MUMBAI: Mindshare, the media agency under GroupM, has topped the EMVIES 2012 nominations shortlist with 27 of its case studies getting a window to compete in the race.

The domination of the largest media buying agency in India is apparent as it occupies 21 per cent of the 126 case studies nominated by EMVIES.

Emvies, India’s most prestigious and coveted media award, recognises and awards the most outstanding media initiatives developed over the year gone by.

Maxus, with 19 shortlisted case studies, has taken the second spot followed by Madison’s Pinnacle that has earned nominations for 15 case studies.

Next to follow is Lodestar UM with 13 shortlisted case studies. MEC has nine of its case studies shortlisted.

DDB Mudra and DDB Mudra and Madison Media Infinity have five case studies shortlisted each and Interactive Avenues and Group M-Dialog Factory which have four case studies each shortlisted.

The shortlisted case studies will be presented in Mumbai from 23-25 August.

The EMVIEs were introduced by the Advertising Club Bombay to honour measurable and significant contributions in the field of media. The award ceremony will take place on 3 September in Mumbai.

Mindshare’s Lays Baked advertisement that dwells on managing sibling rivalry and Maxus’ L’Oreal Paris ad on how we communicate is more important have been shortlisted in the Best Media Strategy-Consumer Products category.

Click here to know the shortlisted case studies