Mumbai: Mindshare, the Group M agency, managed to secure the agency of the year title at the 16th edition of The EMVIES Awards on Friday. The agency has picked this title eight times in the last 16 years, winning the top spot from 2008-2016, with the exception of one year—2014, when it lost the title to sister agency, Maxus.
The agency took home a total of one Grand Emvie (the only one awarded on Friday evening), eight gold, eight silver and 15 bronze metals. “The awards are a direct result of the effort and hard work put in by each and everyone in the team. We at Mindshare believe in recognizing our employees’ skills and commitment, which is further driven to a level of aspiration that leads to rewarding experiences such as the Emvies. Winning these awards by such a large margin is not only a testimony to our accomplishments so far, but also significantly adds to the quality of service we intend to deliver. Creating ground-breaking innovations and strategies has been Mindshare’s forte and this has kept us at the forefront in the industry,” said Prasanth Kumar, CEO South Asia, Mindshare alluding to the agency’s total score of 395 points.
Mindshare was followed by Lodestar UM, which amassed a total of 135 points, with six gold, three silver and three bronze metals. Maxus, also a GroupM company, shared the second place with a score of 135 points including four gold, five silver and five bronze metals.
Hindustan Unilever Ltd took home the client of the year award, followed by Pepsico India Holdings Ltd in the second place and Procter & Gamble India Ltd in the third place.
Mindshare took home the only Grand Emvie awarded on Friday night for their work for Pepsico India, under the best integrated campaign category for consumer products. The campaign, titled ‘Crash the Pepsi IPL’, was an initiative where the brand invited consumers to create ads for the product and share it. The five best entries were then picked by consumers themselves. The initiative received over 2,600 entries, 900 of which were shortlisted. This pool was further filtered down to 33 finalists, of which five ads were judged winners.
The agency also picked up numerous awards for their work for HUL’s Brooke Bond Red Label tea brand, the six pack band—India’s first transgender band, among others. The idea, which was created jointly by the brand team at HUL, Mindshare and Y-Films, picked up six gold, one silver and two bronze metals.
The golds were won for best innovation in—branded content, digital social media, radio and digital multiple platform, best media strategy—consumer products and the best use of Bollywood celebrity. Incidentally, this campaign also won India a Glass Lions Grand Prix at the 63rd International Festival of Creativity in Cannes. The Glass Lion category was introduced to celebrate culture-shifting creativity that positively impacts gender inequality, imbalance and injustice.
“I must first of all congratulate our clients who push us to keep raising the bar year after year. Clients who believe in innovation and back our teams to take risks are the ones who win and in turn help us win,” said C.V.L. Srinivas, CEO, GroupM South Asia.
Lodestar UM won four gold awards for their inspiring work for the Door Step School, a non-governmental organization that was established with the aim of addressing literacy in marginalised sections of society. The campaign saw them naming no-name alleys and narrow lanes in the slums after children who had done well academically or had risen above their circumstances to achieve something. This was used as a way to motivate the children to stay in school and do better, as well as create role models for others to follow.
“While this project was difficult to execute as it involved obtaining permissions from the civic authorities, educational department, political parties, local corporators, among others, it was a unique and innovative initiative to celebrate these symbols of societal change. It was to about inspiring them to continue their education and do something they could be proud of,” said Dhruv Jha, GM, IPG Mediabrands.
The agency also won two golds for their work for Salaam Bombay Foundation, wherein they created future resumes for three little girls who each aspired to become a lawyer, chartered accountant and an engineer. The agency got human resources (HR) and recruitment firms on board and sent out the resumes to potential employers were surprised to find a little girl, with her future resume. They appealed to companies urging them to help so they could complete their education and actually go on and pick the career of their dreams.
The EMVIES Awards, conducted by The Advertising Club (TAC India), recognises outstanding work done by media agencies. With over 29% increase in agency participation, the awards have further grown in impact and inclusivity, said a statement from the industry body. The 2016 awards were adjudged by an eminent jury of 225 media and marketing professionals through judging sessions held in Mumbai and Delhi.
“In today’s day and age of extensive media exposure, the greatest challenge is to create clutter breaking communication that is impactful, optimal and delivers the brand message. As always this year too at the EMVIES we have seen works by media agencies that have not only been pioneering and engaging but also helped change mindsets and helped drive resonance for the brand,” said Punitha Arumugam, chairperson, EMVIES committee.