Brand recall, organic growth, campaign uniqueness among key criteria at Maddies jury meet

Presided over by Anup Rau, MD and CEO, Future Generali India Insurance Company Limited, the jury debated for over six hours to reach a consensus on who deserves to walk away with the accolades

e4m by exchange4media Staff
Updated: Sep 27, 2019 9:08 AM

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Maddies

It was a day that can be best described as intense, a day that sealed the fate of the shortlisted entries for the much awaited 5th edition of exchange4media Mobile Awards – The Maddies 2019, to be held on October 11, at the Hotel Grand Hyatt, Mumbai.

The Grand Jury that consisted of some of the best minds from the corporate world deliberated and debated for over six hours to reach a consensus on who deserved to walk away with the accolades.

Gracing the Jury Chair was none other than Anup Rau, the Managing Director and CEO of Future Generali India Insurance Company Limited, who with his soft spoken demeanor presided over the day’s discussions.

Brand recall, organic growth, brand strategy, user engagement, campaign uniqueness, target audience were common phrases that were tossed around the room as the jury tried to form a consensus around the entries.

While some categories saw clear winners, some ended in ties, also most categories saw the judges engage in deep discussions over which campaign was more deserving. Does the campaign have a brand connect? Is the format too long for a mobile? Was the message clear or trying too hard? Did it hit the ball out of the park? The jury painstakingly sifted through each entry to ensure that the winning entry met all of the category’s eligibility parameters. At the end of the day it was clearly a job well done given the fact that the judges left no stone unturned to reward those who stood out in the crowd.

An interesting conversation was around how the mobile phone is now a great leveler for brands with big or small budgets, given that the medium allowed uniqueness and the clever use of formats to engage with consumers.

While the jury was largely impressed with the quality of work some hoped to see more experimentation in future campaigns. Varghese Chandy, VP Marketing Advertising Sales, Malayala Manorama, said he would love to see brands use more technology like AR, VR to better leverage the medium. Rama Paul, VP –ANN Marketing and Marketing services, ABP News, hoped to see Voice make its presence felt sooner vis-à-vis mobile marketing, given the recent rise in its popularity.

The awards are divided into three main categories ⁠— marketing strategy, channel /media strategy and enabling technologies. The judges were assigned the task of judging the 20 odd sub categories that came under them.

Sharing his experience of the jury process, Rau said, “The quality of the jury was extremely good. It was great interacting with them. As far as the quality of the entries is concerned they’ve already been through a process, they’ve been shortlisted, which means they’ve been through a certain amount of rigor in terms of the process to get here. One of the things that the jury was looking at was not only from the creative point of view of how effective it was but also from an efficacy point of view of how good it was. Sometimes as a jury member if something appeals to you or personally resonates with you, it’s very easy to say this is what you like but it was important for us to look at the efficacy of the results and say how the larger audience or the target audience has reacted to it.”

The jury members were:

Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance; Anupam Bokey, Chief Marketing Officer, RP-Sanjiv Goenka Group FMCG; Darshana Shah, Head of Marketing, Aditya Birla Health Insurance Co. Limited; Prathyusha Agarwal, Chief Marketing Officer, Zee Entertainment Enterprise; Sanjeev Dhiman, Chief Marketing Officer, Cox & Kings; Rama Paul, VP-ANN Marketing & Marketing Services, ABP News; Akash Banerji, Business Head, Voot Advertising Video Platform Viacom 18; Rohan Jain, Marketing Head, English Cluster, Sony Pictures Networks India; Shamik Banerjee, Chief Marketing Officer, Reliance Health Insurance; Arun Gupta, CEO and Founder, MoMAGIC; Varghese Chandy, Vice President, Marketing, Advertising Sales, Malayala Manorama; Karan Kumar Gupta, Managing Director, Zirca Digital Solutions; Vikram Tanna, VP, Head of Advertising Sales and Business Head of Regional Clusters South Asia Discovery Communications India; Satyabrata Das, Head – Strategic Alliances & Corporate Communications Laqshya Group; Pankaj Singh Parihar, Vice President & Head- Digital Marketing & Transformation Godrej Consumer Products Limited; Sai Narayan -Chief Marketing Officer, Paisabazaar.com; Karthik Lakshminarayan, VP Media Planning & Strategy - Vibrant Reliance Jio; Sagar Boke, Head of Marketing, Consumer Products Business and Business Head-Spices, Tata Chemicals.

 

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