HUL dominates the digital category at second edition of Kantar's Creative Effectiveness Awards in India

As per the company, campaigns from Amazon, Hindustan Unilever, Marico, Mondelez and Whirlpool shared the laurels in the TV category

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HUL dominates the digital category at second edition of Kantar's Creative Effectiveness Awards in India

Kantar has unveiled the list of ads that were most effective and creative in 2021 across India. As per the results of the Creative Effectiveness Awards, Hindustan Unilever dominates the digital category, while campaigns from Amazon, Hindustan Unilever, Marico, Mondelez and Whirlpool share laurels in the TV category.

Throughout 2021 Kantar, the marketing data and analytics company, tested more than 13,000 creatives for clients around the world. 10% (1300+) of those creatives were tested in India alone.

What makes these awards unique is that consumers are the jury. As people control a brand's fortunes through their spending power, it was their voice which decided what is effective advertising. The India report shortlisted over 350 ads, tested across categories, markets, TG’s and media channels. 

Across television ads tested in India, Kantar has awarded standout performers in five product categories- food and beverage, personal care, durables, home care and services. Kantar has also included a special segment on social causes and this edition spotlights ‘Un-stereotype’ which is all about celebrating gender progressive advertising. 

Creatives for the digital medium are the focus today and will continue to be so in the future as well. For bringing to life the exciting storytelling possibilities in the digital world, Kantar has awarded standout performers in the ‘under 6 seconds’ and ‘over 6 seconds’ categories.

All ads exemplify essential characteristics of being creatively engaging and landing persuasive stories that enhance brand sales.

Here’s the list of the Kantar Creative Effectiveness Awards 2022 India winners:


Award Category:


Creative Agency:




Food & Beverage



Chocobakes Cake


Personal Care



Nihar Naturals



Whirlpool Corporation

Lowe Lintas


Intellifresh Everyday Care

Home Care

Hindustan Unilever

Carlos Creatives

Surf Excel Matic Liquid

Dumb charades





Couple Confess


Hindustan Unilever

Lowe Lintas

Vim Liquid

Arrange Marriage


6 sec or less

Hindustan Unilever



Winter Baby

More than 6 sec

Hindustan Unilever

Carlos Creatives

Surf Excel


Commenting on this year’s winners, Soumya Mohanty, Managing Director and Chief Client Officer, Insights Division, Kantar, said, “The spread of ads that consumers have perceived to be both creative and effective is an affirmation of the fact that the space for creativity even in context of marketing ROI is infinite. While there is no magic formula for creating such ads, we can start with the right ingredients and refine them by testing them out with consumers. Kantar is pleased to share the learnings that we have had in the area while working with the leading marketeers in India.”

The key highlights of the awards are:

  • Kantar’s Strategic Sparks identified for effective and creative TV advertising:
  • Indians love to ride fulfilling story arcs: Stories create room for empathy, engagement, and vivid memories through which one could influence the way in which consumers think & feel about the brands. 
  • Touch of drama helps: Just the right kind and quantity of spice delivered through creative storytelling and filmmaking, elevates even the repetitive themes, to make them more personal, relevant and aspirational. 
  • License to be extravagant in visualisation: Indians are open to suspending their disbelief for the well visualised film.
  • Layer in emotional meaningfulness: Emotive contexts have the potential to make the consumers warm up to even the dry functional categories.
  • Show, not tell: Integrating brand payoffs as an organic plot event in the script is a timeless approach toward creating vivid and persuasive memories. 
  • Kantar’s Strategic Sparks for effective and creative digital advertising:
  • Customised and integrated content yields significantly higher ROI​: Carrying forward creative stories and elements from other media amplify the impact of digital assets. 
  • Shoot for instant meaning: Given the attention poor consumers and short window available, it pays to ensure that the consumers are not called to do any additional work for decoding what they are supposed to think and feel about the brand.
  • Ride the moment: Embrace the topical issues and trends, to engage and be relevant. 
  • Strike an emotive chord: Well told stories open up consumers for longer format videos.
  • Hook them early: Promise of a fulfilling story arc, emotive journey and humour help in ensuring that consumers stay invested beyond 6 seconds.
  • Unstereotyping: Time to mainstream progressive gender portrayal 

Kantar’s collaboration with the Unstereotype Alliance has led to the development of the Unstereotype metric (UM) which Kantar now includes as a measure of gender portrayal in advertising as an integral part of its Link™ communication pretesting solution. Thus, setting a foundation for marketers to review the potential of their creative executions on this dimension to monitor progress over time.

Unstereotype metric* (UM) in the long-term provides learning and context for gender progressive advertisements. UM is now measured for 14,000+ ads across 70 countries, 3,300+ brands and 251 categories.  

  • Unstereotyping in advertisements is predicted to unlock higher marketing ROI. It signifies strong brand equity and is likely to impact short term sales as well. This impact is not only true for women, but progressive male role models also impact business outcomes across categories.
  • Progressive ads are more effective and trigger positive engagement. They are in general seen to be more enjoyable, relevant, different and even pleasantly surprising.
  • Unstereotyping affects various aspects of the brand- power, meaningfulness, difference and saliency especially seen in food & beverage, household and personal care categories. 
  • There are clear and present rewards for brands that seek to be at the forefront of embedding progressive gender roles

HUL Whirlpool Marico Amazon Hindustan Unilever Mondelez Kantar's Creative Effectiveness Awards in India