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FMCG companies lead the shortlist for MMA Smarties India Awards

The shortlist consists of 62 campaigns over 15 categories, with the FMCG companies accounting for over 40 per cent of the shortlisted entries

BestMediaInfo Bureau | Mumbai | August 25, 2015

The-Smarties-Logo

The Mobile Marketing Association (MMA) has announced the jury and awards shortlist for the 2015 edition of the MMA India Smarties Awards. The Smarties is the world’s only global mobile marketing awards programme 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 September 16 at The Leela Ambience in Gurgaon.

This year, an all-brand Jury, led by Jury Chairperson D Shivakumar, Chairman & CEO, PepsiCo India Holdings, and consisting of other celebrated marketers in India, will evaluate shortlisted campaigns under 15 categories. The jury will be joined by brand and communication research company, Millward Brown, The Smarties Knowledge Partner.

The jury members include:

D Shivakumar, Chairman & CEO, PepsiCo India Holdings Pvt. Ltd

Ajit Mohan, Head of Digital, Star India

Vijay Shekhar Sharma, Founder, One97 & Paytm

Amrit Thomas, President and CMO, United Spirits Limited

Manav Sethi, CMO, AskMe

Sandeep Menon, CMO, Google India

Karthi Marshan, CMO, Kotak Group

Harpreet Singh Tibb, CMO Kellogg

Amarjit Batra, CEO, OLX

Sonali Dhawan, Marketing Director, P&G

Sunil Buch, Chief Business Officer, Zee Entertainment

Manish Aggarwal, VP - Marketing, Myntra Fashion Brands

Kartik Jain, EVP & Head - Marketing, HDFC Bank

Gaurav Jeet Singh, Head Media Services - South Asia, Hindustan Unilever Limited

Prasun Basu, MD South Asia, Millward Brown

Rohit Dadwal, Managing Director, MMA APAC

The Smarties India 2015 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 industry is about 20 years old and the mobile phone is the most deep personal experience for the user. Marketers are learning to innovate with this medium and I saw a number of great mobile marketing innovations from Colgate, HUL, PepsiCo, UB, Kelloggs and Paytm. We are in the third year of these awards and I expect to see a revolution here in the next few years,” said Jury Chairperson D Shivakumar.

The shortlist consists of 62 campaigns over 15 categories from all over the country with an increment in participation from regional markets. The FMCG companies lead the pack, accounting for over 40 per cent of the shortlisted entries. The range of industries which the campaign entries came from only underscores the growing prominence of mobile as a marketing medium. Lead Generation/ Conversion/ Direct Response, Product/ Service Launch, Cross Media Integration, Best Brand experience in Mobile Rich Media, Relationship Building proved to be the most popular categories overall.

“The response that we have received for The Smarties India 2015 is very encouraging and demonstrative of the growing potential of mobile marketing in India. These entries 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 campaigns that have been shortlisted are inspiring and demonstrate the countless applications of mobile marketing in India, and providing more opportunities for brands to get closer to their customers.”

Shortlisted campaigns for The Smarties India 2015

Brand Awareness

  • Mountain Dew | PepsiCo and Mindshare “Mountain Dew - Inspiring Rural India with Real Heroes’ Real Stories”
  • Vodafone and Madhouse Mobile Marketing India Pvt Ltd  “Vodafone Amplify – An Innovation that turned Onlookers to Curators”
  • Colgate Palmolive (India) Ltd and Red Fuse Communications “A smile for education”
  • Hindustan Unilever and PHD India “Kan Khajura Tesan”
  • Ceat Tyres and GroupM India “#DriveSafeDad”

Lead Generation/ Direct Response/ Conversion

  • Getit Infomedia Limited/ Brand:AskMeBazaar.com and Opera Mediaworks “AskMeBazaar”
  • Colgate Palmolive (India) Ltd. and Red Fuse Communications “Spreading a million smiles with a mobile”
  • Comfort and PHD India “Comfort Housie”
  • United Spirits Limited and Mindshare “How a Spirits Brand Got High on Mobile - United Spirits Limited”
  • Caterpillar and Flytxt- Havas Media “Top-of-the-mind-awareness and lead generation campaign for Caterpillar in urban and rural Indian markets (Flytxt-Havas Media)”

Product/ Services Launch

  • Getit Infomedia Limited/Brand:AskMeBazaar.com and Opera Mediaworks “AskMeBazaar”
  • Lakme and PHD India “Lakme Makeup Pro”
  • Airtel Wynk and Performics-TLG India Pvt Ltd “Airtel Wynk Launch”
  • Hungama and Hungama Digital Media Entertainment Pvt Ltd “Happy New Year: The Game”
  • GlaxoSmithKline Pharmaceuticals Limited and Mindshare India “Experiencing the “Mix-ability” of Instant Chocolate Horlicks on your SmartPhone - Shake a Mix!”

