Emvies 2010: Mindshare tops, yet again

Battling it out neck-to-neck with Maxus, Mindshare, for the third successive year, finished at the top of the tally at the Emvies, with 12 metals accounting for 110 points

It is another year, but little has changed at the Emvies. The results of this year's edition were announced on Friday at Taj Land's End in Bandra, Mumbai. The dhols, whistles, horns and a wildly cheering audience were all there, just as before; and as the results revealed, so was the media agency that took home the top honour last year.

Organised by the Ad Club of Bombay, the Emvies judge the strategies and innovations carried out by media agencies. Over 397 entries were received at the tenth edition of the awards this year, of which 66 were shortlisted. For the complete list of winners, click here.

Mindshare did a hat-trick, emerging at the top of the tally for the third successive year, with its total of 110 points. The agency won 12 metals -- four gold, two silver and six bronze. It won a gold each for the Surf Excel 'Nanhe Patrakaar' campaign (Best Media Innovation - Print); Domex and Idea campaigns (Best Media Innovation -- Ambient Media/Out of Home); and the Quaker Oats campaign (Best Media Strategy - Consumer Products).

Much like last year, Maxus came in second with 95 points. The agency bagged three gold, one silver and eight bronze in its tally of 12 metals. It won a gold for the Indian Premier League - World's first print advertising through co-creation campaign in the Best Media Innovation - Print category; and two for its Nokia Zero TVC Approach campaign, in the Best Media Strategy - Consumer Durables and Best Media Innovation - TV categories.

Mudra Max had a good run at the Emvies 2010, securing the third position after being fifth last year. With three gold and two each of silver and bronze, the agency finished with 75 points. Mudra Max struck gold with its 'May I Help You' campaign for National Association for the Blind, in the Best Media Innovation - Ambient Media/Out of Home category; and the campaigns for the movies, 3 Idiots and Paa, in the Best Media Strategy - Media/Media Property category.

Lodestar UM closely followed Mudra Max with 70 points. Its metal tally comprised four gold and one silver. The agency won gold for its Sponsor Evaluation -- a tool to predict performance of programming properties on television, nominated in the Best Media Research category. Its other gold winning entries were Garnier Light Eye Roll On campaign (Best Media Strategy - Consumer Products); Tata Docomo 'Create' campaign (Best Media Strategy - Services); and the Station Docomo campaign (Best Media Innovation - Radio) for the same client.

After finishing third last year, Madison Media Infinity dropped down to fifth position, with just two gold metals and 40 points. The agency's much popular 'Pehli Tareekh' campaign was adjudged as the best in the Best Integrated Campaign and Best Media Innovation - TV categories.

Mediacom won four metals this year -- three silver and a bronze -- finishing with 35 points. Motivator, OMD and Ogilvy Action completed the total tally of awarded metals with a gold, silver and bronze each, respectively. Motivator's 'Shock Laga Kya' campaign for Havells RCCB & MCB fetched it its only gold in the Best Media Innovation -- Cinema category.