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Mobile Marketing Association (MMA) has announced the shortlist of entries to the 2019 Smarties Awards in India wherein Mindshare is at the top with 30 out of total 99 shortlist. Madison secured 15 shortlists followed closely by Essence with 14 shortlists. Interactive Avenues bagged 11 shortlists.
The winners will be announced on 27 September at the MMA Forum to be held at the Taj, Santa Cruz, Mumbai.
A total of 13 senior level brand marketers made up the jury, namely, 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 and Sandeep Ranade of Kantar.
“Consumer attention has almost entirely shifted to mobile platforms, pushing marketers from all industries to enter this space in order to reach the desired audience. We were truly impressed to see the variety of work showcased by marketers and agencies who’s campaigns push the bar on creativity higher every year.” said Ravi Santhanam, Chief Marketing Officer, HDFC Bank, who is also this year’s Jury Chair.
Brands across industries have successfully showcased their best marketing and technological strategies under categories like Gamification and E-Sports, Use of Branded Content in OTT Originals, IoT, Mobile Audio and Video, Cross Media Integration, and many more.
“The MMA Forum & Smarties Awards is the only global recognition for the mobile marketing community worldwide. It is our endeavor to congregate the greatest marketing minds at one platform every year, to recognize and celebrate their creativity, talent and technological innovations in the industry.” said Moneka Khurana, Country Head, MMA India.
“Mobile marketing today has become more interactive, measurable, analytical, consumer-focused and intelligent, all thanks to the modern marketer who has integrated technological prowess along with creativity and communication expertise. The SMARTIES Awards celebrate the excellent work being done in this area by both brands and agencies, and to inspire marketers to push the envelope in their own campaigns.” said Rohit Dadwal, Managing Director of MMA in Asia Pacific.
MMA India has brought on Kantar as the knowledge partner and as an observer for Smarties India, presenting their insights into what it takes to win the prestigious metal at Smarties Awards. At the MMA Forum, Millward Brown will share key insights needed by marketers to understand the important essential drivers of the constantly developing mobile marketing and advertising landscape.
“We feel privileged to be a part of the most prestigious awards for advertisers and marketers. MMA India Smarties allows us the opportunity to get first-hand experience of the kind of growth we shall see in the industry in the coming years, and we are proud to be associated as knowledge partners,” Sandeep Ranade, Managing Director South Asia at Kantar.
Shortlists:
|
S. No |
Category |
Entry Name |
Advertiser/Brand |
Lead/Agency |
|
1 |
Brand Awareness |
Kerala Is Open |
Samsonite India |
Autumn Grey |
|
2 |
Brand Awareness |
HDFC LIFE – The Memory Project |
HDFC Life |
Performics India - Publicis Media / Performics India-Publicis Media |
|
3 |
Brand Awareness |
With great pranks comes great responsibility |
Kingfisher |
Mindshare India |
|
4 |
Brand Awareness |
The Adaptive Data Lighthouse 2.0 |
Lifebuoy |
Mindshare India |
|
5 |
Brand Awareness |
Too Yumm! takes over the IPL with a simple message of ‘Eat Baked!’ |
Too Yumm! |
Interactive Avenues - A Reprise Network Company |
|
6 |
Brand Awareness |
Food Pairing On Point- Pepsi KSSH |
Pepsi |
Mindshare India |
|
7 |
Lead Generation/ Direct Response/ Conversations |
Mind Your Language |
Racold |
WATConsult |
|
8 |
