Tag: MMA Global India

157 disruptive campaigns shortlisted for MMA SMARTIES India 2024

Mumbai: MMA Global India has unveiled the shortlist for the 13th edition of SMARTIES India 2024, recognising and celebrating the most impactful marketing campaigns that have redefined the boundaries of innovation. These campaigns have left an indelible mark on brands, agencies, media companies, and solution providers across India with their cutting-edge work.

This year, a total of 157 entries made it to the shortlist, received from various sectors including FMCG, OTT, retail, BFSI, and technology. The shortlist highlights the breadth of creativity and effectiveness in the respective categories, setting new benchmarks for marketing excellence.

MMA Global India Country Head and BOD Member Moneka Khurana reflected, “Congratulations to all the finalists of SMARTIES India 2024. Reviewing this year’s Smarties entries was a masterclass in excellence. The shortlist isn’t just a collection of campaigns – it’s a spotlight on ideas that truly push the boundaries and set new standards, making the shortlist a definitive guide to what brilliance looks like in our industry today. I am eagerly looking forward to celebrating the achievements of these outstanding campaigns at the Smarties gala.”

The diverse pan-industry selection jury comprised leaders from Havas Media, Lionsgate Play, FCB, Jio, Domino’s, Abbott, Flipkart, WPP, Dentsu, Mindshare, Niti Aayog, Times Network, LoveChild by Masaba, Zee5, Genpact, amongst many.

The final set of deliberations spread over a 3-day enriching jury meet was conducted by our marketer-only jury comprising leaders from Myntra, Hindustan Unilever, Tata, HDFC, Marico, Aditya Birla Group, Pepsico, MakeMyTrip, Godrej, Castrol, Wipro, Nivea, Perfetti, Leela, Hershey, HP, amongst more.

The jury was led by esteemed jury chairs, including Lenovo managing director Shailendra Katyal; Tata Consumer Products president – packaged foods Deepika Bhan; and Rohit Bhasin, MMA India Board Member; president, head – Affluent, NRI, business banking and CMO, Kotak Mahindra Bank.

Explore the full jury roster here.

New categories such as AI Marketing and Connected TV have garnered significant interest, reflecting the industry’s evolution towards AI-powered marketing strategies. It’s heartening to see a spectrum of brands and agencies leveraging these new categories to create impactful campaigns. Submissions in these categories came from the likes of Publicis, Amazon, Omnicom, Disney, Leo Burnett, Performics, Hansa Cequity, and Britannia, amongst others.

Jury chair Rohit Bhasin, MMA India Board Member; President, Head – Affluent, NRI, Business Banking and CMO, Kotak Mahindra Bank remarked, “Judging the SMARTIES 2024 entries was an exhilarating experience filled with on-the-edge moments and close calls. The level of competition was incredibly high, with many entries pushing the boundaries of innovation. I thoroughly enjoyed the free-flowing perspectives and deep insights shared by my fellow jury members. It was a privilege to witness firsthand the creativity and strategic brilliance that are shaping modern marketing.”

Key Highlights

Among the diverse array of categories featured in SMARTIES 2024, several sub-categories have stood out as magnets for innovation and creativity, attracting a substantial number of entries, the top ones being Creator/Influencer/Celebrity Marketing, Data Insights/Contextual Marketing, and Brand Experience.

Jury chair Tata Consumer Products, president of packaged foods Deepika Bhan shared, “In FMCG, innovation and consumer engagement are critical to measurable success. The SMARTIES Awards highlight how creative marketing can drive significant business impact. The entries this year, especially in new categories like AI Marketing and Connected TV, demonstrate how marketers are leveraging technology to create personalized and impactful consumer experiences. It’s inspiring to see such a high level of creativity and strategic thinking in the shortlisted campaigns.”

In interesting news, SMARTIES 2024 is globally certified in partnership with RECMA, the leading media agency research organization, ensuring that winners are recognized in globally acclaimed platforms.

Access the Full Shortlist Here.

Jury chair Lenovo managing director Shailendra Katyal remarked, “Being part of the SMARTIES jury and chairing the process this year has been an enlightening experience. The quality and diversity of the entries reflect the rapid advancements in our industry. It’s fascinating to see how marketers are integrating technology and creativity to drive engagement and business results. The shortlisted campaigns are a testament to the innovative spirit and strategic acumen that define marketing excellence.”

