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UltraTech Cement is the leading brand, while Aditya Birla Group is the leading advertiser: MMA SMARTIES BII 2021

MMA India, the not-for-profit marketing trade body, has unveiled the Smarties Business Impact Index (BII) list 2021

MMA India, the not-for-profit marketing trade body, has unveiled the Smarties Business Impact Index (BII) list 2021. UltraTech Cement tops the list in the ‘Brands’ category, Aditya Birla Group leads in the ‘Advertisers’ category. Lowe Lintas, Mindshare, Kinnect, and InMobi led under ‘Creative Agencies’, ‘Media Agencies’, ‘Digital Agencies’, and ‘Solution Providers’ categories respectively in the BII.

The Business Impact Index is the global modern marketing index which identifies, ranks, and awards top agencies, advertisers, brands, and solution providers, driving significant business impact. 

The Smarties BII is an industry benchmark for advertising and marketing standards, which organisations in the ecosystem use as a credible reference to collaborate with agencies, brands, and more.

It receives submissions from across the advertising and marketing fraternity globally and recognises the best of the best.

It uses a proprietary methodology developed in collaboration with WARC - the global authority on advertising and media effectiveness, which compiles the rankings using finalist and winner data from the MMA Smarties Awards programs across the globe.

The winners of the prestigious MMA Smarties Awards 2022 will also get a mention in the Smarties BII next year.

According to the MMA SMARTIES BII 2021, the top five companies in India across categories are:


  • UltraTech Cement
  • Swiggy
  • Aditya Birla Capital
  • Boost
  • Amazon Prime Video


  • Aditya Birla Group
  • Unilever
  • Swiggy
  • Amazon
  • Mondelēz International

Creatives agencies

  • Lowe Lintas
  • Innocean Worldwide
  • Ogilvy
  • Creativeland
  • Taproot Dentsu

Media agencies

  • Mindshare
  • Wavemaker
  • Madison
  • PHD
  • Carat

Digital/Specialist agencies

  • Kinnect
  • Merkle Sokrati
  • Interactive Avenues
  • SoCheers Infotech

Solution providers

  • InMobi
  • Affle
  • Google
  • Disney+ Hotstar
  • mCanvas

Amit Jain, Jury Chair, Smarties 2022 and Managing Director, L'Oréal, India, said, “Successful brands evolve along with consumer preferences and are able to alter their platforms and messages without losing the essence. The MMA Business Impact Index examines this and provides an opportunity to be recognised globally. I invite all aspiring brands to participate in MMA Smarties 2022 and get a chance to be featured on the Business Impact Index 2022.”

Moneka Khurana, Country Head and Board Member, MMA India, added, “The changes in our industry and the behaviour of consumers have driven marketers to adopt new modes of operating, and some of them have aced the game. The MMA SMARTIES BII is the first and only global modern marketing index that identifies, ranks, and awards marketers in different categories. The BII is not just a motivation for participants to innovate and contribute to the growth of modern marketing in India with MMA, it’s also a great opportunity for industry players to get global recognition and enhance organisational credibility. MMA encourages all aspiring brands, agencies, marketers, and tech enablers to apply and get a chance to be featured on the BII list”.

For the 2022 MMA India SMARTIES Business Impact Index, data from the SMARTIES Awards programs announced in September 2021 qualify. Only SMARTIES Awards finalists and winners that have met the approved judging criteria are eligible for inclusion in the Index.

The complete list of the MMA Business Impact Index 2021 can be viewed here.


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