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  • Smarties India 2023 honours winners shaping the future of marketing

    Smarties India 2023 honours winners shaping the future of marketing

    Mumbai: The 12th edition of MMA Smarties India Awards 2023, one of the most prestigious events in the marketing industry, concluded with great acclaim, recognizing outstanding achievements in the realm of modern marketing. The awards ceremony, which took place on October 5th, 2023 at Taj Santacruz, Mumbai brought together the finest minds and innovators in the field of marketing.

    Smarties India – jury chair & Raymond CEO Sunil Kataria commented, “The 12th edition of SMARTIES™ India 2023 Awards has been an extraordinary celebration of marketing innovation and excellence. This year’s shortlisted nominees showcased the ever-evolving landscape of marketing, with campaigns that have redefined the boundaries of innovation and left an indelible mark on our industry. SMARTIES continues to push the envelope by introducing fresh categories and celebrating campaigns that not only drive business impact but also excel in various aspects of modern marketing. As we celebrate the winners at the gala event, I’m inspired by the ingenuity and creativity that have been showcased, and I look forward to how these campaigns will shape the future of marketing excellence in India.”

    The evening’s most prestigious accolade, the ‘Brand of the Year,’ was deservedly conferred upon Google Search, a testament to their unmatched innovation and substantial impact. Equally deserving, the ‘Advertiser of the Year’ title found its rightful place in the hands of Mondelez India Foods Private Limited, honouring their outstanding contributions and industry leadership.

    Further industry recognition saw Cadbury Silk and Google Search awarded as ‘Grand Prix/Best in Show’; Glance awarded as ‘Enabling Technology Company of the Year,’, alongside notable wins in categories such as ‘Media Agency of the Year’ and ‘Creative Agency of the Year’, by Wavemaker India and Leo Burnett India respectively.

    Amazon Ads was celebrated as the ‘Publisher of the Year’ while the esteemed ‘Most Resilient Brand of the Year’ title was claimed by Lay’s, Pepsico India and Leo Burnett India. Notably, the newly introduced categories also saw Schbang and WPP India excel, with wins in ‘Digital Agency of the Year’ and ‘Holding Agency Company of the Year’ respectively, firmly establishing their positions as trailblazers in their respective domains.

    In an impressive showcase of marketing excellence, a diverse array of brands emerged triumphant at the SMARTIES India 2023 Awards. The category of Personalisation, often regarded as the vanguard of modern marketing, bore witness to the Gold, Silver, and Bronze Awards being secured by Luminous Power Technologies Pvt. Ltd. and Wavemaker; Mondelez India Foods Pvt. Ltd. and Wavemaker and Mondelez India Foods Pvt. Ltd. and Wavemaker respectively. This impressive feat further solidifies their reputation as pioneers in this dynamic field.

    Smarties India – jury chair & Colgate-Palmolive (India) Ltd CEO & managing director Prabha Narasimhan added, “SMARTIES™ India 2023 Awards continue to celebrate creativity, innovation and the strategic acumen behind impactful marketing campaigns. I’m excited to see how these campaigns will continue to inspire and shape the future of marketing excellence in India.”

    All SMARTIES winners are listed and ranked in the MMA Business Impact Index, which uses a proprietary methodology developed in partnership with WARC to recognize the best of the best in the Advertising and Marketing industry. It is the first and only global modern marketing index that identifies, ranks and awards top agencies, advertisers, brands and solution providers driving significant business impact.

    The MMA Smarties India Awards 2023 spotlighted the categories that garnered the highest number of entries, namely Creator/Influencer/Celebrity Marketing, Data Insights/Contextual Marketing, and Brand Experience within the dynamic realm of modern marketing. The awards were presented in various categories, each showcasing remarkable achievements and ground-breaking strategies that have reshaped the industry.

    Smarties India – jury and MMA India county head & board member Moneka Khurana, expressed her excitement about the 12th edition of SMARTIES™ India 2023 Awards by saying, “The SMARTIES India Awards have consistently showcased the ever-evolving landscape of marketing in India. As we embrace digital transformation and witness innovative approaches in marketing, it’s inspiring to see the diverse and impactful campaigns that have made it to the shortlist this year. These campaigns reflect the spirit of innovation that drives our industry forward and sets the bar higher for future marketers. I’m thrilled to be a part of this celebration of excellence, and I can’t wait to see which campaigns emerge as the champions of innovation in marketing.”

    Out of 150 shortlisted entries, representing diverse sectors such as FMCG, OTT, retail, BFSI, technology, and more, a total of 94 metals were handed over at the gala. The winners will also be given digital awards or NFTs which they 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.