Lead Generation/ Direct Response/ Conversations |
When Women Joined Hands To Break Social Shackles |
Meesho and Affle / Meesho In Association With Affle |
Meesho and Affle / Meesho In Association With Affle |
|
9 |
Lead Generation/ Direct Response/ Conversations |
Only Men Can play Cricket?? |
Royal Challenge Sports Drink |
Mindshare |
|
10 |
Lead Generation/ Direct Response/ Conversations |
The "Big Billion Days" Powered by Mastercard |
Mastercard |
Flipkart Ads |
|
11 |
Lead Generation/ Direct Response/ Conversations |
AI That Powers Experience For Millennials |
Goibibo and Vizury / Goibibo In Association With Vizury ( powered by Affle ) |
Goibibo and Vizury / Goibibo In Association With Vizury ( powered by Affle ) |
|
12 |
Lead Generation/ Direct Response/ Conversations |
Indiabulls pioneers easy access to personal loans for millions in India with ‘Dhani’ |
Indiabulls, Dhani and InMobi / InMobi |
Madison Media |
|
13 |
Product/Services Launch |
Say Hello To Virtual Beauty Consultant |
Bobbi Brown |
Isobar / Isobar In Association with Affle |
|
14 |
Product/Services Launch |
Clean The Air |
Asian Paints Royale Atmos |
Madison Media |
|
15 |
Product/Services Launch |
Bas Phoonk Hi Toh Maarni Hai |
MTV India |
Madison Media |
|
16 |
Product/Services Launch |
HDFC Bank – EasyEMI |
HDFC Bank EasyEMI |
Publicis Media - Performics India |
|
17 |
Product/Services Launch |
When Women Joined Hands To Break Social Shackles |
Meesho and Affle / Meesho In Association With Affle |
Meesho and Affle / Meesho In Association With Affle |
|
18 |
Promotion |
India Opens The Bottle Of Refreshment With Sprite |
Sprite |
Interactive Avenues / Interactive Avenues in Association With Affle |
|
19 |
Promotion |
Godrej Properties |
Godrej Properties |
Pokkt |
|
20 |
Promotion |
Indiabulls pioneers easy access to personal loans for millions in India with ‘Dhani’ |
Indiabulls, Dhani and InMobi |
Madison Media and InMobi |
|
21 |
Promotion |
Asian Paints drives 2X higher footfall for AP Homes using mobile! |
Asian Paints |
InMobi |
|
22 |
Promotion |
The "Big Billion Days" Powered by Mastercard |
Mastercard |
Flipkart Ads |
|
23 |
Relationship Building / CRM |
Waterfall Targeting Model – How video story-telling and Data Intelligence came together |
Aditya Birla Capital |
Mindshare India |
|
24 |
Relationship Building / CRM |
When Kurkure Took Fake News Head On & Won! |
Kurkure |
Mindshare India |
|
25 |
Relationship Building / CRM |
AI That Powers Experience For Millennials |
Goibibo |
Vizury ( powered by Affle ) |
|
26 |
Social Impact / Not For Profiit |
Awakening the parents towards Compassion not Comparison |
Mirinda |
Mindshare India |
|
27 |
Social Impact / Not For Profiit |
Democratising access to knowledge, impacting millions - at India’s lifeline, Indian Railway stations |
Google Station |
Essence Global |
|
28 |
Social Impact / Not For Profiit |
Kerala Is Open |
Samsonite India |
Autumn Grey |
|
29 |
Social Impact / Not For Profiit |
Saving lives with Platelet Donation |
Godrej Hit |
Mindshare India |
|
30 |
Social Impact / Not For Profiit |
The Adaptive Data Lighthouse 2.0 |
Lifebuoy |
Mindshare India |
|
31 |
Cross Media |
When you save a photo, you save a story |
Google Photos |
Essence Global |
|
32 |
Cross Media |
Colors Dekho. Runs Banao. |
Colors |
Madison Media |
|
33 |
Cross Media |
India Opens The Bottle Of Refreshment With Sprite |
Sprite |
Interactive Avenues in Association With Affle |
|
34 |
Cross Media |
Breaking the Internet with Swag and How! |
Pepsi |
Mindshare India |
|
35 |
Cross Media |
The Missing 'I' |
Tata Chemicals |
Madison Media |
|
36 |
Cross Mobile Integration |
The Missing 'I' |
Tata Chemicals |
Madison Media |
|
37 |
