EMVIES 2016: Mindshare retains Media Agency of the Year award; HUL wins Client of the year award

By Suraj Ramnath , afaqs!, Mumbai | In Advertising | September 03, 2016
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Lodestar UM beats Maxus to No. 2 in spite of a tie on points by winning more Gold metals.

Mindshare has won the Media Agency of the Year EMVIES award for the second consecutive year. After winning it last year, the agency went on to win the 2016 title as well, with a massive lead of 395 points that included one Grand EMVIE, eight Golds, 18 Silvers, and 15 Bronze metals.

Mindshare was way ahead of Lodestar UM and Maxus which stood at No.2 and No.3 positions, respectively. Though there was a tie between the two with 135 points each, Lodestar UM emerged No.2 with six Gold metals while Maxus got four.

Mindshare won the Grand EMVIE Award for PepsiCo India Holdings', 'Pepsi - When consumers became co-marketers' in the Best Integrated Campaign - Consumers Products category.

Mindshare won five Golds for Hindustan Unilever's '6 Pack Band' in five different categories: Best Media Strategy - Consumer Products, Best Media Innovation: Digital - Multiple Platform, Best Media Innovation: Radio, Best Media Innovation: Digital - Social Media and Best Media Innovation: Branded Content and Best Use Of A Bollywood Celebrity In Media category.

Golds were also won by Mindshare for Bajirao Mastani's, 'Our Mast Strategy for Bajirao Mastani', EROS International in the Best Media Strategy: Media category, Hindustan Unilever's Lifebouy's -- 'Before Iftar Time, It's Lifebouy Time' in the Best Media Innovation: Digital - Mobile category. The last Gold award for Mindshare was for Lays', 'Lays Machine', for PepsiCo India Holdings.

Lodestar UM stood at No.2 with six Gold metals. The first one was in the category of Best Ongoing Media Campaign for Coca-Cola India's 'The Musical Journey Continues - Coke Studio' campaign.

The next two Gold awards for the agency were for Salaam Bombay Foundation. The first was awarded in the Best Media Innovation - Direct Marketing category for Salaam Bombay, 'A Resume From The Future, Helped Change The Future Of A Little Girl' campaign, while the second one was in the Best Media Innovation - Events/Experiential Marketing for 'An experience that funded education for 200 girls' campaign.

The last three Gold awards for the agency were for the client Door Step School. for the same campaign 'The world's first street named after street kids' under the Best Media Innovation - Out Of Home category, and for Best Media Innovation - Ambient Media category. The last Gold award was for 'A street naming event for Social Change' campaign.

Maxus, which stood at No.3, won four Gold metals. The first two were for the same campaign of Tata Motors' -- 'How we helped Tata Motors save Rs 550+ Crores!' campaign in the Best Media Innovation: Digital - Multiple Platform category and Best Media Strategy: Consumer Durables category.

The next Gold award for the agency was for Clues Network's Shopclues for 'Chota Muh Badi Baat' campaign in Best Media Strategy: Services category. The final gold for the agency was for Perfetti VanMelle's Alpenliebe Gold's 'Look Amma! Our idiot box became a gaming console' campaign'.

Other Gold winners in the category were Madison Media with two metals, and PHD India, Mediacom Communications, and Initiative India sharing one metal each.

Madison Media's first Gold award was for Marico's Saffola Life 'Saffolalife World Heart Day' campaign in the Best Ongoing Media Campaign category. The second Gold was for Asian Paints Tractor Emulsion's 'Rongborsha - Simplifying Shades of Bengal' campaign in Best Media Innovation: TV Consumer Durables category.

PHD India won a Gold award for Hindustan Unilever's Rin's Career Ready Academy' campaign in Best Media Innovation: Digital - Mobile category.

Mediacom Communications won a Gold for Procter & Gamble's Ariel India's, 'Ariel #DadsShareTheLoad' campaign I -- Best Media Innovation: Digital - Social Media category.

The last Gold award went to Initiative Media for Amazon Seller Services India, Amazon.in's 'Indian's want more choice...Aur Dikhao"'' campaign in Best Integrated Campaign - Services category.

Hindustan Unilever won the Client of the year award with 310 points and seven Golds, 15 Silvers and 11 Bronze metals in the kitty. PepsiCo India stood second in the table with 75 points, winning one Grand EMVIE, one Gold, two Silver and four Bronze metals. The third in the list was Procter & Gamble India with 55 points. It won one Gold, three Silvers and two Bronze metals.

Door Step School stood fourth in the table with three Gold metals. Tata Motors and Salaam Bombay Foundation took two Gold metals each. Marico, Amazon Seller Services India, Asian Paints, EROS International, Clues Network, Coca-Cola India, and Perfetti VanMelle won one Gold each.

Though four categories were not taken into consideration while judging the Media Agency of the Year or Client of the year awards, they were awarded nevertheless.

In the first category, for Best Implementation Team Of The Year, under the sub-category Best Media Innovation Events/Experiential Marketing, the only Gold went to Lodestar UM for 'Door Step School - A street naming event for Social Change' campaign'.

In the next category, Best Media Innovation From Media Agencies Not Exceeding Rs 50 Crore Annual Billing, Jossbox won a Gold for Tata Global Beverages' Tetley Green Tea's 'The Transformation Series' campaign.

The Young EMVIE Of The Year award went to Ronnie Thomas from PHD India for his work on Hindustan Unilever's brands like Rin, Pureit, and Lifebouy.

In the last category -- Best Use Of A Bollywood Celebrity In Media, Mindshare won a Gold for Hindustan Unilever's Brook Bond Red Label's '6 Pack Band'. Mediacom Communications too won a Gold for Procter & Gamble's Ariel, 'Ariel Share The Load : Celebrities & their parents come together to teach laundry lessons' campaign.

In the Media Partner Of The Year category, the TV award went to Star Network, Print award went to Grazia, Cinema award went to Prakash Jha Productions, Radio award went to Big FM, Digital award went to Y-Films, and Out-Of-Home/Ambient Media went to Door Step School.

Click here to see the complete list of results.

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