2019

Table of Contents

Section Page Number

How to create an effective brief 2
Eligibility 2
Entrant Organisation Parentage 3
Who can enter? 3
How your entry will be judged 3
Completing the entry form 4
Submission of entries 5
Sourcing data in the entry 5
Creative showcase material 6
Submitting your creative elements 6
Reasons for disqualification 7
Entry overview checklist 8
Items for Effies to be furnished to the Advertising Club
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Secretariat
Tips for successful entry 9
Fifteen reasons cases get lower scores than they should 10
Key takeaways 11
Categories 12
Special Recognitions 18
Shipping Instructions 19
Entry Fee 19
Deadline 20
Effie 2019 Date Schedule 20
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HOW TO CREATE AN EFFECTIVE BRIEF

It is our pleasure to invite you to participate in the 2019 Effie Awards India competition.

Since 1968, Effie has championed the value of effective marketing as the fuel for meaningful
business and organizational growth. The Effie Awards focus on honoring the most effective
ideas of the year – ideas that work. Winning Effie campaigns demonstrate that they have met
or exceeded challenging goals.

The written case brief is a key part of the Effie Awards entry because it details the competitive
environment, objectives, goals and evidence of performance. It is the basis of the judgement.
Reviews of winning case briefs have shown that they are clear, concise, compelling and logical.
In our experience, winning briefs present their story in an easy to follow style with a minimum
of hyperbole. The case should be clear and easy to read.

An Effie case showcases the same process that creates marketing excellence. Teamwork across
client and agency; an in-depth understanding of the challenge, context and objectives; the
insight and idea linked to the challenge; and bringing the idea to life in a way that drives
measurable and meaningful results for the brand, organization, and business. We encourage
participants to use the Effie process as a way to strengthen the core of creating and learning
from great work.

We look forward to seeing your campaign in this year’s competition and invite you to take
advantage of Effie’s learning tools on creating and entering effective work available at
effieindia.org.

Entry Requirements: Entries must follow all guidelines to prevent disqualification; please see
the list below for official reasons for disqualification. Use the pages provided in the standard
Effie Awards entry form. Additional pages will be discarded. Coloured fonts will not be
accepted except when used within a graph or chart.

ENTRIES SUBMISSION WILL BE ONLINE at the Effie Awards entry portal.

Visit www.theadclubawardsentries.com for details.

ELIGIBILITY

Campaigns that ran in India between 1st October, 2017 to 30th September, 2018 are eligible
for entry. Campaigns may have been introduced earlier but must have run during this period
and have data qualifying time. You may re-submit campaigns from prior Effie competitions if
they ran during the qualifying time and have data relative to the qualifying time. Campaigns
not in the English language must be accompanied by a complete translation in English to make
judging possible.

Do not provide results after September 30th, 2018 – this will result in disqualification.
Having a cut-off time period allows all entrants a fair time to gather results.

As a universal brand policy, campaigns are eligible to enter a local Effie competition based on
where a campaign ran (rather than where it was produced or where the agency is based). For
example, work that ran in India but was produced by an agency in Malaysia would be eligible
for the Effie India competition. Any and all marketing communications efforts, whether
full campaigns or targeted contributing efforts within a campaign, are eligible to
enter the Effie Awards competitions. Any single medium or combination of mediums
can be entered. To be eligible for the Effie India campaign, the campaign must have
run in India within the current eligibility period.

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THE EFFIE ELIGIBILITY RULES :  

The Effie eligibility period is 1st October, 2017 to 30th September, 2018. It is fine for
the work to have started running before or continue running after this period, but the
work the judges are reviewing must have run at some point between 1st October,
2017 to 30th September, 2018.  The results the judges are evaluating must be within
this period, but data prior to the eligibility period may be included for context.  No
results after 30th September, 2018 may be included.  

Judges also appreciate understanding your case in the real marketplace and your future outlook
if your case is ongoing. While you cannot present results after September 30th, 2018, in this
year’s competition, make sure to address your future outlook. Present your case in the context
of the real marketplace and timing – do not present your case in isolation.

ENTRANT ORGANISATION PARENTAGE:

 
The decision on Group Agency or Standalone Agency as Entrant is that Agency Groups need to
upfront inform Ad Club if they want to enter as a Group or as separate agencies. Once decided
as Group then all entries must be under that Group. Similarly if under Agency, then consistently
work done by the Agency can only be put only under that Agency. We will not allow an either/
or option where a Group enters some work under Group and some under a constituent Agency.

WHO CAN ENTER?

Any company (client, creative agency, media agency, digital agency etc.) can take the lead on
entering Effie. But they should work with all relevant partner companies to submit the strongest
case.

HOW YOUR ENTRY WILL BE JUDGED

Your entry will be judged by some of the brightest and most experienced business leaders.
Entries are judged in two phases. The highest scoring cases from Round One will go to the Final
Round. In both rounds, all elements of an entry – written case and creative elements –
are judged. Scoring is done anonymously and confidentially.

Judges are asked to evaluate specific criteria in scoring a marketing case’s overall effectiveness
and provide four separate scores analyzing specific attributes of the work.

The judges’ scores determine which entries will be finalists and which finalists are awarded a
gold, silver or bronze Effie trophy. The finalist level and each winning level – gold, silver,
bronze – has a minimum score required in order to be eligible for finalist status or for an award.
Effie Trophies are awarded at the discretion of the judges. It is possible that a category may
produce one, two, three or four winners of any level or perhaps no winners at all. Not all
finalists become winners.

Judges read your written case and then watch your video. Make sure your team
reviews both together to ensure they work seamlessly together before submitting
your entry.

