IMA 2018 Jury Meet: Experts on probable marketing trends of 2019

IMA 2018 will held on November 29 at The Leela, Ambience Mall, Gurugram.

e4m by Apeksha Mishra
Updated: Nov 26, 2018 9:11 AM

In the world of marketing, they say the best advertising should make you nervous about what you are not buying!


As the year draws to a close, exchange4media gets ready to recognise marketers par excellence and honour them at the Indian Marketing Awards 2018. Over 500 entries poured in from across industries for the 5th edition of e4m- Indian Marketing Awards that is less than a week away now.


At the jury meet held on Friday, the entries were thoroughly discussed and meticulously picked by experts who spent an entire day combing through submissions of marketing campaigns, digital marketing cases, experiential marketing, CSR and everything in between.


The jury this year was chaired by Amit Jain, MD, L’Oreal India. The other jury members were—Raj Nayak, COO, Viacom18, Ashok Bhasin, Head, Digitisation, Hero; B Thiagarajan, Joint MD, Bluestar; Herjit S Bhalla, MD India, Hershey; Hetal Kotak, CEO, LeeCooper; Narasimhan Eswar, Senior Vice President, Hygiene & Home RB South Asia; Pradeep Dwivedi, CEO, Sakal Media Group; Pratik Pota, CEO, Jubilant FoodWorks; Sandeep Jain, Director, Vega; Sanjeev Churiwala, Executive Director & Chief Financial Officer, Diageo India; Tarun Arora, COO & Director, Zydus Wellness; and Yashish Dahiya, Group CEO & Co-Founder, Policybazaar.


The jury deliberated on choosing winners across 5 broad categories-- Stages of Brand Building, Communication, Design, Marketing to Unique Audiences and Excellence Awards.  As some of the finest marketing & advertising minds in the country girded themselves for a day-long grueling and punctilious session, they shared with us valuable insights on strategy, execution, sales ROI and customer insight. All in all, the probable marketing trends that will dominate 2019.


According to jury chair Amit Jain, MD, L’Oreal India, a marketer with an innovative storytelling style that strikes a chord with the consumers is the one who deserves the title. "As it is a marketing award, insight, consumer value and innovations lie at the heart of it,” he said.


With technology empowering each of us today, Jain is of the view that innovation and digital leadership are beginning to change the marketing landscape in our country. “At the end, marketing is business and business is marketing,” said Jain.  


Jury member Pradeep Dwivedi, CEO, Sakal Media Group, believes that brands facing challenges in the marketing space not only need to build a strong communication plan but also need to concentrate on distribution and consumer insights in order to run a great product marketing campaign.


Dwivedi said, “The winners we have had a chance to choose at Indian Marketing Awards this year are certainly amongst the best. While it has been a pleasure judging entries from varied industries, my suggestion for B2B marketers is to come up with even better campaigns & ideas in order to receive more recognition in the upcoming years.”  


Picking up trends from the jury discussion on brands, what we understand is that going creative on digital is the way to rejuvenate brand value and attract audience in today’s time.  


Sharing some valuable insights, Herjit S Bhalla, MD India, Hershey said, “The need of the hour is to ensure that as marketers we are well rounded, starting right from the stage of issue till the desired results are attained.  A campaign should have the numbers to back it up, for a good strategy and a strong cause alone will be of no avail.”


Commenting on how using video as a tool to market a brand can be helpful, Narasimhan Eswar, Senior Vice President, Hygiene & Home RB South Asia, said, “Brands using video innovatively present a massive insight on how people in India are majorly resorting to video consumption and not text. This is going to be big for the future.”  


Therefore, it can be safely concluded that with the increasing Internet penetration in India, including tier 2 & 3 cities, it is highly likely for brands to use video as a primary mode of engagement with consumers and generate maximum impact in the industry compared to others.  


To summarise, what we observed is that apart from the guidelines mentioned, the core elements that jury focussed on while scouring entries included strategy, executions, clear results, consumer insight, thought behind campaign and sustainable marketing.


We at e4m are grateful to our esteemed panel of jury who took time out from their packed schedules to evaluate the entries for IMA 2018. Also, we wish good luck to all the participants. The awards will be announced on November 29 at The Leela, Ambience Mall, Gurugram.


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