In its 10th year, Emvies 2010 will be a mega event: Apurva Purohit

With the successful completion of the Emvie Awards 2009, which had received over 450 entries, with 59 case study presentations making it to the shortlist, there are even greater expectations from the Emvies next year.

In conversation with exchange4media, Apurva Purohit, Chairperson, Emvies Committee and CEO, Radio City, said, “One interesting trend that I have seen is the increase in the number of clients asking and receiving 360 degree solutions. We have seen huge increase in the integrated campaigns this year, so obviously this 360 way of approaching media is paying off. The shortlisted entries were very good, both in quality and quantity. This time we also saw an increase in digital media entries, which is, in fact, gaining a lot of importance.”

Purohit further said, “The kind of judges we have been getting for the last three years, and especially this year in the round two, we had the best of the best marketing heads. The interest among agencies has only kept increasing over the years. In fact, in the last three years we have seen agencies fight very hard to win a metal. I have also seen heightened interest among clients, who come to judge with all enthusiasm for the Emvies, which I believe is a very positive sign.”

She, however, also pointed out that there was need to constantly evolve the Emvies and not let the event be static. “We have been constantly modifying and changing categories. We have to recognise that the media landscape is an evolving landscape and the Awards have to be in cognizance with what is happening in the real world. Therefore, a constant evolution of Awards keeping in mind the changing media landscape is one big learning for us,” she added.

When asked for any specific reason for the slight delay in holding the Emvies this year, as compared to the Awards that were held in July in 2008 and June in 2007, Purohit said that there were no specific reasons as it was scheduled as per the calendar of Ad Club.

Meanwhile, the year 2010 is set to be a big year for the Emvies as it will be celebrating its tenth anniversary, hence plans are afoot to make it not only bigger and better, but, a mega event.

Said Purohit, “We are obviously looking at a mega event next year, so certainly some of the categories are likely to change, and it might even be demerged or merged. Clearly, we are looking at making the show even bigger to celebrate its tenth anniversary. We may look at taking the event out of Mumbai to perhaps another city. We have been getting requests on whether we could allow South Asia participation as well. This is one thought that we are pondering on.”