The Grand Effie

The highest-scored Gold Effie winners are eligible for the Grand Effie Award. The Grand Effie
represents the single best case entered in a given year. There will likely be something
‘breakthrough’ about it - whether that be the way a market was re-framed; an insight that
opened new possibilities; a creative leap that achieved real standout; or the discovery of a new

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way to engage with an audience...all with the express purpose and proven capability of
delivering outstanding effectiveness.

As the Grand Jury is so senior and they are expressing their collective opinion, the winning case
represents both the most effective case of the year and a message that will be sent to the
industry about learnings for the way forward. Only a select number of the highest-scoring gold
winning cases are considered contenders for the Grand Effie award. (Because of the unique
nature of the category over multiple years, Best Ongoing Case (Sustained Success category)
winners are not eligible to the Grand Effie Award.)

Grand Effie :
Highest points received by an entry in the categories from 1 to 25 & 27 to 29.
The winners of the category - Best Ongoing Campaign (Sustained Success) (Category
No.26) will not qualify for Grand Effie.

Scoring System

Judges are asked to evaluate specific criteria in scoring a marketing case’s overall effectiveness
and provide four separate scores analyzing specific attributes of the work. The breakdown is as
follows:

Challenge, Context + Objectives = 23.3%

Idea & Insight = 23.3%
Bringing the Idea to Life = 23.3%
Results = 30%

100% of final score

COMPLETING THE ENTRY FORM (WRITTEN CASE STUDY)

Your entry should tell the complete story of all advertising and marketing communications that
were created and implemented for this marketing effort, and any other factors that impacted
your efforts.

Carefully review and answer the detailed instructions under each question on the entry form
(Written Case Study). Judges review these detailed instructions when scoring and will deduct
points if all aspects of the question are not answered. You may not remove these detailed
instructions or any other parts of the entry form (Written Case Study).

Make sure your entering team has covered all requirements of the entry form (Written Case
Study) in a clear, easy to read manner. Think of the voice of your favorite well written
magazine. Your case should be an interesting read with well-argued facts to back it up and it
should be brief wherever brevity is possible.

Also, make sure your team uses a voice of honesty and makes a convincing case – judges are
looking for the real situation you started with, what you achieved and the persuasive argument
that links the work to the results achieved and states why the results are significant in the
context of your situation.

Cases with clear, easy-to-understand connections between the strategy, idea, creative and
results will stand out from the masses. Using readability tools (i.e. bullets, white space,
bold/italics/underline, charts) will help the judges easily process your information.

Simply presenting results without defending them is not sufficient. Judges expect a
well-defended argument as to why what was achieved was significant and linked back to the

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work done. Address every objective in your results section and guide judges through the results
achieved – how do the social metrics tie to the awareness and behavioral goals of the brand?
How does this link to sales or market share goals (if relevant)? Eliminate any other factors that
judges may mistakenly believe could have contributed to the success – prove it was your
work that led to the results.

SUBMISSION OF ENTRIES

1. Entrants must register first using the website address given by the Effie Awards India
competition to the enter the 2019 Effie India competition i.e.
www.theadclubawardsentries.com
2. You will have to select your own login ID and Password. You can choose up to 3 to 4
persons to enter the data and allocate different ids to them.
3. Please refer to the Help option for any guidance required.
4. You are requested to take a print out on a day to day basis of entries uploaded online as it
will help you to maintain control on number of entries sent and also the amount to be paid
to the Advertising Club.
5. We request you to submit one hard copy of the online entry application form duly filled in,
authorized and signed by the client and media agency representative. Kindly note the
Client Signature is required for each case – entrants should provide the client
signature either on the printed entry form or on the Client Authorization Letter.
6. The name of the Entrant Organization / Agency / Clients should be correctly and carefully
entered and entrants should follow a uniform policy for credited company names when
entering - please use the same name across all entries without any abbreviation or short
forms for agency and client. No changes will be allowed post submission of the entry.
7. You are requested to upload the Page Nos. 1 to 7 of the Entry Form (Written Case Study)
which will form the pdf file of the case study along with the 4 minutes creative video (WMV
or MP4 format).

SOURCING YOUR DATA IN THE ENTRY

All data, claims, facts, etc. included anywhere in the written case study (Challenge, Context &
Objectives section, Idea & Insights section, Bringing Idea to Life section and Results section)
must include a specific, verifiable source. Entries that do not source data will be
disqualified. Be as specific as possible in documenting all evidence; provide sources of data,
research involved and time period covered.

You must source all data and claims you provide in the written case study either by listing the
specific source next to each piece of data or in clearly marked footnotes at the bottom of each
relevant page.

Acceptable sources can be: advertiser data, agency research or third party research companies.
Use the specific name of the company to reference a source except when the source is an
Agency company (Ad, Media or other agencies). Because Effie is an agency-blind competition
we require agency company research to be referenced via the term “Agency research.”
However, you must still be as specific as possible about this source (time period covered,
research involved, etc.)

The Effie Awards reserves the right to check all sources provided for accuracy.

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CREATIVE SHOWCASE / MATERIAL:

Creative Communications Video (Not more than 4 minutes and recommended file size
is 100 MB)

The creative video should showcase the creative that brought the big idea to life. This is not a
video of your written case. Creative/communication elements submitted must directly relate to
your strategic objectives and the idea, and must have run in the marketplace.

Show the “how-when-where” you connected with your target, and include at least one example
of each of the integral communications touch points mentioned in your written case. You do not
need to feature on the video all items in the communications touch points checklist, only those
integral to the case’s success that are mentioned in your written case. If time allows, you
can include additional examples of specific creative materials.

