Emvies 2009: Mindshare adds up 18 shortlists

Sumedha Srivastav - Televisionpoint.com | Mumbai
The Emvies, organised by the Advertising Club of Bombay, have announced the shortlisted agencies for the 2009 honours. Mindshare, a GroupM agency, made an impressive start with the maximum shortlists by any media agency – adding up to 18 in all.

For GroupM its time to party as another agency under its fold, Maxus, comes second with 10 shortlists. Madison Media Infinity, which belongs to the Madison Group, is third in line with eight shortlists. Lodestar Universal has six shortlists to its credit, while Mudra MAX comes with five shortlists.

Mediacom has three shortlists, all for brand Gillette Mach 3. Mediaedge:cia and Mates-Madison Teamwork have two shortlists each. Starcom MediaVest Group, Madison Media Plus, Tribal DDB India, TME, P9 Integrated and Digital Radio (Mumbai) Broadcasting have one nomination each.

Mindshare's shortlisted entries includes a bunch of Unilever brands - Axe, Dove, Lux, Pond's, Sunsilk, Surf and Wheel. It has nominations from the PepsiCo India stable for Frito-Lay, Kurkure and Nimbooz. Apart from these, it has won nominations for Boost, KFC, Star World and Virgin Mobile.

Maxus has made it to the shortlist with a range of Titan brands including Fastrack, Sonata and Tanishq. Nominations for Indian Premier League (IPL), Nokia, Reebok, Tata Sumo Victa and Vodafone are some of the others that have helped the agency gain the second spot.

Madison Media Infinity has made it with Cadbury India, Parachute Advansed, Saffola and Tata Tea. While, Lodestar Universal has scored for its executions for Amul ice-cream, Radio City and Tata Nano. Mudra MAX has been shortlisted for Hindustan Times, Park Avenue and TVS Scooty.

Emvies have recognised media initiatives for the past eight years. This year, the bronze award makes an entry. The awards are spread across 14 categories - eight award categories are for Best Media Innovation and four are for Best Media Strategy.

The awards for media innovation are given away in the areas of Television, Radio, Print, Direct Marketing, Ambient Media/Out of Home (OOH), Digital, Cinema and Events segments.

The four awards for media strategy are in the spaces of Consumer Products, Consumer Durables, Services and Media/Media Property. The remaining two awards are for the Best Integrated Campaign and for Best Media Research respectively.