The Mobile Marketing Association Announces The SMARTIES™ India 2016 Jury & Awards Shortlist

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Celebrating the teams and talent who are leveraging the power of mobile to create innovative and effective marketing campaigns, the Mobile Marketing Association (MMA), today announced the jury and awards shortlist for the 2016 edition of the MMA India SMARTIES™ Awards. The SMARTIES™ is the world’s only global mobile marketing awards program 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 7th October 2016 at The Leela Ambience Hotel, Gurgaon, India.

Selected from submissions from across India, the shortlisted entries represent the platform’s immense potential to reach and engage connected consumers in unique and original ways. The shortlist was selected by the SMARTIES Pre-Screening Council, which includes more than 107 senior level mobile marketers from India, Singapore, Indonesia, Vietnam, China, Thailand and Australia. These entries will now undergo review by the MMA’s ‘all-Brand Jury’ consisting of celebrated marketers from leading corporates in India. The Jury will evaluate the shortlisted campaigns under 15 categories on four criteria: strategy, execution, creativity and results.  (*see pg. 3 – Appendix 1, The All Brand Jury Members for the SMARTIES India 2016)

The SMARTIES™ India 2016 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 today has become a consistent game changer for marketers in India. It’s interesting to see how marketers are constantly learning to innovate with this medium. Given the mobile marketing innovations we are seeing this year it’s clear that the industry is taking notice and using the mobile evolution in the country to their advantage. The jury this year is faced with the exciting-yet-difficult task of selecting the winning campaigns, setting a rigorous bar to take home a coveted SMARTIES.” said MMA India, Chairperson, D Shivakumar, Chairman & CEO, PepsiCo India Holdings Pvt. Ltd.

“Mobile’s pervasiveness, flexibility and capacity for creativity is driving the transformation of business and marketing. This is evident in the entries that 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 response that we have received for The SMARTIES™ India 2016 is very encouraging and demonstrative of the growing potential of mobile marketing in India. We are now in a mobile-first world, and these campaigns demonstrate the endless opportunities the platform offers for marketers to make meaningful connections with consumers.”

The 2016 SMARTIES shortlist consists of 85 campaigns over 15 categories from all over the country with an increment in participation from regional markets. Entries are from across the industry verticals like from the healthcare, sports, auto, ecommerce, mobile FMCG etc The  diverse range  proves the growing prominence of mobile as a marketing medium.

Cross Media Integration and Relationship Building with maximum entries has also further solidified the importance for traditional  media to work with / leverage mobile for consumer engagement. (see pg. 4, Appendix 2, Shortlisted Campaigns for The SMARTIES™ India 2016 for All 15 Categories)

For more information on the awards and to view the full list of shortlisted entries, please visit: http://www.mmaglobal.com/india/smarties2016

Appendix 1 – The All Brand Jury Members for The SMARTIES™ India 2016
Appendix 2 – Shortlisted Campaigns for The SMARTIES™ India 2016

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

Appendix 1

THE ALL BRAND JURY MEMBERS FOR THE SMARTIES™ INDIA 2016

  1. Ajit Mohan, Executive Vice President & Head, Digital for Star India, Novi Digital Entertainment Limited
  2. Amarjit Singh Batra, Chief Executive Officer, OLX India
  3. Amrit Thomas, Chief Marketing Officer, United Spirits Limited
  4. Gaurav Jeet Singh, Head Media Services, South Asia, Hindustan Unilever Limited
  5. Hemant Mehta, Senior Vice President, IMRB
  6. Karthi Marshan, Senior Executive Vice President & Head, Group Marketing, Kotak Mahindra Bank
  7. Manav Sethi, Group CMO, ASKME India & Malaysia
  8. Manish Aggarwal, Vice President, Marcom, Le Ecosystem Technology India Private Limited
  9. Prasun Basu, President, South Asia, The Nielsen Company
  10. Rajiv Mathrani, Chief Brand Officer, Airtel
  11. Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Limited
  12. Sameer Pitalwalla, CEO and Co-Founder, Culture Machine
  13. Sapna Chadha, Head of Marketing, Google India
  14. Shireesh Joshi, Head, Strategic Marketing, Godrej Group
  15. Shubhodip Pal, Chief Operating Officer, YU Televentures Ltd
  16. Umang Bedi, Managing Director, Facebook India
  17. Vinodh Bhat, Co-founder & President, Saavn

Appendix 2

SHORTLISTED CAMPAIGNS FOR THE SMARTIES™ INDIA 2016

Brand Awareness

    1. Burger King and Autum Worldwide
        “Pre – Book a Whopper”
    2. Idea Cellular Pvt ltd and Mindshare India 
        “Powering the next Gen Internet ready India”
    3. Bajaj Auto and Indigo Consulting & Leo Burnett
       “The Nation’s Bike”
    4. Café TC and Dentsu Web Chutney
        “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
   5. Rin and PHD India
       “Rin Career Ready Academy”
   6. Pepsi and Mindshare India
       “Crash the Pepsi IPL”

Lead Generation / Direct Response / Conversion

  1. Café TC and Dentsu Web Chutney
     “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
  2. Bharti Airtel and Performics
      How Airtel Used Digital to Launch 4G in India”
  3. P&G India and PHD India
      “Chatur Chachi Program”
  4. Royal Challengers Bangalore and Mindshare
      “Creation of fan zones using location based technology”
  5. Bajaj Auto and Indigo Consulting & Leo Burnett
      “The Nation’s Bike”
  6. OLX and Performics
      “Data paves the way for success”

