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Mindshare India and Madison Communications triumph with most wins at Mobile Marketing Association 2018 SMARTIES™

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 Chennai, 29 September 2018 – The Mobile Marketing Association (MMA) recently announced winners of its 2018 SMARTIES™ India Awards in conjunction with MMA Forum India, themed #ShapetheFuture, at the Taj Santacruz. Back for its seventh season this year, the evening of celebration saw some of the best brands across different industries take the stage as they gave out 46 awards to honour the most creative and innovative across the mobile marketing ecosystem.

Mindshare India and Madison Communications led the most wins, receiving 14 and 7 awards respectively across 19 categories, ranging from Brand Awareness, Most Engaging Mobile Creative and Social Impact/Not for Profit, amongst others. In the industry awards segment, Flipkart Internet was awarded ‘Publisher of the Year’, Mindshare India was recognised as ‘Agency of the Year in Mobile’ while MTV Roadies clinched both the estemeed ‘Marketer of the Year’ and ‘Best in Show’ with ‘When India Dared to Stare’ by Madison Communications.

Before the Awards ceremony, the MMA Forum was held where topics around managing the complex marketing landscape, and mobile attribution was discussed. There were also conversations around mobile video and over-the-top (OTT) distribution.

“The SMARTIESTM India Awards gives marketers and agencies the opportunity to showcase their best work to the world. India is developing into what is known as a mobile-first economy and an increasing number of organisations are turning to mobile to reach out to their consumers. We believe that helping them recognise outstanding work in the mobile marketing landscape through the awards not only acknowledge the powerhouse of talent in the industry but also hopefully influence their marketing strategies. Having the award ceremony after a day of very valuable discussions around the mobile landscape in the region at the MMA Forum makes it all the more impactful, as brands get to showcase the practical aspects of what would have been discussed throughout the day,” said Moneka Khurana, Country Head, MMA India.

“As more brands realise the importance of mobile marketing, producing outstanding campaigns becomes a challenge. The SMARTIESTM Awards encourages marketers and agencies to push beyond their comfort zone. Year after year, the standards and creativity put forth continue to impress us. I also believe that the Forum serves as a great launch pad for new ideas, which we will see in the upcoming Awards next year,” said Rohit Dadwal, Managing Director of MMA in Asia Pacific.

Priya Nair, Executive Director of Homecare Hindustan Unilever Limited, and Jury Chair of MMA SMARTIES India  said, “This year’s winners exhibited beyond the brand’s story and connected with the user. Their campaigns showcased creative concepts and innovative technology that lead to real business impact. With so many outstanding and innovative campaigns competing against each other, the jury panel inevitably had a tough time choosing the winners. Congratulations to all, the awards are truly well-deserved.”

The Gala also included a presentation by Kantar Millward Brown, Knowledge Partner and observer for MMA SMARTIESTM India. The research-based consultancy presented their key insights on the winning campaigns as well as key drivers in the mobile advertising and marketing landscape.

“Smart marketing on Mobile is an acquired skill. As we know, the ability to overcome the short attention span of mobile users to communicate in the environment of their choice is critical to the success of a campaign. This year’s entries for the MMA Smarties have proven to be engaging in comparison to last year’s entries and robust user engagement stood out as one of the highlights for winning campaigns,” expressed Vishikh Talwar, Managing Director of South Asia, Kantar Millward Brown.

The winners were meticulously selected by a panel of judges comprising senior level brand marketers and agency leaders, who deliberated over the submissions across four criteria – creativity, execution, strategy and most importantly, business impact. The Jury comprised:

  • Abhishek Joshi, Head Marketing,Subscriptions and Content Licensing – Digital Business, Sony Pictures Networks India
  • Asha Kharga, Chief Marketing Officer, Axis Bank
  • Avinash Kumar, CGM and Marketing Head, Patanjali Ayurved Ltd
  • Gaurav Suri, Senior Executive Vice President, UTI Asset Management
  • Kartik Jain, Executive Director of Digital Bank, DBS Bank
  • Nitin Gupta, VP and Head of Digital Marketing, Hotstar
  • Priya Nair, Executive Director of Homecare Hindustan Unilever Limited
  • Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Limited
  • Sandeep Singh, Director of Marketing and Alternate Channels, Bira 91
  • Shabnam Panjwani, Chief Marketing Officer, Edelweiss Financial Services
  • Siddharth Banerjee, Executive Vice President, Marketing, Vodafone India Ltd
  • Viral Oza, Chief Marketing Officer, Lodha Group
  • Vishikh Talwar, Managing Director of South Asia, Kantar Millward Brown

Pre-screeners were conducted by 37 senior brand and agency marketers from around the region.

MMA has also partnered WARC to launch the first-ever Business Impact Index to identify, rank and award agencies and brands delivering the highest level of business impact, by analysing winners and finalists data from all SMARTIESTM Awards globally. The results will be published early next year.

Submissions for SMARTIES™ India Award 2018 featured 90 shortlisted entries from across industries out of hundreds of entries, covering marketing strategy, channel/media, enabling technology, creative and industry awards. The SMARTIES™ India Awards was held in conjunction with MMA Forum India and proves the increased awareness of mobile marketing and its promising future in India.

For the full list of winners, please refer to Appendix 1.

About the Mobile Marketing Association (MMA)

The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.

Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate – Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonalds, Microsoft, Mondelez International, Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more.

The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA, please visit www.mmaglobal.com.

