Tag: MMA India

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
1 percent improvement in marketing capability fit is linked 2.5 percent increase in sales growth: MMA Global study

MUMBAI: As per a global study by MMA, a 1 percent improvement in marketing capability fit is associated with a 2.5 percent increase in sales growth and 2.35 percent increase in market value. Based on this insight, MMA has developed a structured approach by creating a capability fit map for organisations to evolve into winning marketing organisations.

MMA India, a part of MMA global hosted the 11th edition of its biggest marketing event “MMA Impact India 2022 – The Future of Modern Marketing” with key stakeholders across industries to champion the theme of enabling organisations to evolve into winning marketing organisations.

Popularly recognised as a credible marketing think tank that brings effective solutions for marketers, MMA also unveiled three informative reports titled “Brand Safety Reimagined: A Toolkit for the Modern Marketer”, “Modern Marketers Guide to Leveraging Data” and “Martech 2022 and Metrics that Matter” at the event.

The Digital Marketer Brand Safety survey 2022 revealed that while knowledge of brand safety guidelines exists, the implementation is weak in India. The Brand Safety Reimagined toolkit report is an initiative by MMA to highlight why brand safety and suitability need to be part of the marketer’s agenda and explains why it should be owned by marketing organisations. The Modern Marketers Guide to Leveraging Data and Martech report highlights that most organizations have 25 percent to 75 percent data aggregated in a unified data mart. However, many organizations lack the clarity of how unified data can help in improving the connected customer experience.

In addition to these two toolkits, MMA also unveiled a white paper titled ‘Metrics that Matter’ which is an MMA India Board initiative with meta. It talks about two common key concerns: ‘What are the metrics that matter and must be measured?’ and ‘How do we measure the cross-media impact of advertising across all digital and non-digital media’?

MMA India country head, board member Moneka Khurana said, “Our theme of Impact this year of evolving into a winning marketing organisation is more inevitable today than ever before. We are in an era of Digital Darwinism where technology and consumers are evolving faster than businesses can naturally adapt. 52 percent of companies on the fortune 500 list have become obsolete in the past 20 years. Evolving is no longer an option, it is a necessity to succeed. At Impact this year, we have unveiled a framework that helps businesses evolve with the ever-changing consumer”.

MMA India board chair, L’Oréal India managing director Amit Jain said, “The interaction between consumers and brands has been evolving rapidly – it is closer, personal, powerful, and pervasive. Hence, the marketing function needs to be nimble and swift to effectively cater to this evolution. Winning Marketing Organisations need to keep customer value and company value at the heart of all their initiatives. To create a strong recall among consumers for your brand, effective storytelling is key. If you have a good story, there is no reason why a customer will not connect with your brand”.

The sessions focussed on the tenets of engagement, experience and exchange -commonly referred to as the ‘3E’ formula to attract, acquire and retain the consumer through effective marketing. This year, at Impact 2022, leaders and experts are discussing, debating and having a constructive discourse on the aspects of the winning marketing organisation framework. It is a fresh take on strategies to retool the marketing field, so that brands can innovate on their product plans.

May 20, 2022
Online retail market in India to rise 3X in next 4-5 years: MMA & GroupM study

Mumbai: The online retail market in India is set to rise three folds in the next four to five years, majorly driven by under-penetrated categories like grocery, education, and health, as per a new study conducted by MMA India and GroupM.

Online video spends have seen the highest growth rate of 46 per cent in 2020, as compared to other media channels. Online content consumption grew 35 per cent post Covid, with a total growth of 13 per cent in time spent on OTT from January 2020 to January 2021.

The industry playbook titled ‘Modern Marketers Guide to Connected Consumer Journeys’ launched by MMA India on Tuesday, along with the AMMP Council and GroupM India is a compilation of learnings and insights by multiple industry experts and an analysis of the e-commerce landscape in India. In the context of the accelerated adoption of online channels, the playbook provides marketers with insights into the changing e-commerce landscape and the factors driving this shift. It also delves into the evolving customer buying journey and purchase patterns, sales-driving technologies such as Voice, AR/VR driving sales and effective channel strategy for improved business ROI.

