Bharti Airtel has stood out as the top telecom brand and winner in several categories in the prestigious Effie Awards 2012. Brand Airtel bagged a total of three gold awards and silver at Effies this year.

Conceptualised by Taproot India, Bharti Airtel’s extremely successful ‘Har Friend Zaroori Hai, Yaar’ campaign stood out amongst all nominations and bagged three Gold awards. Apart from a Gold in the Telecom Category, the campaign competed with the best brands across industries and emerged number one in ‘Digital Advertising’ and ‘Integrated Advertising’ categories with one Gold each.

‘Baat Sirf Paison Ki Nahin Hai’ campaign for airtel money also recognized with a Silver Effie in the telecom category. Airtel gathered a total of 55 points and emerged as third in the list of ‘Client of the Year’.
 
Airtel’s awards were received by Anuradha Sehgal (VP, Brand Marketing, Bharti Airtel), who played a key role in the conceptualization and creation of both the campaigns, accepted the awards to Airtel alongwith the Taproot and JWT teams.

This year the Effies received 357 entries of which 128 were shortlisted for awards. 50 agencies participated. Judging the awards were 124 experts from the Indian marketing and advertising fraternity of whom 68 were from the client side of the table. Effies uses four criteria to judge the effectiveness of a campaign. They are: ‘What is the strategic objective’, ‘What is the big idea’, ‘How the idea has been brought to life’ and ‘What are the results’.