Next Stop: SMARTIES Unplugged & Gala

As the anticipation builds, the marketing industry eagerly awaits the SMARTIES 2024 Awards ceremony to celebrate the ingenuity, creativity, and business impact achieved by these outstanding campaigns. The winners will be announced at the gala event scheduled on 11th October in Mumbai, promising an evening of inspiration and recognition for the best in class modern marketing.

Ahead of the gala, the industry will gather for the return of SMARTIES Unplugged, a pre-gala enriching conference bringing together marketing thought leaders who will share innovative and creative work designed to benefit tomorrow’s marketers and the consumer’s changing mindset. Unplugged will uncover the transformative impact of technology-powered creative and media strategy and its impact whilst embracing marketing excellence in the AI era. This exclusive platform offers partners, industry luminaries, shortlisters and the best brains in the biz an opportunity to showcase exceptional work and share invaluable expertise.

Register for the gala + unplugged here – https://www.mmaglobal.com/smartiesindia2024#register

September 4, 2024
Lets get comfortable with the ‘Grey’: an invitation to marketers in the age of AI – Inspire, innovate, integrate with MMA Impact’ 2024

Mumbai – MMA Global India’s IMPACT Mumbai event concluded recently, and it was a huge success. The event took place on 24 April in Mumbai and focused on the impact of AI on marketing. It delivered a series of groundbreaking insights that redefined AI-driven marketing strategies and expanded the horizons of traditional marketing frameworks through new partnerships and insightful discussions. The event received industry-wide accolades for the cutting-edge quality of content and the stellar line-up of speakers who provided valuable insights to the attendees.

Key Highlights from MMA IMPACT Mumbai:

. Kickstarting with an inspiring address by Prasanth Kumar, MMA India Co-Chair & CEO, South Asia, GroupM, this session also featured Tushar Vyas, Chief Strategy Officer, WPP India & President, GroupM South Asia, moderated by Shibani Gharat, Anchor, CNBC – TV18. They dissected the AI adoption lifecycle, providing a clear pathway for marketers to evolve with AI-driven capabilities.

. Parul Bajaj, Managing Director & Partner, Boston Consulting Group, delivered a compelling keynote session on AI-Powered Marketing and Commerce. The session dove deep into how CMOs are thinking about AI, the highest impact AI-led use cases and the most critical factors that will be needed to succeed in this journey.

. A panel featuring Senior Marketers from HDFC Bank, Marico, DSP Mutual Fund, moderated by Devika Sharma, MMA India Board Member; VP and GM – India, InMobi, explored beyond conventional AI applications, showcasing how AI fosters deeper consumer connections and smarter experiences.

. Vijay Iyer, MMA India Board Member; Director, Amazon Ads India, illuminated the shift to Retail Media 2.0, emphasizing its transformative impact on marketing funnels and consumer interaction.

. Rohit Bhasin, MMA India Board Member; President and CMO, Kotak Mahindra Bank, articulated the strategic integration of AI in business practices. “AI is not just a technological upgrade; it is a paradigm shift in understanding customer intricacies and delivering on their expectations with unprecedented precision,” commented Bhasin.

. Rajeev Raja, Founder and Soundsmith, BrandMusiq, began his address with enchanting tunes, going on to then delve into the emotional dimensions of AI in sonic branding and highlighting its profound impact on digital consumer engagements.

. Experts from Nielsen, ITC, and India Today tackled the evolving metrics of media measurement in a ‘crumbling’ cookieless world, outlining the next steps for data privacy and accuracy with a tinge of humor.

. The session with AI Advisory members from Netcore Cloud, Tata Consumer Products, Microsoft, and JioAds and ReBid broke down real-world AI applications, offering tangible examples that underscore AI’s versatility across market sectors.

. A pivotal discussion on ethical AI deployment featured Marketing Leaders from Glassbox Ventures, Mondelez, House of Masaba, and Publicis Production, moderated by Pratik Gupta, MMA India Board Member; Founding Partner, Zoo Media, emphasizing the much-debated responsible AI use within marketing frameworks.

. Sunita Bangard, MMA India Board Member; Group Head – Consumer Insights and Brand Development, Aditya Birla Group, and leaders from Federal Bank, TATA AIA, Beam Suntory, Raymond, and EY outlined why marketers have a “seat at the table” in the growth of AI. This session have a cutting-edge perspective on the AI-marketer relationship in India – shedding light on how “marketers are evolving to media companies”.