You are required to show complete commercials - except where editing is necessary because of
time (e.g. events, guerrilla marketing activities, sampling, branded content in TV or games,
etc.). Examples of any integral print, direct mail, etc. elements must be included in the video.

IMPORTANT POINTS TO BE NOTED:

1. Your explanation on the video cannot include results, agency names / logos, competitive
work/logos.

2. The primary purpose of the video is to show your work as it ran in the marketplace.

3. Creative material becomes the property of the Advertising Club and Effie Worldwide and will
not be returned. By entering your work into the competition, the Advertising Club and Effie
Worldwide are automatically granted the right to make copies, reproduce or print books of
case studies or display the creative material, including the 4-minute video, for education
and publicity purposes. If you are a finalist or winner, the video will be featured in the
effie.org winner showcase forever and may be used for other purposes including, but not
limited to the gala, a winner reel, a conference, etc.

Rights & Effie’s Publishing Policy for the Video

Work submitted must be original or you must have secured rights to submit it. You cannot
include any work that you do not have rights to (e.g. music/images that are not part of your
creative work). However, stock music/images are allowed if you have the rights to use them.
Stock music/images can only be used in ways that clearly delineate what was the work that ran
in the marketplace. (Do not play stock music over a TV spot, as that is not how it ran in the
marketplace.) However, stock music can be played when showing print materials because it is
clear.

SUBMITTING YOUR CREATIVE ELEMENTS

VIDEO
The video must not be more than four minutes long. You can include any material - TV films,
social media, viral marketing, radio, print, outdoor, direct mail, web page etc. in the video. Any
number of creative pieces can be showcased.
 
Do not include agency name/logo/results & competitive work/logos in the video. Do
not include any materials you do not have rights to on the video. Any contravention of
this principle will disqualify the case from the competition. The duration of the video
must not exceed 4 minutes.

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WHAT YOUR CREATIVE VIDEO SHOULD INCLUDE:

 At least one complete example of each of the integral communications touch points
mentioned in the written case.
 Any and all types of integral creative work (vital print, TV, social media, radio, web, direct
mail, OOH, etc.)
 If time allows, additional examples of specific creative materials.
 
WHAT YOUR CREATIVE VIDEO SHOULD NOT INCLUDE:

 Results of any kind – including numbers of social media likes, followers, etc.*
 Competitive work or logos
 Agency names, logos or images
 If showing news/trade articles, be careful your agency name does not appear.
 Any stock music/images that will cause confusion for judges with how your work ran in the
marketplace.
 Any music/images that you do not have the rights to that did not run in front of your
audience (any added music/imagery not original to your creative work must have rights
secured)
 Editing effects that cause confusion with how the work ran in the marketplace
 Music over TV spots, videos, etc.

* You may edit down video clips longer than 90 seconds when it is necessary to do so in order
to show other examples of your work. Any video elements shorter than 90 seconds must be
shown in full.

REASONS FOR DISQUALIFICATION

The following will result in disqualification and entry fees will be forfeited.

1. Results not referenced. All data, claims, facts, etc. presented anywhere in the Written
Case Study must reference a specific, verifiable source. This could be advertiser data,
agency research or third party research companies. We reserve the right to verify the
accuracy of the data with the source named.

Sources must be provided next to each piece of data or claim OR in clearly marked footnotes
at the bottom of each relevant page of the Written Case Study. Be as specific as possible in
documenting all evidence; provide sources of data, research involved and the time period
covered. Use the specific name of the company to reference a source except when the
source is an agency company (Ad, Media or other agencies). Because Effie is an agency-blind
competition we require agency company research to be referenced via the term “Agency
research.” However, you must still be as specific as possible about this source (time period
covered, research involved, etc.)

2. Not enough information.

Not including examples of all creative materials discussed in the case brief and integral to
the effort on the 4-minute creative video. You must include at least one example of all
creative detailed in the Written Case Study that was integral to the case’s success on the 4-
minute video.

3. Agency name or logo published in the written case study or on the creative materials.
Effie is an agency-blind competition — do not cite agency names anywhere in the written
case study or creative materials. Do not cite your agency name (or any other Agency — Ad,

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Media, Digital or other — names) as your reference source. If an agency is the source of
your research, reference “Agency Research”.

4. Including Results or Competitive Work/Logos on the 4-minute creative video. You

are not allowed to include results on the video. The reel is meant to showcase the work as it
ran in the marketplace. Entries that include results or competitive work/logos in the
video will be disqualified.

5. Using logos, graphics or colored font in written case study. Logos, graphics, pictorial
elements or other creative materials present in the Written Case Study will not be accepted.
Do NOT include screen grabs of your creative work in the written case. These should go on
your 4-minute video.

Colored fonts will not be accepted. All text that appears in the written case study must be in
standard black font. It is fine (and recommended) to use readability style effects like bullets,
bold, white space, etc. throughout the written case study.

Note: Graphs and charts displaying data are acceptable and

can be presented in color.
6. Submitting handwritten or low-quality cases. Make sure to have someone read your
case and check for spelling, math and grammar errors as well as hyperbole, undocumented
claims, etc. before you submit.

7. Ignoring spacing guidelines and/or formatting requirements as outlined in the

entry kit or entry form, or deleting the instructions or questions from the entry
form (Written Case Study). The official entry form (written case study) is 7 pages, including
all entry form questions and their instructions, minimum 10-point font. If you exceed the
official number of pages, all additional material will be removed and will not be seen by
judges. Brevity and clarity are much appreciated by judges.

8. Submitting an incomplete written case study. You must fill out every section of the written
case study - do not leave any blanks and do not delete any questions or instructions from
the form itself. If a question is not applicable, you must state this directly by the question.
Any question left blank will result in disqualification.

