This year, the Emvies have been a bit more special than other years, in that the awards have completed 10 years. Of the record 397 entries received this year, 66 were shortlisted and a total of 47 awards were given away. Next year promises to have some more excitement. Sunil Lulla, Chairperson, Emvies 2010, shares with exchange4media some future plans and key take aways from the awards this year.
Lulla affirmed that the Emvies was recognised as the ‘de-facto’ celebration of media excellence. Talking about the judging procedure, he said that it was spread over five days to ensure that all the cases got due attention. “The Media Agency of the Year, a much coveted award, was a tight and hard contest and the distribution of the metals (gold and silver, especially) is an indicator of the widespread quality across media agencies. The case study presentations have students, media professionals and the who’s who of the media industry in attendance, all open to learning from those presentations,” he added.
Talking about the performance of the Emvies this year vis-à-vis he previous years, Lulla said, “Each Emvie is a milestone and the 10th Emvies is more so. I would like to believe that The Ad Club only gets better at it.”
During the past few years, TAM and Yahoo have been sponsoring prizes for a few categories. Is there a place for more such players?
In the last few years, TAM has played a key role in presenting a few categories. Was there place for more such players? To this, Lulla replied, “TAM sponsors the cash prize for the research entry, but apart from that there is no other role and the judging is done by the Emvies jury.” He further said, “We welcome additional sponsorship to grow the scale of the Emvies. The entire process is sacrosanct and is managed by The Ad Club and a very eminent set of jury members.”
While the Emvies are just limited to the Indian media fraternity, Lulla thought that it was a great idea to extend these awards to countries outside of India.
He stressed that getting the act right was very important and the focus was on making sure process purity and objectivity was maintained each year with independent judges. “That is the focus of every Emvies,” he maintained.
Some of the challenges that he foresaw for the next year included raising the sponsorship opportunity, a larger audience reception, and a glitzier night, among others, and added that they were open to take feedback from the industry. “The media agencies have suggested The Ad Club host the Emvies as the first event in the calendar each year and the Ad Club is considering conducting it in early March each year,” Lulla said.