MUMBAI: The glittery and boisterous night of the 13th edition of the award ceremony saw ibs walking away with the Grand Emvie.

 Last year’s Grand Emvie was taken home by Madison Media Infinity for its Saffola life-saving Private Heart campaign.

In the overall agency tally list, ibs scored 65 points with three gold awards and stood at the seventh position.

The ibs team ecstatic on winning the Grand Emvie

Before the announcement of the Best Media Client of the Year award (120 points), the room echoed with the chants of HUL, which went on to win the prestigious award. Cadbury India (now a unit of Mondelez) which was the winner last year, finished second this time with 85 points.

The second position was bagged by Lodestar UM with 150 points which lost out to Mindshare by a tiny margin. The agency which came fifth last year, won five golds, seven silvers and one bronze last night.

The COO of the agency Nandini Dias was ecstatic at winning the maximum golds and said, “When you miss by a really small margin one delves more on what didn’t happen than what happened. So, it took some shaking people up to get everyone in a happy mood, but now we are in a celebration mood.”

HUL won the Media Client of the Year award for being innovative and taking chances

The third time lucky in a row, Maxus, retained its third place for the third year with 120 points. It took home three golds, six silvers and three bronzes. “The win has been satisfactory on a standalone basis and domination of awards of in the digital space. That‘s the good part for a agency born in the digital age. However we felt we dint convert enough of our shortlists to awards as Maxus keep getting shortlisted the maximum and when it comes to awards, other agencies seem to convert better. We need to work harder on the packaging and presentation,” said Maxus managing director south Asia Ajit Varghese.

The newest entrant to the Emvies, Ogilvy India, stood fourth with 85 points and won four golds, two silvers and one bronze. And, Madison Media Pinnacle, which came second, last year, finished in the fifth place with 85 points.

The Emvies, which is organised by The Ad Club, recognises the breakthrough innovations in Indian media by the agencies and allows them to gauge how each of them compare against each other. The night ended with a high as everyone wished for a bigger and better fight next year.