9. Missing Translation. Creative materials submitted for consideration that are not in English
require translation.

Entry overview checklist

Please review to ensure you have completed all steps necessary to enter the 2019 Effie
Competition:

You read the “Reasons for Disqualification” that are a part of this guide and made sure none
apply to the written case study or creative materials you are submitting.

You have properly entered all materials:

Step 1: Send all Entry files – includes your written case, 4-minute video (not exceeding under
any circumstances)
Step 2: Provided Requested Data for Effie Internal Research / Database purposes
Step 3: Provided Company and Individual Credits & Contact Information for your case

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Items for Effies to be physically submitted to the Advertising Club Secretariat
by all the entrants:

• One copy of the 2019 Effie Awards India official online entry form (labeled compulsory
submission) signed for by a client and agency company officer. This is an essential EFFIE
requirement and it will also help us to co-relate with each of the online entry updated
at your end.

• One copy of the Control Sheet which is a summary of entries duly filled and signed by
the agency officer. The Control Sheet can be found at www.theadvertisingclub.net

• One copy of the Publishing Policy duly filled and signed by the agency officer. The
Publishing Policy can be found at www.theadvertisingclub.net

Items for Effies to be uploaded online by all the entrants at

www.theadclubawardsentries.com

• The 2019 Effie Awards India Written Case Study in pdf format

• Video in WMV OR mp4 format

• Publishing Policy

SPECIMEN

We have put up a specimen of all the above items on our website

www.theadvertisingclub.net. This will help you to understand as to what you are required
to furnish to the Advertising Club. Your submission of documents can be said to be
complete only if all the items are submitted to the Ad Club Secretariat.

NOTE: THE ENTRY APPLICATION FORM WILL BE A PART OF THE ONLINE

SUBMISSION. HENCE YOU ARE REQUESTED TO UPDATE THE ENTRY FORM ONLINE,
TAKE A PRINTOUT OF THE SAME AND SEND IT TO THE AD CLUB SECRETARIAT.

TIPS FOR SUCCESSFUL ENTRY

Be direct. Present your story in an easy-to-follow style with minimum hyperbole. The link
between the strategic challenge, the objectives, big idea, the creative executions and results
should not be hidden.

Identify the competitive landscape. Do not assume that the judges reviewing your entry
are aware of the marketplace ins and outs of your particular category. Be sure to provide a
clear picture of the marketplace situation.

Be concise. Use the space and pages provided in the standard form. Don’t add pages – they
will simply be discarded upon receipt.

Include clear, simple, relevant charts and tables. If done correctly, charts and tables allow
judges to easily assess the success of the marketing initiative.

Know the rules. Review the judging criteria for 2019 and the “Reasons for Disqualification”
before submitting your entry.
Source Your Data and Results. The reason judges mark an entry for disqualification is failure
to provide a specific, verifiable source for all data, claims, facts, etc. included anywhere in the
written case study.
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Make sure your entry does not include an agency’s name anywhere in the written
case study or creative materials — Effie is an agency-blind competition. The reason judges
disqualify an entry is including agency name in the written case study or creative materials.

Provide English translation for all non-English creative materials.

Be compelling. Your entry should be stimulating to read. Tell the judges a story.

Tell judges why it was successful. For every objective provide clear, sourced results and
provide context for judges to judge those results and objectives. For example, what was spend
for your brand prior year, for the competition, etc. What were results prior year vs. now for
your brand and the competitive landscape, etc.

Learn from Success. Take time to review 2018 Effie-winning cases in the online showcase at
www.effie.org

FIFTEEN REASONS CASES GET LOWER SCORES THAN THEY SHOULD

1. Objectives – Retrofitting objectives to results achieved or creating objectives after the fact
rather than explaining the situation you were faced with accurately.

2. Objectives vs. Results – Not addressing all objectives completely in the results section.
Not providing evidence that it was the marketing communications that drove the results.

3. Target Audience – Omitting a clear, concise description of the target audience upfront.

4. Media Strategy – Omitting a clear description of media strategy.

5. Collaboration with Partners – Not reaching out to all partners, collaborating with &
crediting them – thereby leaving missing data points or work in the case.

6. Context for data – Not providing context for data vs. prior year vs. competitors vs. past
year’s media spend etc.

7. Unanswered Questions – Leaving judges with unanswered questions someone unfamiliar

with your brand and category will ask after reading your case. Have someone unfamiliar
with your case read it before you submit it.

8. Poor proofreading – Math mistakes, spelling mistakes, grammar mistakes or typos.

9. Overwriting/hyperbole – Shorter than seven pages, written compellingly with the facts
clearly stated will succeed over lots of description every time.

10. Future Focus + Continuing Story – Not talking about learning as a result and your
future-focus. What will you change going forward? What didn’t you achieve but are making
a change to do going forward? Judges respect cases that are honest.

11. Unfamiliar Terms – Not explaining unfamiliar terms/jargon.

12. Explaining why the objectives and results were important – Not providing context for
and defending objectives and results – why were they significant and important?

13. Lack of brevity – a shorter video and a shorter brief are better than padded versions of
either.
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14. Sourcing – Poor or incomplete sourcing of results, facts & claims in the written case study.

15. Video – Not including examples of key work on the video or not making it clear what the
work is on the video versus “effects” – judges want to see the work as it was seen in the
marketplace. Don’t include any results on the video.

KEY TAKEAWAYS

Keep it simple (both video and case), brief, clear and make it interesting to read and view.