. Leading practitioners of Generative AI from Affle, SAS, Haptik, and Accenture tackled frequently asked questions about GenAI. They provided clarity and actionable insights for marketers looking to adopt these tools, showcasing how AI will augment marketers rather than replace them.

Moneka Khurana, Country Head & BOD Member, MMA Global India, set a transformative agenda, encouraging the industry to get comfortable with the ‘grey’ .As she said in her opening remarks, “Let’s embrace the grey areas and ambiguity, as it is in these spaces where true innovation and wisdom lie. It might not be easy to do this alone, so the best way is to join hands and walk the path together, enabled through MMA communities and platforms like Impact. As we know, AI will continue to permeate our lives and be our co-pilot, with you being on the driver’s seat. At Impact, we debunk numerous myths, decode hard questions, and bolster confidence to navigate through uncertainties with collective intelligence. This allows us to see ambiguity as a growth opportunity, backed by a curated agenda to address deep-rooted aspects of how marketers can walk the talk and leverage it for business outcomes.”

AI is fundamentally reshaping the way we approach business. It’s not just enhancing our existing processes; it’s revolutionizing how we envision growth and success. With AI, we can make informed decisions that minimize costs and maximize efficiency. By integrating AI into our core strategies, we unlock unprecedented growth opportunities and move beyond traditional boundaries to discover new potentials in marketing and customer engagement.

As IMPACT Mumbai 2024 drew to a close, participants left not just with enhanced knowledge but with actionable strategies to harness AI within their marketing frameworks. The day-long conference cooled off with a lavish soiree with drinks, snacks and networking – an exclusive marketer-only gathering of C-suite execs.

April 29, 2024
“D2C businesses generate rich consumer data across the funnel”: Anupriya Acharya

Mumbai: MMA Global India and Publicis Commerce has launched their insightful report ‘D2C Advantage – Guide to Maximise ROI Of E-Commerce Investments’ with top leaders from various corporations in attendance, in addition to the Publicis Commerce and MMA Global India leadership team.

This toolkit is the first of its kind with rich reference material for the C-suite and Brand Leaders on making D2C ventures a success by investing in sound strategies and having a clear value proposition, taking into considerations and capabilities required for profitability.

MMA Global India & Publicis Commerce launched the toolkit in Mumbai on 5 March amidst a full house. The event kicked off with a welcome address by MMA Global India country head & board member Moneka Khurana followed by a keynote address by Publicis Groupe South Asia CEO Anupriya Acharya who was joined by Performics India CEO Lalatendu Das which is part of Publicis Commerce India. The toolkit launch followed shortly after.

However, businesses that have seen success with D2C have done it primarily through clarity of proposition, developing consumer insights through data enrichment and utilisation and analytics and reporting, augmenting the consumer share of mind through unique and compelling shopping experiences, the right media and engagement and innovating on product UI/UX. While the path to profitability of D2C business is quite challenging when viewed independently, the true value of D2C investment is unlocked when insights from D2C businesses are connected to the overall e-commerce business. In a conservative estimate, when done right, D2C businesses have potential to deliver eight per cent + operating margin consistently.

To gain insights into the full potential of D2C businesses, Indiantelevision.com caught up with Anupriya Publicis Groupe South Asia CEO Anupriya Acharya. In the discussion, she illuminates the challenges encountered within the D2C and e-commerce sectors, providing perspectives on how these industries can thrive.

Edited excerpts

On the need for creating this toolkit

eCommerce in India is experiencing Turbo growth. Overall eCommerce market size is likely to grow at 19% CAGR starting 2022 to reach USD 400 billion by 2030. Within eCommerce, D2C plays the role of primary growth driver. In-fact, D2C ventures share of overall eCommerce investments in India has been growing over 49% CAGR over past three years.

In spite, of the excitement surrounding D2C business, merely 12% of D2C businesses we surveyed reported to be profitable. This contradiction between D2C opportunity and sub-optimal profitability, encouraged us to write this report exploring various factors that affect D2C businesses and their path to profitability.

