WARC ranks India second in the world’s top 10 countries for effectiveness

WARC has unveiled its  annual ‘Effective 100 rankings’.

The most effective campaign of 2023 was ‘Shah Rukh Khan-My-Ad’, created by Ogilvy Mumbai and Wavemaker Mumbai for Cadbury. 

The confectionary company increased sales of its Celebrations product by 35% during Diwali, with an interactive, geotargeted campaign that made Indian Shah Rukh Khan the ambassador for small, local stores.

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “We are thrilled that Cadbury Celebrations ‘SRK My Ad’ has been recognised as the most effective campaign in the WARC Effective 100. This innovative hyper-localisation, hyper-personalisation idea has brought so much joy and happiness to millions of small shopkeepers across India by making India’s biggest superstar - Shah Rukh Khan, their brand ambassador in their time of need. The most effective campaign in the world is also the happiest campaign in the world.”

Ajay Gupte, CEO-South Asia, Wavemaker, added, “We are delighted our campaign Shah Rukh Khan-My-Ad for Mondelēz is recognised as #1 by the WARC Effective 100 rankings. This campaign is a testament to the innovative work done along with our creative partner Ogilvy. Our campaign has successfully created a tangible impact that has been widely appreciated across several platforms. This ranking showcases our commitment to innovation and creating work that leaves a lasting impression on the audience. Massive thanks to our incredible team, clients, and partners for making this achievement possible.”  

In 2nd place is ‘Keep Girls in School’ by Leo Burnett Mumbai, EssenceMediacom Mumbai, Leo Burnett Gurgaon and EssenceMediacom London for femcare brand Whisper, which launched a long-term initiative to reduce the rate at which girls drop out of school due their periods, which included the highly awarded ‘The Missing Chapter’ execution.

Ogilvy Mumbai and Wavemaker India were also named no. 2 in the top 10 most awarded creative agencies for effectiveness and top 10 most awarded media agencies for effectiveness. 

Altogether, India was ranked second in the world’s top 10 countries for effectiveness.  

Leo Burnett Dubai and Mindshare New York are positioned number one in the ‘Creative agency for effectiveness’ and ‘Media agency for effectiveness’ rankings.

Ogilvy is the most effective network and Omnicom Media Group is the most effective holding company, as per the WARC rankings. 

McDonald’s tops the effectiveness ranking for the 5th year in a row. Anheuser Busch InBev is the highest ranked advertiser for effectiveness for the third year in a row.