EMVIEs 2014: Maxus breaks sister agency Mindshare's streak; gets Media Agency of the Year and Grand Prix too

While the agency got a double dose of joy, HUL and Tata Global Beverages shared the spotlight for Client of the Year.

Like every year, EMVIEs 2014 saw a full house with the best media agencies gathering for the prestigious awards. The media awards, which recognise breakthrough innovations in Indian media is in its 14th year.

The star for this year was Maxus, who stole the show with not just the Grand EMVIE, but also the Best Media Agency of the Year. Maxus and Tata Global Beverages went home with the Grand EMVIE 2014 for their 'PO49 Election: The Media Movement that changed the role of women in Indian Elections' campaign. This campaign for Tata Tea Gold earned Maxus 20 points.

But the points kept piling on for Maxus all through, as it collected a whopping 230 points to march into the Best Media Agency of the Year. Incidentally, Mindshare which had won for six straight years till 2013 had to be satisfied with only 95 points for a third-place finish finally. Lodestar UM stood second with 175 points.

The Best Media Client of the Year award went to Hindustan Unilever along with Tata Global Beverages. Repeating their winning performance of last year, HUL came up with masterpieces like the Kaan Khajura Tesan, Be Beautiful and Kissanpur to rake up a total of 100 points. Tata Global Beverages shared the title with one Grand EMVIE to its name.

The prestigious Young EMVIE of the year went to Samyak Chakraborty from DDB Mudramax for his work 'Operation Black Dot, Clean & Clear' for Johnson & Johnson and 'United Nations Young Changemakers Conclave' for United Nations.

From the case study round, four winners were chosen on the basis of public voting too. Mindshare won in the Best Radio Innovation and Best Case Study (September 09) presentation award for Closeup's 'Jab Closeup Antakshari ne Loota UP, Bihar aur Jharkhand'. It picked up yet another award for the Best Case Study presentation (September 11) in the Best Media Innovation - Ambient Media category for Kellogg's 'Kellogg's Breakfast Cabs' campaign.

The Best Case Study presentation (September 12) was won by Mediacom Communications for its 'Social Experiment' campaign for Gillette in the Best Media Innovation - Print (Magazines) category.

The following agencies were recognised for the 'Best Use of a Bollywood Celebrity in Media' category (powered by Zoom): Maxus (for Tata Tea Gold's 'PO49: Bollywood for Change), Lodestar UM (for Tata Safari Storme's '24: co-starring Anil Kapoor and Safari Storme') and Mindshare (Idea's 'Making Bollywood's biggest celebrities our endorsers).

In the category of Best Innovation from media agencies not exceeding Rs 50 crore (annual billings), IBS took home two silvers. The first one came for Kotak Mahindra Bank's Kotak Jifi (Building the world's first social media bank) while the second came for P&G India's Old Spice (Building a mantastic brand online in less than three months).