In order to prepare this report, we conducted our primary research involving both quantitative approach (online surveys) and qualitative approach (in-depth interviews of practitioners). Further, we referred to industry trends data provided by our knowledge partner Google. Last but not the least, we leveraged our collective experience of Publicis Commerce and MMA to derive key insights articulated in the report.

On benefits of D2C brands including traditional FMCG players venturing into omnichannel business

Omnichannel businesses (including D2C as a channel) provide several advantages to businesses, such as

● Complete control on customer experience across the lifecycle, thereby improving chances of sale.

● Access to first party data about customers – drive product and experience innovation based on insights generated from customer data

● Ability to drive richer engagement with customers, driving cross-sale and up-sell opportunities

On India being drastically low in D2C sector despite being the 2nd largest base in e-commerce

Below are some of the challenges in scaling D2C ecommerce in India

● High customer acquisition cost

● Complex last mile delivery and returns

● Cost of managing supply chain, inventory and D2C operations

● High spends on promotions and discounts to stay relevant in a highly competitive market

On pricing being one of the key drawback for D2C businesses even though according to the eEconomy report, the growth of upper middle/high-income consumers is projected to increase from 117 million in 2022 to 200 million by 2030

The above-mentioned growth in the upper middle/high-income consumer segment is likely to generate substantial disposable income. Substantial portion of this disposable income is likely to flow into D2C businesses with improvement in digital literacy and trust in digital payments. This shift in the market may allow D2C businesses to focus on fair value exchange with consumers instead of overly worrying about being simply price competitive.

On your opinion on Das mentioning product innovation as a profit method for D2C businesses, considering the consumer hesitancy in India towards innovative approaches

D2C businesses generate rich consumer data across the funnel. Using insights from this data, successful D2C businesses are innovating on product and experiences.

Such innovations can come in the form of new products addressing unmet needs of specific customer segments or bridging gaps in customer experiences leading to better conversions and sales. In both scenarios – this is a win-win solution for both customers and D2C businesses,

For example, ITC foods runs Yogabars brand to bring healthy snacks to consumers. Using insights from their D2C channel, they identified a gap (missing in peanut better segment) in their product portfolio. Based on further market study, they launches Yogabar Protein Peanut butter product, which added to the overall D2C sales and profits.

On D2C channels provide the best way to capture first-party consumer data

One of the core benefits of D2C channel is that the business retains complete control of experiences, technology and data (unlike Marketplaces, where the marketplace platform owns the data and selectively share some information with brands). Given the full control of experiences, D2C businesses can nudge customers to share additional details about them. For example

● Businesses capture basic PII data (phone, email, address) on first purchase

● Invite the customer to join a loyalty program (with appropriate value exchange) and in the process capture additional demographics, income and family data

● Offer additional value-added services to customers through partner network (e.g. Co-branded credit cards, coupons etc) – in the process try to generate a profile of consumers habit, propensity to pay

Using the above first party data, D2C businesses can further estimate customers potential life time value and offer appropriate product bundles to drive sales.

On this toolkit impacting the landscape of D2C & e-commerce in India

The D2C Advantage X toolkit addresses the profitability challenge of D2C businesses through

Identifying key challenges and cost headers in running D2C business

● Identifying new leavers using which D2C businesses can generate incremental value

● Provides a set of actionable steps which businesses can take in their journey towards profitability

The insights and recommendations in the report are applicable to both digital only D2C businesses as well as omnichannel players having D2C as a channel. Therefore, we believe a large segment of current eCommerce industry will significantly benefit from the report.

March 7, 2024
MMA Global India & Publicis Commerce launched ‘D2C Advantage X Toolkit – Guide to Maximise ROI of eCommerce Investments’ report

Mumbai: MMA Global India and Publicis Commerce has launched their insightful report ‘D2C Advantage – Guide to Maximise ROI Of E-Commerce Investments’ with top leaders from various corporations in attendance, in addition to the Publicis Commerce and MMA Global India leadership team.

This toolkit is the first of its kind with rich reference material for the C-suite and Brand Leaders on making D2C ventures a success by investing in sound strategies and having a clear value proposition, taking into considerations and capabilities required for profitability.

MMA Global India & Publicis Commerce launched the toolkit in Mumbai on 5 March amidst a full house. The event kicked off with a welcome address by MMA Global India country head & board member Moneka Khurana followed by a keynote address by Publicis Groupe South Asia CEO Anupriya Acharya who was joined by Performics India CEO Lalatendu Das which is part of Publicis Commerce India. The toolkit launch followed shortly after.

