Sweeping 11 awards across eight categories including Ad Agency of the Year at the 2006 Effie awards, Lowe Lintas emerged the most decorated winner. The awards were organised by the Ad Club of Bombay to honour effectiveness in advertising.
Ogilvy & Mather (O&M) not only took home the Yahoo Big Idea Chair award for the second year in a row for but also bagged two of the three golds than Lowe even as it came second.
To increase client involvement in advertising, new categories like "Client of the Year" were introduced this year and FMCG major Hindustan Lever Limited grabbed it.
Six brands from HLL, including the only regional campaign for Pure It, won seven awards.
Pure It picked by a bronze in the consumer durables category. For the mobile advertising category, HLL's deodorant Axe picked up a bronze.
In the consumer products category, Lowe bagged a gold for Lifebuoy's, Little Gandhi campaign and two silvers for Surf Excel (Daag Achhe Hain) and Pepsodent (Answering Mothers Prayers) campaign.
O&M was awarded two golds, one for Mentos - mentos zindagi campaign and second for Cadbury Dairy Milk - Pappu Pass Ho gaya campaign. McCann Erickson managed one silver in the category for Saffola Gold - Abhi Toh Main Jawaan Hoon.
In services, FCB Ulka bagged a silver for Naukri.com's (Hari Sadu) commercial. Kaun Banega Crore (Rs billion)pati 2 - Umeed Se Dugna campaign created by O & M won a bronze.