Spend time on editing and reviewing your writing to make it simple and clear rather than
spending money on a video laden with unnecessary effects and an overwritten brief. Judges
want to see the work on the video not effects created for the video.

Many entries in round one are eliminated on writing alone. You can’t write your way to an Effie
win if you don’t have results. However, you can write your way out of one.

Note: The Effie Awards reserves the right to re-categorize entries, split/redefine
categories and/or refuse any entry at any time.

TRANSLATION PAGE: Entrants submitting creative materials that are not in English are
required to provide translation on an additional 1 page added to the end of their Written Case
Study. Subtitles should be provided on the 4-minute creative video. For any non-English
creative materials that are NOT subtitled, please provide written translation.

When providing written translation, make sure to list creative materials in the order they
appear on the video as follows:
E.G. (Medium: Print “Title” translation, Medium: OOH “Title” translation, etc.)

CATEGORY RULES:

You can enter only product and service category and multiple specialty categories. You are not
required to enter a product/service category but if you do, you can only enter one product &
service category.

Each entry should be customized to speak to the specifics of each entered category
whenever applicable. Judges are often frustrated when an entry clearly wasn’t tailored for
the category they are reviewing.

You will need to complete a separate entry form and pay the entry fee for each additional
category.

The Effie Awards reserves the right to re-categorize entries, split/redefine categories and/or
refuse entry any at any time. Test market entries are not eligible for the Effie Awards
competition.

PRODUCT & SERVICE CATEGORIES:

Category definitions provide guidance regarding the types of products/services that may enter
that category; however, it is not an exclusive list. If you are unsure what category best fits
your brand, please contact us at the Ad Club Secretariat.

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You may only enter one product/service category per effort.

SPECIALTY CATEGORIES:

The Specialty Categories are designed to address a specific business situation or challenge.

When entering into these categories, you should present your entry in a way that addresses the
situation or challenge as outlined in the category definition. It is critical to thoroughly review
these category definitions to ensure your effort meets the criteria of the specific category
definition. Judges will down score your entry if you are missing information required by the
category definition.

CATEGORIES:

Product and Service Categories (Categories 1-14):

1. Products : Cosmetics and toiletries, personal hygiene.

2. Products : Beverages and drinks : Diet and non-diet soda, coffee, tea, juices, milk, milk
substitutes, bottled water, sparkling water, energy drinks, etc.

3. Products : Confectionary and food.

4. Products : Others : Apparel / textiles, Personal gift items, tobacco, footwear products,
waxes, detergents, floor-care products, fabric softeners, paper products, stationery and
accessories, mosquito repellant, whey proteins.

5. Durables : Automobiles and auto parts, two wheelers and auto related.

6. Durables : Electronic goods: Audio and/or video devices such as TVs, refrigerators,
radios, mobile devices, home entertainment (DVD / Blu-ray players, cameras, computer
hardware, laptops, tablets, handsets, sound systems, etc.) and other musical equipment,
audiovisual equipment, calculators, computers, packaged software, air-conditioners, official
equipment and agricultural equipment.

7. Durables : Others: Kitchen appliances, carpeting, furniture, decorator’s supplies, fertilizers,

sanitary ware and fittings, briefcases, paint, wallpaper.

8. Services : Telecom and related products

9. Services : Financial Services.

10. Services : Media & Entertainment Companies : This category focused on distribution,
creation and aggregation of content.   E.g. DTH (Tata Sky, Airtel Digital TV, Reliance Digital
TV), Google & Facebook.

11. Services : Others: Transport services travel / tourism, hotels resorts, airline, restaurants,
Public utilities, Marketing communications & Services, IT software, Education, Real Estate,
government and political party advertising, domestic services, lawn care services.

12. Entertainment & Sports. Includes all forms of entertainment, e.g. books and periodicals,
video games, movies, TV shows, podcasts, games, toys, entertainment apps, etc. Sporting
events such as Cricket, sports teams, etc.

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13. Retail: Store and/or web site that provides a multiple range of non-related or generally
related merchandise, which include: department stores, food retailers, and discount/bulk
retailers, Store and/or web site that specializes in one particular line of products (i.e. clothing,
health food, shoes, pet care, toys, greeting cards) and fashion/style brands.

14. Healthcare: Drugs, vitamins, first-aid products and devices that do not require a doctor’s
prescription for purchase. Hospitals, HMOs, referral services, dental and medical care services,
chronic care facilities, ProteinX, prescription required drugs, first-aid products and devices. For
any product/service to qualify in the healthcare category, at least 50% of its distribution must
come through the chemist/druggist retail channel.

Specialty Categories (Categories 15-29):

15. Corporate Advertising / Reputation: Communications to promote corporations, not

exclusively their products includes sponsorships, image & identity.

16. B2B : This category is for marketing efforts from businesses targeting other businesses.
Business-to-business efforts for any type of product or service, from any marketplace segment,
are eligible to enter. B2B cases can also enter any other category of the Effie competition.

17. Interactive Marketing : This category is meant to reward campaigns and brand initiatives
with interactivity at the core of the idea. While the overall initiative may have multiple touch-
points (including mass media and on-ground activations etc.), to be eligible in this category, it
is mandatory to have an interactive technology as the lead aspect of the program. This could
include innovations in content, branded utilities, digital assets, games, social media programs,
conversation handles, etc.

Campaigns where interactive tools are used largely for display/reach, with no clear evidence of
user interactions will not be eligible to enter in this category. Examples include a version of a
brand film/TVC put online, web banners and SEM.

18. Small Town & Rural Marketing : This award recognizes efforts by marketers that have
effectively engaged with audiences in small town and rural areas of India, successfully
connecting with the audiences and driving success for the brand, organization and business.
Identify any elements in the creative work or strategy that are specifically directed to the
community. Entries are welcome across all products and services, ranging from Agri-products
to durables, lubricants, etc.

