Spread over two days on August 12-13, a total 66 case studies have been presented at Emvies 2010. This year, a record 397 entries had been received. With the spirited rounds of presentations over, now the ad industry is looking forward to the awards ceremony, which will be held in Mumbai on August 27, 2010.
While the first half of Day 2 on August 13, 2010 saw case study presentations in categories like Best Media Strategy - Consumer Products, Best Media Strategy- Consumer durables, Best Media Strategy- Services and Best Media Strategy- Media/ Media Property, the second half of the day brought under the scanner entries shortlisted for Best Integrated Campaign, Best Media Innovation in Radio and Best Media Innovation in TV categories.
In the category for Best Integrated campaign, there were six case study presentations. They included Mudra Max with two entries for ‘3 Idiots’ - National launch and advertising of India’s highest grossing Bollywood film ever and Shell Foundation; Madison Media Infinity, too, with two entries for Tata Tea - Khilana Bandh Pilana Shuru and Cadbury Dairy Milk - Aaj Pehli Tareekh Hai; Mediacom for Gillette Mach 3 - W.A.L.S. (Women Against Lazy Stubble), and Mindshare for Idea Cellular Ltd - A Paperless World is Possible.
In the Best Media Innovation in Radio category, Mindshare showcased two case studies for media innovations for Vim Liquid – ‘Jamna Bai Vim Gel Layi’ and Idea Cellular - Radio aur Mobile ki Jugalbandi. Maxus, too, had two case study presentations for its work on Vodafone - The Magic of One, and Vodafone – World’s First! A brand gets wedding invitation from its consumer. The Vodafone case studies were focused on caller tunes as a feature, where the brand had tied up radio partners and simplified the process of having a caller tune on their mobiles. The entry titled Vodafone -The Magic One was more focussed on old classic melodies from Vodafone’s library as caller tunes.
Lodestar UM made a case study presentation on its radio innovation for Tata Docomo to launch Station Docomo. This activation was carried forward with its proposition of ‘Do the new’ across 25 cities, 14 radio partners and 25 FM stations. Madison Media Infinity showcased its case study for its work on Tata Tea.
The last category of the day was Best Media Innovation for TV. This category had six entries shortlisted for case study presentations. Maxus India dominated with three entries in this category for its work on Tata Sky, Nokia and Tanishq - Bhagwad Gita – India’s first Virtual Store on TV.
Mindshare made a case study presentation for its TV innovation for Fair & Lovely - Fair & Lovely Choo Lo Aasman for its AFP format for Doordarshan earning the channel a total TVR of 20 and an increase of 168 per cent in ROI. Mudra Max had one entry in this category for the movie ‘Paa’ - The Film God Speaks on India’s Biggest Religion; while Madison Media Infinity made a case study presentation on Cadbury Dairy Milk – Khush Hai India, Aaj Pehli Tareekh hai.
Emvies 2010: Day one of case study presentation over; Day two kicks off on Aug 13
Emvies 2010: Round 1 judging on a roll; record 397 entries received