Mindshare and Diageo bag MMA SMARTIES India awards 2017

 

 

The Mobile Marketing Association (MMA) has announced winners of its 2017 SMARTIES India Awards, returning for its sixth edition this year. The annual gala saw a full lineup of 42 awards in mobile strategy and industry-focussed categories, celebrating innovation, creativity, and success across the mobile marketing ecosystem. Diageo was crowned the prestigious “Marketer of the Year”, while Mindshare was recognized as “Agency of the 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 recognized 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 included 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.

 

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.

 

Speaking on the same, Rohit Dadwal, Managing Director, MMA Asia-Pacific, said, “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 recognizing 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 are 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.”

 

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.”

 

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 analyzing 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.