The introduction of ad-tech platforms, big data and the cloud into a mobile-enabled population coupled with the growing adoption of mobile internet in media dark areas have unlocked new possibilities for brands in India. To help marketers understand the characteristics of effective mobile campaigns, Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Award and examined the drivers that make for truly compelling work.

Winning Indian campaigns focused on building a more meaningful connection with consumers. They tapped into media consumption trends, understood the rules of engagement on mobile and used new technologies to execute quicker and smarter campaigns in the right context. Winners tracked and measured each channel’s impact on the campaign objectives, allowing them to course-correct and resulting in more confidence in their strategy.