Cross Mobile Integration |
Democratising access to knowledge, with mobile at heart |
Google Station |
Essence Global |
|
38 |
Cross Mobile Integration |
Mobilising young India to take an informed decision in Elections 2019 |
Google Station |
Essence Global |
|
39 |
Cross Mobile Integration |
Sapno Ki Apni Dukaan |
Amazon India |
Interactive Avenues-A Reprise Network Company |
|
40 |
Cross Mobile Integration |
HDFC Bank - Happy Hours |
HDFC Bank - Happy Hours |
Publicis Media - Performics India |
|
41 |
Mobile Gaming, Gamification & E-Sports |
Chota Bheem ready for Mosquitoes |
GoodKnight |
Mindshare / Mindshare India |
|
42 |
Mobile Gaming, Gamification & E-Sports |
Too Yumm! introduces a new league of cricketers for with Karare Strikers |
Too Yumm! |
Interactive Avenues - A Reprise Network Company |
|
43 |
Mobile Gaming, Gamification & E-Sports |
Bas Phoonk Hi Toh Maarni Hai |
MTV India |
Madison Media |
|
44 |
Mobile Gaming, Gamification & E-Sports |
Cric N Coke - ICC Promo Game |
Coca-Cola |
Interactive Avenues - A Reprise Network Company |
|
45 |
Mobile App Advertising |
AirtelThanks - a unique thanks to Airtel users |
Airtel |
Essence Global |
|
46 |
Mobile App Advertising |
Phone se loan 3 min mein' |
Indiabulls |
Madison / Indiabulls |
|
47 |
Mobile App Advertising |
Chug Chug on Chuk Chuk |
Pepsi |
Mindshare India |
|
48 |
Mobile App Advertising |
AI That Powers Experience For Millennials |
Goibibo |
Vizury ( powered by Affle ) |
|
49 |
Mobile App Advertising |
When Women Joined Hands To Break Social Shackles |
Meesho |
Meesho In Association With Affle |
|
50 |
Programmatic |
Cold and Flu Predictor |
Otrivin |
Mindshare India |
|
51 |
Programmatic |
Grofers Housefull Sale |
Grofers |
PivotRoots |
|
52 |
Programmatic |
HDFC Bank - EasyEMI |
HDFC Bank EasyEMI |
Publicis Media - Performics India |
|
53 |
Programmatic |
Dialing up Usage and Acquisition with Programmatic First Party Data Deployment |
Google Duo |
Essence Global |
|
54 |
Mobile Social |
#JumpForHealth III |
Aditya Birla Health Insurance |
Mindshare India |
|
55 |
Mobile Social |
American Tourister goes all the way on social media to become Hard To Let Go |
American Tourister |
Interactive Avenues - A Reprise Network Company |
|
56 |
Mobile Social |
When you save a photo, you save a lifetime of memories |
Google Photos |
Essence Global |
|
57 |
Mobile Social |
Only Men Can play Cricket?? |
Royal Challenge Sports Drink |
Mindshare |
|
58 |
Mobile Social |
Mahindra XUV3OO launch – BLINK TO EXPERIENCE |
Mahindra XUV |
Interactive Avenues - A Reprise Network Company |
|
59 |
Best Use of Branded Content in OTT Originals |
Where The Heart Is |
Asian Paints Corporate |
Madison Media |
|
60 |
Best Use of Branded Content in OTT Originals |
Quaker Oats - Insight to Impact |
Quaker Oats |
Mindshare India |
|
61 |
Best Use of Branded Content in OTT Originals |
OK Google, let’s talk cricket |
Google Home |
Essence Global |
|
62 |
Best Use of Branded Content in OTT Originals |
Bringing Two Rival Nations Together over a different 'Cup' |
Brooke Bond Red Label |
Mindshare India |
|
63 |
Best Use of Branded Content in OTT Originals |
#bethere with your loved ones anytime anywhere |
Google Duo |
Essence Global |
|
64 |
Best use of vernacular language in mobile advertising |
Money answers made easy, in your mother tongue |
Google Search |
Essence Global |
|
65 |
Best use of vernacular language in mobile advertising |
Bas Phoonk Hi Toh Maarni Hai |
MTV India |
Madison Media |
|
66 |
Best use of vernacular language in mobile advertising |
Engagement In A Media Dark Market- 81% Delivered |
Horlicks |
Mindshare India |
|
67 |
Best use of vernacular language in mobile advertising |
