha #JawabPaoTikaLagao
11 Spotify Spotify Becomes The Undisputed Category Leader This IPL
12 OYO India found love
13 Cadbury Dairy Milk Proud Sponsors of The Ground Staff
14 Cadbury Dairy Milk Why is Cricket only about the Men in Blue?
15 Axis Bank Bill in the Middle

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