Emvies 2009: Mudra Max wins the Grand Emvie

By Biprorshee Das , afaqs!, Mumbai | In Media | August 24, 2009
Mindshare won the Media Agency of the Year Award, while Lodestar Universal and Mindshare won the People's Choice Awards for the best case study presentations

Drums, trumpets and whistles worked overtime and amid the cheerful cacophony, there were celebrations galore, as the winners were announced at the Emvies 2009 on Friday (August 21) evening.

Among the special award winners, Mudra Max bagged the Grand Emvie this year, for its entry 'TVS Scooty - Women on Wheels', in the Best Media Innovation - Events category.

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As per this campaign, the agency set up The Scooty Institute across the country, training over 3.9 lakh women to ride the vehicle.

Just like last year, Lodestar Universal won the People's Choice Awards for the best case study on day one (August 14) of presentations for 'Tata Nano - Nano ya na maano!' in the Best Media Innovation -- Ambient Media/Out of Home category.

Through this campaign, Lodestar Universal promoted the much awaited Tata Nano, touted as the world's cheapest car, by associating with Amul. Over three crore 100 gram Amul butter packs were branded as 'Nano Butter Packs', sporting visuals of the car with the Amul butter girl.

The award for the best case study presented on the second day (August 17) went to Mindshare, for 'Nimbooz - Unlocking Potential of the Ekdum Asli Indian Refresher', in the Best Media Strategy - Consumer Products category.

Mindshare pushed the idea of 'nimboo paani' being the authentic Indian thirst quencher, as part of its campaign to launch PepsiCo India's lemon drink, Nimbooz. PepsiCo claimed that the drink contained real lemon juice, with no fizz or artificial flavours.

The RAM Award for the best radio entry was awarded to Maxus for 'Nokia 5800 XPress Music - Nokia Re-creates the famous Midas Touch'. The Maxus team received a cash prize of Rs 50,000 for this campaign.

The agency used radio to introduce Nokia's new touch phones. The activity was carried out in six metros across 30 malls in five weeks, every Saturday between 5-9 pm, in association with Big 92.7 FM. The entire programming of the radio station was loaded onto a giant screen, and people at the mall were given a chance to be radio jockeys for a while, choosing from a library of songs on the screen.

Mindshare was adjudged the Agency of the Year. It won 12 metals - two gold, four silver and six bronze.