The second half of 1990s saw emergence of media planning and buying as a strong advertising discipline. It emerged out of the shadows of ‘Creative’. In 2001, Ad Club, Bombay acknowledged it, announcing Emvies – an exclusive set of awards for the Media fraternity. And, 2002 saw the emergence of media awards as a separate entity altogether.
Apurva Purohit, Chairperson, Emvies, is sure that this year the awards would take yet another leap ahead. “In the year 2002, we received 80 entries. The number went up to 128 last year. We are sure that the number of entries would grow in similar fashion this year also,” she says.
Have the awards become as coveted as Abbies or they are yet to cover a few yards? Responds Purohit: “The two awards are meant for different set of people and let us not lower the dignity of laurels by comparing the two. As for Emvies, the award entries and the agencies’ active participation is enough a proof that the seriousness with which the industry is treating them is increasing.”
This year’s Emvies will be held on June 25, 2004. How is it going to be different from the previous years? “This year the award function would be held at an even larger scale. We want to make it the most definitive media award in the country. To make the awards even better and increase participation, we are introducing a couple of more categories this year,” Purohit states. There’s also plan to acknowledge individual media people by giving away interesting prizes.
Are any attempts being made to lure a larger number of agencies this year? Responds an animated Purohit: “These are prestigious awards and every agency participates in them. However, we definitely expect a better participation from media marketers. I am optimistic that more channels and publications will take part this year. We had one best media marketer award last year and we would spruce the category up this time. We also plan to give them more presence in main media awards.”
Judging (Round-1) for the awards would take place on June 11, 2004, and the final round that includes Case Study presentation would be held on June 19. And, June 25, as mentioned earlier, is the day of applause for the winners.