Mindshare, the agency which has been bagging the Emvie Agency of the Year award for the last four years, has once again gained the highest number of shortlists among the total number of shortlisted entries for Emvie 2012. Of the total 126 case studies which have been shortlisted for the last round of the Emvie awards, Mindshare has 27.
The case studies will be presented during August 23-25; while the awards will be given away on September 3 in Mumbai.
Mindshare is followed by Maxus with 19 shortlists, Pinnacle with 15 and Lodestar UM with 13. MEC and Mediacom Communications have nine shortlisted entries each; while DDB MudraMax and Group M-Dialogue Factory have five entries each. Apart from these, Interactive Avenues, Madison Media Infinity and Starcom MediaVest Group have four each; and Omnicom Media Group and Madison Media Omega have two each. EMC, Jack in The Box, Interface Business Solutions, AD2C, Vizeum and Madison Media Plus have one shortlisted entry each.
In the Best Media Strategy-Consumer Products category, Lodestar UM's campaigns for Coca-Cola (Winning Hearts and Minds of Indian Teens), Amul (Creating an Aura), Sprite (Balla Ghumao) and Thums Up (Search for Thunder Star) have been shortlisted. Mindshare has three entries with Lays Baked (Sibling Rivalry), Axe Shower Gel (VJ Jose kidnapped) and Kissan (Kissanpur).
Pinnacle has two entries, namely Cadbury Dairy Milk (Mishti War) and Cadbury Celebrations (Disconnect to Connect). Maxus's L'Oreal Paris (How we communicate is more important than how many times we communicate!) and Madison Media Omega's Tata Tea (India Awakened) have also been shortlisted in this sub-category.
In the Best Media Innovation category, for the Social Media sub-category, Maxus has two shortlists with Titan Watches (Light Powered Media for Light Powered Watch) and Nokia (Net Ka Guru). While Mediacom's Volkswagen Jetta (Anything4Jetta), MEC's Reliance Mobile Ego Search, Interactive Avenues' American Express (AMEX - Gunning for Gold on LinkedIn), Interface's Tata Docomo Twittcom and Mindshare's Boost (A Nation Unites in the name of Sachin) make up for the rest of the shortlists in the Social Media sub-category.
In the Best Media Innovation category for TV, Mindshare and MEC have two shortlists each. While Mindshare's Knorr Soupy Noodles (Bheem ki Team) and Axe Shower Gel (VJ Jose Kidnapped) were listed, MEC had its innovations for Reliance Mobile-Mera Vs Tera Network and Reliance 3G (Feeling is Believing).
Apart from these, Pinnacle's Cadbury Dairy Milk Eclairs (Done in One Sec), Lodestar UM's Thums Up (TV par ek toofani khoj), Madison Media Infinity's Saffolalife (Happy Birthday Dear Heart!) and Maxus' Tata Sky HD (An HD picture can speak a million) are also listed in this sub-category.
The Best Media Innovation for the Cinema, Out Of Home and Digital categories have four shortlists each. The shortlisted entries in the Best Innovation in Cinema category has Mindshare's Surf Excel (Movie in a movie) in the movie Chillar Party, Starcom MediaVest Group's Samsung Galaxy TAB (Touch Cinema With Galaxy TAB), MEC's Reliance 3G (Feeling is Believing) and EMC Solutions' Century Ply (Century Plyboards) in the movie Aarakshan.
The shortlisted entries in the Best Media Innovation in Out Of Home category has Lodestar UM's Project Akshay (India's First Coughing Outdoor), Mediacom's Think Blue (India Gate - 3D Mapping), Mindshare's AXE Deodorant (Fallen Angels!) and DDB MudraMax's Volkswagen (Volkswagen Think Blue Beetle).
The other award categories are Best Media Innovation in Ambient Media (with six entries), Best Media Innovation in Branded Content (With eight shortlisted entries), Best Media Innovation on Digital Search (with three shortlists), Best Media Innovation on Digital/Mobile (with three shortlists), Best Media Strategy in Consumer Durables (with three shortlists), Best Media Innovation in Radio (with five shortlists), Best Media Innovation in Print (with five shortlists), Media Innovation on Digital Display (with eight shortlisted entries), Best Media Innovation in Events (with six shortlists), Best Media Innovation in Direct Marketing (with four shortlists), Best Integrated Campaign (with eight shortlists), Best Media Strategy in Services (with six shortlists), Best Media Strategy in Media/Media Property (with four shortlists), Best Ongoing Media Campaign (with four shortlists) and Young Emvie of the Year (six shortlisted entries).