The second day of EMVIES 2006 judging process, which took place on June 7, 2006, featured categories such as television, digital cinema, out-of-home (OOH), events and radio.
Eminent media persons doing the judging honours included Pranay Anthwal, General Manager- Entertainment and IP, Starcom; Pradeep Iyengar, Vice-President (West and South), Carat Media; Kaushik Ghosh, Executive Vice-President- Marketing, Radio Mirchi; Sanjay Shah, CEO, Starsight; Monica Tata, Vice-President-Adsales and Networks, South Asia, Turner International India; and former MTV Marketing Head Vikram Raizada.
Apurva Purohit, EMVIES Chairperson, said, “We have 369 entries this year, which is a huge leap from when we started five years back. Almost every agency has participated this year and this is a good sign. The quality of work is getting better with each passing year. While there is no quantum leap in innovation, there is a leap in strategy.”
While most of the judges agreed that the quality of work this year was better than what it was earlier, a lot needed to be done for the entries to be defined as ‘outstanding’ or ‘path-breaking.’
Speaking on the entries for the events and OOH categories, Carat’s Pradeep Iyengar said, “The entries this year have done some good work. Particularly interesting is the fact that brands like Lifebuoy are increasingly focusing on events and OOH in rural areas. Rural marketing is the place for good brands. Though prominent brands were always involved actively in events, companies are getting more vocal about it now.”
Iyengar added, “OOH has been a clear winner in the past few months. Brands such as DNA, Red FM, and HT have used outdoor very effectively. Recently, outdoor has witnessed a number of innovations and the fun in OOH is just about to begin.”
Agreeing with Iyengar on the quality of work being better this year, Starsight’s Sanjay Shah felt that events needed a 360-degree approach to be more effective.
Radio Mirchi’s Kaushik Ghosh said that though entries in the radio category had been executed differently, there was room for improvement if the radio industry looked beyond contests and jockeys. According to Ghosh, “Cinema is an evolved medium and the entries from cinema have used in-film product placement very well.”
He further said, “The EMVIES represent aspirations and since it is backed by the Ad Club, it is a great platform.”
Starcom’s Anthwal, however, felt that “the presentations are not up to the mark. Entries should avoid using superlative adjectives to describe their work. What they really need to present is numbers, consumer and market insights and client testimony to prove their point. These factors will work much more than presentations simply stating that their work is ‘exceptionally good’ or ‘very interesting’.”
Turner’s Monica Tata felt that the quality of entries was much better last year. She said, “There is a lot to be desired in media innovation. While some entries are good, there is no path-breaking work so far.”
Speaking about the EMVIES as a platform, Iyengar said, “The EMVIES is a fantastic platform as it encourages good thinking. Creativity is not just about the ‘creative’ domain but also new age mediums that the EMVIES is encouraging.”
Anthwal felt that while the EMVIES was a brilliant platform, it should focus on profiling at a larger level.
Next in the line for EMVIES 2006 is the second round of judging that will take place on June 15, 2006 with a case study presentation of the shortlisted entries.