The drum rolls, horns and cheers reached a crescendo inside the ballroom of Taj Land's End, Mumbai, as Mindshare was declared 'Media Agency of the Year' at Emvies 2012.
Mindshare took home 17 metals - four Golds, seven Silvers and six Bronzes - to lead the table with 160 points, and retain its title for the fifth year running.
Madison Media-Pinnacle (a year-old unit of Madison Media set up to handle Cadbury) ran Mindshare close till the very end of the awards night, and finished second with six Golds, four Silvers and a Bronze Emvie, adding up to 135 points.
Mindshare won Gold in Best Media Innovation (OOH) for 'Axe Deodorant - Fallen Angels!'; Best Media Innovation - Digital (Video) for 'Axe Shower Gel launched - VJ Jose Kidnapped'; Best Media Innovation (Print) for 'Bru Gold - If mornings had an aroma, it would be coffee'; and Best Media Innovation (Direct Marketing) for 'HSBC - The Day you were born'.
Madison Media-Pinnacle won Gold in Best Media Strategy (Consumer Products) for 'Cadbury Celebrations - disconnect to connect'and 'Cadbury Dairy Milk (CDM) - The sweet art of Mishti bar'; Best Media Innovation - Digital (Video) for 'Cadbury Celeberations - Lonely Maa'; Best Media Innovation (Ambient Media) for 'CDM - Democracy of Chocogulla'; Best Media Innovation (Events) for 'CDM - when roshogolla turned choco-golla'; and finally Best Ongoing Media Campaign for 'CDM - Shubharambh in the third year of chase'.
Maxus won two Gold in Best Media Innovation - Digital (social media and mobile/handheld devices) for 'Titan Watches - Light powered media for light powered watch'; and one Gold in Best Media Strategy - Services for 'Tata Sky HD - A picture speaks thousand words, but an HD picture can speak a million.'
Cadbury India won the 'Media Client of the Year' title and Vineet Nair, director - exchange, Mindshare, won the first ever 'Young Emvie of the Year' award.
Anupriya Acharya, leader - client leadership, South Asia, Mindshare Fulcrum, said, "Having spent the last four years out of India, I have realised that we have come a long way in presenting our case studies at Emvies. I thoroughly enjoyed the presentation series. Our work on Axe, Bru Gold and HSBC has won big but it has to be mentioned that the packaging of your case is as important as your work and that distinguishes you from the rest."
Chandramouli Venkatesan, category director - chocolates and strategy, Cadbury India, said, "It's been a special year and the awards have brought in overwhelming joy for us at Cadbury and our media partner, Madison Media - Pinnacle. But this industry is all about moving onto the next step in order to sustain the edge over your competitors and that's what we are aiming at now."
Among agencies, Maxus came third winning three Golds, two Silvers and four Bronzes, with 85 points.
Madison Media Infinity won the Grand Emvie 2012 for 'Saffola Life - Saving Private Heart'. The agency stood fourth in the metals tally with one Grand Emvie, two Golds, a Silver and a Bronze giving it 65 points.
Lodestar UM, the first runner up of last year, finished fifth this year with two Golds and six Silvers, giving it 60 points.
In sixth place was MEC, winning a Gold and a Silver, besides six Bronze metals, taking its tally to 55 points.
GroupM - Dialogue Factory finished seventh with two Golds, a Silver and a Bronze, which added up to 45 points.
Mediacom Communications was tied in ninth spot with Starcom MediaVest Group with 35 points each. The former won one Gold, one Silver and two Bronze metals, while the latter won one Gold, and two Silvers.
DDB MudraMax stood tenth by winning two Silvers and two Bronzes, adding up to 30 points.
Three 'People Choice Awards' were announced - one each for each day of the case study presentations. The winners were MEC for 'Reliance Mobile - Ego search' in Best Media Innovation - Digital (Social Media); Mindshare for 'Pond's - Life is beautiful - 66 human lives - beautiful all over again' in Best Media Innovation (Print); and Madison Media - Pinnacle for 'CDM - Shubharambh by Amitabh Bachchan' in Best Use of a Bollywood Celebrity in Media.