Zee Melt 2016: First edition of Zee Mindspace Awards 2016 announces winners in 36 categories
Hindustan Unilever led the tally with five category wins, followed by LG with three wins. Mondelez and Coca-Cola won two awards each. The winners were decided by a nationwide survey by Nielsen that evaluated 288 brands across 36 categories
Akansha Mihir Mota | Delhi | August 29, 2016
Creativity festival Zee Melt 2016 ended with a gala ceremony in which the Zee Mindspace Awards were announced. This was the first edition of the awards from Zee Entertainment Enterprises (ZEEL), aimed at recognising brands that captured the maximum 'MindSpace'.
Hindustan Unilever led the tally with awards in five categories, followed by LG Corp with three wins and Mondelez and Coca-Cola with two wins each. The winners were decided on the basis of a nationwide survey carried out by Nielsen, evaluating 288 brands across 36 categories.
Speaking at the function, Punit Goenka, MD and CEO, ZEEL, said, “Zee Mindspace Awards is a property that gives marketers a true reflection of their efforts sown in building brands. The very essence of the awards is its USP – the winners are not chosen by a jury but by the consumers themselves. The structured research conducted across the nation by Nielsen empowered the consumers to select the most recalled brands as the winners in a unique and transparent process. Congratulations to all the deserving winners!”
Sunil Buch, Chief Business Officer, ZEEL, said, “For any brand to get into the Mindspace, requires all the elements of marketing and sales to come together. Today there are stand-alone awards for creativity, marketing, media, etc., but none that holistically represents the orchestra required to get into and stay in the mind of the consumer. Zee Mindspace Awards 2016 are the first to recognise the success of all the elements that go into occupying the Mindspace.”
Prashant Singh, Managing Director, South Asia, Nielsen, said, “Zee Mindspace Awards is the first forward-looking, future-oriented awards property that looks at not just a part of the marketing process, but at the entire outcome. After an extensive online survey of over 12,000 consumers, it was impressive to see which brands in India command the maximum consumer 'mindspace' based on our parameters of top-of-mind recall, popularity, the kind of advocacy the brand commands, the desire to own the brand and finally the buzz it generates. Congratulations to these winners who have managed to carve the maximum mindspace in consumers' minds.”
Winners vote of thanks
Amandeep Singh, Regional Manager, Institutional Sales (North), MRF, said, “It is a great feeling to win a Zee Mindspace Award. MRF is in the mind of each and every customer. We are thankful to Zee Mindspace Awards that they have chosen MRF.”
Ankit Kataria, Brand Manager, Men's Care, The Himalaya Drug Company, said, “It is a good feeling to win the award. The campaign did wonder in terms of brand as it has a lot of reach. We are glad that the consumers have chosen the brand in the category. Winning this award is beyond expectations.”
Aman Sangwan, Brand Manager, GoodKnight, Godrej Consumer Products, said, “It goes a long way in establishing GoodKnight as a brand. It carries a need which is on top of the consumers' mind. The category that we have won is an essential one for the consumers. We have tried to create a niche for ourselves and establish the brand in the minds of consumers.”
Zee Mindspace Awards 2016 was hosted by actor and television presenter Gaurav Kapur and was attended by over 500 CMOs and stalwarts from the marketing and advertising industry. To arrive at the winners, ZEEL partnered with renowned market research company Nielsen to execute a nationwide research to identify brands that created a maximum impact in the minds of the consumers. While 'Top of Mind Recall' was the primary criteria to arrive at the winning brands, factors like popularity, advocacy, desire and buzz were part of the structured research methodology. Nielsen targeted a sample size of 12,000+ audience, covering key zones across the country.
List of winners:
Category | Brands |
Air Conditioners | LG |
Airlines | Air India |
Banks | State Bank Of India |
Bathing Soap | Dove |
Biscuits | 50-50 |
Cereals/Oats | Kellogg's |
Chocolates | Dairy Milk |
Cold Beverages (Aerated) | Coca-Cola |
Cold Beverages (Non Aerated) | Maaza |
Confectionaries (toffee, gums, mint) | Cadbury Choclairs |
Deodorants | Fogg |
Fabric care items |
Surf Excel |
Face Wash | Himalaya |
Fast food chains | McDonald's |
Four-Wheeler | Maruti Suzuki |
Hair Color and Dyes | Garnier |
Hair Oil | Parachute Advansed |
Life Insurance | LIC |
Mobile Service Providers | Airtel |
Mobile/Smartphones | Samsung |
Moisturizer/Body Lotion | Vaseline |
Mosquito Repellents & Home Insecticides | Good Knight |
Noodles/Pastas | Maggi |
Online Shopping | Flipkart |
Packaged Savoury Snacks (chips, extruded snacks, bhujiyas/ namkeens) | Lay's |
Paint | Asian Paints |
Refrigerators | LG |
Shampoo & Conditioner | Dove |
Skin Cream | Pond's |
Tea/Coffee | Tata Tea |
Toothpaste/Toothbrush | Colgate |
TV Sets | Sony |
Two-Wheeler | Honda |
Tyres | MRF |
Washing Machine | LG |
Water Purifiers | Aquaguard |