The toolkit consisted of a joint survey conducted by Publicis Groupe India and MMA Global India which reveals that >80 per cent of D2C ventures are yet to achieve profitability, citing high customer acquisition costs, operational complexities, and unclear returns on investment as primary obstacles. The top three key challenges in scaling D2C businesses in India are namely high customer acquisition cost (70 per cent respondents), operational complexities (20 per cent of respondents) and unclear ROI (10 per cent of respondents.) Moreover, while many traditional businesses have ventured into D2C, standalone D2C revenue remains modest, comprising less than five per cent of overall ecommerce revenue for 50 per cent of respondents.

However, businesses that have seen success with D2C have done it primarily through clarity of proposition, developing consumer insights through data enrichment and utilisation and analytics and reporting, augmenting the consumer share of mind through unique and compelling shopping experiences, the right media and engagement and innovating on product UI/UX. While the path to profitability of D2C business is quite challenging when viewed independently, the true value of D2C investment is unlocked when insights from D2C businesses are connected to the overall e-commerce business. In a conservative estimate, when done right, D2C businesses have potential to deliver eight per cent + operating margin consistently.

D2C channels provide the best way to capture first-party consumer data as seen in the survey findings. When done right, first-party data has potential to deliver four per cent + lift in overall D2C revenue. Therefore, D2C brands must have a structured roadmap to collect, manage and use first party data in scaling their D2C business.

Acharya said, “D2C enables real, direct, and very personal connections with consumers, driving brand loyalty and long-term relationships. The overall ecommerce landscape is evolving at rapid speed and within that, D2C channels are a goldmine opportunity for companies to better manage the way they sell to consumers, comprehend consumer interests and preferences through valuable data and insights, bring in strong differentiators and innovation and personalised commerce experiences. Our toolkit D2C Advantage X – Guide to Maximise ROI Of E-Commerce comes at the apt time when D2C is at an inflection point in India and more companies are looking for direction and differentiated strategies when it comes to their leveraging their D2C commerce channels. The insights in our survey will help more companies make the most of the D2C opportunity, building market share and enduring relationships with consumers.”

Khurana said “MMA Global India through its e-Commerce Council aims to build an overall understanding of the eCommerce play in which D2C is integral to omnichannel strategy. Building a strong D2C platform feeds into enabling insights/learnings for decision-making for the larger eCommerce market. We hope this playbook will redefine the significance of D2C in eCommerce landscape more than ever before. As we prepare for a cookie-less journey this year, investing into D2C is the most potent way to build first party data for effective marketing. D2C is here for the long haul and will propel hyper growth, brand building, and opportunities to drive content-driven commerce.”

Das said, “A significant part of the e-commerce funding in India goes to D2C businesses, overtaking marketplaces as the most funded ecommerce subsector in 2023. In fact, even the brick-and-mortar businesses are now launching D2C channels as part of their omni-channel strategy. However, D2C is an area which is still underleveraged because >80% of D2C ventures as per our survey are yet to achieve profitability. Our toolkit D2C Advantage X – Guide to Maximise ROI Of E-Commerce Investments has the best of knowledge and actionable strategies on D2C. It gives a clear understanding on why some companies can implement successful D2C businesses while others are on a slower trajectory. D2C, which is a faster way to go to the market needs to be part of a company’s longer-term play, strategy, and vision and to be successful, companies must implement the sort of thinking, investment, agility in execution that is required for an omni-channel world.”

D2C Advantage X Toolkit: Guide to Maximize ROI of D2C ECommerce Investments

March 6, 2024
MMA Global India & Publicis Commerce India to launch D2C Advantage X Toolkit

Mumbai: MMA Global India and Publicis Commerce India will launch a first-of-its-kind and insightful joint report ‘D2C Advantage X Toolkit: Guide to maximize ROI of D2C eCommerce Investments’. The toolkit is designed to empower brands in navigating the direct-to-consumer (D2C) commerce landscape, identify levers to unlock value and maximise ROI from their D2C investments. The launch event on 5 March will bring together leaders from the corporate space, MMA Global India and Publicis Commerce India and feature captivating discussions, unique perspectives, and compelling insights.