Product / Services Launch

 1. Moto India and Mindshare India
    “Motographs – When time stood still”
 2. Mountain Dew and Mindshare India
     “Mountain Dew takes the OTT world by storm by launching India’s first branded channel”
 3. Star India Pvt Ltd / Star Sports and Mindshare India
     “Le Panga Le Panga !!”
 4. Bajaj Auto and Indigo Consulting & Leo Burnett
     “The Nation’s Bike”
 5. Castrol India Ltd and Mindshare India
     “How Castrol activated mini truck driver targeted only campaign”
 6. Stayfree and OMD India
     “Stayfree Stay Ahead Helpline”

Promotion

1. Kinder Joy and OMD India
    “Kinder Joy Story Station”
2. Café TC and Dentsu Web Chutney
    “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
3. Stayfree and OMD India
    “Stayfree Stay Ahead Helpline”
4. Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
5. Godrej and Madison
    “Free G: India’s first consumer engagement campaign through mobile”
6. Moto India and Mindshare India
    “India’s first Elections to be covered only on Smartphones”

Relationship Building / CRM

1. Rin and PHD India
    “Rin Career Ready Academy”
2. Castrol India Ltd and Mindshare India
    “How Castrol activated mini truck driver targeted only campaign”
3. Lakme and PHD India 
    “Lakme Makeup Pro”
4. Pepsi and Mindshare India
    “Crash the Pepsi IPL”
5. P&G India and PHD India
    “Chatur Chachi Program”
6. Airtel Wynk Music and Performics
    “Wynk – Music on the go!”

Cross Media / Cross Mobile Integration

1. Active Wheel and PHD India
    “Lo Kar Lo Baat”
2. Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
3. Pepsi and Mindshare India
    “Crash the Pepsi IPL”
4. Nestle Maggi and Performics
    “#WelcomeBack”
5. Kinder Joy and OMD India
    “Kinder Joy Story Station”
6. Brooke Bond Red Label Tea and Mindshare
    “6 Pack Band”

Cross Screen Advertising

1. Brooke Bond Red Label Tea and Mindshare
    “6 Pack Band”
2. Bajaj Auto and Indigo Consulting & Leo Burnett
    “The Nation’s Bike”
3. OLX and Performics
    “OLX’s Progressive Remarketing”
4. Pepsi and Mindshare India
    “Crash the Pepsi IPL”
5. Hindustan Unilever Limited and Mindshare
    “Outshout or Outsmart ???”
6. Akzonobel and Maxus
    “How Dulux Paints Consumer Cross Screen”

Messaging

1. Cellular Operators Association of India (COAI) and netCORE Solutions Pvt Ltd
    “PMKVY- A Call for Skill Development”
2. Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
3. CEAT tyres and Group M
    “Making PhDs Real – Party hard, Drive safe”
4. Kelloggs and Mindshare
    “#FeedingDreams”
5. Godrej and Netcore Solutions
    “Continous engagement with our consumers through Free G”
6. YUM Restaurants India / KFC and Mindshare India
    “When KFC emerged as a winner of India’s biggest Cricket bash”

Mobile Social

1. Café TC and Dentsu Web Chutney
    “Cafe TC Liquor Ticker – The World’s First Ad Ticker on WhatsApp”
2. Pepsi and Mindshare India
    “Crash the Pepsi IPL”
3. Brooke Bond Red Label Tea and Mindshare
    “6 Pack Band”
4. CEAT tyres and Group M
    “Making PhDs Real – Party hard, Drive safe”
5. Coca Cola India Pvt Ltd and Interactive Avenues
    “Coke Wishes”
6. Castrol India Ltd and Mindshare India
    “How Castrol activated mini truck driver targeted only campaign”

Innovation

1. Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
2. Stayfree and OMD India
    “Stayfree Stay Ahead Helpline”
3. Kelloggs and Mindshare
    “#FeedingDreams”
4. Active Wheel and PHD India
    “Lo Kar Lo Baat”
5. Kinder Joy and OMD India
    “Kinder Joy Story Station”
6. Hindustan Unilever – Pureit and Mindshare India
    “Outshout or Outsmart ???”

Location Based

1. Hindustan Unilever Limited and Mindshare India
    “MMS 2.0”
2. Castrol India Ltd and Mindshare India
    “How Castrol activated mini truck driver targeted only campaign”
3. Reliance Infrastructure / Reliance Energy and MEC Group M
    “EnergyonApp – Hyperlocal Suburb Targeting”
4. OLX and Performics
    “OLX Location Leads to Conversions”
5. GRT Jewellers and Saavn Pvt Ltd
   “GRT Live”
6. Glaxo SmithKline Pharma / Iodex and Mindshare India
    “Iodex ambushed Zandu by chasing their TV GRPS via Mobile”

Mobile Payments

1. Paytm and Mcann
    “Paytm”
2. Airtel and Performics
    “Airtel Money – Break The Clutter”

Best Brand Experience in Mobile Rich Media

1. Lakme and PHD India
    “Lakme Makeup Pro”
2. Fitbit and Resultrix
    “Showroom on your wrist”
3. Glaxo SmithKline Consumer Healthcare /Horlicks and Mindshare India
    “Add a little ‘Awesome’”
4. ACC Cement and Hungama Digital Services
    “BUILDING DREAMS”
5. ACC Cement and Hungama Digital Services
    “THE ACC GOLD DIFFERENCE”

Most Engaging Mobile Creative

1. Idea Cellular Pvt Ltd and Mindshare India
    “Powering the next Gen Internet ready India”
2. P&G India and PHD India
    “Chatur Chachi Program
3. National Geographic Channel and Vserv Digital Services and Flying Cursor
    “NGC’s How to Win at Everything launch campaign”
4. YU Mobile and Interactive Avenues
    “Banner Wale Babu Mera Gaana Baja Do”
5. Fitbit and Resultrix
    “Showroom on your wrist”
6. Apus and Apus
    “#SupportYourTeam- APUS Cricket Mobile Marketing Campaign”