Entrants to this category must demonstrate how the case leveraged understanding of the small
town and rural Indian audience to produce effective work that is tailor-made for the
community.

NOTE: For the purpose of this award Cities /Towns with population less than One lakh will be
considered together as 'Small Town and Rural'.

19. Regional : India is a vast country with unmatched diversity and a multi-dimensional
personality. Entrants must demonstrate communication effectiveness at a regional / local level,
capturing the local nuances and traditions, across different products and services.   

20. Direct Marketing : Entrants to this category must demonstrate effectiveness in meeting
objectives of prospect identification, customer acquisition, customer retention, customer loyalty
and increasing customer life time value across various products/categories. Formats may
include direct response print, direct response TV, direct response radio, direct response digital,
direct response mobile, flat mailers and dimensional mailers or are led by other forms of direct
marketing.

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21. Experiential Marketing / Brand Experience : This category is meant to showcase how
brands can create a brand experience (and not just communicate a brand message) – either
literally or virtually - beyond traditional advertising. You may have reinvented the product
demo, created a pop-up store, or led a bricks and mortar retail overhaul; you could have
created a new game or interactive film experience that effectively showcases a new product
feature, or the brand’s personality, etc. What will win is work that shows how advertisers are
reaching out to their audiences to establish meaningful relationships, memorable, engaging
experiences and unique connections with their brands. You can enter whether your work
brought the brand to life as the entire marketing effort, or as part of the larger marketing
program. Experiential Marketing / Brand experience cases in both the online and the real world
are eligible.

The Positive Change Effies

The Positive Change Effies reward and celebrate the brands and non-profits that are promoting
the greater good through marketing communications. The programs has two tracks -
Environmental and Social Good.

22. Positive Change: Environmental

(Entrants must use the dedicated Positive Change: Environmental Entry Form to enter this
category.)

The Positive Change: Environmental category celebrates efforts that have measurably shifted
audience behavior toward more environmentally sustainable choices, and/or grown demand for
more sustainable products and services by incorporating environmentally-conscious messaging
into their marketing communications.

Winners of this award showcase how effective marketing communications that incorporate
sustainable strategies can make a positive difference for brands and for the environment.

Over and above the standard Effie requirements to demonstrate a positive impact on business,
there are specific areas of interest that relate to this award.

Efforts entered must have as one of their main strategic objectives changing audience behavior
towards more environmentally sustainable choices and environmentally conscious messaging
must be a part of the marketing communications.

Entrants should address how the sustainability goal relates back to the overall brand and
business strategy.

Criterion for this award is the result of behavior change toward more environmentally
sustainable choices, with these elements being considered in judging:
Awareness – Making the audience aware of a sustainable product, service or action
Trial – Trying the sustainable product, service or action for the first time.
Product/Service Substitution – Switching to a more sustainable product, service or
action
Change in Use – Using a product/service more sustainably than before or taking a more
sustainable action

Enter your case into one of the following categories:

22A. Positive Change: Environmental – Brands

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Recognizing brands with marketing programs that have measurably shifted audience (B2B or
B2C) behavior toward more environmentally sustainable choices, and/or grown demand for
more sustainable products and services by incorporating environmentally-
conscious messaging into their marketing communications.

22B. Positive Change: Environmental – Non-Profit

Recognizing non-profit organizations and associations with marketing programs that have
measurably shifted audience (B2B or B2C) behavior toward more environmentally sustainable
choices, grown demand for more sustainable products and services, and/or measurably drove
positive impact for their cause by incorporating environmentally-conscious messaging into their
marketing communications.

23. Positive Change: Social Good

The Positive Change: Social category celebrates marketing communications efforts proven
effective in addressing a social problem or in expanding an existing program in ways that
benefit our society. Any effort that sets out to give back in some way for the greater good is
eligible to enter. Maybe it was for profit, maybe not. Maybe you got paid, maybe you didn’t.
Any and all marketing communications efforts, whether full campaigns or unique efforts within
a campaign are eligible to enter as long as measurable results exist.

Note: Efforts focused on disease awareness & education must enter the Disease
Awareness & Education categories – they are not eligible in the Positive Change
categories.

23A. Positive Change: Social Good – Brands:

Recognizing brands that are making the world a better place by using the power of their
communications platforms for "good." This category celebrates for-profit brand efforts that
effectively combined business goals with a social cause (health, education, community, family,
etc) and successfully related that cause back to the company's overall brand strategy, resulting
in positive business and social impact.

23B. Positive Change: Social Good – Non-Profit:

Recognizing non-profit organizations and associations whose communications efforts have

effectively driven positive change for society and successfully contributed back to the
organization's purpose.  Campaigns must show measurable impact and proven results in
support of the cause.  

24. David v/s Goliath: This is an award for smaller, new or emerging brands making inroads
against big, established leaders. You must define your competitive landscape, including the
market difference between the David and Goliath. Entrants must detail the business challenge,
the competitive landscape and how their business succeeded despite the odds. The spends
have to be limited to less than half the share of spends of market leader.  And it is only by
outsmarting / out thinking the category leader that the David created the disproportionate
results. A new entrant, if a sub brand of an established brand will be permitted.

