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Emvies 2010 received over 397 entries, and comprised of 47 awards across 16 product categories and had a judging panel of 76 judges.

The award function was spiced with Vir Das’ performance that left the audience rolling in splits of laughter.The evening also gave four shortlisted entries a chance to present their case studies again. The four case studies that were presented included- Motivator’s- Havells RCCB & MCB – Havells – Shock Laga Kya ?, Mediacom’s – Gillette Mach 3 – W.A.L.S. (Women Against Lazy Stubble), Mudra Max’s- National Association for the Blind – May I Help You and Mindshare’s – Fair & Lovely – Fair & Lovely Choo Lo Aasman.

By the end of 12 categories Mindshare was at the third position preceded by Mudra Max and Maxus. However, eventually Mindshare topped the score board with 110 points and won four Golds, two Silvers and six Bronzes.

Maxus though retained its hefty first position throughout the evening slipped to the second spot after the final tally of scores. With a total of 95 points, Maxus won three Golds, one Silver and eight Bronzes.

Mudra Max secured the third position with 75 points. The agency received three Golds, two Silvers and two Bronzes, with its ‘National Association for the Blind – May I Help You’ campaign alone gathering a Silver and a Gold each and also the Grand Emvie and the People’s Choice Award (Day- I).

Lodestar UM ranked fourth with 70 points and won four Golds and one Sliver. Madison Media Infinity secured the fifth position this year with 40 points. The agency has won two Golds and two Silvers. Mediacom and Motivator were ranked sixth and seventh respectively.

Yahoo! India presented the Digital Media Innovation Award to Mindshare. Mindshare was awarded a Silver in this category for its Idea Cellular Ltd. – “Used Mobile – Saved Paper” campaign. Yahoo! will also sponsor 2 people from the agency in this category to attend ‘Spikes Asia’ – A summit for creativity, learning and recognition of Asia Pacific’s best work in advertising. No gold was awarded in this category.

Speaking about the inclusion of this category, Nitin Mathur, Senior Director Marketing, Yahoo! India, said, “Marketers with strong understanding of their existing and future consumers are aggressively adopting digital advertising. The “Yahoo! Digital media innovation award” recognizes the best in class digital media work in India. We are committed to encourage such talent across the industry. We congratulate Mindshare team on their great work.”

This was the 10th year of Emvies Awards and Sunil Lulla, Chairperson, Emvies Committee, said that the Advertising Club of Bombay has decided to have Emvies in the month of March from the next year, so as to make it the first award ceremony for the industry every year. | By Prabha Hegde [prabha(at)adgully.com]