Action around the EMVIES has commenced with the Bombay Ad Club inviting entries for the event. In the last four years, EMVIES has witnessed an increasing the number of entries – last year saw a peak of over 350 entries. EMVIES Chairperson Apurva Purohit states that this is what the Ad Club is expecting this year as well.
To get a sense of the increasing participation that EMVIES has seen, the number of entries in the first year was 78, which went up to 125 plus, 200 plus and the 350 plus mark last year. Purohit put in a word of caution here. She said, “Getting to the mark of 400 would be a sense of peak. Every agency had participated last year with a decent number of entries, and we are expecting to secure the margin this year as well.”
Purohit believes that between the addition of categories and streamlining of some of the existing categories, the said target can be achieved. Another noteworthy factor that was seen in 2003 was the different industry bodies that participated in the EMVIES. Moving beyond the media agencies, others like research agencies, marketers, channels and interestingly creative agencies had competed to take home an EMVIE. “And we had seen some very good work coming from all of these organisations,” emphasised Purohit.
She further added, “EMVIES really are a pan-industry award for media innovations and I expect the same kind of participation this year as well.” Another area of expectation comes from the quality of entries. Purohit said, “Without doubt, every year we have seen an improvement in the kind of entries that have come and this year wouldn’t be any different, especially in categories like new media, out-of-home, never before used media, we have seen some genuine innovations.”
Hopefully TV and Print will also show the next level of media innovations this year. Nonetheless, all said and done, the expectations from the industry to feature some ground-breaking work is also high.
EMVIES forms are sent across to agencies and can also be downloaded from exchange4media.com. The last date is May 23, 2006.