    Smarties India – jury & MMA board member and managing director APAC- Rohit Dadwal commented, “The SMARTIES™ India 2023 Awards once again underline the pivotal role of modern marketing in shaping the future of our industry. It’s truly inspiring to witness how brands are continuously pushing the boundaries of creativity and harnessing the power of technology to drive innovation and engagement.”

    In a ground-breaking move, SMARTIES™ India 2023 introduced the inaugural edition of “Smarties Unplugged.”- a unique pre-gala event that brought together marketing thought leaders who shared innovative and creative work designed to benefit tomorrow’s marketers and cater to the changing mindset of consumers.

    Kick-starting the event with a warm welcome by Khurana with Tanya Saihgal as the host. The event featured several informative sessions. In the first segment, top SMARTIES India shortlisters engaged in a gamified conversation on Creativity, Content and partnerships and the second part explored Channels, Data and analytics, with nominees discussing marketing strategies in an insightful and enjoyable manner, facilitated by Saurabh Parmar. Saurabh Parmar, an eminent figure in the marketing landscape, hosted two insightful sessions at “Smarties Unplugged.” Key sessions included “Intelligent Effectiveness: Measuring the ROI of AI on Optimization & Personalization” by Dadwal. Soundsmith of BrandMusiq founder Rajeev Raja delved into “#TheFutureIsSound” and the role of sonic identities in today’s digital world. The event culminated in “Marketing Excellence Unplugged – Navigating New-Age Trends & Tech,” featuring industry leaders like Vikram Pandey, National Creative Director, Leo Burnett India Devika Sharma, VP and GM – India, InMobi; Sidharth Singh, Lead – Countline & Gifting Marketing, Mondelez India and Rohit Dadwal, MMA Board Member and Managing Director APAC, MMA APAC and other speakers, providing actionable insights for adapting and innovating in the dynamic marketing landscape.

     

  • MMA releases ‘Mobile Ecosystem and ad-Sizing Report’ 2018

    MMA releases ‘Mobile Ecosystem and ad-Sizing Report’ 2018

    MUMBAI: Mobile Marketing Association (MMA) along with media investment group GroupM has released the its ‘Mobile Ecosystem and ad-Sizing Report’ 2018 highlighting an in-depth analysis of India’s mobile reach, smartphone penetration, rural and urban usage pattern, with an emphasis on gaming, and mobile advertising spends. Advocated by GroupM, the report is a collaborative effort by the marketing and mobile industry.

    The report offers an insight into how India is moving towards a new era of mobile marketing, seeing rampant growth in both usages and spends. It explores how programmatic works along with updates on the latest trends in data growth, content play, and device status. The report also reveals that Xiaomi became the most shipped smartphone, the first time any smartphone crossing Samsung in the last five years.

    The report highlights the ‘mammoth growth’ of Jio, which is now 18 per cent of the total market and has added more than 200 million users to the mobile ecosystem. It also states that rural India is bringing online three times more people than urban areas. “India will cross 500 million mobile internet users by the end of 2018, we foresee that this growth will be led by the rural populace,” it adds.

    It mentions that India is in the top three countries in programmatic spends growth with the spends growth of 81 per cent in the past year. Programmatic adoption in the country is growing; standing at 32 per cent right now and poised to grow to 52 per cent in the next 24 months. The propensity for programmatic guaranteed increasing in India – penetration to grow from 6 per cent to 17 per cent by 2020.

    Talking about the key verticals in mobile advertising, the report states that gaming, vernacular, OTT video, and OTT audio are leading the segment. “Mobile gaming in India is dominated by freemium games. 2016 saw a 200 per cent increase in gaming app revenue, which will grow at a CAGR of 87 per cent till 2020, crossing the $1 billion mark,” it reveals.

    The report claims that vernacular language users in India will grow 12 times by 2021. “In the next five years chat application, government sites, and digital payments will lead to more vernacular content consumers online,” it mentions.  

    The report further mentions that on-demand video platforms have crossed 100 million users in India with Hotstar leading the market. The user growth on these platforms has got maximum traction from tier 2 and tier 3 cities.

    MMA Asia Pacific managing director Rohit Dadwal said, “Mobile Marketing is now a main stream advertising and marketing medium and it is imperative that we start to decipher the various parts of this burgeoning media. We hope the ecosystem study would provide insights to marketers and the industry on the whole on the opportunity and will help in making the right investments for its continuing growth.”

    GroupM CEO and Mobile Marketing Association India co-chair Sam Singh noted, “The number of smartphone users is expected to only go up and it just shows how much potential these digital screens have. Hence, we as marketers must understand various facets of mobile marketing. Times are changing fast and we want to enable marketers with the knowledge that can help them in a long run.”