According to the playbook, ‘Voice’ is at a nascent stage Indians are leapfrogging on Voice adoption and the market is expected to grow by 40 per cent by 2022. Not just on Google Assistant, voice is rapidly growing as a preferred medium of input across Search and YouTube, driven by vernacular internet users’ preference of voice, who find it to be a more natural way of interacting with technology, helping reduces friction, found the study. Hindi on voice assistants is second biggest globally; 72 per cent Indians prefer non-English language.

Urban internet users are relying on online platforms for product research. At least 62 per cent of urban users are researching products online before making any purchase either online or offline, as per the guide. As many as 50 per cent of offline shopping across categories involves online product research.

The biggest retail trend is the increasing popularity of the direct-to-consumer or DTC model, according to the handbook. D2C brands are witnessing a high number of subsequent funding rounds and strategic sales to incumbents. Brands with a DTC model can leverage direct relationships through loyalty programs, special discounting and promotions, and unique and category-specific shopping experiences, says the study.

The study also highlights that online retail is shifting from electronics to grocery and 73 per cent of customers have purchased through online shopping platforms in the past 12 months. The deciding factors, as per the guide are – product quality ( 63 per cent), price (55 per cent ) and product information (55 per cent), return and cancellation policy, and product warranty.

There has been an interesting purchase pattern in the consumer journey in the last three months where Amazon, Flipkart, and Myntra were the top three online shopping destinations, notes the study. Groceries, fashion and health, beauty, and personal care were the most searched product categories.

India today has 622 million internet users (8 per cent growth over 2019) and is expected to touch 900 million users by 2025. With affordable data prices, consumers are increasingly becoming more “digital Conversational Commerce, Voice Search, Video Streaming and Augmented Reality will also help brands drive their e-commerce strategies, says the guide.

MMA India board member; country head – India, MMA Moneka Khurana said, the playbook outlines how organisations and digital business leaders can improve their understanding of the shift in consumer behavior and solutions that will drive the next phase of growth. “Consistent digital exposure, combined with the presence of available omnichannel touchpoints has resulted in the development of a new consumer purchasing process. MMA through its e-Commerce Council aims to build an overall understanding of the ecosystem and address cluster-specific issues improving capability in omnichannel marketing. We hope this playbook will assist marketers and brands to effectively re-strategise their market approach – from the customers they target to the channels they sell-through,” said Khurana.

GroupM South Asia president – growth and transformation, Tushar Vyas said the growth in internet users, reduction in data prices, and changing consumer behavior are the key growth drivers for the evolution of eCommerce in India. “We understand the changing online retail market and how it is set to grow 3x in the next 4-5 years mainly driven by underpenetrated categories like grocery, education, health. Considering the emergence and growth of eCommerce platforms, this handbook provides A-Z solutions on how marketers can use eCommerce as a platform to enhance a brand’s reach in these rapidly evolving times,” said Vyas.

According to Tata Industries Ltd. executive director, KRS Jamwal, going forward, platforms and brands will need to differentiate by providing customers with a better, preferably personalised, yet holistic buying experience that enhances the browse and purchase journeys, and even attempt to bring aspects of the in-store experience online, leveraging tech. “The MMA report provides an overarching view on consumer behavior shifts as well as identifies challenges those organisations may face as a result of those shifts, with best practices and possible solutions”, he added.

September 8, 2021
MMA India announces new categories, calls for entries to 2020 SMARTIES awards

MUMBAI: The Mobile Marketing Association has announced new categories for the ninth edition of SMARTIES India Awards 2020, scheduled for September in Mumbai, India. The SMARTIES are the world’s only global mobile marketing awards programme honouring innovation, creativity and success, and MMA is calling for entries to SMARTIES 2020, encouraging agencies, brands, and marketers who have secured outstanding achievements across the mobile marketing ecosystem.

“Technology has become a greater, more integral part of mobile marketing in the past year and continues to be a disruptive force across India. We are pleased to introduce new categories for this year’s SMARTIES Awards. These categories will help expand our reach to new, modern marketing initiatives being undertaken across the country,” said MMA India country head Moneka Khurana. “We are looking forward to receiving this year’s entries and celebrating the excellence of mobile marketing at the annual SMARTIES Awards.”

