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Emvies 2010: High on awards, the winners take it all

30-August-2010
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Emvies 2010: High on awards, the winners take it all

There was much loud cheering, whistle blowing and drum beating as the names of each Emvie winner was announced on August 27, 2010. The big night saw media agencies in full attendance and in high spirits. exchange4media gives a detailed report on all the winners and their award winning work.

Mindshare topped the charts with four Golds, two Silvers and six Bronzes. The agency won a Gold in the categories of Best Media Innovation – Print (for Case Study: Surf Excel - 'Nanhe Patrakaar'); Best Media Innovation – Ambient Media/ Out of Home (for Case Study: Domex - Domex provides germ free toilets in Indian Railways and Idea Cellular Ltd - Yes, it is Possible), and Best Media Strategy – Consumer Products (for Case Study: Quaker Oats - Quaker Oats on a Mission to make India Heart Healthy).

Maxus India was placed second with a total of 95 points, bagging three Golds, one Silver and eight Bronzes. The three Golds were awarded in the categories of Best Media Innovation – Print (for Case Study: Indian Premier League – World’s first print advertising through co-creation); Best Media Strategy – Consumer Durables (for Case Study: Nokia - Zero TVC Approach: How Zero Yielded 1 Million); and Best Media Innovation (for Case Study: Nokia - Zero TVC Approach: How Zero Yielded 1 Million).

Mudra Max stood in the third place with 75 points and its metal tally included three Golds, two Silvers and two Bronzes. The agency bagged the Golds in the categories of Best Media Innovation – Ambient Media/ Out of Home (for Case Study: National Association for the Blind - May I Help You); Best Media Strategy – Media/ Media Property (For two Case Studies: ‘Paa’ - The Film God Speaks on India's Biggest Religion, and ‘3 Idiots’ - National launch & advertising of India’s highest grossing Bollywood film ever). The agency was also awarded the Grand Emvie for its work on National Association for the Blind - May I Help You!.

Lodestar UM won four Golds and one Silver. The four Golds were awarded in the categories of Best Media Research (For Case Study: Sponsorship Evaluator - A Tool to predict performance of programming properties on television); Best Media Strategy – Consumer Products (for Garnier Light Eye Roll On - Wake Up to Garnier's new innovation Light Eye Roll On); Beast Media Strategy – Services (for Tata Docomo - Create!); and Best Media Innovation – Radio (for Tata Docomo – ‘Station Docomo’).

Lodestar UM also bagged the special TAM-sponsored awards for Best TV research for its work on Sponsorship Evaluator - A Tool to predict performance of programming properties on television and RAM Award for the radio innovation for its work on Tata Docomo – ‘Station Docomo’.

It may be noted here that until last year, there was one award sponsored by TAM and one by RAM. This year, TAM Media Research sponsored one more award – Best TV Innovation. These awards, too, were judged by the regular Emvie Awards jury. The winner of the TAM and RAM sponsored awards are also given a cash prize of Rs 50,000.

Madison Media Infinity followed Lodestar UM with 40 points. The agency won two Golds and two Bronzes. The two Golds were awarded in the categories of Best Integrated Campaign (for Cadbury Dairy Milk - Aaj Pehli Tareekh Hai) and Best Media Innovation – TV (for Cadbury Dairy Milk – ‘Pehli Tareekh’ - Khush Hai India, Aaj Pehli Tareekh hai). For the same category of Best Media Innovation – TV, the agency also bagged the TAM Award for its work on Cadbury Dairy Milk – ‘Pehli Tareekh’ - Khush Hai India, Aaj Pehli Tareekh hai.

Mediacom was ranked sixth with three Silvers and one Bronze. Motivator bagged a single Gold for its sole entry in the category for Best Media Innovation – Cinema for its work on Havells RCCB & MCB - Havells - Shock Laga Kya?

OMD India and Ogilvy Action came in the eighth and ninth positions with a single Silver and a Bronze, respectively.

These apart, two special awards were given away – The People’s Choice Award for the Best Case Study presented on August 12, 2010 - (Best Media Innovation - Ambient Media/ Out of Home) went to Mudra Max - National Association for the Blind - May I Help You, and The People’s Choice Award for the Best Case Study presented on August 13, 2010 - (Best Media Innovation -TV) went to Mindshare for Fair & Lovely - Fair & Lovely Choo Lo Aasman.

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