  • The MMA announces ‘The Smarties India 2016’ jury & awards shortlist

    The MMA announces ‘The Smarties India 2016’ jury & awards shortlist

    MUMBAI: Celebrating the teams and talent who are leveraging the power of mobile to create innovative and effective marketing campaigns, the Mobile Marketing Association (MMA), today announced the jury and awards shortlist for the 2016 edition of the MMA India SMARTIES™ Awards.

    The SMARTIES™ is the world’s only global mobile marketing awards program that honours innovation, creativity and success in the field of mobile marketing. The MMA SMARTIES™ India Awards, where the final winners will be announced, will take place on 7th October 2016 at The Leela Ambience Hotel, Gurgaon, India.

    Selected from submissions from across India, the shortlisted entries represent the platform’s immense potential to reach and engage connected consumers in unique and original ways. The shortlist was selected by the Smarties Pre-Screening Council, which includes more than 107 senior level mobile marketers from India, Singapore, Indonesia, Vietnam, China, Thailand and Australia. These entries will now undergo review by the MMA’s ‘all-Brand Jury’ consisting of celebrated marketers from leading corporates in India. The Jury will evaluate the shortlisted campaigns under 15 categories on four criteria: strategy, execution, creativity and results. (*see pg. 3 – Appendix 1, The All Brand Jury Members for the Smarties India 2016)

    The Smarties™ India 2016 covers everything from brand awareness to innovation, video/rich media and social media, and strives to find the best campaigns from across the country. The awards celebrate the excellent work being done on mobile by both brands and agencies, and to inspire marketers to push the envelope in their own campaigns.

    “The Mobile today has become a consistent game changer for marketers in India. It’s interesting to see how marketers are constantly learning to innovate with this medium. Given the mobile marketing innovations we are seeing this year it’s clear that the industry is taking notice and using the mobile evolution in the country to their advantage. The jury this year is faced with the exciting-yet-difficult task of selecting the winning campaigns, setting a rigorous bar to take home a coveted Smarties.” said MMA India, Chairperson, D Shivakumar, Chairman & CEO, PepsiCo India Holdings Pvt. Ltd.

    “Mobile’s pervasiveness, flexibility and capacity for creativity is driving the transformation of business and marketing. This is evident in the entries that are representative of the breakthrough mobile strategies that have been adopted by brands and agencies in varied industries through the past year” said Rohit Dadwal, Managing Director, Mobile Marketing Association – Asia Pacific. “The response that we have received for The Smarties™ India 2016 is very encouraging and demonstrative of the growing potential of mobile marketing in India. We are now in a mobile-first world, and these campaigns demonstrate the endless opportunities the platform offers for marketers to make meaningful connections with consumers.”

    The 2016 Smarties shortlist consists of 85 campaigns over 15 categories from all over the country with an increment in participation from regional markets. Entries are from across the industry verticals like from the healthcare, sports, auto, ecommerce, mobile FMCG etc The diverse range proves the growing prominence of mobile as a marketing medium.

    Cross Media Integration and Relationship Building with maximum entries has also further solidified the importance for traditional media to work with / leverage mobile for consumer engagement. (see pg. 4, Appendix 2, Shortlisted Campaigns for The Smarties™ India 2016 for All 15 Categories)

    Appendix 1

    THE ALL BRAND JURY MEMBERS FOR THE SMARTIES™ INDIA 2016

    Ajit Mohan, Executive Vice President & Head, Digital for Star India, Novi Digital Entertainment Limited
    Amarjit Singh Batra, Chief Executive Officer, OLX India
    Amrit Thomas, Chief Marketing Officer, United Spirits Limited
    Gaurav Jeet Singh, Head Media Services, South Asia, Hindustan Unilever Limited
    Hemant Mehta, Senior Vice President, IMRB
    Karthi Marshan, Senior Executive Vice President & Head, Group Marketing, Kotak Mahindra Bank
    Manav Sethi, Group CMO, ASKME India & Malaysia
    Manish Aggarwal, Vice President, Marcom, Le Ecosystem Technology India Private Limited
    Prasun Basu, President, South Asia, The Nielsen Company
    Rajiv Mathrani, Chief Brand Officer, Airtel
    Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Limited
    Sameer Pitalwalla, CEO and Co-Founder, Culture Machine
    Sapna Chadha, Head of Marketing, Google India
    Shireesh Joshi, Head, Strategic Marketing, Godrej Group
    Shubhodip Pal, Chief Operating Officer, YU Televentures Ltd
    Umang Bedi, Managing Director, Facebook India
    Vinodh Bhat, Co-founder & President, Saavn