New categories

On top of existing categories spanning four themes that include marketing objective, media, technology and creative awards, there are four new categories added to this year’s edition. They are:

Data/Insights (Technology): The use of consumer data plays an integral role in the development and execution of a campaign to target, engage or develop a meaningful relationship with a specific audience or community. Entrants need to detail the role that data had within the campaign strategy in achieving the brand and business goals.

Banners and Rich Media (Technology): Driving business goals while being respectful of user experience. This category is relevant to campaigns using mobile platforms and/or devices that encourage customer interaction and engagement and drive strong business ROI. The campaigns also actively seek to be respectful of user experience from the ad choices made.

Best Use of UGC (Creative Awards): User-generated content (UGC) consists of any form of content that’s created by users and consumers about a brand or product. UGC in turn enables authenticity and makes the user the brand ambassador. This is suitable for entrants who have creatively enabled UGC and crowdsourcing to build consumer collaborative ads, yielding great results and metrics.

Best Data-driven Creatives (Creative Awards): Intelligent use of data insights for scaled personalisation of creatives to drive campaign and business objectives. Data insights could be based on audiences, context or from offline input (e.g. pollution API).

Eligibility and deadline

To be eligible for the awards, campaigns need to be active in the marketplace between January 2019 to July 2020. The on-time deadline for all entries is 15 July, while the extended deadline is 24 July. With an extended deadline, there are changes to entry fees as well.

More details about pricing information and entry submission for the 2020 SMARTIES India can be found in the official submission kit here

New programme

Aside from new categories, MMA has also introduced SMARTIES Thailand as a new country programme. There are now six country programmes for the 2020 Asia Pacific SMARTIES. These include SMARTIES India, SMARTIES APAC, SMARTIES Vietnam, SMARTIES China, SMARTIES Indonesia and SMARTIES Thailand.

April 1, 2020

MMA India announces SMARTIES™ India 2019 Shortlist

MUMBAI: Mobile Marketing Association (MMA) today has announced the shortlist of entries to the 2019 SMARTIES™ Awards in India. From this list, the winners will be announced on 27 September at the MMA Forum to be held at the Taj, Santa Cruz, Mumbai.

99 entries have been shortlisted from across industries from the entries submitted. Back for its eighth season this year, the SMARTIESTM India Awards has grown rapidly, but remains focused on its core mission to accelerate the transformation and innovation of marketing through mobile in the region. The Awards is the world’s only global mobile marketing awards program that honours innovation, creativity, success and Business Impact.

Those shortlisted for this year’s Awards include brands like Pepsico, MTV, TATA Chemicals, Google, Vodafone Idea, HDFC Life, Amazon Prime Video, Tanishq, LG, amongst other leading national and international brands. The leading agencies that worked in collaboration with these brands are Mindshare India, Performics India, Madison Media, Essence Global, Interactive Avenues, etc. The full list of shortlisted entries can be found here.

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 high quality of entries for this year’s SMARTIES India Awards 2019 demonstrates the increased awareness of mobile marketing and its potential in India. Entries were judged on creativity, execution, strategy, and most importantly, business impact.

“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 SMARTIESTM India, presenting their insights into what it takes to win the prestigious metal at SMARTIESTM 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.

Full Smarties 2019 Shortlist

S. No	Category	Entry Name	Advertiser/Brand	Lead/Agency
1	Brand Awareness	Kerala Is Open	Samsonite India	Autumn Grey
2	Brand Awareness	HHDFC LIFE – The Memory Project	HDFC LIFE INSURANCE PVT.LTD	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

S. No	Category	Entry Name	Advertiser/Brand	Lead/Agency
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

September 9, 2019

MMA India announces Marketer only Jury for Smarties 2019 Awards

MUMBAI: Mobile Marketing Association (MMA) India, today announced the Jury for the 2019 edition of the MMA India Smarties Awards and as always it’s a only marketers jury. Keeping in mind the inorganic growth of new age marketing ecosystems Ravi Desai of Amazon India has been appointed as Jury Chair. The 2019 edition of the awards will be handed out on 27 September 2019 at the Smarties awards night to be held at Taj, Santacruz Mumbai. However, the jury deliberations are scheduled for 29th of August this month.

