Emvies ’11: Mindshare sweeps awards with 18 metals; declared Agency of the Year

Mindshare put up a strong show at the Emvies 2011. Not only did the agency bag 18 metals, it was also declared Media Agency of the Year. Mindshare also won the TAM Awards for Best TV Research Paper and Best Innovation TV, besides winning the People’s Choice Award for the Best Case Study Presented on August 18, 2011.

Mindshare’s metal tally included three Golds, eight Silvers and seven Bronzes. The agency bagged the three Golds for – the case study on ‘Be Beautiful – Your trusted beauty companion’ in the Best Media Innovation – Digital (Mobile) category; case study on ‘Nike – India Bleeds Blue’ in the Best Media Innovation – Digital (Web) category; and case study on ‘Pepsi – Changing the game… for Youth Cricket and Pepsi’ in the Best Integrated Campaign category.

Following Mindshare was Lodestar UM with 16 metals, which comprised two Golds, two Silvers and 11 Bronzes. Lodestar UM’s two Golds were for – the case study on ‘Amul – Amul takes the road less travelled’ in the Best Media Strategy – Consumer Products category; and another case study for Amul, titled ‘Amul Master Chef India – Tasty Dish Verna Game Finish’ in the Best Media Innovation – Branded/ Scripted Content category. The agency also bagged the People’ Choice Award for the Best Case Study Presented on August 16, 2011, for the case study on ‘Mahindra Samriddhi – Celebrating Indian Agriculture.

Maxus’ metals tally stood at 10, which included four Silvers and six Bronzes. The agency also won the RAM Award for Radio Innovation for its case study on ‘Tata Sky Ltd – Angrezi Ki Pathshala’.

Madison Media Infinity took home seven metals – two Golds, one Silver and four Bronzes. The agency bagged its two Golds for – the case study on ‘Cadbury Dairy Milk – Shubh Aarambh – In chase of a new beginning’ in the Best Media Strategy – Consumer Products category; and the case study on ‘Parashute Advansed Ayurvedic Hair Oil – Turning print into social media’ in the Best Media Innovation – Print category.

Mediacom Communications bagged the Grand Emvie for Volkswagen Vento (Talking Newspaper), the case study titled ‘People read newspapers. Till we made the newspaper talk’. The agency won six metals – two Golds, one Silver, and three Bronzes. The two Golds were won for – the case study on ‘Volkswagen Vento (Talking Newspaper) - People read newspapers. Till we made the newspaper talk’ in the Best Media Innovation – Print; and the case study on ‘Volkswagen 2010 – From challenger to champion in just 365 days’ in the Best Integrated Campaign category.

Mudra Max’s total metals tally stood at four, which comprised two Golds, one Silver and one Bronze. The agency won the two Golds for – the case study on ‘Big Cinemas – The silent revolution’ in the Best Media Strategy – Media/ Media Property category; and the case study on ‘Union Bank of India – UNI Bouncing Mails’ in the Best Media Innovation – Direct Marketing category.

GroupM – Dialogue Factory bagged a solitary Gold for the case study on ‘Mumbai District AIDS Control Society – Back Tagging’ in the Best Media Innovation – Out of Home category.

Madison Media Plus took home three Bronzes. JWT, ZenithOptimedia and MEC bagged a Bronze each. Interface Business Solutions took home a Silver.

Industry Speak
Sunil Lulla, MD and CEO, TV Business, Times Global Broadcasting Co Ltd. and Chairperson of Emvies Committee “The quantum of entries has gone up very significantly. The quality of entries has gone up very significantly along with the diversity of categories. These entries are very often filled up by young people because they are the ones who are enthusiastic.”

Rahul Welde, Vice President of media for Unilever in Asia, Africa, Middle East and Turkey: “I think media and ads cannot be separated, hence we saw some great campaigns and they won awards. We should see that we are continuously raising the bar and we see more and more brilliant work.”

Govind Shrikhande, Customer Care Associate and Managing Director, Shoppers Stop: “I find an emerging trend in the industry wherein there appears a conflict of choice between product and message. There is an emerging trend across the industry where there is a dilemma in choosing between the medium and the message.”

Sam Balsara, Chairman and Managing Director, Madison World: “There was a considerable focus on the fact that we just don’t have to be good, but we have to be perceived to be good. The recognition of how good you are in the industry is the number of awards you win.”

Nandini Dias, COO, Lodestar UM and jury member: “There are some nice, world-class ideas that have emerged. So, one finds that a lot of these presentations have gone on to global platforms. They are simply world-class and I believe that it has nothing to with whether they are diversified or not.”

Vikram Sakhuja, CEO, GroupM, India and South Asia: “Increasingly, we are seeing power of ideas in building a brand and not just to use the media. Ability to use both medium and message will decide how to make an impact.”

Gowthaman Ragothaman, Leader, Mindshare South Asia: “The volumes of work have been going up significantly. The industry in booming, there is a lot of work, a number of campaigns are happening. I think it is not just about the quantity. people are taking interest and pride in their work.”

Shekhar Mukherjee, team leader, Madison World team for Cadbury Dairy Milk Shubh Aarambh campaign: “A lot of hard work and research was put in all the campaigns. We had to target a larger audience this time hence a campaign was designed around all the festivals and auspicious events of India so that people could connect with it. Our research suggested that Indians eat some sweets on any auspicious event. Wedding, buying a car, refrigerator or receiving an appointment letter and they don't consume a particular sweet. So, we pitched Dairy Milk as the Shubh Aarambh sweet and I must say that I connected very well with almost every group of consumer.”

Jake Joss, Business Manager, Strategic Media Planning, Team P&G: “It is not just about being No. 1 or 2. I think the way and positive spirit in which the Awards are held is simply great. Our team has put a lot of creativity and hard work. I feel awards are the right platform to reward the people from our industry. We bagged several awards and it shows what our areas of strength are. I’m sure next year will be more tough and pose a challenge for better quality of work.”

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