Advertising fraternity at the Capital goes abuzz with the EMVIES. The ecstatic ambience in the advertising and media circle is replete with excitements and hopes.
An excited Anita Nayyar, Executive Director, India (North) says, “Media function which was more of a support function, has now become an indispensable section for the total media fraternity. I believe media works look forward to EMVIES. It’s a great recognition for media practitioners.”
Nayyar goes ahead dwelling on the importance of media. “Media awards! Well, what's one talking about is how can a number crunching, boring, data-based department in an agency ever look to participate in awards and awards for what? I think we've come a long way since then. Media independents and the role of media, have forced all concerned to give its due to the function,” she says.
As she emphasises, in recent times media has elevated from being a support function to an expertise function. She stresses that in today’s time it takes a lead in most cases. Referring to the entry of three new categories in ‘Best Media Innovation Segment’, she points out that this step goes to certify the extended use of media away from mainstream media — be it events, direct marketing or never-used-before media. There are no barriers and no set boundaries.
Going at length over the introduction of the Most Innovative Media Marketer of the Year award, she says: “It is a great recognition for the marketer who has made it happen. Often brilliant ideas and innovations are shot down by the marketer. I think it takes a media professional to think through and conceive the idea, the client, to buy and risk his money with the idea and the marketer to finally make it happen.”
Nayyar eloquently remarks over the significant impact over clients by saying that the clients understand the worth of media and the media value provided to them. “EMVIES have recognised the existence and growth of media as an expertise-driven independent function. In all, it is a great attempt at awarding an industry that was perceived starting from the level of execution to a level of excellence today. Execution being key, no offence is meant,” she concludes.
Sulina Menon, CEO, North and East, Carat, is ecstatic and shares her views by aptly describing the ‘EMVIES’ as an event which in a deep sense recognises the hard work of the media. “Looking at the whole scenario, Yes, EMVIES has evolved in its area by recognising the media activities and is indeed a big platform for the media,” she observes.
Rajeev Karwal, MD, Electrolux Kelvinator, who was amongst the jurors in the first and second EMVIES, feels that although it is a great platform it needs to broaden its horizons. “I have seen EMVIES closely, and it is good to see it evolving. EMVIES should not be restricted to Mumbai as it is sponsored by Bombay Ad Club but they should try and bring that event to other metros also,” says Karwal.
However, EMVIES is going hot with ad agencies expecting a lot from it. Anisha Motwani, Vice-President for Client Service, Euro RSCG Delhi, who has been associated with the ad-fraternity for 14 years, sees a great potential in the EMVIES. “Yes, the agencies are getting their due respect. Also, being specialist awards they garner more attention than others,” she says.