MAM
Emvies 2012: Mindshare wears ‘Best Media Agency of the Year’ crown
MUMBAI: Mindshare, WPP‘s brightest jewel in India, is wearing the media agency crown for the fifth straight year.
Continuing its winning streak, Mindshare has bagged the title of ‘Best Media Agency of the Year’ at Emvies 2012 with a total of 160 points. The honour list includes four gold metals, seven silver and six bronze awards.
Madison Media – Pinnacle emerged second in the race with 135 points. The agency‘s all six gold metals were for the work it did for its client Cadbury. Madison also pocketed four silver and one bronze.
Mindshare took home four gold metals for ‘AXE deo-Fallen Angels!’ (Best Media Innovation (OOH) category), ‘Axe Shower Gel-Axe Shower Gel Launched-VJ Jose Kidnapped’ (Best Media Innovation- Digital (Video) category), ‘Bru Gold-If Morning had an aroma, It would be Coffee’ (Best Media Innovation-Print category) and ‘HSBC-The Day you were Born’ (Best Media Innovation-direct marketing).
Mindshare also won silvers for ‘Axe Shower Gel-Axe Shower Gel Launched-VJ Jose Kidnapped’ (Best Media Innovation-Branded content and Best Media Innovation- Tv category), ‘Boost-The Story Of India’s Fastest Viral Video’ (Best Media Innovation-Digital (Video)), ‘Pond’s for its Life Is Beautiful-66 Human Lives- Beautiful all over again’ campaign (Best Media Innovation-Print), ‘Kissan-Kissanpur-2.5 People ‘Engaged’ Through print’ (Best Media Innovation-Print), ‘Kissan-Kissanpur-World’s First Crowd Sourced Farm’ (Best Media Innovation-Events) and ‘Kissan Kams-Its Jamlicious’ (Best Media Innovation-Events).
Madison Media-Pinnacle pocketed the gold metals for ‘Cadbury Celebrations-Disconnect to Connect’ and ‘Cadbury Dairy Milk-The sweet art of Mishti War’ campaign in Best Media Strategy-Consumer Products category, ‘Cadbury Celebrations-Lonely Maa’ in the Best Media Innovation-Digital (Video) category, ‘Cadbury Dairy Milk-Democracy of Chocogulla’ in Best Media Innovation-Ambient Media category, ‘Cadbury Dairy Milk-Friendsbook’ in Best Media Innovation-Radio category and ‘Cadbury Dairy Nilk-When Roshogulla turned Choco-golla’ in Best Media Innovation-Events category.
Maxus secured the third position accounting 85 points with three gold, two silver and four bronze metals.
Placed at number 4 was Madison Media Inifinity that earned 65 points with two gold and one silver and bronze each. It also emerged as the winner of Grand Emvie for its campaign ‘Saving Private Heart‘ for client Saffolalife.
Lodestar UM was ranked fifth collecting 60 points at the finishing line with two gold and six bronze awards. The agency was just five points behind Madison Media Infinity and five ahead of MEC.
MEC ranked sixth and earned one gold and silver award each. It also six bronze metals.
GroupM-Dialogue Factory came seventh with 45 points while Mediacom Communications finished at No.8 with 35 points.
Starcom MediaVest Group took the ninth place with 35 points, followed by DDB Mudra Max that earned 30 points.
Best Media Agency Of the Year
| S.No | Agency | Gold | Silver | Bronze | Total Metals | Grand Emvie |
| 1 | Mindshare | 4 | 7 | 6 | 17 | 0 |
| 2 | Madison Media-Pinnacle | 6 | 4 | 1 | 11 | 0 |
| 3 | Maxus | 3 | 2 | 4 | 9 | 0 |
| 4 | Madison Media Infinity | 2 | 1 | 1 | 4 | 1 |
| 5 | Lodestar UM | 2 | 0 | 6 | 8 | 0 |
| 6 | MEC | 1 | 1 | 6 | 8 | 0 |
| 7 | GroupM-Dialogue Factory | 2 | 1 | 1 | 4 | 0 |
| 8 | Mediacom Communications | 1 | 1 | 2 | 4 | 0 |
| 9 | Starcom MediaVest Group | 1 | 2 | 0 | 3 | 0 |
| 10 | DDB MudraMax | 0 | 2 | 2 | 4 | 0 |
Mindshare’s Vineet Nair won the Young Emvie of the year award for the case study titled- Axe & Denim- 1) Male Fantasy Theme Parks, 2) Even Angels Will Fall, 3) Fallen Angels, 4) Denim Doesn’t Pay Salman His Dues.
The people’s choice award for the best case study presented on 23 August, 2012 Best Media Innovation-Digital (Social Media) was conferred to MEC for Reliance Mobile’s Ego Search. Meanwhile, Mindshare also won the people’s choice award for the best case study presented on 24 August Best Media Innovation- Print for the client Pond’s for its Life Is Beautiful-66 Human Lives- Beautiful all over again campaign.
Madison Media-Pinnacle bagged the people’s choice award for the best case study presented on 25 August Best Use of a Bollywood celebrity in Media for Cadbury Dairy Milk- Shubharambh by Amitabh Bachchan.
The award for best media client of the year was won by Cadbury India which collected six gold, four silver and one bronze metal.
Best Media Agency Of the Year
| S.No | Client | Gold | Silver | Bronze | Total Metals | Grand Emvie |
| 1 | Cadbury India | 6 | 4 | 1 | 17 | 0 |
| 2 | Hindustan Unilever | 3 | 5 | 5 | 13 | 0 |
| 3 | Marico | 2 | 1 | 1 | 4 | 1 |
| 4 | Reliance Communications | 1 | 1 | 6 | 8 | 0 |
| 5 | Mumbai District Aids Control Society | 2 | 1 | 1 | 4 | 0 |
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
