Fast moving consumer goods major Hindustan Unilever Ltd (HUL) has led the awards tally with five category wins at the first edition of ‘ZEE Mindspace Awards’ instituted by India’s leading content company, Zee Entertainment Enterprises Ltd (Zeel).
HUL was followed by south Korean consumer electronics LG Corp with three wins while confectionery major Mondelez and beverage maker Coca-Cola came third with two wins each.
The winners for ZEEMelt 2016, which is India’s biggest festival for creativity and innovation in marketing and communications, were decided based on a nationwide survey carried out by Nielsen which evaluated 288 brands across 36 categories.
Congratulating the winners, Punit Goenka, managing director and chief executive officer, Zeel, said ZEE Mindspace Awards is a property which gives marketers a true reflection of their efforts sown in building brands. “The very essence of the awards is its unique selling proposition – the winners are not chosen by a jury but by the consumers themselves. The structured research conducted across the nation by Nielsen has empowered the consumers to select the most recalled brands as the winners, in a unique and transparent process,” he said.
ZEE Mindspace Awards 2016 was hosted by actor and television presenter, Gaurav Kapur, and was attended by over 500 chief marketing officers and stalwarts from the marketing and advertising industry. According to Sunil Buch, chief business officer, Zeel, for any brand to get into the Mindspace it requires all the elements of marketing and sales to come together. “Today there are standalone awards for creativity, marketing, media etc. but none that holistically represents the orchestra required to get into and stay in the mind of the consumer. ZEE Mindspace Awards 2016 are the first to recognise the success of all the elements that go into occupying the mindspace,” said Buch.
To arrive at the winners, Zeel partnered with renowned market research company Nielsen. It executed a nationwide research to identify brands that have created maximum impact on the minds of consumers. While ‘top of mind recall’ was the primary criteria to arrive at the winning brands, factors like popularity, advocacy, desire and buzz were also a part of the structured research methodology. Nielsen has targeted a sample size of over 12,000 consumers, covering key zones across the country.
Prashant Singh, managing director – South Asia, Nielsen, called the awards the first forward-looking, future-oriented awards property that looks at not just a part of the marketing process, but at the entire outcome. “It was impressive to see which brands in India command the maximum consumer ‘mindspace’ based on our parameters of top-of-mind recall, popularity, the kind of advocacy the brand commands, the desire to own the brand and finally the buzz it generates. The winners have managed to carve the maximum mindspace in consumers’ minds,” said Singh