Accompanying Ravi Desai of Amazon India as Jury Chair, the following senior brand marketers are jurors for the 8th edition of Smarties:

Pawan Sarda – Group Head Digital, Future Group
Abhishek Desai – Marketing Director, Procter & Gamble, India Sub-Continent
Amit Sethiya – CMO, Syska Group
Amit Tiwari – Vice President Marketing, Havells India
Asha Kharga – CMO, Axis Bank
Deepali Naair – Director Marketing, IBM India & South Asia
Gauravjeet Singh – General Manager Media (South Asia), Unilever
Hitesh Malhotra – CMO, Nykaa
Jayraj Jadhav – Head of Marketing & E-commerce, TATA AIG
Neel Pandya – Head of Media, L’Oréal
Nipun Marya – Director Brand Strategy, Vivo India
Punitha Arumugam – Hotstar Transformation and Ads, Hotstar
Ravi Santhanam – CMO, HDFC
Rohit Dadwal – Managing Director APAC, MMA
Sai Narayan – PaisaBazaar Group
Sujit Ganguli – Senior General Manager & Head – Corporate Brand and Communications, ICICI Bank Ltd
Sandeep Ranade – Executive Director and Co-Lead West (Quantitative), Insights, Kantar

Smarties 2019 Jury Chair, Ravi Desai said, “It will not be easy judging the entries this year, where except, that the level of creativity brought to the table will exceed our expectations as the standards of submission improve year on year. I am excited to be the jury chair for this year’s MMA Smarties awards. This is such a great platform for the mobile marketing fraternity to connect, innovate and transform the way people experience brands via technology.”

Back for its eighth season this year, the Smarties India Awards have grown rapidly, remaining focused on its core mission to accelerate the transformation and innovation of marketing through mobile in the region. The Awards is the world’s only global mobile marketing awards program that honours innovation, creativity, success and Business Impact.

Moneka Khurana, Country Head, MMA India, “MMA Forum & Smarties is a unique annual event that brings the greatest marketing minds on to one platform to identify and celebrate the plethora of emerging talent and technologies in the industry. It’s not every day you get the best ideas and the brightest minds in the mobile marketing world in one room. Being evaluated by a marketer only jury comprising CMOs and business leaders is an endorsement in itself for the great work being done the industry.”

MMA continues to build on its mission to accelerate the transformation and innovation of marketing through mobile and SMARTIES is one of MMA’s most recognised platform which showcases the best of the best in mobile marketing and recognising those that have created new benchmarks and engaged consumers in a way that is only possible through mobile.

August 28, 2019
MMA India brings industry experts with an aim to shape the Future of Marketing

MUMBAI: The Mobile Marketing Association (MMA) India has announced its Creative, Measurement and Brand Safety taskforces to drive POV and insights on issues like effective short format advertising content, brand misrepresentation, cross media effectiveness, and adfraud.

The work done by MMA India taskforces will help to drive and scale the Indian mobile marketing industry, generate awareness regarding issues plaguing the industry and help create pathways to shape the future of marketing. MMA India’s board members, who are industry experts, will drive the charter for creative, measurement and brand safety. The same will be released in the form of whitepapers, roadshows and case studies to enable the industry to dip into the expertise.

Moneka Khurana, Country Head, MMA India said, “The idea behind the formation of these committees is to bring forward a conclusive point of view, extracted from inputs received from experts across the board at MMA India, on key areas that impact the mobile marketing industry’s growth. The methodology of each taskforce is different, based on the need of each team and will vary from providing a point of view on available research and endorsing it to conducting surveys to understand the industry’s current approach.”

Each taskforce has their own action plan for their respective objectives and their methodologies.

