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HUL, BJP, PHD India among winners at MMA SMARTIES India 2014 Awards

HUL, BJP, PHD India among winners at MMA SMARTIES India 2014 Awards

Author | exchange4media News Service | Thursday, Sep 11,2014 10:29 PM

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HUL, BJP, PHD India among winners at MMA SMARTIES India 2014 Awards

The Mobile Marketing Association (MMA) today unveiled the winners of the third annual MMA SMARTIES India Awards 2014 in Mumbai. Showcasing the ‘best of the best’ in the industry, the SMARTIES India Awards honour solid mobile strategies that address specific business challenges through the creative use of mobile technologies. Winners were declared across 21 categories with over 60 brands and 40 agencies participated in this year’s awards.

MMA today also released its annual India Mobile Ad Spend Report powered by exchange4media. Based on extensive research, the report estimates the total digital ad spends in India to stand at Rs 3,300 crore to Rs 3,600 crore, with mobile ad spends at Rs 475 crore. Mobile ad spends are expected to grow at a rate of 52 per cent to reach Rs 722 crore in 2015.

“The MMA has been tracking the growth story in India for a while now and our faith in the market keeps getting stronger. Our Mobile Ad Spend Report shows that marketers are not only recognising mobile’s potential but are actively integrating the channel into their marketing mix,” said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific. “The SMARTIES awards are our way of recognising the best-in-class mobile campaigns run by leading brands. The winners of the 2014 SMARTIES India Awards have demonstrated how the creative use of mobile can help build better brands and increase engagement while driving business results.”

The winners of SMARTIES Awards were selected following a rigorous process involving a council of senior brand marketers and advertising leaders. The judges reviewed campaigns from 65 entries that came from across India, spread across sectors like telecommunication, sports, social media, healthcare, travel, banking, and sports before choosing winners.

An analysis of the winning entries, presented at the event by research agency and Knowledge Partner, Millward Brown, found that successful brands and marketing strategies had well-defined clarity of purpose with 100 percent of winners identifying a specific objective of increasing awareness or sales. 70 per cent of the winners also had a precise role for mobile using the channel’s unique strengths such as location, payments, and targeting. 50 per cent of winners at the SMARTIES India 2014 Awards built relevance of the brand in the target consumers’ context. 70 per cent of the winners used mobile synergistically with other media channels.

Commenting on the winners, Jury Chairman Sam Balsara, Chairman and Managing Director, Madison World said, “Brands and marketing strategies are increasingly adopting a mobile-first approach and the competition in innovation and creativity is only getting tougher. In such an environment, it gives me immense pleasure to lead the mobile marketing conversation and thank all my fellow jury members for their valuable insights and time. We selected the winners after extensive debate and deliberation and are extremely impressed with the results some of the campaigns have achieved.”

CVL Srinivas, CEO, GroupM South Asia said, “Mobile has huge potential across the board, from media reach and targeting perspective. From finely segmented audiences in cities, to those who are in media dark areas, mobile can deliver massive numbers for any campaign. The challenge lies in getting the right idea and keeping the engagement going.”

The SMARTIES Awards is the only global awards programme dedicated exclusively to mobile marketing.

Following is the complete list of MMA SMARTIES India 2014 Awards winners:

 

Award Category

Gold

Silver

Bronze

Brand Awareness

Hindustan Unilever - Kan Khajura Teshan

BJP -  H.O.P.E. - How our Prime Minister got Elected

P&G - Gillette : The Magic of Feature Phones

Lead Generation / Direct Response / Conversion

Hindustan Unilever - Kan Khajura Teshan

Tata Sky Everywhere TV: The Power of Real Time Marketing

Hindustan Unilever - Kissan Inspire

Product / Service Launch

 

 

TataSky - A Mobile App

Promotion

Colgate Palmolive - The Next Door Dentist

Hindustan Unilever - Lux Be the Star

 

Relationship Building/ CRM

BJP – LiveTalk by VivaConnect India

Dabur - Your Trusted Beauty Companion

Castrol India- Appiness for the biker by the biker

Cross Media Integration

BJP – LiveTalk by VivaConnect India

 

Pepsico India - Mountain Dew organizes the Biggest heist of India

Mobile Website

Platinum Guild - A Bridge from Indifference to Desire

Asian Paints Mobile Site

Dabur - Your Trusted Beauty Companion

Messaging

Colgate Palmolive - The Next Door Dentist

 

Monsanto - IVR & SMS campaign

Tata Sky Everywhere TV: The Power of Real Time Marketing

Location Based

Colgate Palmolive - The Next Door Dentist

Adidas "Battle Pack" FIFA audience targeting

 

Innovation

BJP – LiveTalk by VivaConnect India

ALIVE STUDIO

WHO - Donate Your Caller Tune Campaign

Hindustan Unilever - Kan Khajura Teshan

Mobile App

Paytm App

Dhoom:3 The Dhoom Game

Castrol India - Appiness for the biker by the biker

In-App Advertising – Gaming or Other

Apollo Tyres : The Soccer fan hunt in a Cricket Stadium!

Adani Wilmar - More than TVC: Let’s give them something to talk about

 

P&G - Gillette: MACH 3 Race for Supremacy

mCommerce

 

Paytm

 

Best Brand Experience in Mobile Rich Media

Micromax - Your Canvas CAN be bigger!

Vodafone Music Tambola

 

Most Engaging Mobile Creative

Snickers: Spell Bound

Micromax - Your Canvas CAN be bigger!

Vodafone Music Tambola

Enabling Technology Company of the Year in Mobile

Nimbuzz

Publisher/Media Company of the Year in Mobile

Facebook

Best in Show

BJP – LiveTalk by VivaConnect India

Colgate Palmolive - The Next Door Dentist

Agency of the Year in Mobile

PHD India

Marketer of the Year in Mobile

Hindustan Unilever Limited

Bharatiya Janata Party (BJP)

 

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