Indiabulls pioneers easy access to personal loans for millions in India with ‘Dhani’ |
Indiabulls, Dhani and InMobi |
InMobi | Madison Media |
|
68 |
Best use of vernacular language in mobile advertising |
AirtelThanks - a unique thanks to Airtel users |
Airtel |
Essence global |
|
69 |
Innovation |
Google Search App Magic Banners : your friendly, ‘neighbourhood’ search companion |
Google Search |
Essence Global |
|
70 |
Innovation |
Hello Sensodyne |
Sensodyne |
Mindshare India |
|
71 |
Innovation |
How ZEE5 turned Google Search Ads into Real-Time News Portal during assembly election results? |
ZEE5 |
Publicis Media - Equinox Digital |
|
72 |
Innovation |
Machine Learning unlocks customized algorithms to drive brand metrics |
Google Cloud |
Essence Global |
|
73 |
Innovation |
Voice-enabled banner to search for your style |
Amazon India |
Interactive Avenues- A Reprise Network Company |
|
74 |
Innovation |
Thums Up Campaign |
Thums UP |
interactive avenues / SilverPush |
|
75 |
Location Based Services or Targeting |
Say Hello To Virtual Beauty Consultant |
Bobbi Brown |
Isobar / Isobar In Association with Affle |
|
76 |
Location Based Services or Targeting |
Saving lives with Platelet Donation |
Godrej Hit |
Mindshare India |
|
77 |
Location Based Services or Targeting |
Chug Chug on Chuk Chuk |
Pepsi |
Mindshare India |
|
78 |
Location Based Services or Targeting |
Clean The Air |
Asian Paints Royale Atmos |
Madison Media |
|
79 |
Location Based Services or Targeting |
Blow Maadi! (Please Blow!) |
Blow Maadi! (Please Blow!) |
Mindshare India |
|
80 |
Mobile Video |
Mind Your Language |
Racold |
WATConsult |
|
81 |
Mobile Video |
Idea 4G - Power of LIVE Video |
Vodafone Idea Limited |
Mindshare India |
|
82 |
Mobile Video |
Quaker Oats - Insight to Impact |
Quaker Oats |
Mindshare India |
|
83 |
Mobile Video |
Breaking the Internet with Swag and How! |
Pepsi |
Mindshare India |
|
84 |
Mobile Video |
With great pranks comes great responsibility |
Kingfisher |
Mindshare India |
|
85 |
Mobile Audio |
Engagement In A Media Dark Market- 81% Delivered |
Horlicks |
Mindshare India |
|
86 |
Mobile Audio |
The Adaptive Data Lighthouse 2.0 |
Lifebuoy |
Mindshare India |
|
87 |
Mobile Audio |
JioSaavn: Kahaani Express |
HDFC Life |
JioSaavn |
|
88 |
Mobile Audio |
JioSaavn: Calling The Shots |
Amazon Prime Video |
JioSaavn |
|
89 |
Internet of Things – Products in Market & Incubation / Innovation Stage |
Kuch Apna Sa |
Godrej Nest |
Madison Media |
|
90 |
Best Brand Experience in Mobile Rich Media |
Tanishq Goes Real to Virtual to woo consumers |
Tanishq |
Ventes Avenues |
|
91 |
Best Brand Experience in Mobile Rich Media |
Kellogg's- Make Your Kellogg's Bowl |
Kellogg's Corn Flakes |
Mindshare India |
|
92 |
Best Brand Experience in Mobile Rich Media |
Asian Paints drives 2X higher footfall for AP Homes using mobile! |
Asian Paints |
InMobi |
|
93 |
Best Brand Experience in Mobile Rich Media |
Google Search App Magic Banners : your friendly, ‘neighbourhood’ search companion |
Google Search |
Essence Global |
|
94 |
Best Brand Experience in Mobile Rich Media |
LG gets mobile consumers ThinQTM-ing with augmented reality |
LG |
InMobi |
|
95 |
Most Engaging Mobile Creative |
Kerala Is Open |
Samsonite India |
Autumn Grey |
|
96 |
Most Engaging Mobile Creative |
Colors Dekho. Runs Banao. |
Colors |
Madison Media |
|
97 |
Most Engaging Mobile Creative |
Gotcha! |
MTV India |
Madison Media |
|
98 |
Most Engaging Mobile Creative |
Sprite - Summer ka best idea! |
Sprite India |
Interactive Avenues - A Reprise Network Company |
|
99 |
Most Engaging Mobile Creative |
Idea 4G - Power of LIVE Video |
Vodafone Idea Limited |
Mindshare India |