The first day of the Emvies 2007, organised by the Advertising Club of Bombay, saw the preliminary round of case studies being presented in Mumbai.
Thirty-three case studies were presented in all. Some of these included that of Toogle, Close Up, Cadbury Bournvita, ICICI Bank, Kurkure, Surf Excel, Reliance Mobile, HDFC, Sunsilk, Kotak Life Insurance, Nerolac and the Hutch Ranga Shankara Theatre Festival.
These were presented across categories, including Best Media Research; Best Media Innovation in TV, Print, Cinema and Radio, Best Integrated Campaign, and Best Media Innovation in Never-Used-Before Media.
Madison presented its brand strategy on the association of Bournvita and the film ‘Krrish’ under Best Innovation in Cinema, whereas O&M presented its strategy on the Hutch Ranga Shankara Theatre Festival where it used ambient media -- cooked up fake scenes in public places to get people’s attention and sell passes to them.
Apurva Purohit, Chairperson of the Ad Club, said that the response had only grown over the last seven years since the Emvies began. “Earlier, it wasn’t a standalone event. Today we have far more entries coming in than ever before. This has improved the quality of the event tremendously,” she said.