    Appendix 2

    SHORTLISTED CAMPAIGNS FOR THE SMARTIES™ INDIA 2016
    Brand Awareness
    Burger King and Autum Worldwide
    “Pre – Book a Whopper”
    Idea Cellular Pvt ltd and Mindshare India
    “Powering the next Gen Internet ready India”
    Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
    Café TC and Dentsu Web Chutney
    “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
    Rin and PHD India
    “Rin Career Ready Academy”
    Pepsi and Mindshare India
    “Crash the Pepsi IPL”
    Lead Generation / Direct Response / Conversion
    Café TC and Dentsu Web Chutney
    “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
    Bharti Airtel and Performics
    How Airtel Used Digital to Launch 4G in India”
    P&G India and PHD India
    “Chatur Chachi Program”
    Royal Challengers Bangalore and Mindshare
    “Creation of fan zones using location based technology”
    Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
    OLX and Performics
    “Data paves the way for success”
    Product / Services Launch
    Moto India and Mindshare India
    “Motographs – When time stood still”
    Mountain Dew and Mindshare India
    “Mountain Dew takes the OTT world by storm by launching Indias’s first branded channel”
    Star India Pvt Ltd / Star Sports and Mindshare India
    “Le Panga Le Panga !!”
    Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
    Castrol India Ltd and Mindshare India
    “How Castrol activated mini truck driver targeted only campaign”
    Stayfree and OMD India
    “Stayfree Stay Ahead Helpline”

    Promotion
    Kinder Joy and OMD India
    “Kinder Joy Story Station”
    Café TC and Dentsu Web Chutney
    “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
    Stayfree and OMD India
    “Stayfree Stay Ahead Helpline”
    Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
    Godrej and Madison
    “Free G: India’s first consumer engagement campaign through mobile”
    Moto India and Mindshare India
    “India’s first Elections to be covered only on Smartphones”
    Relationship Building / CRM
    Rin and PHD India
    “Rin Career Ready Academy”
    Castrol India Ltd and Mindshare India
    “How Castrol activated mini truck driver targeted only campaign”
    Lakme and PHD India
    “Lakme Makeup Pro”
    Pepsi and Mindshare India
    “Crash the Pepsi IPL”
    P&G India and PHD India
    “Chatur Chachi Program”
    Airtel Wynk Music and Performics
    “Wynk – Music on the go!”
    Cross Media / Cross Mobile Integration
    Active Wheel and PHD India
    “Lo Kar Lo Baat”
    Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
    Pepsi and Mindshare India
    “Crash the Pepsi IPL”
    Nestle Maggi and Performics
    “#WelcomeBack”
    Kinder Joy and OMD India
    “Kinder Joy Story Station”
    Brooke Bond Red Label Tea and Mindshare
    “6 Pack Band”
    Cross Screen Advertising
    Brooke Bond Red Label Tea and Mindshare
    “6 Pack Band”
    Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
    OLX and Performics
    “OLX’s Progressive Remarketing”
    Pepsi and Mindshare India
    “Crash the Pepsi IPL”
    Hindustan Unilever Limited and Mindshare
    “Outshout or Outsmart ???”
    Akzonobel and Maxus
    “How Dulux Paints Consumer Cross Screen”
    Messaging
    Cellular Operators Association of India (COAI) and netCORE Solutions Pvt Ltd
    “PMKVY- A Call for Skill Development”
    Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
    CEAT tyres and Group M
    “Making PhDs Real – Party hard, Drive safe”
    Kelloggs and Mindshare
    “#FeedingDreams”
    Godrej and Netcore Solutions
    “Continous engagement with our consumers through Free G”
    YUM Restaurants India / KFC and Mindshare India
    “When KFC emerged as a winner of India’s biggest Cricket bash”

    Mobile Social
    Café TC and Dentsu Web Chutney
    “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
    Pepsi and Mindshare India
    “Crash the Pepsi IPL”
    Brooke Bond Red Label Tea and Mindshare
    “6 Pack Band”
    CEAT tyres and Group M
    “Making PhDs Real – Party hard, Drive safe”
    Coca Cola India Pvt Ltd and Interactive Avenues
    “Coke Wishes”
    Castrol India Ltd and Mindshare India
    “How Castrol activated mini truck driver targeted only campaign”
    Innovation
    Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
    Stayfree and OMD India
    “Stayfree Stay Ahead Helpline”
    Kelloggs and Mindshare
    “#FeedingDreams”
    Active Wheel and PHD India
    “Lo Kar Lo Baat”
    Kinder Joy and OMD India
    “Kinder Joy Story Station”
    Hindustan Unilever – Pureit and Mindshare India
    “Outshout or Outsmart ???”
    Location Based
    Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
    Castrol India Ltd and Mindshare India
    “How Castrol activated mini truck driver targeted only campaign”
    Reliance Infrastructure / Reliance Energy and MEC Group M
    “EnergyonApp – Hyperlocal Suburb Targeting”
    OLX and Performics
    “OLX Location Leads to Conversions”
    GRT Jewellers and Saavn Pvt Ltd
    “GRT Live”
    Glaxo SmithKline Pharma / Iodex and Mindshare India
    “Iodex ambushed Zandu by chasing their TV GRPS via Mobile”
    Mobile Payments
    1. Paytm and Mcann
    “Paytm”
    2. Airtel and Performics
    “Airtel Money – Break The Clutter”
    Best Brand Experience in Mobile Rich Media
    Lakme and PHD India
    “Lakme Makeup Pro”
    Fitbit and Resultrix
    “Showroom on your wrist”
    Glaxo SmithKline Consumer Healthcare /Horlicks and Mindshare India
    “Add a little ‘Awesome’”
    ACC Cement and Hungama Digital Services
    “BUILDING DREAMS”
    ACC Cement and Hungama Digital Services
    “THE ACC GOLD DIFFERENCE”
    Most Engaging Mobile Creative
    Idea Cellular Pvt Ltd and Mindshare India
    “Powering the next Gen Internet ready India”
    P&G India and PHD India
    “Chatur Chachi Program
    National Geographic Channel and Vserv Digital Services and Flying Cursor
    “NGC’s How to Win at Everything launch campaign”
    YU Mobile and Interactive Avenues
    “Banner Wale Babu Mera Gaana Baja Do”
    Fitbit and Resultrix
    “Showroom on your wrist”
    Apus and Apus
    “#SupportYourTeam- APUS Cricket Mobile Marketing Campaign”

