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Mindshare rules Smarties 2019 shortlists

Madison, Essence Global and Interactive Avenues among leading agencies

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

 

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