Jury picks Innovation, Scalability, Impact as parameters to finalise IDMA 2018 winners

Heated debates and serious discussion on several aspects of Digital Marketing marks time spent by esteemed jury led by Sanjiv Mehta, Chairman and MD, Hindustan Unilever

e4m by Simran Sabherwal
Updated: Jun 20, 2018 8:54 AM

Heated debates characterised the action-packed jury meet of the ninth edition of Indian Digital Marketing Awards or IDMA, 2018 on June 19 in Mumbai before the jury picked the winners. The jury chair Sanjiv Mehta, Chairman and MD, Hindustan Unilever Limited & Executive Vice President, Unilever South Asia, led the high-powered jury comprising industry leaders and domain experts.

This year, 900 entries were received and an online-jury scrutinized the entries. At the end of the online round of judging, 192 entries across 33 categories were presented to the final jury. There are five Excellence awards of which four – Best Digital and Social Media Advertiser, Best Advertiser on Mobile, Best Digital and Social Media Agency of the Year and Best Mobile Media Agency of the Year – will be decided on the aggregated overall scores while the IDMA Person of the Year was decided by the esteemed jury.

The award for the IDMA Person of the Year saw a heated debate with various jury members bringing in different insights as to who they saw should be the worthy winner. A point that was raised while deciding was how the contribution of a Digital entrepreneur versus a Digital Professional should be viewed. Innovation, scalability, impact – social and on the sector, sustainability and whether the brand was disruptive and a category changer were some of the many points raised and debated before a consensus was arrived to decide the winner. Interestingly, some jury members also became vocal advocates of the nominees who they believed were deserving of the accolade.

Commenting on the process Jury Chair Sanjiv Mehta said, “There were some excellent entries and the jury did an excellent job in the allotted time. It is wonderful to recognise great work being done in the field of digital marketing. We are seeing more and more precision marketing, we are seeing content that is being developed specifically for the digital medium, we are seeing more and more of AI being used and importantly when you understand the consumer journey then you are able to intervene at the right time with the right content which makes it is far easier to convert your potential consumers to buy your brand or service.”

On his part jury member Amit Malviya, National Head - Information & Technology, BJP said, “The judging experience at IDMA was great. The quality of inputs, the quality of entries that we looked at, the scalability and the impact that the campaigns are leaving behind was overall a great experience.”

Another jury member, KV Sridhar, Founder & CCO, HyperCollective, felt that the time has come for Digital to up the game as the business is growing at a very fast pace and the service and creative ideas must keep in pace with the demands of the consumer and the clients. On the judging process he said, “Initially, the judging process started slow but as the day progressed you discovered the real ideas and nuggets and that brings back the smile and energy and today we saw some very good work.”

According to Kartik Sharma, MD, Wavemaker India, agencies and clients should be paying more attention while sending in entries. “There were some really good standout entries. However improvements are needed in terms of packaging the entries. The judging was good with a lot of debates and discussions, a lot of view points and we spent quality time deciding the winners.”

The winners will be revealed at the IDMA 2018 event on June 27, 2018. Also on the same day is the second edition of Techमंच, a platform that brings together the advertising, marketing and media fraternity of the country to discuss Digital. With a slew of top ranking global influencers, panels of luminaries and knowledge workshops by experts, Techमंच provides an unmatched perspective into the world of digital marketing.

Formulated by the exchange4media group, IDMA was initiated in 2010 with the objective to recognize, celebrate and encourage the work being done in the digital marketing space -- specifically, internet, mobile, gaming, social media and the blogosphere. Since then the property has grown by leaps and bounds and is today one of the most coveted awards in the Indian Digital Marketing space.

The full jury comprised Abdul Khan, Founder & CEO, 4 Marketing Technology Venture; Amit Malviya, National Head - Information & Technology, BJP; Annurag Batra, Chairman & Editor in Chief, BW Businessworld & exchange4media Group; Devendra Chawla, EVP & COO, Walmart India; Harshbeena Sahney Zaveri, Vice Chairman & Managing Director, NRB Bearings; Gunjan Srivastava, MD and CEO, Bosch & Siemens Home Appliances; Kartik Sharma, MD, Wavemaker India; Kranti Gada, COO, Shemaroo Entertainment; Marzin R Shroff, Managing Director & CEO, Eureka Forbes; Megha Tata, COO, BTVI; M S Unnikrishnan, Managing Director & CEO, Thermax; Neena Dasgupta, CEO and Director, Zirca Digital Solutions; Partha Sinha, Vice Chairman & MD, McCann India; Pops KV Sridhar, Founder & CCO, HyperCollective; Preeti Reddy, CEO of Kantar Insights, South Asia; Raman Kalra, Partner, Entertainment, Media & Sports Advisory, Leader Digital Transformation, PwC India; RM Vishakha, MD & CEO, IndiaFirst Life Insurance; Salil Kapoor, EVP & COO, Voltas; Sanjay Trehan, Digital & New Media Consultant; Sudhakar Rao, Director – Branding, ICFAI Group and Vivek Sharma, Managing Director, Panasonic India.

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