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The time to celebrate media initiatives are here again. The
Bombay Ad Club instituted Media awards, EMVIES are
just around the corner. In keeping with its annual
schedule, this year the awards are planned on June 22,
2006. Action around the EMVIES has commenced with
the Bombay Ad Club inviting entries for the event. In the
past four years, EMVIES has seen the trend of increasing
the number of entries that it has been getting last year
seeing a peak of over 350 entries. EMVIES Chairperson
Apurva Purohit states that this is what The Ad Club is
expecting this year as well.
To take a closer look before commencing action around the
awards, the Ad Club had organised a pre-judging cocktail,
inviting professionals from the industry to given their
opinions on the awards and the judging process. “We
received a very positive feedback from these industry
leaders and they commended the Ad Club to be able to out
together such an event for the media,” informed Ad Club's
Bipin Pandit.
The EMVIES has seen in participation year-on-year, the
number of entries in the first year was 78, which steadily
notched up to 125 plus, 200 plus to the 350 plus mark last
year. Purohit puts in a word of caution here. Purohit said,
“Getting the mark of 400 was a sense of peak as every
agency had participated last year with a decent number of
entries.We are expecting to secure the margin this year as
well.”
She believes that between the addition of new categories
and streamlining of some of the existing categories, the
said target can be achieved. Another noteworthy factor
that was seen in 2003 were the different industry bodies
that participated in the EMVIES. Moving beyond from just
the media agencies, research agencies, marketers,
channels and interestingly creative agencies had
competed to take home an EMVIE. “And we had seen some
very good work coming from all of these organisations,”
emphasised Purohit.
She further added, “EMVIES really are pan industry
award for media innovations and I expect the same kind of
participation this year as well.” Another area of
expectations comes from the quality of entries. Purohit
said, “Without doubt, every year we have seen
improvement in the kind of entries that have come and
this year wouldn't be any different either. Especially in
categories like new media, out-of-home, never before used
media, we have seen some genuine innovations.”
Hopefully TV and Print will also show the next level of
media innovations this year. Nonetheless, all said and
done, the expectations from the industry to feature some
ground breaking work is also high. EMVIES forms are sent
across to agencies and can also be downloaded from
exchange4media.com. The last date isMay23, 2006.
The awards has roped in Times Now as the title sponsor.
The category sponsors are indiatimes.com for the digital
category and Radio Mirchi for the radio category. TAM
continues with the award sponsorship of the 'Best TV
Research' category. exchange4media.com is the official
media partner.
Explaining more on the reasons why TimesNowpartnered
with the event, Partho Dasgupta, Vice President and
Business Head of the channel elaborated, “Times Now
supports advertising and media fraternity.We even have a
weekly show called the Brand Equity dedicated to this
audience. We were associated with the Ad Review 2006,
International Advertising Association, the Brand Equity
Quiz and with Abbys. EMVIES takes us a step further in
our celebration of good work by media agencies.”
While Dasgupta “wishes to recognise the excellence in
media industry through EMVIES”, Prashant Panday, Dy
CEO, Radio Mirchi opines that as a media event, EMVIES
has come a long way. “Given the kind of industry
initiatives we have been associating with, EMVIES surely
fits our scheme of affairs perfectly.”
The countdown has begun. Can MindShare retain its
Champion status?Will Lodestar claim back 'Agency Of The
Year' Award? Will agencies like Maxus and Initiative,
Starcom take home the Grand EMVIES?