Co-authored by Publicis Commerce India and MMA Global India with insights from Performics India and Google, the toolkit dives deep into the opportunities and challenges presented by D2C as a channel, the overall value proposition of investing in D2C strategy, and the considerations and capabilities required to make a profitable D2C venture.

India’s e-commerce sector is on a meteoric rise and currently projected to hit $400 billion by 2030. With D2C emerging as a key e-commerce channel for businesses, the need for actionable guidance has never been more critical. Recent data reveals the significant growth and investment in D2C ventures, with nearly 42.9 per cent of e-commerce funding in India directed towards D2C businesses in 2022. As legacy brick-and-mortar businesses embrace D2C as part of their omnichannel strategy, the landscape presents both opportunities and challenges for brands seeking to thrive in this space.

The in-depth toolkit, tailormade for the C-Suite and Brand Leaders, explores key levers required to scale up D2C businesses including developing consumer insights for personalised experiences, augmenting consumer mindshare, setting north-star metrics and driving first-party data strategy.

Publicis Groupe South Asia CEO Anupriya Acharya said, “D2C offers great value to companies and consumers alike. For consumers, it is frictionless transactions, convenience, and personalised experiences. For companies, there are multiple advantages such as enhanced revenue streams, better assessment of demand and thereby supply chain management and faster, speedier execution and turnaround. This toolkit, born out of extensive research and collaboration, offers a comprehensive roadmap for brands to unlock the full potential of their D2C businesses. We are sure that the toolkit will go a long way in helping brands adapt and innovate on commerce.”

Performics India CEO Lalatendu Das, which is a key growth driver of Publicis Commerce India said, “Successful D2C businesses share common traits from a clear business proposition to a relentless focus on delivering exceptional consumer experiences. The toolkit distils these key insights into actionable strategies, providing brands with the guidance and frameworks needed to navigate the complexities of the D2C landscape. D2C is still an untapped opportunity for many companies and yet this is an area which must be a strategic imperative in an omnichannel commerce world and one which yields long-term gains. Publicis Commerce India is strongly invested in D2C transformation for brands, with demonstrated experience in areas such as technology architecture, platform and builds, optimising supply-chain, marketing content and automation, seamless user experiences.”

MMA Global India country head & board member Moneka Khurana said, “In a fiercely competitive D2C eCommerce landscape, gaining the ‘X’ advantage is imperative for marketing teams and key to maximise value. D2C as a platform brings along with incrementality in business growth. A robust D2C roadmap is crucial to be able to traverse the path to profitability and evolve the D2C play as a part of the eCommerce landscape. This report, shaped by primary surveys and industry insights, isn’t a one-size-fits-all solution; it’s a tailored strategy guide for businesses seeking sustainable growth. I am proud to announce this collaborative initiative, yet another one by MMA Global India, to empower and enable marketers in their modern marketing journey.”

February 28, 2024
MMA Global India launches AI Advisory

Mumbai: MMA Global India proudly announces the inauguration of the MMA Global India AI Advisory, a collaborative effort uniting the marketing ecosystem comprising members such as McDonald’s, HP, Microsoft, EY, ReBid, SAS, Netcore, Airtel, Aditya Birla Group, Tata Consumer Products, Bridgestone, CEAT, HDFC Bank, ICICI Bank, L’Oreal India, Mondelez, MakeMyTrip, and many others.

Why AI Advisory?

The subject of AI is fast-evolving, and keeping up with the pace can be challenging. The MMA Global India AI Advisory is here to provide the right platform for industry representatives to discuss challenges, engage in knowledge sharing, and drive collaboration for growth.

“With 3 out of 4 companies already experimenting and scaling, especially in areas like marketing optimization and personalization, our AI Advisory will serve as a compass to enable marketers to harness intelligence and propel innovation. I wish to welcome our AI advisory members and the industry to help shape the future of AI in marketing and together tread the path to AI-powered marketing,” shared MMA Global India country head and board member Moneka Khurana. She further added that “this council serves as a testament to our commitment to fostering collaboration, knowledge sharing, and pushing the boundaries of AI applications in the Indian marketing landscape.”

Objective of the AI Advisory:

The AI Advisory at MMA Global India is committed to driving the adoption of AI applications in marketing at scale. It represents a working coalition of leading marketers and thought leaders focused on applying AI to marketing responsibly and effectively.

