Emvies 2007: 'Media is going beyond the metros; innovation is now marrying reach'

Emvies 2007: 'Media is going beyond the metros; innovation is now marrying reach'

Author | Supriya Thanawala | Friday, Jun 29,2007 8:57 AM

Emvies 2007: 'Media is going beyond the metros; innovation is now marrying reach'

The Emvies 2007 awards are finally here, with the results to be announced today evening at the final event in Mumbai. Apurva Purohit, Chairperson of Emvies, and Secretary of the Advertising Club, Bombay, shares with exchange4media in an exclusive chat some of the excitement that is building up for the event today evening:

What has the mood of the Emvies been this year and what are you expecting tonight?

I think there has been a huge participation from all the agencies this year. Even during the shortlist stage, there was an equivalent mix of all the big agencies. I am expecting a very close fight this year, which is a very good thing. It means that the talent is well spread in advertising, and not polarised among any one agency. Year on year, the excitement has been growing at the event. I am expecting high temperatures, vibrancy, fun, and hope that Emvies really puts up a good show since we have always managed to come up with something novel.

What do you feel about the presentations this year?

The Madison radio entries were very good this time. They understand the medium well. Lodestar research presentations were also of very high quality, and so were the integrated campaigns of Mindshare. Mindshare has used the media in rural India, which is also something I really liked -- they’ve understood how to reach out to that segment. Again, O&M’s presentation skills are incredible; they always present very creatively, and the presentation in itself can be enjoyed a lot, which makes a nice second round judging.

Are there any trends that you can see emerging through this year’s presentations?

I think there is a great deal of change in the print campaigns -- there is a usage of media that is going beyond the metros. The innovations that are being used are all toward the non-metro media: the All India Radio, the village mela and Doordarshan. Innovation is now ‘marrying’ reach; earlier innovations were done only on niche platforms.

What kind of response are you looking forward to for tonight’s event?

I am hoping that we have more than a full-house tonight, and that the excitement is high. Those agencies that have not entered, or could not made it to the shortlists, are also coming for the event, to support their colleagues. There is a lot of participation -- people from the media feel that it is their own event.

What kind of publicity has the Ad Club done for the Emvies this year?

Besides placing ads and being sponsors with both Mid Day and exchange4media, we have spread the word within the community of media people. The Ad Club had sent out SMSes to their members too. There were a lot of students who came for the case study presentations, since it was a way of gaining knowledge. I am not sure about the presence of students at the award function; though we might have far more media professionals there instead.

Tags: e4m

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