Emvies 2014: Maxus Steals the Show with Nine Gold

The GroupM agency also won the Grand Prix.

In a performance that cut short sister agency Mindshare's six-year winning streak, Maxus took away the 'Media Agency of the Year Award', nine gold and the Grand Prix at the Emvies 2014 last night.

The GroupM agency also won six silver and three bronze metals. It won the gold Emvies for Tata Tea Gold's 'Power of 49' campaign in the 'Best Media Strategy - Consumer Products', 'Best Integrated campaign - Consumer Products' and 'Best Media Innovation - TV - Consumer Products' categories; Tata Sky+HD's 'Making Complex Simple and Simple Magical' campaign in the 'Best Media Strategy - Services' category; Titan Eye+'s 'Retail Contraction' campaign in 'Best Media Research/Analytics:Best Media Research using proprietary data' category; Agency Research's 'I know which half of my advertising is a waste' in the 'Best Media Research/Analytics:Best Media Research using existing data' category.

The other three gold wins came in - 'Best Media Innovation - Digital (Mobile/Handheld Devices) for Tata Tea's 'Media that changed the role of women in Indian Elections' campaign; 'Best Media Innovation- Digital (Display); 'Best Use of a Bollywood Celebrity in Media, Powered by Zoom' for Tata Tea Gold's 'Power of 49' campaign.

Lodestar UM, the nearest competitor, won a gold, 13 silvers and six bronze trophies to take the No.2 spot. The agency won gold for its work on Johnson & Johnson Baby Massage Oil's 'The magic of touch' campaign in the 'Best Media Research/ Analytics:Best Use of Analytics/Data Technology' category.

Third-placed Mindshare grabbed three gold and five silver Emvies. The gold Emvies were for the Kellogg's 'Kellogg's Breakfast Cabs' campaign in the 'Best Media Innovation - Ambient Media' category; Kan Khajura Tesan's 'Mobile is the New TV' campaign in the 'Best Media Innovation - Branded Content' category; and Star Sports' Star Sports Refresh campaign in the 'Best Integrated campaign - Media' category.

Madison Media Pinnacle took away a gold, three silver and five bronze awards. The gold was for Cadbury Bournville's 'Tape a Tweet' campaign in the 'Best Media Innovation - Digital (Video) category.

Madison's second agency, Madison Media Infinity won two gold and four silver trophies. The gold came for Mediker Anti-Lice Treatment campaign in 'Best Ongoing Media' campaign and Asian Paints' 'Har Ghar Kuch Kehta Hai' campaign in the 'Best Media Innovation - TV - consumer Durables' category.