Emvies '09: Mindshare triumphs yet again

Mindshare remained the unchallenged Media Agency of the Year, winning the crown for the second consecutive time at the 9th edition of The Advertising Club of Bombay's Emvies, held on Friday evening. The agency went home richer by 12 metals, notching up 100 points, while Maxus bagged seven metals to score 70 points and stood second in the final tally.
 
The Grand Emvie went to Mudra Max for its work on TVS Scooty, while two agencies - Lodestar Universal (for Tata Nano) and Mindshare (for Nimbooz) - won the People’s Choice Award for the Best Case Study presentation. The RAM award for best radio innovation was scooped by Maxus for its work on Nokia 5800 Xpress Music.
 
Madison won a metal for every entry it was shortlisted for. Its Madison Media Infinity stood third in the final metals tally, notching 65 points.
 
The Emvies this year also gave away bronze metals and the jury was selective in awarding the golds. Half of the total 14 categories did not have a gold winner.
 
Mindshare won two golds – in best innovation in cinema for Wheel, and for its digital campaign for Axe. Maxus won a gold each for best print innovation for Tanishq, and for best cinema innovation on Sumo Victa. Lodestar Universal won both its golds for innovations around Tata Nano’s launch – in best use of ambient media, and best innovation in print.
 
Mudra Max also won two golds – one for TVS Scooty’s Women on Wheels (best innovation in events, and for direct marketing). Meanwhile, Madison Media Infinity won gold in best integrated campaign for Tata Tea’s Jaago Re.

Get a lowdown of the 59 case studies presented at Emvies 2009, here and here.

Click here for details of last year's Emvies winners.