As Emvies celebrates its 25th anniversary today, industry veteran Sam Balsara reflects on its remarkable evolution. “Not many planners attending Emvies will remember how it started,” notes Balsara, describing its origins as part of a three-day advertising festival at Mumbai’s National Sports Club of India.
What began as an unnamed media awards segment alongside the ABBYS and what would become the EFFIES, gradually developed its own identity. The early days featured simple arrangements—attendees lined up at 5:00 PM for modest refreshments before the main event, with dinner served hours later.
The most distinctive innovation of Emvies was introducing live presentations by joint agency-client teams before judges and industry peers. This format, unique among global media awards, started at Rangsharda Auditorium before moving to Wellingkar and eventually online post-COVID.
Over the years, Emvies has crowned impressive “Client of the Year” winners. While Unilever dominated initially, brands like Cadbury, Vodafone (with its iconic Zoo-zoos), Tata Docomo, Pepsi, and others have claimed the title through outstanding campaigns.
As the 25th edition unfolds today, Balsara expresses pride in how media—once a background player—now commands center stage in industry conversations and business headlines, crediting the entire media community for nurturing this celebration of strategic excellence.
