The full list of nominees for the Indian Digital Media Awards (IDMA) 2011, which aim to recognise and reward innovative work in the digital media industry, shows certain interesting trends this year, with telecom operators taking the lead in creativity and execution of digital advertising.
The brand whose advertising has received the most nominations is Idea Cellular, with seven nominations across various categories, while Tata DoCoMo follows closely with six nominations. Nokia comes in third with five nominations, and Vodafone brings the operators back with four nominations. Reebok is the only brand not connected to mobile telephony, which is among the top five nominated advertisers for the second edition of IDMA. The winners will be announced in June 2011 at a grand ceremony in Mumbai.
From the agency side, Maxus takes the lead with 10 entries across categories, and Mindshare follows closely behind with nine entries being nominated for awards. Webchutney, Isobar and Tribal DDB follow with eight, seven and six nominations, respectively.
Viral Oza, Director Marketing, Nokia India, talked about the expectations Nokia had as a brand from the agencies they worked with. He said, “The digital medium has hit critical mass in India, and together with its inherent strengths in interactivity and granular messaging, it offers an attractive outreach to marketers looking to reach out to the young, urban and tech-savvy population in the county. It is critical for our partners not just to understand the medium itself, but also understand the needs and requirements as well as online behaviour of our TA, in addition to the nuances of the brand itself.”
He also reiterated his company’s commitment to digital as a marketing medium, and said, “At Nokia, we find great synergies between the digital medium and the target audience for our high end, converged devices and services in particular. Since we are in the solutions space, digital plays a vital role in informing, sampling and activating consumers to our services on their devices and net. Our digital activities include much more than just advertising. We also ensure digital and not just retail acts as a one-on-one marketing medium for us.”
Additionally, social media was an inherent part of Nokia’s digital marketing strategy, Oza said, adding “We have used various social media touch points to influence the active online users. We have engaged the community with our products and services through the social media domain. In fact, Nokia is one of the first brands to have an enormous presence on social media. We have not just utilised the Blogosphere and social networking sites, but also created compelling social media presence to be picked up by the larger space of web. We also continuously engage evangelists such as bloggers and our developer partners to spread positive word of mouth for the brand.”
An upbeat Gopa Kumar, Director, Isobar, was hopeful of taking away some Golds. “That’s why we entered after all. The past one year has seen a lot of accolades for our work, and we’re also excited about the IDMA, because it is an important platform. The kind of jury process here adds a lot of credibility and adds motivation by being an indicator of good work.”
The complete list of nominees:
Indian Digital Media Awards: And the nominees are...