The judging process of Emvies 2005 has completed, taking the event to the case study presentation round, which will give the final winners. Almost 36 judges were involved in this round to shortlist the entries from 260 to 37. The case study presentation is scheduled on June 15.
Apurva Purohit, Chairperson, Emvies, said, “We had received over 260 entries in 12 categories. There is a marked improvement in the quality and written presentation of the entries, coming in from different disciplines of the industry. The judges have spent a significant amount of time in scrutinising them.”
The judging was done by six sets of judges. Each set comprised of five to six members, who took care of two categories. A quick talk with a few judges indicated that they agreed with Purohit’s view on the quality of entries.
Mahindra & Mahindra’s Andrey Purushottam, said, “About the quality of entries, in the last four years, the change has been remarkable. Right from defining market problem to consumer segments and so on, every component has seen improvement. But what is particularly good about the entries this year is that they are becoming more holistic in nature - not just reach and frequency but overall media solutions, and that was refreshing.”
Vikram Sakhuja, MD, MindShare, South Asia, said, “This is an excellent indicator of the present state of affairs of the industry at large. There are varied ideas that are presented and there is improvement on two levels here - in channel options and in activations.”
While Purohit expressed categories like ‘media strategy’ and ‘print innovation’ have seen some of the highest marks, Jaikishan Chhaproo, Manager Media, HLL, a judge on the TV innovation panel, said that even as these categories have some excellent entries, there was an abundance of in-serial placement. “It is like a magic formula, everyone has gone for. Almost all channels have an entry on this,” said Chhaproo.
Fulcrum’s Pat Vinayak, a judge for the print and radio categories pointed out, “There isn’t much that was in radio but print has seen some very good work this year and that was heartening.”
Another comment that reiterated the entries well reflected the current industry state came from a judge on the TV and Cinema entries, Nandini Dias, Vice President, Lodestar Media, “In television today, there is much that can be done because of the flexibility of the medium, the kind of people in the medium presently and the requirements to have an innovation in this category, which is why there is that much more that has come here and which is not the case with the cinema entries.”
Dainik Bhaskar’s Eric D’ Souza pointed out that there is still quite a lot of potential in the media professionals today than what has come across. “Some of the best has been seen in this judging by way of these entries but another point that comes across is that, there is a lot more that the industry is capable of. There is a lot of ‘different’ work that we have seen here but not really innovative. An innovation is something different but anything different is not innovation!”
Purohit further said that the case study presentations will see ten judges divided equally in two rounds. From marketers like Harit Nagpal, VP, Marketing, Hutch to Rajesh Srivastava to HT’s Ranganathan Fota, Times’ Sunil Lulla, TAM’s LV Krishnana and Thomas Pulliyel are some of the names that would be seen as judges in the next round.”