The ad industry is gearing up for Emvies 2010, which would be held on August 27, 2010 in Mumbai. Organised by the Ad Club Bombay, Emvies recognises and awards the most outstanding media initiatives developed over the year gone by. The first round of judging was held on July 26, and for the first time it is spread out over three days, giving more and sufficient time to industry stalwarts to judge the entries. A record 397 entries have been received this year.
In its 10th year, the Emvies has a total of 12 categories that will be judged and have been spaced out across three days of judging. Starting July 26, four categories will be judged daily till July 28.
Commenting on the judging process, Sunil Lulla, Chairperson, Emvies 2010, explained, “The Emvies judging round has always been robust. Now in its 10th year, the quality of judging is expected to be higher and complex, and hence, we thought to give it a breather, which has eventually been spaced out over three days for Round 1. An interesting point about Emvies judging is that it has always been unbiased and has received great support from industry professionals.”
Judging process gets thumbs up:
Divya Radhakrishnan, President, TME India, noted, “The judging round being spaced out over three days is a good move as it gives judges sufficient time to mull over the entries.” She added, “However, I was not very impressed with the categories that were judged.”
On a similar vein, Nandini Dias, COO, Lodestar Universal, said, “The process was taken forward through a feedback taken from the judges and has been improvised. With the first round being spaced out over three days, the jury will have sufficient time in shortlisting quality entries.”
Ajit Varghese, Managing Director, Maxus India, noted, “It has been good in terms of the judging process, which is not taxing as it is well spread. There are more people involved and more days to mull over the entries. However, the content of the entries remains as good or as bad as in the year 2009. I was hoping to see some bolder work.”
Bipin Pandit, General Manager, Ad Club Bombay, commented, “In its 10th year, it is the first time that Emvies will have a three-day judging process. Such a process will give sufficient and convenient time to industry stalwarts, who will be part of round one of judging. This initiative will help Emvies as a platform to be more evolved in the coming years.”
Post the three-day round one judging, the shortlist will be announced on August 2. Following the shortlist, the second round of judging will take place on August 12 and 13, and will be judged by an eminent jury of marketers in Mumbai.