India

When #Sparkies win #Smarties
MMA India

We're bringing home two wins at the MMA India SMARTIES India 2026 awards! A big shoutout to our incredible teams and clients, Prime Video & Amazon MGM Studios and ITC Limited Candyman, for making it happen.

Here's to more ideas that make a difference.

Omnicom Media | Omnicom Media Asia Pacific | #SMARTIES2026 #SMARTIESIndia

Moneka and MMA India team are bringing important conversations around AI and marketing to the forefront. So much to learn from the work happening across the industry!

Our team spent the day at the #SMARTIES™ Unplugged 2026 Conference!
Across sessions on retail media, creative effectiveness and AI, one shift kept coming up: consumers now discover brands through AI agents, alongside creators and commerce platforms.

That’s the space we work in every day at OptimizeGEO. Here’s how the big ideas from the day connect to AI-led discovery:

 Touchpoints driving the top 20% of consumer attention in India grew from 12 in 2018 to 21 in 2024 (WPP Media Touch Points India Study).
AI assistants like ChatGPT, Gemini and Perplexity are now part of that mix. When someone asks an AI which brand to buy, the answer shapes their shortlist before they visit a single website.

 67% of marketers find it hard to connect the consumer journey through measurement (MMA India x WPP research).
AI search adds a new layer here. Brands need to know how often they appear in AI answers, which sources AI relies on, and how that visibility links to shopping and sales.

 Around 6% of 15,000 branded creator assets analysed by Kantar went on to build the brand.
Consistency matters to people and to AI models alike. A brand that tells one clear story across its website, reviews, media coverage and creators is easier for AI to understand and recommend.

 Intent carries more weight than reach. AI conversations are high-intent moments: the person is actively asking for a recommendation. Showing up there is one of the strongest signals a brand can earn.

 AI is a growth lever. MMA India’s 101 AI in Marketing Use Cases library, launched by Moneka Khurana, Rohit Dadwal and Ranjana K., brings together real use cases from 30+ companies and 50+ brands, with measurement and customer journeys sitting right alongside content.

As discovery, media and commerce come together in the AI era, OptimizeGEO helps brands see and improve how they show up across AI search, from AI visibility (Generative Engine Optimization) to shopping and commerce data and LLM ad intelligence.

How is your brand tracking its presence in AI answers today?

#SMARTIESUnplugged #AIinMarketing #GenerativeEngineOptimization #AISearch #MarketingEffectiveness #RetailMedia #OptimizeGEO

MMA India, Moneka Khurana, Rohit Dadwal, Ranjana K., Kantar

Kirthiga Reddy Saurabh Doshi Shagufta D. Sonal Agarwal Archi Jain Manish Singh Atif Lodi Nidhi Sood Laya Menon Priya Singh Gauri Pendsay Hiral Bhatt ANSHUL BALI

AI's real test isn't efficiency. It's growth.

That was the thread running through today's Leadership Dialogue at #SMARTIESIndia, "Beyond Efficiency: Where AI creates real growth, not just efficiencies," moderated by our President, Asia Pacific, Raman Kalra with Pavanjit S Bedi (CMO Foods, Hindustan Unilever) and Sunita Bangard (MMA India Board Member; CEO – Emerging Opportunities Novel Jewels, Aditya Birla Group).

Practical takeaways:

 **Speed is a growth lever.** Bewakoof, from Aditya Birla's fashion portfolio, can deliver a custom t-shirt in 3 days. That's AI turning efficiency into a product people pay for.

 **AI can help you find the next market.** HUL Foods used it to pivot from hot drinks to cold beverages to reach Gen Z.

 **The bottleneck isn't the tech.** AI literacy is still low. Talent, culture and behaviour change decide how much ROI you actually get.

 **Efficiency and growth aren't opposites.** Done right, efficiency lifts both the topline and the bottom line.

 **The biggest boardroom myth is "AI will take away jobs."** The panel's view was that AI handles execution and humans own the rest, including great storytelling.

