MUMBAI : zoOm - India?s No. 1 Bollywood channel, has introduced a special award category in the 12th edition of the EMVIES ? India?s most prestigious and coveted Media awards organized by The Advertising Club Bombay. The special award titled ?Best Use of a Bollywood Celebrity in Media? will be given to an entry that uniquely showcases or integrates a Bollywood celebrity in Media, creating impact and being relevant to the brand?s communication.

Speaking about this unique initiative Mr. Avinash Kaul, Chief Executive Officer of ET NOW, TIMES NOW and zoOm said, ?The dominant influence of Bollywood on popular culture and especially among youth is there for everyone to see. Over the years marketers have increasingly started using Bollywood stars as brand ambassadors to create a stronger connect with consumers. At zoOm we celebrate India?s passion for Bollywood so naturally we would like to honour other brands and organisations that share our enthusiasm for Bollywood.?

While the use of celebrity brand endorsers in marketing campaigns is quite common today, this award seeks to recognize and honor innovation in the way a Bollywood celebrity has been used by a brand specifically in a media opportunity. Entries will be judged on the basis of Originality, Uniqueness, Impact and Relevance.

Media agencies that wish to enter their work for this award category can download the entry form from www.adclubbombay.com. The last day for submission of entries is 25th July, 2012.