  • The MMA announces ‘The Smarties India 2016’ jury & awards shortlist

    The MMA announces ‘The Smarties India 2016’ jury & awards shortlist

    MUMBAI: Celebrating the teams and talent who are leveraging the power of mobile to create innovative and effective marketing campaigns, the Mobile Marketing Association (MMA), today announced the jury and awards shortlist for the 2016 edition of the MMA India SMARTIES™ Awards.

    The SMARTIES™ is the world’s only global mobile marketing awards program that honours innovation, creativity and success in the field of mobile marketing. The MMA SMARTIES™ India Awards, where the final winners will be announced, will take place on 7th October 2016 at The Leela Ambience Hotel, Gurgaon, India.

    Selected from submissions from across India, the shortlisted entries represent the platform’s immense potential to reach and engage connected consumers in unique and original ways. The shortlist was selected by the Smarties Pre-Screening Council, which includes more than 107 senior level mobile marketers from India, Singapore, Indonesia, Vietnam, China, Thailand and Australia. These entries will now undergo review by the MMA’s ‘all-Brand Jury’ consisting of celebrated marketers from leading corporates in India. The Jury will evaluate the shortlisted campaigns under 15 categories on four criteria: strategy, execution, creativity and results. (*see pg. 3 – Appendix 1, The All Brand Jury Members for the Smarties India 2016)

    The Smarties™ India 2016 covers everything from brand awareness to innovation, video/rich media and social media, and strives to find the best campaigns from across the country. The awards celebrate the excellent work being done on mobile by both brands and agencies, and to inspire marketers to push the envelope in their own campaigns.

    “The Mobile today has become a consistent game changer for marketers in India. It’s interesting to see how marketers are constantly learning to innovate with this medium. Given the mobile marketing innovations we are seeing this year it’s clear that the industry is taking notice and using the mobile evolution in the country to their advantage. The jury this year is faced with the exciting-yet-difficult task of selecting the winning campaigns, setting a rigorous bar to take home a coveted Smarties.” said MMA India, Chairperson, D Shivakumar, Chairman & CEO, PepsiCo India Holdings Pvt. Ltd.

    “Mobile’s pervasiveness, flexibility and capacity for creativity is driving the transformation of business and marketing. This is evident in the entries that are representative of the breakthrough mobile strategies that have been adopted by brands and agencies in varied industries through the past year” said Rohit Dadwal, Managing Director, Mobile Marketing Association – Asia Pacific. “The response that we have received for The Smarties™ India 2016 is very encouraging and demonstrative of the growing potential of mobile marketing in India. We are now in a mobile-first world, and these campaigns demonstrate the endless opportunities the platform offers for marketers to make meaningful connections with consumers.”

    The 2016 Smarties shortlist consists of 85 campaigns over 15 categories from all over the country with an increment in participation from regional markets. Entries are from across the industry verticals like from the healthcare, sports, auto, ecommerce, mobile FMCG etc The diverse range proves the growing prominence of mobile as a marketing medium.

