We are always looking for advertising that works: Anuradha Aggarwal of Marico

A good run at the Effies 2015? 

Yes I think Saffola’s had a good run today and we came pretty close to winning Client of the Year. We were runners-up. 

As a marketer you obviously look for ads that catch the attention of people, so what does effectiveness mean in terms of the entire creative process for you? 

I think effectiveness is truly effective in the market, and that is what the Effies celebrate. I am happy that we actually award creativity that has business results at end of it, as well as something that touches the consumer’s heart and mind. Advertising which stands for something, that has a purpose and a point of view, has done well. 

Is there any specific direction that you give to the agency on work they produce?

We are looking for advertising that works -- in the market, with the consumer, for the brand in the short run as well in the long run. The reality is, any advertising which shifts brand trajectories and makes them grow, is good advertising.