 **For the next 12 months, treat AI like gymnastics.** Make small bets, fail fast, learn fast, and build the muscle.

The organisations that win won't be the ones with the most AI tools. They'll be the ones whose people know how to use them.

Thank you to Pavanjit, Sunita and Raman for a grounded, no-hype conversation.

Material MMA India

#DiscoverMaterial #SMARTIESUnplugged #SMARTIESIndia2026

Some wins mean a little more! 

Proud to share that Gillette Fusion5 and Pampers Premium Care have both won Gold at the SMARTIES MMA India MMA Global

Having put so much thought and effort into these campaigns, this recognition feels truly special. Grateful for the opportunity, the trust, and everyone who has been part of this journey.
Rathi Gangappa Peeyush Sharma Chirag Chandiramani Starcom Publicis Media

The A Team : ABHISHEK ROY Neha Raut Paritosh Shende Anoushka Rai

A milestone in my career that I’ll always look back on with pride. 

#Smarties #MediaStrategy #Teamwork

Looks like my SMARTIES did pretty well at the #SMARTIES2026 forum, after a tough fight for MMA India's top honor. 

Delighted to have Pampers Premium Care and Gillette Fusion5 bring home Gold in what was an incredibly competitive SMARTIES season, with some outstanding work in contention, across categories.
 

Pampers Premium Care - Cross Digital Media Marketing
Gillette Fusion 5 - New Product Launch / Re-Launch

What makes this especially rewarding is knowing what sits behind these two trophies.

Two brands that constantly challenge convention, keep reinventing themselves, and never settle for average. The quality of work is never accidental. It's the outcome of ambitious brands, strong partnerships, healthy debate, and teams that care deeply about getting it right.

A huge thank you to our brand teams for trusting us, pushing us, and inspiring us to raise the bar every single time.
Mayank Jaiswal Palak Marwah Pallavi Gupta Sumit Priyam Sambit Kumar Dwivedi Lakshay Singla Reneta Saldanha Shubham Bijalwan Neeraj Dhankar Sachi Agrawal Suraj Nair Salil Mooley

And to the incredible team for creating a fertile ground & for putting their hearts into the work, thank you for making the journey such a rewarding one.

“If the moment belongs to a machine, does contextual marketing die – or matter more than ever?”

That was the question we closed on at MMA India SMARTIES Unplugged 2026 – and across 30 unfiltered minutes, the answer became clear: context is not what it used to be. It’s what AI finally made possible.

Hybrid India was proud to host 'Contextual Marketing in the AI Era' on the Unplugged stage – a panel built not to pitch contextual, but to pressure-test it.

What’s real. What’s hype. What’s working in Indian media plans today. And what marketers should actually ask for before they sign the next deck.

Ketan Deorankar rightly set the tone for the room. Today’s AI doesn’t just read what the page is about. It reads the image. It reads the sentiment. It reads the intent. It reads the moment the user is already in.

But that opens a sharper question for the buyer side – how do you tell the difference between real AI-driven contextual intelligence and marketing hype?

At Hybrid, this is the thesis we build on every day. #Attention is the real currency of digital advertising. Context is one of the sharpest tools we have to earn it. #VOX by Hybrid – our AI-Vision platform – exists to put brands where attention already lives: inside the content, inside the moment, inside the question the user is actively asking.

That's the loop we closed during the discussion.

Huge gratitude to the brilliant minds who shared the stage - Niranjan Singh, Sujay Ray, Kunal Aman and Arun Nagarajan for the wonderful moderation.

Massive thanks to Moneka Khurana, Rudrashish Nag and the entire team from MMA India for curating a stage that rewards nuance over noise, and for inviting Hybrid India to host this conversation.

#SmartiesUnplugged #Hybrid #VOX #Contextual

81% of Indian marketers prioritise reach, while 69% don’t use attention in media planning, finds Publicis Media India and MMA India’s Beyond Reach report.
More here: https://lnkd.in/gBPxVsKi

#MediaPlanning #DigitalAdvertising #MarketingInsights #BrandBuilding #MediaStrategy Lalatendu Das Moneka Khurana