What Sets the Advisory Apart:

With a special focus on the Indian market, the MMA Global India AI Advisory ensures marketers have access to relevant content and resources needed to be at the forefront of technological innovation.

Ernst & Young, head & partner and marketing advisory Amiya Swaru sharing his excitement for the launch, said, “The MMA India AI Advisory is a significant initiative; and a commitment to drive effective AI integration in marketing. Through thought leadership, the AI Advisory’s objective is to enable marketers to deliver business goals using effective use of AI and technology.”

Our Experts on the Council Will aim to:

1 Champion AI-Powered Marketing and Branding Tech

2 Foster Knowledge Sharing via Thought Leadership

3 Keep Members at the Forefront of AI Marketing Applications

4 Establish Authority in Marketer Tech and Be the Go-To Council

This group is laser-focused on driving conversations at a micro-level for the industry, with visible outcomes in reports, use cases, surveys, and more. Dedicated solely to the Indian market, the MMA Global India AI Advisory guarantees marketers access to content most pertinent to them, ensuring MMA’s members remain leaders in this generation’s most critical frontier of technological innovation.

“In the realm of AI-driven marketing, the MMA Global India AI Advisory stands as a beacon of industry collaboration. The advisory’s collective mission is clear – to champion AI-powered marketing and pave the way for marketers to not just adapt but lead in this era of transformative technology,” were some strong closing words by another key founding member of the council, ReBid CEO & founder Rajiv Dingra.

November 23, 2023
Charting the future of marketing: MMA’s AI integration revolutionises digital strategies: MMA Global – India’s Moneka Khurana

Mumbai: MMA India is about to kickstart its latest edition of SMARTIES 2023, the world’s first marketing award recognising innovation in the local market, regional and global programs. It is the highest achievement across the globe honouring and awarding outstanding innovation resulting in significant business impact for brands agencies, media companies and solution providers – Ideas that Resonate.

In a rapidly evolving digital landscape, understanding the dynamics of marketing and its influence on brand perception and customer engagement is paramount for every industry player and SMARTIES is the world’s first marketing award recognising innovation in local, regional and global programs. It awards the best in modern marketing and recognises the best practices that drive brand engagement and business results.

Moneka Khurana has over 22 years of experience in digital marketing, adept at strategy, setting up digital practices, training and enabling thought leadership. Leading the MMA India chapter MMA India country head and MMA India Board member to help shape the future of modern marketing.

Indiantelevision.com spoke to MMA Global – India country head & board member, Moneka Khurana about SMARTIES and how it has pushed the boundaries of innovation and contributed to marketing growth and much more…

Edited Excerpts:

On being the country head of MMA Global India, you’ve seen SMARTIES evolve over the years, and on the SMARTIES platform’s contribution to the growth and innovation of marketing in India

The SMARTIES platform has been pivotal in driving growth and innovation in the Indian marketing industry. The platform recognises and rewards the most impactful marketing campaigns that have redefined the boundaries of innovation, leaving a mark on brands, agencies, media companies, and solution providers. The marketing landscape is undergoing a rapid transformation. Customer experience has evolved significantly, with brands focusing on delivering personalised and seamless interactions. Campaigns have showcased how personalised messaging and targeting can yield superior results. This emphasis on hyper-personalisation has set a new standard for marketing strategies in India. SMARTIES continues to push the boundaries of innovation and has contributed to marketing growth in India by promoting

● CX focus

● Personalisation,

● Research-driven strategies,

● Cross-category learning, and global benchmarking and by recognising campaigns that deliver significant business impact.

The platform celebrates campaigns that drive business impact and exemplifies excellence in diverse aspects of modern marketing, from customer experience to real-time engagement and integrated e-commerce strategy. The platform’s inclusivity has fostered a diverse and competitive marketing landscape. In summary, SMARTIES has been a catalyst for change in the Indian marketing industry by promoting innovation, embracing technology, and highlighting the evolving trends and strategies that have shaped the landscape in recent years.

On innovations in both India and globally but also regional impacting brands, media companies, and solution providers

Innovations in India aren’t confined to national boundaries. They can resonate globally. When a campaign runs successfully in India, it can be expanded to the APAC region and beyond, allowing for local, regional, and global recognition. This recognition is essential for brands, media companies, and solution providers seeking to make their mark on the international stage. The MMA SMARTIES Business Impact Index is a pivotal platform in this context. It’s the world’s first and only global modern marketing index that identifies, ranks and awards top agencies, advertisers, brands, and solution providers driving significant business impact.

