Mindshare and Diageo win big at the Mobile Marketing Association SMARTIES™ India awards 2017 | Mobile Marketing Association
October 30, 2017

Returning for its sixth edition, the Awards unveiled winners across 17 categories, demonstrating the growing role of mobile in India’s marketing mix

New Delhi, 27 October, 2017 – The Mobile Marketing Association (MMA) announced on Friday evening winners of its 2017 SMARTIES™ India Awards, returning for its sixth edition this year at The Leela in New Delhi. The annual gala saw a full line-up of 42 awards in mobile strategy and industry-focused categories, celebrating innovation, creativity, and success across the mobile marketing ecosystem. Diageo was crowned the prestigious ‘Marketer of the Year’, while Mindshare was recognised as ‘Agency of the Year’.

This year, Mindshare leads the most wins, receiving 19 awards over 11 categories, ranging from Brand Awareness, Mobile Native and Programmatic, amongst others. Sony Entertainment Channel’s ‘Waltzing across TV: How 300,000 people switched channels to Super Dancer’ by Zapr Media Labs was recognised as ‘Best in Show’.

In addition, the following were presented with two Gold awards each in their respective categories:

  • Liva’s ‘#NoFilterNeha Campaign’ by Saavn – Cross Media, Mobile Audio
  • Sony Entertainment Channel’s ‘Waltzing across TV: How 300,000 people switched channels to Super Dancer’ by Zapr Media Labs – Brand Awareness, and Product/ Services Launch

Other brands awarded Gold include Godrej Greens, Iodex, Mars, PepsiCo, Hungama Digital Media Entertainment Pvt Ltd., Reckitt Benckiser, and Castrol Activ. A full list of winners is available in Appendix 1.

“All our winners have demonstrated the ability to communicate their brand’s story with mobile using creative concepts and innovative technology that lead to real business impact. The SMARTIES™ India Awards are our way of recognising outstanding key players in the industry, and we hope that through sharing their campaigns, we can inspire marketers across India to harness the power packed in this tiny device. We’re optimistic about where the industry is headed in India, and look forward to seeing what next year’s SMARTIES™ India Awards has in store for all of us.” said Rohit Dadwal, Managing Director, MMA Asia-Pacific.

In an ongoing partnership with Knowledge Partner, Kantar Millward Brown, the research-based consultancy presented industry trends and characteristics of the winning campaigns.

Commenting on the winners, Shaveta Bhardwaj, Senior Executive Director, Kantar Millward Brown said, “We saw very interesting entries in comparison to last year; scale stood out for winning campaigns. Measuring brand outcomes is critical to success. It is important to think what ‘mobile’ can do for your ‘brand’ rather than what ‘brand’ can do on mobile.”
 
The winners were selected by a panel of judges comprising senior brand and agency marketers through a rigorous process, who deliberated over the submissions across four criteria – strategy, execution, creativity and business impact. The Jury comprised:

  • D Shivakumar, Chairman, MMA India
  • Siddharth Banerjee, Executive Vice President, Marketing, Vodafone India Ltd.
  • Prasun Basu, President, South Asia, Nielsen
  • Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Limited
  • Shireesh Joshi, Founder CEO, Priism Consulting
  • Hemant Mehta, Managing Director, Media, Digital & Retail, Kantar IMRB, Chief Strategy Officer, Kantar South Asia
  • Sidharth Shakdher, Senior Vice President, Hotstar
  • Ravi K Shharma, SVP and Head of Sales, SAAVN
  • Gunjan Soni, Head of Jabong, Chief Marketing Officer at Myntra
  • Amrit Thomas, Chief Marketing Officer, United Spirits Limited, Chairman, Royal Challengers Bangalore

Pre-screeners were conducted by 52 senior brand and agency marketers from around the region.

This year, MMA partnered GUNN report and WARC to launch the first-ever Business Impact Index. The SMARTIES™ Index will identify, rank and award the marketing industry’s agencies, marketers and brands that are delivering the highest level of business impact by analysing finalist and winner data from all the SMARTIES™ programmes around the world.

The high quality of entries for this year’s SMARTIES™ India Awards demonstrates the increased awareness of mobile marketing and its potential in India, with the country boasting over 1 billion mobile subscribers, and 79% of internet traffic originating from mobile, compared to 50% globally.

Submissions for SMARTIES™ India Award 2017 featured 64 nominations across 18categories covering marketing strategy, channel/media, enabling technology, creative and industry awards.

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About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.

Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate - Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonalds, Microsoft, Mondelez International, Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more.

The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA, please visit www.mmaglobal.com.

For more information, please contact:
Lovina Gujral / Mansi Mehta
Candour Communications
E: lovina[at]candour.co[dot]in / mansi[at]candour.co[dot]in
T: +91 9899797029 / +91 9873479830


Appendix 1

THE 2017 SMARTIES™ INDIA: WINNERS

India Awards (Gold, Silver and Bronze)

Award

Category

Entry Name

Advertiser Brand

Lead Agency

Gold

Brand Awareness

Waltzing across TV: How 300,000 people switched channels to Super Dancer

Sony Entertainment Channel / Super Dancer

Zapr Media Labs

Gold

Cross Media

Saavn: Liva #NoFilterNeha Campaign

Liva

Saavn

Gold

Cross Screen Advertising

Combating the Consumer Blind Spot on TV with Smartphones

Diageo

Mindshare

Gold

Innovation

Feel the Greens

Godrej Greens

Madison Communication

Gold

Location Based Services or Targeting

Iodex goes Ambush the geo-targeted way, but this time through Mobile media!

