Cadbury's Shah Rukh Khan ad is most-awarded effectiveness campaign in WARC rankings

The 2024 WARC Effective 100 rankings has seen two campaigns from Asia Pacific take the top two spots globally for effectiveness. 

'Shah Rukh Khan-My-Ad' by Ogilvy Mumbai and Wavemaker Mumbai for Cadbury saw a 35% sales increase for Cadbury Celebrations during Diwali after utilising an interactive, geotargeted approach. It featured Indian superstar Shah Rukh Khan as the ambassador for small, local stores.

Following closely in second place is 'Keep Girls in School' by Leo Burnett Mumbai and EssenceMediacom Mumbai for Whisper. This campaign launched a long-term initiative aimed at reducing school dropout rates among girls due to menstrual challenges, highlighted by 'The Missing Chapter' execution.  

The two campaigns were also ranked similarly in the APAC rankings table. In third place, was Special New Zealand' for its 'Last performance' campaign for Partners Life. 

In terms of advertisers, Samsung from South Korea led the APAC region for effectiveness, followed by Dai-ichi Life from Japan and Grab from Singapore. 

The top brands for effectiveness in APAC were Cadbury by Mondelez, Whisper by Procter & Gamble, and McDonald’s. 

WPP, Omnicom, and Publicis emerged as the top holding companies for effectiveness in the APAC region. 

The most awarded creative agencies for effectiveness in APAC featured Ogilvy Mumbai, Leo Burnett Mumbai, and Special Auckland at the forefront, with Leo Burnett, Ogilvy, and VML also being recognised for their outstanding contributions to marketing effectiveness.