Mindshare gets 'Best Media Agency Of the Year' award at Emvies while Hindustan Unilever is adjudged best media client
Media agency Mindshare has again proved why it leads the pack in media innovations when it picked up the much coveted ‘Best Media Agency of the Year’ award for the sixth consecutive year at this year’s Emvies. At Taj Lands End, Mumbai, the hall resounded with laughter, triumphant shouts and some light-hearted hooting, and the colour purple – the signature colour of Mindshare—could be seen everywhere as the Mindshare team collected the trophy at the awards organised by The Advertising Club. The agency won three golds, nine silvers and six bronze metals. Its campaign for Axe Deodorant, ‘5.2 years of digital content viewed in just six months!’ won two golds in the Best Media Innovation—Digital (social media) category.
Unusual and innovative use of different media platforms has been the hallmark of Mindshare. When deodorant brand Axe wanted to increase engagement of its core target group in the online space with a robust content strategy, they went to Mindshare. Since 37% of the time spent by the brand’s target group (TG) was online, the brand decided to join hands with UTV Bindass to launch Axe Chickipedia on YouTube as a custom channel. Since YouTube analytics stated that 53% of the online TG preferred watching comedy content, the channel rolled out short humorous clips that gave ‘tips’ to the TG about girlfriends and relationships. This content was promoted on Axe India’s and UTV Bindass’ social media platforms which finally resulted in over 27,45,696 minutes of viewing since six months from launch date, translating into 5.2 years of digital content.
“To be recognised by the advertising fraternity as a winner in the Best Media Agency category is quite an honour for our team and our clients, especially HUL (Hindustan Unilever Ltd), Godrej, GSK, Amex, ABP Ananda, Pepsico and Idea. But to achieve this six years in a row is a real testament to the tremendous innovation, passion and creativity that all of us at Mindshare have in partnership with our clients.It is a