Lodestar Media makes a clean sweep at Emvies 2004

MUMBAI: It was Lodestar all the way, at the Emvies 2004. Besides bagging the best media agency trophy, the agency also pocketed five awards, dethroning WPP Media from the position it claimed last year.



“We have shut the bar, closed the door and as the media planners say, we now have a captive audience.” That quote from inaugural speech of the Ad Club president-elect and FCB Ulka executive director MG Parameswaran really set the mood for the entire evenings proceeding.

Held at Mumbai’s Taj Lands End, Ad Club Mumbai’s annual awards for excellence in media innovations saw a great turn out from the who’s who of the advertising and media fraternity. What with likes of Sam Balsara, Arvind Sharma, Nirvik Singh rubbing shoulders with the glam frat Malaika Arora-Khan, Yana Gupta, Pooja Bedi and Katrina Kaif, the event can easily be labeled as well attended.

With eight gold winners and 12 silver winners, besides the special winner, being honoured, the event was certainly a suave affair but not without its share of glitches. While the host for the evening Go 92.5’s RJ Taranna set the pace with her chatty banter, what stuck out like a sore thumb was her lack of know-how about the event itself.

Meanwhile stand up comic Veer Das’s act certainly had the audience in splits, but after a while the incessant penis jokes started to sound a bit crass. Ex-Viva singer Pratichee, who presented the next act, was a great entertainer though. Her three song-dance acts certainly helped break the monotony set by the awards.

What with each teams cheering their representative with howls, whistle and interestingly even tambourine beats, the team spirit was at its peek. Also something that stood out was the respect for the achievers. The recipient of the lifetime achiever award Helen Anchan received a standing ovation. Her 50 long year association with the ad frat and her long standing loyalty to Lowe was certainly valued by the industry.

“I have seen things undergo a major change in the last 50 years, but one thing that remains contact has been the commitment towards advertising and the strife for excellence,” Anchan said in her speech. And may your tribe increase…

Here’s the full list of all those who took home the coveted Emvies:

1) Best media research

--- Gold --- Lodestar Media- case study- reel pointer

--- Silver --- Media Com India- case study- Parachute coconut oil/ Light and the restless

2) Best media research

--- Gold --- Madison communications pvt ltd- case study- Copy impact planning Coca Cola

--- Silver --- Lodestar Media - case study- media launch Indigo (joint)

--- Silver --- Group M- case study- Horlicks (joint)

3) Best media marketer of the year

--- Gold --- Sony entertainment television – case study- Jassi Jaissi Koi Nahi

4) Best media innovation (Event)

--- Gold --- Lodestar Media- case study- Nerolac/ Touch a child’s life

5) Best media innovation (Direct marketing)

--- Silver ---Lodestar Media- case study- Club Mahindra/ film role mailer

6) Best media innovation (Radio)

--- Silver --- Madison radio-case study- Kotak Mahindra

7) Best media innovation (Television)

--- Gold --- Pepsi food ltd-case study- Pepsi World Cup music video

--- Silver --- Madison Communication- case study-Cadbury ltd

8) Best media innovation (press)

--- Gold --- O&M - case study- Fevicol adhesive/huddle

--- Silver --- Lodestar Media-case study- Nerolac/Interactive shade card

9) Best media innovation (out of home)

--- Silver --- O&M –case study- Dr Morpen/Relax! It will come

10) Best media innovation (cinema)

--- Silver --- Group M – case study- ICICI Bank/Bagban

11) Best media innovation (internet)

--- Gold --- Pepsi food ltd- case study- World Cup ke Shikari

--- Silver --- O&M- case study- iShakti

12) Best media innovation (never before media)

--- Gold --- Jagran Prakashan ltd- case study- Environmental day initiative (joint)

--- Gold --- Group M- case study – Pepsi Communications World Cup music video

--- Silver--- Zee News--- case study--- first time use of traffic signals

13) Best media agency

Lodestar Media

14) Grand Emvies

Jagran Prakshan ltd

15) Best case study presentation (people’s choice) --- An Ad Club momento

Madison Communication pvt ltd- case study- Copy impact planning for Coca Cola

16) Life time achievement award

Lowe’s Helen Anchan

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