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Emvies 2005: Case study presentations culminate

16-June-2005
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Emvies 2005: Case study presentations culminate

Another successful round of case study presentations has completed for Emvies and the judges said that this year has seen some of the most interesting presentation style vis-à-vis previous years. Thirty seven shortlisted entries were presented for Emvies event in two rounds. The entries were for awards to recognise efforts across categories like use of new media, innovation in radio, etc.

L V Krishnan, CEO, TAM Media Research, one of the judges expressed his view on the quality of the presentations made, “I think all the entries were terrific. It also is good to see that there is more and more participation from media buyers, agencies, channels and publishing houses. It is heartening to see that many new people are coming forward with their ideas and that’s what got reflected through every presentation today.”

Alex Kuruvilla, Managing Director, MTV India, and Senior Vice-President, MTV Networks Asia, also a judge, added, “I think, the whole event is terrific.”

When AVIVA Life Insurance’s case study was presented, many interesting insights were pointed out. The inability to measure the viewership as far as the second television set in a home is concerned was discussed in depth.

Lodestar Media, last year’s winners discussed their success in discovering a new medium for promotion of Club Mahindra. It also discussed how, an entire theatre in South was converted into the world’s largest Fa Deodorant spray, wherein air conditioners were used as Fa dispensers.

For the out of home segment, Lodestar explained how buses were used effectively as an interactive medium to promote Nerolac as a brand.

Among other cases that were discussed were Indian Idol (Sony India), Silk N Shine Express (Madison), Lux (Mindshare), Close Up (Mindshare), ICICI BankNRI Services (Mindshare), Hutch Classic (O&M) Copy efficiency (Starcom), Horlicks (Mindshare), Close Up (Mindshare) and many more.

Kodak Hum Tum (Mindshare) and Britannia Fifty – Fifty (Maxus) were presented for the media innovation in cinema category.

Lux’s use of television serial ‘Kahin To Hoga’ also brought about a unique way for promoting products. 12 continuous episodes of the soap actually promoted Lux. Mindshare’s ability to weave a brand building exercise around a social initiative was discussed through its case study presentation on Surf Excel – Save water campaign, which said, ‘There is only one way to save water, to use less of it’

The final judging for Emvies will take place on June 23, 2005.

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