Till fairly late in the evening the folks in black -- as Ogilvy India employees generally come togged in, at awards events -- were celebrating. Hoping they would repeat the success of last year. But in the final tally, it was Mullen Lowe Lintas Group which emerged Agency of the Year. 

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At an event attended by over 1,200 members of the fraternity, Hindustan Unilever was awarded Client of the Year, while Grand Effie for an integrated advertising campaign was bagged by Mullen Lowe Lintas for the Hector Beverages’ brand, Paper Boat.

Lowe Lintas’ bosses were gracious in their acknowledgment of the works of Ogilvy, even as bossman R Balki made light of awards in general. 

This year, the Effie Awards India celebrated its 15th anniversary with a jury comprising 285 industry leaders from across Mumbai, Delhi and Bengaluru, representing both agencies and clients. Some of the key categories included were consumer products, consumer durables, services, healthcare, small-town and rural marketing and such. A new category, called New Product or Service – Best Campaign for a Start-up, was introduced at the Effies 2015. The digital campaign category was rechristened Integrated Marketing Category this time, underscoring the emergence of the digital medium as an inclusive, rather than additional channel of marketing, today.

Over a 100 brands that ran campaigns in India from October 1, 2014, to September 30, 2015, vied for the top honours across 26 award categories