    Cross Media Integration and Relationship Building with maximum entries has also further solidified the importance for traditional media to work with / leverage mobile for consumer engagement. (see pg. 4, Appendix 2, Shortlisted Campaigns for The Smarties™ India 2016 for All 15 Categories)

    Appendix 1

    THE ALL BRAND JURY MEMBERS FOR THE SMARTIES™ INDIA 2016

    Ajit Mohan, Executive Vice President & Head, Digital for Star India, Novi Digital Entertainment Limited
    Amarjit Singh Batra, Chief Executive Officer, OLX India
    Amrit Thomas, Chief Marketing Officer, United Spirits Limited
    Gaurav Jeet Singh, Head Media Services, South Asia, Hindustan Unilever Limited
    Hemant Mehta, Senior Vice President, IMRB
    Karthi Marshan, Senior Executive Vice President & Head, Group Marketing, Kotak Mahindra Bank
    Manav Sethi, Group CMO, ASKME India & Malaysia
    Manish Aggarwal, Vice President, Marcom, Le Ecosystem Technology India Private Limited
    Prasun Basu, President, South Asia, The Nielsen Company
    Rajiv Mathrani, Chief Brand Officer, Airtel
    Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Limited
    Sameer Pitalwalla, CEO and Co-Founder, Culture Machine
    Sapna Chadha, Head of Marketing, Google India
    Shireesh Joshi, Head, Strategic Marketing, Godrej Group
    Shubhodip Pal, Chief Operating Officer, YU Televentures Ltd
    Umang Bedi, Managing Director, Facebook India
    Vinodh Bhat, Co-founder & President, Saavn

    Appendix 2

    SHORTLISTED CAMPAIGNS FOR THE SMARTIES™ INDIA 2016
    Brand Awareness
    Burger King and Autum Worldwide
    “Pre – Book a Whopper”
    Idea Cellular Pvt ltd and Mindshare India
    “Powering the next Gen Internet ready India”
    Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
    Café TC and Dentsu Web Chutney
    “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
    Rin and PHD India
    “Rin Career Ready Academy”
    Pepsi and Mindshare India
    “Crash the Pepsi IPL”
    Lead Generation / Direct Response / Conversion
    Café TC and Dentsu Web Chutney
    “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
    Bharti Airtel and Performics
    How Airtel Used Digital to Launch 4G in India”
    P&G India and PHD India
    “Chatur Chachi Program”
    Royal Challengers Bangalore and Mindshare
    “Creation of fan zones using location based technology”
    Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
    OLX and Performics
    “Data paves the way for success”
    Product / Services Launch
    Moto India and Mindshare India
    “Motographs – When time stood still”
    Mountain Dew and Mindshare India
    “Mountain Dew takes the OTT world by storm by launching Indias’s first branded channel”
    Star India Pvt Ltd / Star Sports and Mindshare India
    “Le Panga Le Panga !!”
    Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
    Castrol India Ltd and Mindshare India
    “How Castrol activated mini truck driver targeted only campaign”
    Stayfree and OMD India
    “Stayfree Stay Ahead Helpline”

    Promotion
    Kinder Joy and OMD India
    “Kinder Joy Story Station”
    Café TC and Dentsu Web Chutney
    “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
    Stayfree and OMD India
    “Stayfree Stay Ahead Helpline”
    Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
    Godrej and Madison
    “Free G: India’s first consumer engagement campaign through mobile”
    Moto India and Mindshare India
    “India’s first Elections to be covered only on Smartphones”
    Relationship Building / CRM
    Rin and PHD India
    “Rin Career Ready Academy”
    Castrol India Ltd and Mindshare India
    “How Castrol activated mini truck driver targeted only campaign”
    Lakme and PHD India
    “Lakme Makeup Pro”
    Pepsi and Mindshare India
    “Crash the Pepsi IPL”
    P&G India and PHD India
    “Chatur Chachi Program”
    Airtel Wynk Music and Performics
    “Wynk – Music on the go!”
    Cross Media / Cross Mobile Integration
    Active Wheel and PHD India
    “Lo Kar Lo Baat”
    Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
    Pepsi and Mindshare India
    “Crash the Pepsi IPL”
    Nestle Maggi and Performics
    “#WelcomeBack”
    Kinder Joy and OMD India
    “Kinder Joy Story Station”
    Brooke Bond Red Label Tea and Mindshare
    “6 Pack Band”
    Cross Screen Advertising
    Brooke Bond Red Label Tea and Mindshare
    “6 Pack Band”
    Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
    OLX and Performics
    “OLX’s Progressive Remarketing”
    Pepsi and Mindshare India
    “Crash the Pepsi IPL”
    Hindustan Unilever Limited and Mindshare
    “Outshout or Outsmart ???”
    Akzonobel and Maxus
    “How Dulux Paints Consumer Cross Screen”
    Messaging
    Cellular Operators Association of India (COAI) and netCORE Solutions Pvt Ltd
    “PMKVY- A Call for Skill Development”
    Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
    CEAT tyres and Group M
    “Making PhDs Real – Party hard, Drive safe”
    Kelloggs and Mindshare
    “#FeedingDreams”
    Godrej and Netcore Solutions
    “Continous engagement with our consumers through Free G”
    YUM Restaurants India / KFC and Mindshare India
    “When KFC emerged as a winner of India’s biggest Cricket bash”

