The shortlist for Emvies 2008 has been announced. 53 case studies in total have been shortlisted and 22 entries are from Mindshare. MindShare's Kurkure - India's First Brand Train - Kurkure Express, Rediffusion DYR's Juice Salon - Juice Escalator and O&M's Lifebuoy Soap - Lifebuoy Gurudwara Activation have been shortlisted under the best media innovation – ambient media / out-of-home category.
For the best media innovation – cinema category, Mediaedge: CIA's Nivea Soft Moisturizer - Stay Simply Beautiful, MPG's Good Year - Tara Rum Pum (TRRP) Association, MindShare's Castrol GTX - Castrol GTX Drives Bollywood and Maxus's Reebok - Reebok Hitting the Winning Goal have been shortlisted.
MindShare's BRU Cappuccino - One is not enough and HSBC Premier Re-Launch - The new HSBC Premier Mobile Handset; Tribal DDB's Big 92.7 FM - Voice Scrapping and Madison Media's Cadbury Dairy Milk - A Twist in the story have been selected under the best media innovation-digital category.
Rediffusion DYR's Kaya Skin Clinic- Painless Hair Removal, OgilvyOne Worldwide's Reliance Systematic Investment Plan - SIP Retail Plan, Ogilvy & Mather Advertising's Asian Paints - Cinderella-Glow in dark paint and Lodestar Universal's Brufen Softra - The art of writing! have been shortlisted in the best media innovation-direct marketing category.
For the best media innovation in events category, Percept D'Mark's Hercules Cycle - Mumbai-Pune Cycle Race, MindShare's Wheel - Phir Se Khoj Jaari Hai and Lifebuoy - Mission Safai and Maxus's Chivas Regal - "Chivas" effectively reaches out to 8MN Core consumers have been shortlisted. For the best media innovation: print category, MindShare's Kurkure - Kurkure with a difference, AXE Deodorant - Check Mate-'S' and Rin Supreme Bar: Now Becomes Surf Excel Bar - Good News and Madison Communications' Axis Bank - Everything is the same except one change have been shortlisted.
Lodestar Universal's Tata Indica Xeta Peppy - RJ Test Drive, Maxus India's Vodafone - Song Tagging-From Exposure to Revenue, Madison Communications' McDonald's Home Delivery - McDelivery-Breakfast with Malishka & Nitin and Saffola (World Heart Day) - Radio Mumbai-Bringing Mumbai together have been made it to the best media innovation: radio category shortlist. For the best media innovation: TV category, Mudra Radar's Reliance Power IPO - Reliance Power On, India On, TME's Parle Hide & Seek - Who can dance the Hide-n-Seek dance?, MindShare's Venus Water Heaters - The heat is on… and Wheel - Wheel Smart Shrimati Ke Nuske and Maxus India's Vodafone - Even God took 7 days to create earth have been shortlisted.
For the best media research category, MindShare's Motorola - Live 3.0 and English Premiere League - The Engagement Quotient Tester, Starcom Worldwide's The Mobile Store - 2008-09 expansion plans in terms of retail outlets and Lodestar Universal's Westside Index - A guide to Business expansion for Trent Ltd. Under the best integrated campaign category, MindShare's ENO - Relief in 6 seconds at key acidity occasions and locations and Dove Haircare – Beautiful, Lodestar Universal's Club Mahindra - A formula to spread Happiness and Maxus India's Vodafone - Inventing the "Power of Day One" have made it to the shortlist.
MindShare's Rin Supreme Bar : Now becomes Surf Excel Bar - Good News, Dove Haircare - Redefining the depiction of real beauty and Clinic Plus - Adventures of Chulbuli, Lodestar Universal's Amul - Going Against the flow & Succeeding have made it to the best media strategy-consumer products shortlist.
For the best media strategy-consumer durables, MindShare's Motorola - Mr. Mani or Mr. Moneybags? The great Indian Marketer's dilemma and Lodestar Universal's Microsoft Windows Vista - Windows 'WOW'-The breakthrough VISTA Launch have been shortlisted. For the best media strategy-services, MindShare's HSBC Corporate - Green Solutions for Green People, Lodestar Universal's Tata Tele Services – VASonomics, Maxus India's Tata Sky - Tata Sky opens up new sources of revenue through media tie-ups and Vodafone - Vodafone Launch in India have been shortlisted. For the best media strategy-media/media property, Red FM's Red FM - A day in the life of the listener, MindShare's English Premiere League - Scoring the goal-for ESPN and Star Movies - Jack out of the Box have been shortlisted.