Mumbai: Indian agencies The Womb and McCann India have emerged as Global Grand winners at the 2025 Global Best of the Best Effie Awards, reinforcing India’s growing global stature in effectiveness-driven marketing.
The Global Best of the Best Effies brings together campaigns that have already won Gold or Grand Effies at national and regional levels, before competing again on a global stage. The 2025 edition drew entries from Effie’s network of over 55 programmes across 130 markets. From 47 Global Grand contenders shortlisted after the first round, 11 winners were ultimately selected across seven markets and 11 categories.
Among the Indian winners, McCann India was recognised in the Finance category for ESAF Small Finance Bank’s ‘Saving Her Savings’, where it served as the lead agency. The campaign stood out for its impact in advancing financial awareness and inclusion.
The Womb secured a Global Grand Effie in the Positive Change: Diversity, Equity & Inclusion category for Piramal Finance’s ‘NEEYAT: India’s Real Credit Score’. The work was acknowledged for addressing systemic bias in credit access through a purpose-led approach.
Other Global Grand winners included ‘Rights Against the Right’ for Lauf gegen Nazis e.V. in the Non-Profit category, and KPN’s ‘A Piece of Me’ in the Positive Change: Social Good – Brands category, created in collaboration with multiple agency partners. Additional winners featured OREO and Mondelez International with VML for ‘OREO Codes’ (Commerce & Shopper Marketing), Flamin’ Hot and PepsiCo with ISLA for ‘Poker Face’ (Experiential Marketing), and ALDI Australia with BMF Australia for ‘Shop ALDI First’ (Retail).
Effie noted that all Global Grand winners had already achieved top honours in their respective markets before being evaluated by global juries for effectiveness. From this group, the Iridium Effie—awarded to the single most effective campaign globally—went to eos Products and Mischief at No Fixed Address for ‘Women’s Shave’, marking its second consecutive win.
The results underscore the increasing global competitiveness of Indian agencies, particularly in categories that combine business impact with social relevance.