Appendix 1

 THE 2018 SMARTIES™ INDIA: WINNERS

 India Awards (Gold, Silver and Bronze)

Award Category Entry Name Advertiser Brand Lead Agency
Gold Brand Awareness Activating Infection Alert System in Rural India Unilever / Lifebuoy Mindshare India
Gold Lead Generation / Direct Response / Conversion Smart Search Future Group / Big Bazaar Mediacom Communications Pvt. Ltd.
Gold Product/ Services Launch #1CroreChallenge Exide Life Insurance Autumn Worldwide
Gold Promotion When India Dared to Stare MTV / Roadies Madison Communication Pvt. Ltd.
Gold Relationship Building/ CRM Castrol CRB Mini Truck Ka Shiksha Kendra BP / Castrol CRB Plus Mindshare India
Gold Socia Impact/ Not for Profit Powerless Queen Mahindra Rise / Project Nanhi Kali WATConsult
Gold Marketing Within a Mobile Gaming Environment Powerless Queen Mahindra Rise / Project Nanhi Kali WATConsult
Gold Messaging MFC Uses Green Sim Data Insights to Drive 8X Conversions Mahindra First Choice / India Blue Book Isobar India
Gold Mobile App Advertising Chug Chug on Chuk Chuk PepsiCo/ Pepsi Mindshare India
Gold Mobile Social #JumpForHealth Aditya Birla Capital Health Insurance Mindshare India
Gold Innovation When India Dared to Stare MTV – Roadies Madison Communication Pvt. Ltd.
Gold Location Based services or Targeting Google Maps Weather Bumpers Google / Google Maps Toaster Ltd.
Gold Best Brand Experiences in Mobile Rich media When India Dared to Stare MTV – Roadies Madison Communication Pvt. Ltd.
Gold Most Engaging Mobile Creative Beauty for All – Retail Consumer Experience in Your Palm! L’Oréal Paris / Infallible InMobi
Silver Brand Awareness Rakhi with Fabelle ITC / Fabelle Elements Madison Communication Pvt. Ltd.
Silver Lead Generation / Direct Response / Conversion MFC Uses Green Sim Data Insights to Drive 8X Conversions Mahindra First Choice / India Blue Book Isobar India
Silver Promotion Godrej No. 1 Presenting Punjab di Beauty No. 1 Godrej Consumer Products / Godrej No.1 Mindshare India
Silver Social Impact/ Not for Profit Maiam Whistle Makkal Needhi Maiam Interaction One
Silver Social Impact/ Not for Profit Activating Infection Alert System in Rural India Unilever / Lifebuoy Mindshare India
Silver Cross Media Entertainment Wish Karo, DishTV Karo DishTV Affle
Silver Cross Mobile Integration Sabse Smart Kaun Star Plus / Sabse Smart Kaun Mindshare India
Silver Marketing Within a Mobile Gaming Environment Patanjali – Motu Patlu Patanjali Ayurved / Patanjali Mango Juice Pokkt
Silver Messaging Activating Infection Alert System in Rural India Unilever / Lifebuoy Mindshare India
Silver Mobile App Advertising Godrej HIT Dengue Back Godrej Consumer Products / HIT Interaction One
Silver Programmatic Transforming Pizza Hut Into a Delivery Business Yum! Brands / Pizza Hut Mindshare India
Silver Mobile Social The Story of a Night Napkin on Social Media Energizer / Stayfree Interactive Avenues Pvt. Ltd.
Silver Mobile Audio Saavn – Bira91: Hip Hop Association B9 Beverages / Bira 91 Saavn
Silver Best Brand Experiences in Mobile Rich media Rakhi with Fabelle ITC / Fabelle Elements Madison Communications Pvt. Ltd.
Silver Most Engaging Mobile Creative When India Dared to Stare MTV – Roadies Madison Communications Pvt. Ltd.
Bronze Product/ Services Launch BQ WhatsApp Bloomberg | Quint Quintillion Business Media Pvt. Ltd.
Bronze Cross Media How Star India Aced Primetime TV Battle : 550,000+ New Viewers Across Three Major Shows 21st Century Fox / Star India Zapr Media Labs
Bronze Brand Awareness How Google Maps Helped Consumers “Weather” the Monsoons Google / Google Maps Essence
Bronze Cross Mobile Integration Giving India the Sound of Friendship Diageo India / McDowell’s No.1 Soda Mindshare India
Bronze Messaging WhatsApping to Fitness – The Quaker Way PepsiCo / Quaker Oats Mindshare India
Bronze Mobile App Advertising Share a Coke Integration with hello English, SHAREit, Truecaller, Jio, Hotstar & Google Assistant Coca-Cola India Pvt. Ltd / Coca-Cola Interactive Avenues Pvt. Ltd.
Bronze Mobile Social #NotShaadiMaterial StarPlus / Ikyawaan #NotShaadiMaterial Mindshare India
Bronze Innovation Google RailWifi : Leveraging MarTech to bring Wifi to the Masses RailTel Essence
Bronze Location Based services or Targeting Maiam Whistle Makkal Needhi Maiam Interaction One
Bronze Mobile Audio How Horlicks Proved that Content Hits Home Only When Localized Glaxo SmithKline Consumer Healthcare India / Horlicks Mindshare India
Bronze Mobile Audio Activating Infection Alert System in Rural India Unilever / Lifebuoy Mindshare India
Bronze Best Brand Experiences in Mobile Rich media Reebok – Floatride Reebok mCanvas Advertising Pvt. Ltd.
Bronze Most Engaging Mobile Creative Rakhi with Fabelle ITC / Fabelle Elements Madison Communications Pvt. Ltd.

Industry Awards

Award Winner
Best in Show ‘When India Dared to Stare’ by MTV Roadies
Marketer of the Year MTV Roadies
Agency of the Year in Mobile Mindshare India
Publisher of the Year Flipkart Internet Pvt. Ltd.

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