MMA India awards over 89 NFTs to winners at Smarties 2022

MMA India unveiled a first-of-its-kind NFT (Non-Fungible Token) at its Smarties Awards 2022.

This is the first time a not-for-profit organisation has awarded prizes in a digital format to promote creativity and innovation. The winners who received the NFT can claim or prove their contribution to the award and campaign with the information available on the blockchain at any time. The NFT holder will also be eligible to avail of gratifications and access to exclusive assets from MMA global like events, case studies, seminars, workshops, and more.

MMA handed over 89 Smarties (NFT) to the winners at the gala event in Mumbai on September 30.

The NFT was created in consultation with Artist Adhemas Batista while the tech platform is powered by a third party, Treasurepack.

Moneka Khurana, Country Head and Board Member, MMA India, said, ‘’Through Smarties, we aim to ensure that every outstanding work in the advertising & marketing industry gets its due recognition. MMA has been at the forefront of creativity and is recognised as a leading think tank that evolves with the changing modern marketing landscape. The idea behind launching NFTs to gift winners is to acknowledge and award outstanding contributions to the industry by issuing a digital award that can be verified for ownership at any point of time. The NFT also exhibits the rich legacy of past winners and makes the award valuable as well as prestigious. This initiative makes it the torchbearer in the industry for launching this very first cryptographic asset.’’

Rohit Dadwal, Managing Director, APAC, MMA Global ‘’The future is now and the future is digital, and MMA Global has always been at the forefront to champion innovations and creativity which impacts human lives. This year Smarties awards were Revamped, Reworked and Reshaped, and the serving winners were not just acknowledged with awards, but something more substantial in the form of NFT that signifies innovation and modernism. We aim to exercise many such innovations at future Smarties to weave marketing excellence and encourage aspiring marketers.'' 

Along with introducing NFTs for the first time, MMA also introduced new award categories like ‘Diversity & Inclusion’, ‘Web 3.0’, ‘E-commerce’, ‘Social’, and ‘Martech’.

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