The SMARTIES Business Impact Index is one of the most coveted indexes that is globally recognised. The index is an industry benchmark for advertising and marketing standards, which organisations use as a credible reference to collaborate with brands, agencies and more as it recognises only the best of the best. The index has developed a proprietary methodology in collaboration with WARC – the global authority on advertising and media effectiveness. They compile the rankings using finalists and winner data from the MMA SMARTIES awards programs across the globe. Getting featured on BII is a great opportunity for industry players to get global recognition and enhance organisational credibility.

On the role that MMA plays in a digital-first world and AI shaping marketing strategies

In today’s digital-dominated landscape, where technology and data-driven methods are paramount in shaping marketing strategies, the MMA assumes a pivotal role in facilitating the seamless integration of AI into marketing practices. MMA functions as a catalyst for marketers and businesses by equipping them with essential skills and knowledge for effective AI adoption. Through the provision of cutting-edge AI resources and platforms, MMA empowers marketers to stay at the forefront of technological advancements and optimise their strategies. This empowerment enables marketers to confidently make data-driven decisions, enhance customer experiences, and boost marketing efficiency.

Additionally, MMA conducts research and generates insights into transformative AI strategies for marketing, while also addressing the challenges and opportunities associated with AI integration, such as organisational barriers and data quality issues. Moreover, MMA actively promotes awareness about the significant impact of AI in marketing, encouraging marketers and organisations to embrace AI-driven solutions as integral components of their strategies for growth and innovation in the digital era- According to The State of AI in Marketing and CX.

On a few insights on SMARTIES and their role in encouraging brand Campaigns to stay relevant in an increasingly digital and complex world

SMARTIES play a crucial role in encouraging brand campaigns to remain relevant in our increasingly digital and complex world. Here’s how they achieve this:

SMARTIES Awards recognise and celebrate outstanding modern marketing campaigns, serving as a source of inspiration for marketers looking to excel in the digital space. These accolades set a high standard, motivating marketers to aim for excellence and innovation. Winning campaigns showcased by SMARTIES provide valuable insights into the latest trends and effective strategies in modern marketing.

Marketers can draw inspiration from these award-winning campaigns to adapt to the evolving digital landscape. For example, this year there is a shift in the spotlight to previously less-ventured categories like creator, influencer, celebrity marketing, contextual marketing and omnichannel marketing. These categories have witnessed the highest entries. Seeing the interest levels of our community in what makes campaigns win, we have also introduced Smarties Unplugged which brings together marketing thought leaders, who will share innovative and creative work designed to benefit tomorrow’s marketers and consumers’ changing mindset. This unique pre-event gala offers an exclusive platform for partners, industry luminaries, and accomplished winners to unveil their exceptional work and share their invaluable expertise. This collaborative atmosphere keeps marketers informed about industry developments and facilitates valuable connections. The recognition of campaigns by SMARTIES serves as a benchmark for success, offering best practices that other brands can emulate to enhance their strategies.

SMARTIES Awards often spotlight campaigns that leverage cutting-edge technology, encouraging marketers to stay up-to-date with emerging tech trends and incorporate them into their strategies. Many SMARTIES-winning campaigns emphasise customer-centric approaches, aligning with the increasing importance of delivering personalised and exceptional customer experiences in the digital age. This focus encourages brands to prioritise customer satisfaction.

With its global reach, SMARTIES showcases global campaigns, helping marketers gain insights into global trends and cultural nuances. This insight is valuable for creating relevant campaigns for diverse audiences. Including the Business Impact Index (BII) in the SMARTIES Awards underscores the significance of measurable results and return on investment. This emphasis encourages marketers to focus on strategies that drive tangible business impact.

To sum up, SMARTIES plays a pivotal role in guiding brand campaigns to stay relevant in the digital era by recognising excellence, providing inspiration, facilitating networking, and emphasising the importance of staying current with digital marketing trends and technologies. It serves as a valuable resource for marketers navigating the complexities of the digital landscape and striving to create impactful and relevant campaigns.

October 3, 2023