MUMBAI: Madison Communications has bagged the Special Award for Best Radio Innovation, instituted by RAM (the Radio Audience Measurement division of TAM Media Research) for its 'Saffola (World Heart Day) - Radio Mumbai-Bringing Mumbai together' campaign at the Emvies 2008.

The award, instituted for the first time, was a second feather in the cap for Madison Communications, which walked away with the Grand Emvie for the same radio campaign too.

In the Radio category, Madison's Saffola campaign shared the Gold honours with Maxus India, which was honoured for its Vodafone - Song Tagging - From Exposure to Revenue campaign. The Silver was again bagged by Madison Communications for McDonald's Home Delivery - McDelivery-Breakfast with Malishka & Nitin.

With a whopping four Gold and Silver Emvies in tow, Mindshare was adjudged Media Agency of the Year, at the event, held at the Grand Hyatt on Monday evening.

Organized by The Advertising Club Bombay, Emvies 2008 came to a close at the glitterning function by awarding the most outstanding media campaigns developed over the year gone by. Commemorating EMVIES 2008, The Advertising Club Bombay presented all attendees and Ad Club Members with a Special Collector's Edition compilation of four DVDs, containing more than 140 case study presentations which were presented at EMVIES 2005-2007.

The Emvies this year saw a record number of 452 entries, which were assessed by 42 judges. Of these, 53 of the most deserving entries made the final cut. Emvies 2008 comprised six Award categories with Gold and Silver Awards to be conferred in each category. These categories included the Best Media Strategy, Best Media Innovation, Best Media Research, Best Integrated Campaign, Media Agency of the Year and the Grand Emvie. Two Special Award Categories include The TAM Award for the Best TV Research and The People's Choice Award for Best Case Study Presentation. The first round of judging for Emvies 2008 was conducted on 7 July, followed by the Case Study presentations on 21 and 22 July.

Apurva Purohit, Chairperson, Emvies Committee said, "The EMVIES are not only about innovation or brilliance of thought, they are also about the efficacy of the entry. With EMVIES 2008, we upped the ante and introduced an even stringent meritocracy driven Judging Process focusing on assessing campaigns in terms of execution, delivery, scale and business efficacy. We are pleased that Mindshare has emerged as 'Agency of the Year'."