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MMA Smarties 2016: Mindshare is Agency of the Year in Mobile

HUL declared Marketer of the Year and Mindshare’s campaign MMS 2.0 bagged the Best in Show title

MMA Smarties 2016: Mindshare is Agency of the Year in Mobile

HUL declared Marketer of the Year and Mindshare’s campaign MMS 2.0 bagged the Best in Show title

BestMediaInfo Bureau | Mumbai | October 12, 2016


The Mobile Marketing Association Forum (MMAF) Delhi 2016 and Smarties™ India 2016 awards held in Gurgaon on October 7 were a resounding success. Dissecting the elements of mobile marketing, this year’s sessions at the MMA India Forum highlighted best practices in mobile while demystifying current topics and delivering real studies from brands that are doing it well. The forum had an impressive line-up of speakers to help marketers build their capabilities and that of their brands.

The MMAF 2016 came to a close with the announcement of the Smarties™ India 2016 awards. Gold, Silver, and Bronze metals were announced in 16 categories ranging from Brand Awareness to Cross Media Integration amid a fun-filled evening hosted by comedian, host and writer Sapan Verma. In addition to the category awards, the Smarties™ India 2016 also announced the Blue industry awards that included Agency of the Year in Mobile, Marketer of the Year in Mobile and Best in Show titles.

Mindshare and Performics were the big winners for the night. Mindshare led the race with five Golds winning the Agency of the Year in Mobile Award; while HUL was chosen as the Marketer of the Year in Mobile. The other winners for the night included Indigo Consulting and Leo Burnett in Brand Awareness. The Best in Show award was won by Mindshare for the ‘MMS 2.0’ campaign.

The Smarties™ is the world’s only global mobile marketing awards programme that honours innovation, creativity and success in the field of mobile marketing. This year an ‘all-Brand Jury’ led by Jury Chairperson Shireesh Joshi, Head Strategic Marketing, Godrej Group, and consisting of other celebrated marketers in India, evaluated the campaigns to shortlist those that showcased the ‘best of the best’ in the industry. Covering everything from brand awareness to innovation, video/rich media and social media, the awards celebrated the excellent work being done on mobile by both brands and agencies.

 Shireesh Joshi Shireesh Joshi

Shireesh Joshi, Head Strategic Marketing, Godrej Group and MMA India Jury Chairperson, said, “I’d like to congratulate all the winners. I think I speak not only for myself but also on behalf of the Jury when I say we were really impressed with the entries this year. Innovation is what drives the mobile marketing industry. I look forward to more innovations and participation in the future.”

Shaveta Bhardwaj Shaveta Bhardwaj

Shaveta Bhardwaj, Managing Director, West, Kantar Millward Brown, said, “Marketers are showcasing good increment in their implementation of ‘mobile’ as a unique communication medium. Comparatively, this year saw marketers leverage the strength of mobile more innovatively. We saw mobile become more integrated into the campaign strategy, serving as an important component and not just an additional tag-on.”

Preeti Desai, Country Manager, MMA, India, said, “I would like to thank the industry for their overwhelming support and participation at this year’s MMA Forum and Smarties. We have strived to find the best campaigns from across the country and I think that our esteemed Jury has been successful at culling out the best in class campaigns in each category. I hope the great work that's happening across India continues in the years to come.”

Prasanth Kumar Prasanth Kumar

Prasanth Kumar, CEO, Mindshare, South Asia, said, “It is a great honour to be conferred with ‘Agency of the Year in Mobile' this year at the Smarties. It has been a team effort, with everyone pushing towards the same goal of performing better each time. Every accolade motivates us to increase our effort and delivery at the same time, strengthening team spirit. Our clients and partners inspire us to be more innovative and adaptive in our thought process. Our clients and partners are the aspirational force behind all of our performance. We are delighted that HUL won ‘Marketer of the Year in Mobile’ -- the synergy between client and agency is evident across all the metals we won at the Smarties 2016.”

The 2016 Smarties™ India Blue Industry Awards Winners:

Category Entry Name
Best in Show MMS 2.0
Agency of the Year in Mobile Mindshare
Marketer of the Year in Mobile Hindustan Unilever Limited

The 2016 Smarties™ India Awards Winners:

Award Category Gold Silver Bronze
Brand Awareness Indigo Consulting and Leo Burnett Mindshare Dentsu Webchutney/PHD
Lead Generation / Direct Response / Conversion Performics Performics Indigo Consulting and Leo Burnett
Product/ Service Launch Mindshare Mindshare/ Indigo Consulting and Leo Burnett
Promotion Mindshare Madison Mindshare
Relationship Building/ CRM Performics
Cross Media Integration / Cross Mobile Integration PHD Mindshare Performics
Cross Screen Advertising Mindshare Performics Mindshare/Maxus
Messaging Mindshare netCORE Solutions
Mobile Social Interactive Avenues Dentsu Webchutney Mindshare
Innovation Mindshare PHD/Mindshare
Location Based Performics Mindshare MEC GroupM
Best Brand Experience in Mobile Rich Media PHD
Most Engaging Mobile Creative Affle and Interactive Avenues Vserv Digital Services and Flying Cursor APUS

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