The EMVIES 2008 got underway with the first batch of 27 case study presentations on day one of the event on July 21. Organised by the Ad Club Bombay, EMVIES 2008 had received a record 452 entries, of which 53 case studies have been shortlisted. Most experts have praised the quality of entries received as also use of media this year.
The 27 case studies presented included 23 entries in Media Innovation and four entries in Integrated Campaign. Some of the entries that impressed the judges included – Juice Salon Juice Escalator (Rediffusion DYR); Lifebuoy Soap - Lifebuoy Gurudwara activation (O&M); Vodafone - Inventing the ‘Power of Day One’ (Maxus India); Wheel - Phir Se Khoj Jaari Hai (MindShare); and Club Mahindra - A formula to spread happiness (Lodestar Universal).
Commenting on the entries, Narayan B Gad, Chief Executive - Formulations, Panacea Biotec, said, “Compared to last year, the quality of entries at this year’s EMVIES has definitely gone up. I feel two things have come to age – One is the Indian media that is coming of age in terms of path breaking innovation, and the other is the youth factor, which is making all the difference today. Advertising in India is already witnessing its best, as we have seen at Cannes, and this makes all of us very proud. The youth of our country has really made all the difference, which is why I would like to say today’s youth has made the word ‘impossible’ ‘IMpossible’.”
He further said, “I have rated all the shorlisted entries on a scale of 6-9, which means all the entries are above average. We are really on the way to competing at the international level as the quality of work has improved drastically. But, it’s about exposure and not because of non-competence. If media people will start visiting more and more international awards events, there will be greater exposure, and hopefully, we would be able to see much better work in future.”
Ranjivjit Singh, Chief Marketing Officer, Microsoft, too, felt that the entries had improved over the years. He said, “The confidence of the people who have presented has gone up too, and secondly, the ideas which are coming in are much more integrated. Yes, there is still a lot to be done, but I think it’s a great move forward. In some of the cases, the scale of operations has gone bigger. I think at the end of the day, it’s not only about the brands, but also about the business – in terms of the returns for the company.”
Commenting on the scalability, Singh said, “It was good to see that some of the ideas that have been shortlisted this year are not just about one medium, rather it is one big idea running across medium, that too on a good scale. As a result, these entries score more in terms of scalability if compared with international standards.”
Eashwari Deshpande, Marketing Communications Manager, Intel, noted, “The presentations were great, and it seems agencies have put in a lot of efforts while they were working on them. What’s important is that all entries had taken care of the business needs while formulating their media strategy. As a judge, what I look for in the presentations is the objective, and whether it has been achieved by the agency with their media plan; the clarity of thought in executing the campaign – whether attention to detail has been given or not; and importantly, the scalability aspect of the entries.”
Apurva Purohit, CEO, Radio City, said, “According to me, the quality of entries has taken a quantum leap. If you speak to the judges, they would all be of the opinion that there’s a great amount of talent that exist, and there is no doubt that media quality in India is improving every year.”
Giving a thumbs up to the talent in India, Purohit further said, “Somebody was telling me that it is just Japan or Korea where digital quality is better, but otherwise in traditional media, India is on its pinnacle when it comes to media strategy and research. I don’t think there are many countries – developed or developing – that can compete with the kind of talent we have in India.”
EMVIES 2008 shortlist announced; 53 case studies to compete
EMVIES 2008: Judges call for improvement in quality of entries
EMVIES 2008: First round of judging over; record 452 entries received