    Mobile Social
    Café TC and Dentsu Web Chutney
    “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
    Pepsi and Mindshare India
    “Crash the Pepsi IPL”
    Brooke Bond Red Label Tea and Mindshare
    “6 Pack Band”
    CEAT tyres and Group M
    “Making PhDs Real – Party hard, Drive safe”
    Coca Cola India Pvt Ltd and Interactive Avenues
    “Coke Wishes”
    Castrol India Ltd and Mindshare India
    “How Castrol activated mini truck driver targeted only campaign”
    Innovation
    Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
    Stayfree and OMD India
    “Stayfree Stay Ahead Helpline”
    Kelloggs and Mindshare
    “#FeedingDreams”
    Active Wheel and PHD India
    “Lo Kar Lo Baat”
    Kinder Joy and OMD India
    “Kinder Joy Story Station”
    Hindustan Unilever – Pureit and Mindshare India
    “Outshout or Outsmart ???”
    Location Based
    Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
    Castrol India Ltd and Mindshare India
    “How Castrol activated mini truck driver targeted only campaign”
    Reliance Infrastructure / Reliance Energy and MEC Group M
    “EnergyonApp – Hyperlocal Suburb Targeting”
    OLX and Performics
    “OLX Location Leads to Conversions”
    GRT Jewellers and Saavn Pvt Ltd
    “GRT Live”
    Glaxo SmithKline Pharma / Iodex and Mindshare India
    “Iodex ambushed Zandu by chasing their TV GRPS via Mobile”
    Mobile Payments
    1. Paytm and Mcann
    “Paytm”
    2. Airtel and Performics
    “Airtel Money – Break The Clutter”
    Best Brand Experience in Mobile Rich Media
    Lakme and PHD India
    “Lakme Makeup Pro”
    Fitbit and Resultrix
    “Showroom on your wrist”
    Glaxo SmithKline Consumer Healthcare /Horlicks and Mindshare India
    “Add a little ‘Awesome’”
    ACC Cement and Hungama Digital Services
    “BUILDING DREAMS”
    ACC Cement and Hungama Digital Services
    “THE ACC GOLD DIFFERENCE”
    Most Engaging Mobile Creative
    Idea Cellular Pvt Ltd and Mindshare India
    “Powering the next Gen Internet ready India”
    P&G India and PHD India
    “Chatur Chachi Program
    National Geographic Channel and Vserv Digital Services and Flying Cursor
    “NGC’s How to Win at Everything launch campaign”
    YU Mobile and Interactive Avenues
    “Banner Wale Babu Mera Gaana Baja Do”
    Fitbit and Resultrix
    “Showroom on your wrist”
    Apus and Apus
    “#SupportYourTeam- APUS Cricket Mobile Marketing Campaign”

  • India among top three data consuming countries in APAC

    India among top three data consuming countries in APAC

    NEW DELHI: Around 77 per cent of internet users in India can access the web via a mobile device. In fact, smartphone use in the Asia Pacific region continues to grow at a pace on par with the rest of the world, with page-view volume on mobile websites and apps approaching global averages.

     

    According to the APAC State of Mobile Advertising report from Opera Mediaworks in partnership with the Mobile Marketing Association, India, Indonesia, Vietnam and the Philippines, countries which Opera refers to as the “P4” (Power 4) sub-region has seen a dramatic 545 per cent increase in smartphone adoption since 2013, making it one of the fastest growing sub-regions in the world.

     

    The findings in the report are based on Q2 2015 data from 400 million unique users on the Opera Mediaworks platform.

     

    The P4 countries represent less than half (43 per cent) of the population of Asia, account for less than 30 per cent of regional internet users – and yet over 76 per cent of these users access the internet via mobile.

     

    Mobile growth can largely be attributed to the rapid adoption of Android devices. In the second quarter, the Android operating system took the no. 1 position in market share of impressions served to mobile devices, accounting for more than 60 per cent of traffic in APAC and over 55 per cent in India.

     

    There is high demand for and rapid adoption of mobile video-ad units across the region. The ratio of video-ad impressions served in India is 0.68:1, which is higher than the average across Asia.

     

    “India remains one of the most exciting markets in Asia when it comes to smartphone adoption and rapid shift of consumers to make mobile as primary screen. Mobile advertising, on the other hand, is highly underrepresented in India and there is massive opportunity for advertisers to connect with the prime prospects, deliver rich and meaningful experiences at a time and place when it matters the most,” said Opera Mediaworks MD Asia Vikas Gulati.

