Mindshare & HUL bag big @ Smarties

30 Sep,2019


By A Correspondent


The Mobile Marketing Association (MMA) presented the 2019 Smarties India Awards, in Mumbai last Friday. The annual awards saw a line-up of 52 award recipients in mobile marketing as well as industry-focused categories, celebrating creativity, success, business impact and outstanding achievements across the mobile ecosystem.


Mindshare India and Madison Communications led the most wins, receiving 17 and 9 awards respectively across 26 categories, ranging from Brand Awareness, Most Engaging Mobile Creative and Social Impact/Not for Profit, amongst others. In the industry awards segment, Hotstar was awarded ‘Publisher of the Year’, Mindshare India was recognised as ‘Agency of the Year’ while Hindustan Unilever Limited was recognised as the ‘Marketer of the Year’, and ‘Affle’ was awarded ‘Enabling Technology Company of the Year’. Meesho clinched two awards for ‘Best in Show’ for the campaign ‘When Women Joined Hands to Break Social Shackles’ and as ‘Brand of The Year’.


The MMA #BuildtheFuture Forum was held prior to the Awards ceremony, where topics revolving around the adoption and leverage of technology to better understand the mobile marketing landscape were discussed.  Marketing to Gen Z in an age of user generated content, the cross-media reach of OTT vs. other media, leveraging data for precision marketing and how to leverage Mobile Voice were some of the themes around which eminent panellists from the  marketing ecosystem shared their perspectives.


Said Moneka Khurana, Country Head, MMA India: “The MMA Forum and Smarties have, over time, created an industry ecosystem that brings the greatest marketing minds to one platform to identify and celebrate plethora of emerging talent and opportunities in the industry. It is exciting to see that marketers are truly starting to leverage mobile’s interactive capabilities to deliver real business results for brands. This year the quality of the winning campaigns highlight the growing significance of mobile and carves a promising future for the mobile marketing industry.”


Added Ravi Santhanam, Chief Marketing Officer, HDFC Bank, who was Jury Chair :, “Innovation is key in the delivery of good marketing campaigns, but with attention spans being under a second now, the marketer has to churn out more innovations in shorter periods. This year as a jury, we saw brands who showcased brilliant ideas which combined high impact execution and also led to real business ROI. It was a tough one to pick winners in every category, but one that the jury has thoroughly enjoyed and learnt from.”


The winners were picked by a panel of judges who deliberated over the submissions across four main criteria – creativity, execution, strategy and most importantly, business impact. The jury comprised:


:: Ravi Santhanam of HDFC Bank,

:: Pawan Sarda of Future Group,

:: Abhishek Desai of P&G,

:: Amit Sethiya of Syska Group,

:: Asha Kharga of Axis Bank,

:: Deepali Naair of IBM India & South Asia,

:: Gauravjeet Singh of Unilever,

:: Jayraj Jadhav of TATA AIG,

:: Neel Pandya of L’Oreal,

:: Nipun Marya of Vivo,

:: Punitha Arumugam of Hotstar,

:: Ravi Desai of Amazon,

:: Rohit Dadwal of MMA

:: Sandeep Ranade of Kantar.


Over 300 submissions were received for of which 99 shortlisted entries which set the bar for marketing strategy, innovation, creativity and use of technology in mobile marketing.

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