Emvies 2013 announces shortlist

Mindshare has the highest number of shortlists, followed by Maxus and Lodestar UM.

The shortlisted case studies for the 2013 edition of the Emvies award have been announced online by The Advertising Club, with 124 case studies making the cut. Going by the list, Mindshare seems to have the highest number of shortlisted entries this time, followed by Maxus and Lodestar UM.

The awards are spread across seven categories comprising Best Media Strategy (four sub categories), Best Media Innovation (18 sub categories), Best Media Research (two sub categories), Best Ongoing Media Campaign, Best Integrated Campaign (four sub categories), Young Emvie of the Year and Best Use of a Bollywood Celebrity in Media, powered by Zoom. The case studies will be screened during August 21-23 in Mumbai.

Mindshare, with 25 case studies, leads the shortlist. The media agency boasts of three shortlists in Young Emvie of the Year and Best Use of a Bollywood Celebrity in Media categories. In the former, the three people chosen includes Khushboo Mendonca for her work on brands Lakme, FAL, Clear; Farah Siddiqui for the work on Close Up, Pepsodent, Domex, CIF; and Neel Pandya for Clinic Plus, Clear Anti Dandruff Shampoo, Tresemme and Brylcreem.

The agency's work on Brooke Bond Red Label, Ponds White Beauty Facewash and Active Wheel were chosen under Bollywood Celebrity in Media category. Mindshare has two shortlists each in Best Media Innovation - Print (titled Dailies) for Dove Elixir (The Power of Illusion) and Lifebuoy Handwash (Chintoo's Lifebuoy Adventure - Disrupts his 21 years journey), and Best Media Innovation - Branded Content in its planning strategy for Closeup Toothpaste (Closeup Muskaan Begum) and Axe Deodorant (titled 5.2 years of content interaction in just 6 months).

Maxus comes second in the shortlist with 20 entries. The agency has maximum presence in Best Media Innovation - Digital (Mobile/ Hand Held Devices) category, where its strategy for YouTube (Mobile Goes Social with PRBT), Nokia Lumia 510 (Social sharing is now trendifying) and Nokia Asha 200 (Antakshari: Mobile stealing the show from TV...& spends too). The other categories where Maxus has two entries each include Best Media Innovation - Radio and Best Media Research Using Proprietary Data.

Lodestar UM boasts of 16 entries, the highest shortlisted case studies, this year. The categories in which the agency dominates, having two entries each, includes Best Media Strategy - Consumer Products and Best Integrated Campaign - Services. In the former, its planning for Maaza (Celebrating festivals the Maaza way) and Saridon (Saridon - 'National headache reliever') have been nominated, while in the latter, works on Tata Docomo (The complete story) and Microsoft Office 365 (Even technology has the power to paint the town orange) have been chosen.

The other agencies whose case studies have been nominated include MediaCom Communications, Madison Media Pinnacle, Ogilvy India, DDB Mudra Max, MEC, Starcom MediaVest Group, Madhouse India, ibs, Interactive Avenues, Madison Media Infinity, Madison Media Plus, OMD India, GroupM Dialogue Factory and Discovery Networks Asia-Pacific.