25. Integrated Advertising Campaign : The award in this category will be given to the
campaign that demonstrates how a Campaign Idea has been successfully adapted and applied
across different consumer touch points. The Media Mix must include a minimum of three
media/channels – For example – TV, Radio & School Contact Programme or Digital, TV & Mall

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Activation. The usage of three media/channels within the conventional Media Mix, for example
TV, Print & Radio, does not qualify as an integrated campaign. Equally, a mere uploading of a
TVC on YouTube or posting the ad on Facebook may not be considered as one/additional
media/channel, to meet the criteria of three media/channels. The thrust will be on the big idea
and how the idea is carried across multiple touch points, rather than multi-media campaign per
se.

26. Best On-going Campaign (Sustained Success) : This category has been created to
recognize and reward ideas that have withstood the test of time and connected with
consumers in a dynamic operating environment. To enter, your brand must have
successive campaigns for a minimum period of least three years which are all based on
the same brand idea. A winner can continue to enter in future (Note: This does not
mean that you need to have maintained the same brand tagline). Campaigns will be
judged not only on their relevance over a period of time, but also for the way the
brand idea has been reinterpreted and presented year on year, keeping pace with the
changing context. While campaigns entered may have had similar stories or contexts
across years, entries that only have cosmetic changes in creative and no real evolution
of the idea will not stand a great chance of winning.

Showcase in the creative video should be in order of the year e.g.:

1. 1st October, 2015 - 30th September, 2016 : Creative showcase
2. 1st October, 2016 - 30th September, 2017 : Creative showcase.
3. 1st October, 2017 - 30th September, 2018 : Creative showcase.

27. New Product or Service : Any communications effort used to introduce a new product
or service that is not a line extension. Brand new products or new products in a new category
are eligible.

This category is about the New Launch of a Product or Service.  Innovation can be a part of it. 
It should be a launch that did great things for the brand. You can enter your project / campaign
once in Category 25 - New Product or Service. The same project can be re-entered in Specialty
Categories (Categories 15 to 23) but are not allowed to enter into their Product/Service
Categories (Categories 1 to 14).

Effie defines line extension as:

 Any variation of an existing product that shares the same brand name and is in the
same category as the existing product and shares the same characteristics as the parent but
offers new benefit (flavor, size, package, type, etc.) 
 A derivative product that adds or modifies features without significantly changing the
price.
 Products that bear the same brand name and offer the consumer varied options (e.g.
Diet version of drink).

Your entry must be written to address how your product and service was new and the situation
you faced as a result of it being new. For example, what specifically was new? Why did the
newness matter? Write the entry to address the category situation (new product/service
introductions) similar to what you would do when writing your entry to address a category
situation like sustained success, etc.

28. Influencer Marketing : This category recognizes the role of Influencer marketing to
achieve disproportionate business results. For the purpose of definition, influencers are defined
as opinion leaders who your core target audience would aspire to or listen to. They may or may
not be current users of your brand, but their opinion on your brand has created significant

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positive impact for your business. However, please note that celebrity endorsements would not
qualify as influencer marketing.

To win in this category, an entry needs to demonstrate how the brand used influencers to
create/ disseminate content, drive conversations, create buzz or other forms of consumer
engagement; on and offline.

A successful entry would demonstrate innovation in areas including –

- why influencer marketing was an important component of your campaign - how would it
have achieved better results than other forms of marketing?
- the way you went about choosing the right influencers
- what you did with/ through those influencers
- how you created and/ or facilitated engagement between influencers and their audiences
- what was the kind of amplification/ multiplier effect you were able to create using influencer
marketing 

All entries will be required to disclose if the influencers mentioned in the entry were paid for
their efforts, while stating results.

29. Best Use Of Data : While data-driven decision-making has been the cornerstone of
marketing for decades, this category celebrates the creative use of data to better understand,
predict and leverage customer behaviour. If you have married seemingly unrelated data sets to
find new insights, employed continuous learning and refinement in your long term campaigns,
used data to target with laser-sharp precision, identified new cohorts of customers, addressed
new needs, reached customers in new ways, unlocked new occasions of use or created
significant efficiency in your marketing investments using data, then your campaign is likely to
fare well in this category. 
While quantitative insights are likely to be inherent to your entry, explain how these insights
influenced creativity and messaging to drive effectiveness. 

A successful entry in this category would demonstrate the following:

- The role of data in helping you achieve your business goals
- How the innovative use of data (beyond conventional research and syndicated data sources)
helped you change the paradigm of identifying, segmenting, targeting or converting
customers in your category
- A seamless connect between data-driven insights and creative solutions
- A clear and measurable impact that data-driven marketing had on your brand's performance
(either through greater efficiency or growth, or both)

ENTERING MULTIPLE CATEGORIES: Limit on Entries:

 Product & Service Categories (Categories 1 to 14) : You can enter a campaign /
project only once.
 Specialty Categories (Categories 15 to 29) :  The project entered into categories 1 to
14 can be re-entered in categories 15 to 29 multiple times provided it is matching up / in
conformity with the definition of the category.
 Category 26 : Best Ongoing Campaign (Sustained Success) : You can enter your
project / campaign only once. Kindly adhere to the definition that is mentioned in the entry
form.
 Category 27 : New Product or Service : You can enter your project / campaign once in
Category 27 - New Product or Service. The same project can be re-entered in Specialty
Categories (Categories 15 to 29) but are not allowed to enter into their Product/Service
Categories (Categories 1 to 14).
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Special Recognitions

30. Effie India’s Agency of the Year : This award goes to an agency who achieves the
highest aggregate score, using the Computation of Points system outlined below. Finalists and
winners across all categories

31. Effie India’s Client of the Year : This award goes to a client who achieves the highest
aggregate score, using the Computation of Points system outlined below. Finalists and winners
across all categories

32. Grand Effie:

For the most effective case of the year from the categories from 1 to 25 & 27 to 29.
The winners of the category - Best Ongoing Campaign (Sustained Success) (Category
No.26) will not qualify for Grand Effie because of the nature of the category – having
three years of results.

