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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.

Punit Goenka Punit Goenka

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 Sunil Buch

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 Prashant Singh

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 Amandeep Singh

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 Ankit Kataria

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 [Washing powder/soap, fabric softeners] 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

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