Iodex

Mindshare

Gold

Marketing within a Mobile Gaming Environment

Mountain Dew - Game Fuel

PepsiCo / Mountain Dew

Mindshare

Gold

Messaging

Pedigree Shape Guide

Mars / Pedigree

Hungama Digital Services

Gold

Mobile App

Artist Aloud App

Hungama Digital Media Entertainment Pvt Ltd.

Hungama Digital Services

Gold

Mobile Audio

Saavn: Liva #NoFilterNeha Campaign

Liva

Saavn

Gold

Mobile Native

Dettol: Jingle all the way

Reckitt Benckiser / Dettol

GreedyGame Media & Interactive Avenues

Gold

Mobile Social

Mirinda Release the Pressure

PepsiCo / Mirinda

Mindshare

Gold

Mobile Video

Girl in the City

Castrol Activ

Mindshare

Gold

Product/ Services Launch

Waltzing across TV: How 300,000 people switched channels to Super Dancer

Sony Entertainment Channel / Super Dancer

Zapr Media Labs

Silver

Brand Awareness

Conglomerate to Companion

Aditya Birla Group

Mindshare

Silver

Cross Media

Inspiring the Athlete Within Every Woman

Nike

Mindshare

Silver

Cross Media

Nayi Soch

Star Plus

Mindshare

Silver

Cross Screen Advertising

David vs Goliath 2.0: When mobile outmuscled TV

Diageo / McDowell's No.1

Mindshare

Silver

Innovation

Cadbury Marvellous Campaign - An Augmented Reality-driven mobile advertising

Mondelēz / Cadbury Dairy Milk Marvellous Creations

Isobar & Affle

Silver

Lead Generation

The Pedigree Pawsome Programme

Mars International Pvt. Ltd. / Pedigree

Hungama Digital Services

Silver

Location Based Services or Targeting

Privileges are now 0 km away from Godrej infinity

Godrej Infinity

Madison Communications

Silver

Marketing within a Mobile Gaming Environment

Nexa Baleno Buddy Pack

Maruti Suzuki

Grapes Digital  & Gameloft

Silver

Messaging

Pocket Dentist

Colgate Palmolive / Pocket Dentist

Red Fuse Communications India

Silver

Mobile App

Live Young, Live Free App

Mahindra & Mahindra

Hungama Digital Services

Silver

Mobile Audio

Dettol: Jingle all the way

Reckitt Benckiser / Dettol

GreedyGame Media & Interactive Avenues

Silver

Mobile Social

Rukna Nahi Hai

JSW IP Holdings

Mindshare

Silver

Mobile Video

How Boost is paying way to effectively target kids using Pokkt's proprietary software and overall, driving brand preference

Glaxo SmithKline Consumer Healthcare / Boost

Mindshare & Pokkt

Silver

Product/ Services Launch

With You Hamesha - Mahindra Auto's Post Sales Platform

Mahindra & Mahindra

Hansa Customer Equity Pvt. Ltd.

Silver

Promotion

Good Knight - Fastcard ki Paathshala

Godrej Consumer Products Limited / Good Knight

Mindshare

Bronze

Cross Mobile Integration

Inspiring the Athlete Within Every Woman

Nike

Mindshare

Bronze

Innovation

India's first media plan created through Artificial Intelligence (AI)

Bharti Airtel

Group M

Bronze

Lead Generation

KWID on Paytm: How to Sell Cars in Demonetization

Renault

OMD

Bronze

Location Based Services or Targeting

RCB Bold Army

Royal Challenger Sports Private Limited 

Mindshare

Bronze

Marketing within a Mobile Gaming Environment

How Boost is paying way to effectively target kids using Pokkt's proprietary software and overall, driving brand preference

Glaxo SmithKline Consumer Healthcare / Boost

Mindshare & Pokkt

Bronze

Mobile Audio

Benadryl OBD

Benadryl

Interactive Avenues

Bronze

Mobile Native

When tinder swiped right for Nike

Nike

Mindshare

Bronze

Mobile Social

Coca-Cola Moments on Jio Chat

Coca-Cola

Interactive Avenues

Bronze

Mobile Social

Home Party Essentials 101 - By SIMI the AI-powered Bartender

Diageo

Mindshare

Bronze

Programmatic

Combating the Consumer Blind Spot on TV with Smartphones

Diageo

Mindshare

Bronze

Promotion

Pocket Dentist

Colgate Palmolive / Pocket Dentist

Red Fuse Communications India

Industry Awards (Blue)

Award

Winner

Best in Show

Waltzing across TV: How 300,000 people switched channels to Super Dancer

Marketer of the Year

Diageo

Agency of the Year

Mindshare