Promotion

  • Hindustan Unilever and PHD India “Consumer 360”
  • Comfort and PHD India “Comfort Housie”
  • Hungama and Hungama Digital Media Entertainment Pvt Ltd “Happy New Year: The Game”
  • Godrej and MSix “Cinthol: The world is more beautiful than the World Wide Web ”
  • Colgate Palmolive (India) Ltd and Red Fuse Communications “Spreading a million smiles with a mobile”
  • Colgate Palmolive (India) Ltd and Red Fuse Communications “A smile for education”

Relationship Building/ CRM

  • Hindustan Unilever and PHD India  “Kan Khajura Tesan”
  • Hindustan Unilever and PHD India  “Consumer 360”
  • NexGTv and Quasar Media “nexGTv Entertainment Mobile Application”
  • Colgate Palmolive (India) Ltd and Red Fuse Communications “A smile for education”
  • Comfort and PHD India “Comfort Housie”
  • Ceat Tyres and GroupM India “#DriveSafeDad”

Cross Media/ Cross Mobile Integration

  • Colgate Palmolive (India) Ltd and Red Fuse Communications “Spreading a million smiles with a mobile”
  • McDowell’s No.1 Whiskey and Mindshare “TV Makes friendship with mobile - McDowell’s No.1 Whiskey ”
  • Ceat Tyres and Group M India “#DriveSafeDad”
  • Mountain Dew | PepsiCo and Mindshare “Mountain Dew - Inspiring Rural India with Real Heroes’ Real Stories”
  • Colgate Palmolive (India) Ltd and Red Fuse Communications “A smile for education”
  • Kellogg India Pvt. Ltd and Mindshare West “Kellogg’s Mobile Breakfast”

Marketing within a Mobile Gaming Environment

  • Hungama and Hungama Digital Media Entertainment Pvt Ltd “Happy New Year: The Game”
  • Flipkart.com and Flipkart.com “Do Thumbthing”

 

Messaging

  • Hindustan Unilever and PHD India “Consumer 360”
  • Colgate Palmolive (India) Ltd. and Red Fuse Communications “Spreading a million smiles with a mobile”
  • Hindustan Unilever and PHD India “Khushiyon Ki Doli”
  • Ashiana Housing and Quasar Media “Neha Sawhney”

Mobile App

  • Lay’s and Mindshare India “Lay’s hid the treasure hunt inside Google Maps”
  • 99Games and 99Games “Star Chef”
  • Castrol India Pvt. Ltd and Mindshare West “India’s first Co-Created App”
  • Airtel Wynk and Performics-TLG India Pvt Ltd “Airtel Wynk Launch”

Mobile Website

  • Mahindra First Choice and Isobar “Mahindra First Choice”
  • Sterling Holiday Resorts (India) Limited and Isobar India “Sterling Holidays Mobile Booking Engine”

Innovation

  • Lakme and PHD India “Lakme Makeup Pro”
  • Castrol India Pvt Ltd and Mindshare West “India’s First Co-Created App”
  • Lay’s and Mindshare India “Lay’s hid the treasure hunt inside Google Maps”
  • McDowell’s No.1 Whiskey and Mindshare “TV Makes friendship with mobile - McDowell’s No. 1 Whiskey”

Location Based

  • Lay’s and Mindshare India “Lay’s hid the treasure hunt inside Google Maps”
  • Colgate Palmolive (India) Ltd and Red Fuse Communications “Spreading a million smiles with a mobile”
  • Kellogg India Pvt Ltd and Mindshare West “Kellogg’s Mobile Breakfast”
  • Castrol India Pvt. Ltd and Mindshare West “India’s First Co-Created App”
  • 7UP | PepsiCo and Mindshare “7UP used Technology (TemperAd Engine) to REVIVE sweaty India exactly when they were sweating!”

Mobile Payments

  • Paytm and One97 Communications Ltd “Paytm”

Best Brand Experience in Mobile Rich Media

  • Nike and Mindshare “How Nike risked everything on Mobile”
  • GlaxoSmithKline Pharmaceuticals Limited and Mindshare India “Experiencing the “Mix-ability” of Instant Chocolate Horlicks on Your SmartPhone - Shake a Mix!”
  • Hungama and Hungama Digital Media Entertainment Pvt Ltd “Happy New Year: The Game”
  • Lufthansa and Mindshare “How Forbes eMagazine turned into Lufthansa magazine for 4 weeks ”

Most Engaging Mobile Creative

  • Lay’s and Mindshare India “Lay’s hid the treasure hunt inside Google Maps ”
  • GlaxoSmithKline Pharmaceuticals Limited and Mindshare India “Experiencing the “Mix-Ability” of Instant Chocolate Horlicks on Your SmartPhone- Shake a Mix!”
  • Nike and Mindshare “How Nike risked everything on Mobile”

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