COMPUTATION OF POINTS (for Effie India’s Agency of the Year and Client of the
Year recognitions):

Points will be allocated on the basis of Gold, Silver, Bronze or Finalist. The allocation of points is
outlined according to Effie Worldwide standards.

Primary agencies and clients:

 Gold : 8 points.
 Silver : 6 points.
 Bronze : 4 points.
 Finalist : 2 points
 GRAND Effie : 12 points

Contributing agencies:
 Gold : 4 points.
 Silver : 3 points.
 Bronze : 2 points.
 Finalist : 1 point
 GRAND Effie : 6 points

NOTE: The points obtained for winning a GRAND Effie will be included in computation
of the Effie India’s Agency of the Year and Effie India’s Client of the Year. A Grand
Effie generally goes to an entry that is also a Gold winner in a particular category,
hence the marks will be allocated only once i.e. for the Grand Effie and not for the Gold
and even on the awards day only one trophy, i.e. Grand Effie, will be presented. The
marks for a Grand Effie are 12 points for the Primary Agencies and Clients and 6 points
for the Contributing Agencies.

Cases who move on to Round 2 judging are considered the short list. Cases who were
shortlisted but do not move on to receive an award (i.e. Grand Effie, gold, silver, bronze) are
considered Finalists.

SHIPPING INSTRUCTIONS

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If you are submitting more than one campaign and you wish to send them in one box, please
wrap materials from each campaign separately and label each with entering company and
campaign name(s).

Ship all materials prepaid to : The Advertising Club

504, Radhe Vallabh Society, Old Modi Chambers, French Bridge Corner,
Opera House, Mumbai 400004.
For any further assistance please contact : Smita or Trupti
Phone: +91 22 23894091, +91 22 23810213, +91 22 23813034.
Fax:+91 22 23892067 E-mail: [email protected] twitter : @TheAdClub_India
Website: http://www.effieindia.org and www.theadvertisingclub.net
facebook : / TheAdvertisingClub

ENTRY FEE

The entry fee is Rs.27,140/- (Entry Fee inclusive of 18% GST) per campaign. A single ad
released over a period of time could constitute a campaign. This fee will be applicable if the
entry is submitted up to Wednesday, 14th November, 2018.

Mode of Payment : Entrants may make a consolidated payment by cheque, DD, NEFT / RTGS,
Mobile Banking. The entries submitted through cheque / DD should be in favour of “THE
ADVERTISING CLUB BOMBAY”. Outstation cheques will not be accepted. DD preferred.
Please mention the entrant name behind the Demand Draft.
In the event of NEFT/RTGS/Mobile Banking it is compulsory to send the copy of the Payment
Advise or UTR NO. There will be no refunds for any reason.

All payments must be accompanied by the Control Sheet which is a summary of entries
submitted by agencies duly filled in along with the payment details & signed by the agency
representative. CONTROL SHEET IS A MUST.

NEFT/RTGS DETAILS
Beneficiary Name of Vendor in Bank : THE ADVERTISING CLUB BOMBAY
Beneficiary Bank Name : STANDARD CHARTERED BANK
Account Type : SAVINGS ACCOUNT
SHREE PANT BHUVAN, SANDHURST BRIDGE,
Beneficiary Bank Address :
CHOWPATTY, MUMBAI-400007
Beneficiary Bank Account No :  22410024488
IFSC Code : SCBL0036047
MICR Code : 400036004

** For Technical support, please email to [email protected]

DEADLINE

 Deadline 1 – 15% increase on the entry fees : from Thursday, 15 th November,

2018 to Saturday, 17th November, 2018 i.e. Rs.31,211/- (inclusive of 18% GST)

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 Deadline 2 – 20% increase on the entry fees : Sunday, 18 th November, 2018 &
Wednesday, 21st November, 2018 i.e. Rs.32,568/- (inclusive of 18% GST)

Entries will not be accepted if not accompanied with full payment or if incomplete in any way.
Information in the Entry Form will remain confidential. Creative Material becomes the property
of The Advertising Club and Effie Worldwide and will not be returned. The Advertising Club and
Effie Worldwide reserve the right to make copies of selected creative material for education and
publicity purposes.

The Trophies – Gold, Silver, Bronze or Grand – will be announced at the Effie Awards Gala.
Special Gold, Silver and Bronze Trophies for the winning campaigns will be awarded to the
Client as well. Awards may not be given in all categories.

The Effie Awards Gala Ceremony will be held on Friday, 11th January, 2019 at 6.30
p.m. at the Seaside Lawns, Hotel Taj Lands End, Bandra, Mumbai.

THE Effie 2019 DATE SCHEDULE (as of date & subject to change)

Last Date to receive entries Wednesday 14.11.2018

First Extension for receiving the entries Late
Saturday 17.11.2018
Fee (15% Increase)
Second Extension for receiving the entries
Wednesday 21.11.2018
Late Fee (20% Increase)
Judging - ROUND I - DELHI (DAY1) Tuesday 27.11.2018

Judging - ROUND I - DELHI (DAY2) Wednesday 28.11.2018

Judging - FINAL ROUND - DELHI Friday 30.11.2018

Judging - ROUND I - BANGALORE Monday 03.12.2018

Judging - ROUND I - MUMBAI (DAY1) Thursday 13.12.2018

Judging - ROUND I - MUMBAI (DAY2) Friday 14.12.2018

Judging - FINAL ROUND - MUMBAI Friday 21.12.2018

Awards Ceremony Friday 11.01.2019

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