The Creative Taskforce aims to establish marketing creative considerations and guidelines for short format advertising content primarily video in social feeds, video platforms and OTT. Creative taskforce members: Priya Nair (Executive Director – Home Care Hindustan Unilever Limited, Shamsuddin, (Group MD – Isobar South Asia Isobar India), Anusha Shetty (CEO and Co-founder – Autumn Worldwide), Vikas Agnihotri (Country Director – Google India), Sandeep Bhushan (Director – Facebook South Asia), Hemant Mehta (Managing Director – Kantar IMRB), Punitha Arumugam (Digital Evangelist – Hotstar Transformation and Ads) and Avinash Pandey (CEO – ANN-ABP News Network).
The Measurement Taskforce will target at establishing a point of view on cross-media reach and cross media effectiveness of mobile advertising versus other media platforms. Measurement taskforce members: Prasun Basu (President – South Asia, Nielsen), Nandini Dias (Chief Executive Officer – Lodestar UM), Sunil Kartaria (Chief Executive Officer – India and SAARC, Godrej Consumer Products Limited), Sandeep Bhushan (Director South Asia, Facebook), Vikas Agnihotri(Country Director – Google India), Partho Dasgupta (Chief Executive Officer – BARC India) Deep Thomas (President – ABG) and Prasanth Kumar (CEO – GroupM South Asia).
The Brand Safety Taskforce’s objective is to provide guidance to brands and performance marketers through the establishment of standards, best practices and guidelines. Brand Safety taskforce members: Prasanth Kumar (CEO – GroupM South Asia), Partho Dasgupta (Chief Executive Officer – BARC India), Julie Bramham (Chief Marketing Officer – Diageo USL), Punitha Arumugam (Digital Evangelist –Transformation and Ads – Hotstar), Vikas Agnihotri (Country Director – Google India) and enablers like IAS & MFilterIt.

July 9, 2019
MMA India holds first ever Ideathon, addressing brand challenges in a mobile first economy

MUMBAI: The Mobile Marketing Association (MMA) in India will introduce its first ever Ideathon, a 30-hour nonstop hackathon to address and solve brand challenges in a highly competitive environment. The event, which will take place on 25 – 26 August 2018 at K-start Respace, is targeted at tech-driven entrepreneurs and students. The first of its kind, the Ideathon will also be introduced at the upcoming MMA Forum in September.

Bringing together the brightest and youngest minds from across Bangalore, the event, run in partnership with IncubateIND, will see advertisers from big brands across industries present their problem statements. Participants are then expected to come up with a solution and present their proposals after a 30-hour nonstop hackathon.

As mobile continues to occupy maximum time and attention of consumers today, brands need to seek new and innovative ways to stand out and effectively reach their consumers. More than a place to share ideas, the Ideathon will also act as a platform for industry practitioners and students to network.

“The rapid growth of mobile adoption in India alongside the competitive landscape it operates in prompts companies to rethink their strategies when it comes to growing their businesses,” said Moneka Khurana, Country Head at MMA India. “The Ideathon will bring fresh insights from some of the best and most creative young minds in Bangalore, challenging brands to think outside the box and look at the multitude of possibilities mobile presents.”

Brands that will be participating in the Ideathon include Unilever, Vodafone, Tata Chemicals Limited, and Godrej Consumer Products Ltd. Despite coming from different industries, they all face challenges when it comes to engagement on different levels, especially in a mobile environment. This Ideathon provides a platform for brands to bring their individual problems to light, allowing the younger generation to use their creativity and talent as they do a deep dive into individual brand issues, providing solutions that are relevant to todays mobile audience. (Individual brand problem statements can be found here)

“Vodafone seeks to partner India and the world in building a future which is exciting. In an era of technology, via this MMA Ideathon, we are keen to see some innovative and creative solutions coming from these young minds who are working on the designated briefs. It will certainly be interesting to watch how these young teams approach complex business and brand problems of today, and I’m sure there will be several fabulous nuggets to takeaway for the participants as well as the jury,” said Siddharth Banerjee, EVP-Marketing, Vodafone India.

“Most of us (the business and marketing fraternity) have been solving business problems or marketing challenges, and connecting with consumers in a particular way for decades now. Through this Ideathon, the future generation will get a chance to tackle real-life scenarios and will empower them to speak their minds and come up with a possible solution which we might not have thought of. It is also a good opportunity for us to meet these young talents and possibly work with them in the future”, said Pankaj Parihar, Vice President & Head, Digital Marketing & Transformation, Godrej Consumer Products Ltd.

“Events like this are a great way for brands to hear from a generation of young talents who grew up in a mobile-first environment. Likewise, this Ideathon will allow future technopreneurs to get real insights from brands,” said Rohit Dadwal, Managing Director, MMA Asia Pacific. He added that while this is only the first event of this nature, he looks forward to seeing more events like this hosted by MMA across the region.

August 20, 2018