MUMBAI: Mindshare set the Emvies on fire for the second year running, as they bagged the most prestigious award of the evening, the Best Media Agency of the Year, with a total of 113 points.

Hooting and shouts galore, Mindshare took home six gold awards and nine silvers in total.

GroupM South Asia COO Vikram Sakhuja and his winning team.

Commenting on their big win, GroupM South Asia COO Vikram Sakhuja told Indiantelevision.com, "This one is for the team. It is a manifestation of two years of great effort, to be able to write, package and present our work in this manner."

The O&M team pocketed the coveted Grand Emvie for their Hutch Delhi Half Marathon campaign. Basking in the glory, OgilvyOne India president Renuka Jaypal spoke about the victory, "To win an integrated award is very fulfilling. We were able to focus on the brand, the product relevance and the customer in a natural way, thus keying in on every touch point."

Madison Media bagged The People‘s Choice Award for the Best Case Study Presentation for the Saffola Gold World Heart Day campaign. Madison Communications chairman and MD Sam Balsara reacted to this achievement, "This year the Emvies are bigger and better. We are absolutely delighted especially after winning two media Lions at Cannes 2006. Moreover, given the fact that we have only 25 clients, winning six Emvies is something great!"

Zee Cinema team

The Best Media Marketer of The Year silver awards were shared by Zee Cinema for Take a B-R-E-A-K campaign (for the film Mujhse Shaadi Karogi) and Red FM 93.5 for ‘Bajate Raho‘.

When queried about the strategy that went into making it so successful, Zee Cinema programming head Mohan Gopinath told Indiantelevision.com, "In showcasing a movie, the fun must be extended to relate to the common man, which we were able to do through a built in mechanism such as the Mujhse Shaadi Karogi Contest."

In her inaugural speech, Ad Club Bombay president Kalpana Rao requested everyone "to join in and have a ball". With a sizzling performance from Malaika Arora Khan and with Shubha Mudgal singing her popular Monsoon litany "Ab ke sawan", the ad fraternity seemed to be having a blast.

Speaking to Indiantelevision.com, Emvies Committee chairperson Apurva Purohit commented on the quality of entries that came in this year, "With over two months of work put into sifting through entries and judging presentations, its great to see that there has been a quantum leap in media strategy. There is currently a sharper focus on responses as is seen in sales going up, after all that is what clients want."

The detailed list of the winners are as follows:

Best Media Innovation - Press
Silver - Maxus - Walt Disney - The Day It All Went Hindi
Silver - Starcom Worldwide - Sugarfree D‘Lite - 85 per cent less

Best Media Innovation - Digital
Gold - MindShare - Nakshatra Diamond Jewellery - Multiplex or Milky Way
Gold - MindShare - DNA - The DNA Of Our Campaign
Silver - MindShare - AXE Unlimited

Best Media Innovation - Out-of-Home
Silver - Media Planning Group - Red FM - Awaaz Uthate Raho

Best Media Innovation - Direct Marketing
Gold - OgilvyOne Worldwide - Hutch - Delhi Half Marathon (Shoe)

Best Media Innovation - Never Used Before Media
Gold - MindShare - AXE Unlimited - Mobile Academy of Seduction
Silver - Ogilvy & Mather - Lenovo Thinkpad - Unbreakable

Best Media Innovation - Cinema
Silver - Broadmind Entertainment - Hanuman - Marketing a Movie
Silver - Madison Media - Saffola Gold - World Heart Day
Silver - MindShare - Sangini Diamond Jewellery
Silver - Lodestar Media - Calcium Sandoz woman

Best Media Innovation - Radio
Gold - Madison Media - Saffola - Jaggus Mission 10K
Gold - MindShare - Pepsodent Toothpaste - Prayers

Best Media Innovation - Events
Gold - M adison Communications - Thumps Up - The Everest Challenge
Silver - Media Planning Group - Red FM - Awaz Uthate Raho

Best Media Innovation - TV
Gold - MindShare - Clinic All Clear - Fame
Silver - MindShare - ICICI Prudential Life Insurance - Jassi Insured

Best Media Marketer of the Year
Silver - Zee Telefilms - Zee Cinema - Take a B - R - E - A - K
Silver - Red FM - Red FM 93.5 Bajate Raho!

Best Integrated Campaign
Gold - Ogilvy & Mather - Hutch Delhi Half Marathon
Silver - MindShare - Surf Excel Quickwash - Two Buckets
Silver - AXE Unlimited Academy

Best Media Strategy - Consumer Prpducts
Silver - Madison Media - Saffola Gold - World Heart Day Zero Creative
Silver - MindShare - Surf Excel Quickwash - Digging A Well Where Water is
Silver - MindShare - Wheel - A 1000 Crore Story

Best Media Research
Gold - Lodestar Media - Revenue Estimator - Business Ka Asli Baazigar
Silver - Mediacom India - AVIVA Life Insurance viewD

Best Media Strategy - Consumer Durables
Gold - MindShare - IGO TV - Reaching for the Sky

Best Media Strategy - Services
Gold - Madison Communications - Airtel - KBC II
Silver - MindShare - DNA - The "New Paradigm" of Pervasive Marketing

TAM Award - Mediacom India

Grand Emvie - Ogilvy & Mather - Hutch Delhi Half Marathon
People‘s Choice Award for the Best Case Study Presentation - Madison Media - Saffola Gold World Heart Day

Best Media Agency of the Year
MindShare