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Our Bureau

Mumbai , Oct. 2

Grey Worldwide, an Indian agency, has bagged a bronze in the Travel and Tourism category at the recently concluded EACA Euro Effies Awards held at Brussels. Mr Nirvik Singh, Chairman South Asia, Grey Worldwide, told Business Line, "Unlike the Indian Effie awards, we are competing with on the global platform for effectiveness in advertising. At the end of the day, the client is looking at effectiveness and that is what we have achieved."

The agency won the bronze for its popular global `Incredible India' campaign (2005-06). The `Incredible India' campaign has won Grey Worldwide many laurels. Earlier, in September, it won a silver at the Asian Travel & Tourism Creative Awards 2006 held in Singapore.

The EACA Euro Effies are the Gold Standard in Commercial Communications Effectiveness Awards. It rewards not just traditional advertising, but campaigns from any discipline that have achieved proven effectiveness in two or more European markets. As the competition is open to agencies across the European continent, these are the toughest Effies to win.

The `Incredible India' campaign for 2005-06 was aimed at attracting tourists to visit India. The campaign was given a kitsch look and was targeted at tourists who saw the country as a destination suited to fulfil their thirst for exploring areas such as yoga, ayurveda, spirituality and wildlife.

The Ministry of Tourism commissioned the campaign to persuade affluent tourists from the US, Europe, Asia Pacific and West Asia to visit India.

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