Indian Marketing Awards jury meet: Entries backed by clear insight steal the show

An elite panel of jury members held a day-long discussion to pick the most deserving entries in marketing excellence

e4m by exchange4media Staff
Updated: Nov 21, 2019 9:17 AM

It’s not every day that industry stalwarts from leading brands across the country come together to judge realms of entries across diverse categories.

At the jury meet of the 6th edition of Indian Marketing Awards, the likes of Madhusudan Gopalan, MD & CEO of India Sub Continent Procter & Gamble, Ajey Mehta, Vice President & Region Head, Asia Pacific (APAC) & India, Nokia, Anupriya Acharya, CEO, Publicis Media, Ashwini Deshpande, Co-Founder & Director, Elephant, Abanti Sankaranarayanan, Chief Strategy & Corporate Affairs Officer, Diageo, Lulu Raghavan, MD, Landor Associates, Manish Maheshwari, MD, Twitter India, Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, Nina Elavia Jaipuria, Head - Hindi & Kids TV Network, Viacom18 Media Pvt Ltd, Pushkaraj Shenai, CEO, Lakmé, Prasanth Kumar, CEO-South Asia, GroupM, Ram Raghavan, MD, Colgate, Rakesh Khanna, MD & CEO, Orient Electric, Rohit Suri, President & MD, Jaguar Landrover, Sadashiv Nayak, CEO, Big Bazaar, Sameer Singh, VP-Monetisation India, TikTok Ads, Sangeeta Pendurkar, CEO, Pantaloons, Sundar Raman, CEO-Sports, Reliance Industries Limited and Suhail Sameer, CEO-FMCG, RP Sanjiv Goenka held a day-long deliberation to choose the most deserving entries in marketing excellence.

Entries that stole the show were those that stemmed from a clear insight and backed by strong execution. Some interesting debates too ensued. In the best use of television category, the industry leaders deliberated on the parameters that should be of essence while judging it. “We are judging the campaign versus the medium,” opined MANISH MAHESHWARI, MD, Twitter India. Meanwhile, Suhail Sameer, CEO-FMCG, RP Sanjiv Goenka observed, “We should make a note of whether the communication approach was well-suited for TV.”

While the jury members found some integrations to be very in your face, Ajey Mehta, Vice President & Region Head, Asia Pacific (APAC) & India, Nokia made an interesting point. “What’s in your face for us is not in your face for the audience and eventually business wise the brand grew which must be taken into consideration,” he said.

Rohit Suri, President & MD, Jaguar Landrover, observed that there were many powerful entries but entered in the wrong categories. Sadashiv Nayak, CEO, Big Bazaar, asserted that there was a lot of work which could have been packaged and presented better. “We had to read the story within the work as the people who were creating did not present it the way they should have,” he said.

Ram Raghavan, MD, Colgate, too felt that the entrants should have put more thought into categorisation when it comes to where one wants to participate as a brand. Jurors were impressed by clear consumer insight brought to live by strategy, idea and the work itself.

“Brands should do better in telling the origin of the idea as sometimes good entries are led down by poor storytelling,” said Lulu Raghavan, MD, Landor as she established the point that brands that provided the competitive context were the ones that performed better.

What impressed Sangeeta Pendurkar, CEO, Pantaloons were entries that boasted stronger strategic context and better brand linkage. According to Madhusudan Gopalan, MD & CEO of India Sub Continent Procter & Gamble, “Entries rooted on deep consumer understanding, consumer touchpoints and clear focus on results was a theme we noticed while judging. However, marketers can do better in terms of usage of technology in marketing excellence.”

The IMA awards recognise the fact that marketing is critical for organic growth of a business and acknowledge its central role in creating, communicating, capturing and sustaining value for an organisation. The awards will be presented to organisations, individuals and teams who have achieved extraordinary success from innovative and effective marketing practices, having regard to the particular circumstances of different industries and diversity of marketing programs. The high-powered event will be held on 28th November 2019 at ITC Maratha, Sahar.

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