Emvies 2011: Mindshare reigns again, 2 days of judging round to be held in Delhi next year

The Emvies 2011 awards organized by the Advertising Club Bombay, held in Mumbai on August 26 was colourful and vibrant with history repeating itself. Mindshare won 18 metals through the span of the evening and post the final score tally was declared as the Media Agency of the Year. Mindshare also won the TAM Awards for Best TV Research Paper and Best Innovation TV, besides winning the People's Choice Award for the Best Case Study Presented on August 18, 2011.

On the scoreboard taking the leader position Mindshare had 160 points. The agency bagged three gold, eight silver and seven bronze awards. Mindshare won gold awards for its 'Your Trusted Beauty Companion' campaign for Be Beautiful (Best Media Innovation (Digital)- sub-category - Mobile), India Bleeds Blue! campaign for Nike (Best Media Innovation (Digital)- sub-category - Web), and the Changing the Game...for Youth, Cricket and Pepsi campaign for Pepsi (Best Integrated campaign).

Mindshare's won three silver awards for its Surf Excel campaigns alone, Fritolay, Pepsi and Cervarix got the agency one silver each.Mindshare's bronzes were pulled in by its campaigns for Kwality Walls, HSBC, Idea, Quaker Oats, and Pepsi.

Lodestar UM was second on the scoreboard with 110 points; the agency bagged two gold, two silver and 12 bronze awards. Lodestar UM's golds were fetched by its efforts for Amul -- in the Best Media Strategy-Consumer and in the Best Media Innovation-Branded/Scripted Content category. Lodestar UM's silvers were won by its work on Mastermind 360 (A Guide to Contact Point Planning) and Durex (World AIDS Day Song).

In third place Maxus, with 70 points won four silver and six bronze awards. Tata Sky campaigns got Maxus' all its silvers awards. The agency's 'We Mixed India! A content swapping story' campaign for Tata Sky won silvers in the categories of Best Media Strategy -- Services, Best Media Innovation -- TV, and Best Integrated Campaign. Maxus' Angrez Ki Pathshala campaign for Tata Sky won a silver in the category of Best Media Innovation-Radio.

Mediacom Communications won the Grand Emvie for its talking newspaper innovation for Volkswagen Vento and secured fourth place on the scoreboard with 65 points. The agency won six metals ' two Golds, one Silver, and three Bronzes. The two Golds were won for ' the case study on "Volkswagen Vento (Talking Newspaper) - People read newspapers. Till we made the newspaper talk' in the Best Media Innovation ' Print; and the case study on "Volkswagen 2010 ' From challenger to champion in just 365 days' in the Best Integrated Campaign category.

Madison Media Infinity and Mudra Max secured the fifth and sixth positions with 60 and 45 points respectively.