The company partnered with market research company Nielsen to execute the nationwide research on brands eligible for the first-of-its-kind awards at Zee Melt 2016
BestMediaInfo Bureau | Mumbai | August 18, 2016
Zee Entertainment Enterprises (ZEEL) announced the launch of the first edition of ‘Zee Mindspace Awards’, a property that aims at recognising brands that have captured maximum ‘MindSpace’. The awards ceremony will be held on August 27 at #ZeeMelt 2016 -- India’s festival for creativity and innovation in marketing and communications.
ZEEL has partnered with renowned market research company Nielsen to execute a nationwide research to identify brands that have created maximum impact on the minds of the consumers.
Sunil Buch, Chief Business Officer, ZEEL, said, “Achieving ‘consumer mindspace’ is every marketer’s ultimate goal. The thought of extending our three-year-old brand intellectual property ‘Zee Mindspace’ as an awards property was based on this very essence. The marketing fraternity is an integral part of our overall business value chain and in today’s digital era, it is indeed a challenge for the marketers to arrive at the right marketing mix. The proof of the pudding is being present in the ‘Mindspace’, which is the foundation of Zee Mindspace Awards.”
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 has targeted a sample size of 12,000+ audience, covering key zones across the country.
The winning brands will be awarded at the Zee Mindspace Awards 2016 in the presence of 500+ CMOs and stalwarts from the marketing and advertising industry. Going forward, Zee Mindspace Awards aims to serve as an additional independent barometer for marketers. While there are numerous awards targeted towards rewarding the creative campaigns undertaken by brands, ‘Zee Mindspace Awards’ is the only property that recognises the overall marketing mix implemented by the brand owners to carve a ‘Mindspace’ within the consumers.
Prashant Singh, Managing Director, South Asia, Nielsen, said, “Nielsen's research methodology is a brand assessment among consumers who have adopted new age media in addition to traditional media and provides brand owners’ insights into how brands are adapting to this fast-evolving space. More than 12,000 online surveys were conducted to evaluate 288 brands across 36 categories. The research was broken into multiple phases -- from initial screening of brands to final rounds focusing on understanding what makes a brand resonate in the consumer's mind. The winners were identified after undertaking a rigorous process, based on top-of-mind recall, popularity, the kind of advocacy the brand commands, the desire to own the brand and finally the buzz it generates. Above all, it’s the brand’s ability to pop-up in mind at the first instance that holds maximum weightage.”
#ZeeMelt 2016 will witness the fourth edition of ZEEL’s brand intellectual property – ‘Zee Mindspace Conference’, which aims at bringing the marketing fraternity together to connect, discuss and explore new possibilities. The sessions under Zee Mindspace Conference comprise two main themes, Previewing Tomorrow, where we get insights into the future of several areas in the industry, and Open Possibilities – introducing us to the many advantages that data, content, consumer analysis and branding offer in transforming businesses.
The renowned speakers at the conference will include: