MUMBAI: It’s Friday and it is D-day of the Thirteenth edition of the Advertising Club's EMVIES, the awards which were introduced to honour measurable and significant contributions in the field of media. And despite there being Friday and 13th in the dates, no one's scared. In fact the entire Indian media fraternity is agog with excitement about who is going to take home the maximum metals tonight.
Victory will be followed by chicken tikka, butter chicken, flutes of champagne, Cevas Regal and for the old timers good old Old Monk as everyone gets down to party.
The glittering award ceremony is scheduled to be held tonight at Taj Lands End in the Bandra suburb of Mumbai with the whos who of the industry cheering their colleagues as they take their walks to the victory podium to the tooting of horns, whistles and what have you.
The Emvies which are considered as India's most prestigious and coveted media award is presented by Time Television Network (expect the bespectacled Sunil Lulla to be at his bewitching best) and is being organised by Fountainhead Promotions & Events. The bets are out as to who the master of ceremonies will be tonight but if one goes by previous years expect it to be the handsome and well-spoken Fountainhead boss Brian Tellis who has done a stellar job over the years.
The shortlist which was revealed two weeks back saw Mindshare leading the pack with Maxus and Lodestar UM following.
This year, a few additions were made wherein judging rounds were held in New Delhi apart from Mumbai. A new category has been added to recognise the ‘unrecognised heroes’ of media agencies with the “Best Implementation Team of the Year” award and new sub categories in Best Media Innovation-TV, Best Media Innovation-Print, Best Integrated Campaign and Best Use of Research have been introduced. The event will also mark the re-introduction of categories like ‘Best Use of Sponsorship’.
And of course, there is going to be entertainment as well. The Band Baja Awards will showcase the best of musical talent amongst media agencies and media companies only.
Expect an evening of surprises! And a lot of noise as everyone goes wild at the EMVIES!