Mindshare rocks EMVIES 2010

Booming Dholis, banging khanjiris and the cheering laryngitis were the crazy order of the evening, at the glam-packed Emvies – Media Awards 2010. Like every year, the media tribe seemed to be bursting the ballroom’s seams today as teams streamed in with an undying spirit of fun.

To add to the glam bandwagon, we had the industry bigwigs like Shashi Sinha, Apurva Purohit, Sam Balsara, Sunil Lulla, Pratap Bose, MG Parameswaran to name a few present. And amongst the agencies, we had full attendance from Group M (Mindshare, Maxus, Motivator), MudraMax, Lodestar UM, Madison Media Infinity, MediaCom and OMD. And why not, when they know that at Emvie 2010, the Winner takes all!

From 397 entries, 47 Winning entries across 16 categories were awarded metals. Here’s a quick roundup of the Winning Agencies, The Grand Emvie winners and the Media Agency of the Year. We go with the big ones first –

Mindshare had a total tally of 110 points which helped them race ahead, to be crowned as the Media Agency of the Year 2010. Well, there was a point when it seemed that the ‘max’ effect would take all, with Maxus and MudraMax at loggerheads for the prestigious award. But the last run of categories quickly sprung Mindshare right on top. But Maxus was a close first runner-up with a total of 95 points followed by MudraMax as the second runner up at 75 points.

Best Media Research  
  Lodestar UM Gold Sponsorship Evaluator
  OMD Silver Purchase Cycle Planner
  Mindshare Bronze One plus One equals Three, for Pepsico
Best Media Innovation  
Print Mindshare Gold Surf Excel - Nanhe Patrakaar
  Maxus Gold IPL  - World's first co-created print ad
  MudraMax Bronze Reliance Mobile - Network in your Paper
  Mediacom Bronze Volkswagen Polo -
Direct Marketing Madison Media Infinity Bronze Cadbury's Dairy Milk - Pehli Tareekh
Ambient Media/ OOH MudraMax Gold National Assoc of Blind -May I Help you
  Mindshare Gold Domex - public hygience awareness
  Mindshare Gold Idea - yes it's possible
  Ogilvy Action Bronze Castrol GTX
Digital Mindshare Silver Idea Cellular- Used Mobile, save paper
  Mindshare Bronze Axe - Call Me
  Mindshare Bronze Star Plus - sach ka samna
Cinema Motivator Gold Havell's - Shock Lagaa Kya?
  Maxus Bronze Vodafone - Do Not Disturb
  Maxus Bronze Nokia - Cinesode
Events MudraMax Silver NAB - May I help You
  Maxus Bronze Red Bull
  Madison Media Infinity Bronze Tata Tea - Vrath Yatra
Best Media Strategy  
Consumer Products Mindshare Gold Quaker Oats
  Lodestar UM Gold Garnier Light Eye Roll On
  MediaCom Silver Gillette Mach 3 - W.A.L.S
  Mindshare Bronze Dove Shampoo - See,Think, Do Differently
Consumer Durables Maxus Gold Nokia - Zero TVC
  MediaCom Silver Volkwagen - Driving top gear in India
Services Lodestar UM Gold Tata DoCoMo - Create!
  Mindshare Silver Tourism Ireland - The amazing race to Ireland
  Maxus Silver Vodafone - Thank You MR. Steve Jobs!
  Lodestar UM Silver TATA Photon+ - A Synonym for Speed
  Maxus Bronze Vodafone - The Magic of One!
  Maxus Bronze Vodafone - From awareness to conversion in 30 seconds!
Media / Media Property Mudra Max Gold 3 Idiots - National launch & advertising of India's highest grossing Bollywood film ever
  Mudra Max Gold PAA - The Film God Speaks on India's Biggest Religion
  Maxus Bronze Indian Premier League - World's first print advertising through co-creation.
Best Integrated Campaign  
  Madison Media Infinity Gold Cadbury Dairy Milk - Aaj Pehli Tareekh Hai
  MediaCom Silver Gillette Mach 3 -  W.A.L.S.-Women Against Lazy Stubble
  Mindshare Bronze Idea Cellular Ltd. - A Paperless World is Possible
  Mudra Max Bronze 3 Idiots - National launch and advertising of India's highest grossing Bollywood film ever
Best Media Innovation- Radio  
  Lodestar UM Gold Tata DOCOMO - "STATION DOCOMO"
  Maxus Bronze Vodafone - World's First! A brand gets wedding invitation from its consumer!!
  Maxus Bronze Vodafone - The Magic of One!
Best Media Innovation - TV  
  Maxus Gold Nokia - Zero TVC Approach : How Zero Yielded 1 Million
  Madison Media Infinity Gold Cadbury Dairy Milk - "Pehli Tareekh" - Khush Hai India, Aaj Pehli Tareekh hai
  Mudra Max Silver PAA - The Film God Speaks on India's Biggest Religion
  Mindshare Bronze Fair & Lovely - Fair & Lovely Choo Lo Aasman

So while these 47 metals were pocketed in style by the winning teams, there were some special awards which require a special mention.

Of all the case studies that were presented at the judging sessions as well as at the Awards Ceremony, MudraMax’s Presentation for the National Association of the Blind – May I Help You campaign was felicitated with the Grand Emvie. And it was the only case study to be given a standing ovation. Not just that, but the same case study was also favourited as The People’s Choice Awards on 12th August. Mindshare bagged the People’s Choice Awards for the best case study to be presented on 13th August for their Fair & Lovely ‘Choo Lo Asmaan’ campaign.

Lodestar UM bagged the TAM (Television Audience Measurement) Award (which was judged by the same jury panel) for The Best TV Research for their Sponsorship Evaluator. This is a proprietary tool developed by the agency to predict performances of a TV property. Madison Media Infinity was ‘khush’ after being awarded the TAM Award for The Best Innovation – TV for their ‘Pehli Tareekh- Khush Hai India’ for Cadbury’s Dairy Milk. After TAM, it was the turn of the RAM Awards (Radio Audience Measurement) for Best Innovation in Radio which went to Lodestar UM for their quite innovative Station Docomo.

The evening ended with a hi-octane celebration by Team Mindshare - the Media Agency of the Year, which reminded us of the soaring spirits and passionate efforts put in by every media person to make this Rs 12,600 crore industry a rocking one.

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Emview 2015 - Entry Form

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