A new award category ‘Best Use of a Bollywood Celebrity in Media’ has been introduced at Emvies 2012. This new award, powered by Zoom, will be given to an entry that uniquely showcases or integrates a Bollywood celebrity in media.
Talking to exchange4media about the objective behind introducing this award, Avinash Kaul, CEO, ET Now, Times Now and Zoom said, “Zoom celebrates India’s passion for all things Bollywood and has been at the forefront of innovations in content and presentation formats to enhance the viewing experience for its audience. It is only natural then that we would like to encourage other brands as well in approaching the use of Bollywood celebrities with some out-of-the-box thinking. The Emvies are the perfect platform for us to honour and recognise such efforts by marketers who have created unique and impactful use of Bollywood celebrities in media opportunities.”
He also felt, this initiative will boost Zoom’s brand equity. This award will aptly reinforce the brand equity by being another unique initiative that honours innovation in the Bollywood space.
In order to promote this new award category, Zoom is reaching out to media agencies. This will encourage participation at Emvies 2012.
The Emvies is meant to recognise the outstanding work specifically done by media agencies and creative agencies. While the use of celebrity brand endorsers in marketing campaigns is quite common today, this award seeks to recognise and honour innovation in the way a Bollywood celebrity has been used by a brand specifically in a media opportunity.