Some of India’s leading brands as well as newsmakers feature among the 50 top winners of Pitch Brands 50 Awards – For Excellence in Marketing, presented by ABP News, in partnership with Percept. The Awards across 10 categories were given away at a glittering event in Delhi on June 12, 2013.
The Awards are an editorial acknowledgement of the great work done by brands in the last 12 to 18 months in 10 categories of Resurgent Brands, Globetrotters, Social Marketers, Rechargers, Marketing Innovators, Impactful Launches, Ageless Brands, Bottom of Pyramid, Bang for the Buck and Buzzy Brands.
To be more commendable and focused in line with the categories, the brand entries had gone through an exhaustive shortlisting process and were vetted by Pitch’s esteemed jury panel chaired by Ramesh Jude Thomas, President, EQUiTOR Consulting. Other jury members included marketing professionals and professors such as Rahul Sen, International Brand Advisor; Ramanujam Sridhar, Founder and CEO, Integrated Brand-comm; Subroto Chattopadhyay, Chairman, Peninsula Foundation; Sunil Gupta, Marketing Partner, South Asia, Results International Group; and Ashok Pratap Arora, Marketing Professor, MDI.
And the winners are…
The winners in the Resurgent Brands category are Pears, Bata and J&K Tourism. Fresh marketing strategies enabled these brands to regain their lost ground. In a competitive market, this is perhaps twice as credible.
Commenting on the three winners in the Resurgent Brands category, Sharad Sarin, senior marketing professor, XLRI said, “Kutch baat hai aisi ki miti nahi hasti hamari, meaning there is something in us that has kept our identity from getting wiped out. The winners are perfect examples of this.”
The winners in the Globetrotters category are - Dabur, Airtel, Marico, Emami, and Hidesign. These winners were acknowledged for turning the conventional beliefs on their head and successfully reaching out to markets far and wide.
‘Satyamev Jayate’, Zee TV for ‘Punar Vivah’, Fab India, Aadhaar, and Pulse Polio are the winners in the Social Marketers category. These brands have been recognised for not just targeting the bottom lines, but also believing in social cause for the people and planet.
The Rechargers category sees Mahindra Rise, Canon, Godrej, and Hero emerge as the winners. These brands reworked their corporate identity with not just a new look, but also gained a greater market share with a brand new positioning.
AP Arora, senior marketing professor, MDI commented, “Every marketer’s dream is to create a catalytic market reaction. In this experiment, they need to ignite just the critical mass of customers. Reaching out to the customers, fine-tuned appeal and quite often the mnemonics can be the foundations of such a strategy.”
Samsung Galaxy S, Flipkart and redBus are declared winners in the Marketing Innovators category.
The winners in the Impactful Launches category include the movie ‘Gangs of Wasseypur’, Jabong, Tanishq Mia, Samsung Galaxy S, and Windows 8. With power packed entries in the market, these brands created the buzz and managed to conquer the market in the initial stages.
Stalwarts in the market for long, Dettol, Lux, Colgate, Amul, and Cadbury have been recognised for consistently reshaping themselves and declared as Ageless Brands.
Ramanujam Sridhar, Founder and CEO, Integrated Brand-comm noted, “Hundreds of brands are launched every year, and yet several of them are mere ships that pass you by in the night. Yet, there are a few that stand out due to a combination of factors. It could be the power of the idea itself that captivates. It could be the force of the media that makes you see the communication time and again. It could be the execution that makes you sit up and take notice or the power of events that have been carefully strategised and wonderfully executed.”
The Bottom of Pyramid acknowledges the achievements of a special group of brand for their consistent efforts of serving to rural India and contributing millions to their companies. The winners in this category are - Lifebuoy, Narayana Hrudayalaya, E-Choupal, Sonata Super Fibre, and MGNREGA.
The Buzzy Brands are the ones riding the digital wave and word of mouth with an array of differentiated products that surprise and excite consumers. Samsung Galaxy, Anna Hazare, Idea, and Mahindra XUV 500 are the winners in this category.
Bang for the Buck brands offer consumers more for less and a true value-for-money deal. The top five winners in this category are Renault Duster, Fastrack, McDonald’s, IndiGo, and Micromax.
While the Awards were an accreditation to the top 50 brands of the year, a special award was given away to IndiGo, which was adjudged as the ‘Brand of the Year’ for its special achievements and marketing strategy followed throughout the year.