     

    Key highlights from the State of Mobile Advertising report:

     

    Demographics and behavior of the average mobile users in India:

     

    .  Male users dominate across the region; in India, 9 out of 10 mobile users are male.  

    .  Indian users are overwhelmingly young; the average user age is under 23. Also, 50 per cent are between 18-23 years old.  

    .  The most visited mobile sites and apps by users in P4 region are in the Social Networking category. However, Indian users are more drawn to sites and apps that serve music, video, media & entertainment content followed by technology content.  

    . The top three countries in the P4 region in terms of data consumption are Vietnam, Indonesia and India. The average data consumption in these countries respectively is around 90, 65 and 60 MB per month.

     

    Revenue winners and emerging mobile ad formats:

     

    .  Business, Finance & Investing publishers fared well, accounting for a whopping 42 per cent of revenue paid to mobile publishers across the P4 region.  

    .  In India, Social Networking sites and apps provided the highest number of impressions for advertisers, followed by News & Information and Sports category. However, the highest eCPMs were earned by News & Information publishers.  

    .  The impressions of advertising on Communication Services is much higher than global average by and as much as 15x higher for revenue.

     

    “Opera Mediaworks represents almost 50 per cent of audience share of the market in India. We are making significant investments to grow the ecosystem, share insights on consumer behaviour and trends in mobile content consumption to help marketers better leverage the mobile opportunity,” Gulati added.

     

    “Collaborating with members of the mobile marketing ecosystem has always been the key to building knowledge and capabilities amongst this the region’s marketers, and the MMA is very excited to partner with Opera Mediaworks on their State of the Mobile Advertising Report. We believe marketers in Asia are best positioned to be leaders in global mobile innovation, building campaigns that harness the potential of the medium and the mobile audience. Opera’s stunning data proves that the future of mobile lies in Asia,” said Mobile Marketing Association APAC managing director Rohit Dadwal.

  • Affle Group launches $3.3 million M2X fund to boost mobile ads

    Affle Group launches $3.3 million M2X fund to boost mobile ads

    NEW DELHI: Affle Group, a leading smart media company, has announced the launch of M2X, a $3.3 million (Rs 20 crore) fund, in association with the Mobile Marketing Association (MMA).

    M2X or Mobile 2x is set up to enable brands, publishers, agencies, app developers and entrepreneurs to create mobile assets, increase mobile ad spends and promote development of innovative technologies in emerging mobile markets with particular focus on India, Indonesia, Vietnam, Thailand, Malaysia, Philippines and Singapore.

    M2X is an industry-first effort, spearheaded by Affle Group with support of MMA, to fuel the growth of the mobile marketing ecosystem in emerging markets. Qualifying companies will be able to submit their applications to M2X to gain access to funds under two broad categories: (i) dollar-for-dollar co-investment with advertisers, agencies and publishers for mobile asset creation and advertising campaigns that use mobile as a medium with Affle; and (ii) investment in start-ups or existing companies that are investing into technology innovation and IP creation in the field of mobile advertising.

    Affle Groupe chairman Anuj Khanna Sohum said, “We see huge untapped potential for mobile advertising in developing Asian markets. Some significant bottlenecks we see the industry facing in this part of the world include lack of quality mobile assets, limited or no investments in mobile advertising by some brands and limited investments in technology innovation. Affle’s M2X fund is a very unique sector-focused fund that will help grow the industry and help boost entrepreneurship in this domain. Through our dollar-for-dollar matching co-investment scheme, we plan to help qualified brands and publishers increase the value proposition and user traction of their mobile assets. Also through our entrepreneur acceleration program we are confident of providing a significant impetus to ad technology innovation in mobile-first markets.”

     “Half of world’s mobile population is located in Asia, and a substantial portion of this is in emerging markets and the race is on to connect with the next billion consumers. The launch of Affle’s M2X fund comes at an opportune time to mitigate any reticence on the part of advertisers and publishers to add mobile to their media mix, particularly where budgets have been cited as a reason. M2X will also enable faster go-to-market for companies in this region who are creating products and solutions for the mobile advertising space. M2X is a strategic industry-focused initiative that aims to encourage this community to place their bets on the power of mobile, while sharing in risk and therefore increasing return-on-investment,” said Mobile Marketing Association Asia Pacific MD Rohit Dadwal.

    As part of the MMA’s involvement in M2X, applications from existing members will be reviewed on a priority basis. In addition, non-members that meet the criteria for funding will automatically be eligible for co-funding towards regional MMA membership. Through the MMA, qualifying companies will benefit from access to international guidelines on global standards, measurement and best practise in mobile marketing and advertising.

    The launch of M2X is in line with Affle Group’s commitment and determination to lead the change and drive growth for the mobile ad industry. This mobile ad fund will aid and assist all major stakeholders as well as industry players to capitalize on the opportunities in this market.