It was raining awards for Mindshare at the EMVIES 2006. Mindshare was declared Media Agency of the year again, as it was at the EMVIES 2005. The final tally of Mindshare was an impressive 113 points. Madison Communications was a distant runner up with 43 points, while O&M ranked third with a score of 26 points.
Mindshare filled its awards kitty with six Golds and nine Silvers. For Madison Media it was three Golds and two Silvers. Mediaedge:CIA, Optimum Media Solutions and Ad.Vista Bombay managed one point each. Both Starcom and Mediacom India scored five points each. Lodestar Media had 21 points followed by Media Planning Group (10 points) and Maxus (8 points). Awards were given away in 18 categories.
Mindshare struck Gold in the categories ‘Best Media Innovation – Out-of-Home’ (Nakshatra Diamond Jewellery – Multiplex or Milky Way and DNA – The DNA of Our Campaign), ‘Best Media Innovation – Never Used Before Media’ (AXE Unlimited – Mobile Academy Of Seduction), ‘Best Media Innovation – Radio’ (Pepsodent Toothpaste – Prayers), ‘Best Media Innovation – TV’ (Clinic All Clear – Fame) and ‘Best Media Strategy – Consumer Durables’ (IGO TV – Reaching For The Sky).
Lodestar Media bagged a Gold and a Silver for the categories ‘Best Media Research’ (Revenue Estimator – Business Ka Asli Baazingar) and ‘Best Media Innovation – Cinema’ (Calcium Sandoz Woman), respectively.
In the category, ‘Best Media Innovation – Out of Home’, Mindshare won two Golds – one for Nakshatra Diamond Jewellery and one for DNA – The DNA Of Our Campaign.
O&M won a Gold for the category ‘Best Media Innovation – Direct Marketing’ for the Delhi Half Marathon campaign. Incidentally, it also enabled O&M bag the Grand EMVIE as well as a Gold for the category ‘Best Integrated Campaign’.
Mediacom India won a special TAM Award for Aviva Life Insurance – viewD.
Madison Media won the People’s Choice Award for the Best Case Study Presentation for its work on Saffola Gold – World Heart Day.
Zee Telefilms and Red FM bagged a Silver for the category ‘Best Media Marketer of the Year’.
Interestingly, all the awards that Madison bagged were for its work on Saffola – except for the Gold that it won for the category ‘Best Media Strategy – Services’ for its work on Airtel – KBC2 and Gold for the category ‘Best Media Innovation – Events’ for Thums Up.