MUMBAI: MMA Global India has unveiled the shortlist for the 13th edition of Smarties India 2024, recognizing and celebrating marketing campaigns that it said have redefined the boundaries of innovation. These campaigns have left a mark on brands, agencies, media companies, and solution providers across India with their work.
This year 157 entries made it to the shortlist, received from various sectors including FMCG, OTT, retail, BFSI, and technology. The shortlist the organisation explains highlights the breadth of creativity and effectiveness in the respective categories, setting new benchmarks for marketing excellence.
Moneka Khurana, country head, BOD Member, MMA Global India, reflected, “Congratulations to all the finalists of Smarties India 2024. Reviewing this year’s Smarties entries was a masterclass in excellence. The shortlist isn’t just a collection of campaigns – it’s a spotlight on ideas that truly push the boundaries and set new standards, making the shortlist a definitive guide to what brilliance looks like in our industry today. I am eagerly looking forward to celebrating the achievements of these outstanding campaigns at the Smarties gala.”
The pan-industry selection jury comprised leaders from Havas Media, Lionsgate Play, FCB, Jio, Domino’s, Abbott, Flipkart, WPP, Dentsu, Mindshare, Niti Aayog, Times Network, LoveChild by Masaba, Zee5, Genpact, amongst many. The final set of deliberations spread over a 3-day enriching jury meet was conducted by the marketer-only jury comprising leaders from Myntra, Hindustan Unilever, Tata, HDFC, Marico, Aditya Birla Group, Pepsico, MakeMyTrip, Godrej, Castrol, Wipro, Nivea, Perfetti, Leela, Hershey, HP, amongst more.
The jury was led by jury chairs, including Shailendra Katyal, MD Lenovo; Deepika Bhan, president packaged foods, Tata Consumer Products; and Rohit Bhasin, MMA India Board Member; president, head – Affluent, NRI, Business Banking and CMO, Kotak Mahindra Bank.
New categories such as AI Marketing and Connected TV have garnered significant interest, reflecting the industry’s evolution towards AI-powered marketing strategies. It’s heartening to see a spectrum of brands and agencies leveraging these new categories to create impactful campaigns. Submissions in these categories came from the likes of Publicis, Amazon, Omnicom, Disney, Leo Burnett, Performics, Hansa Cequity, and Britannia, amongst others.
Jury chair Rohit Bhasin, MMA India Board Member; President, Head – Affluent, NRI, Business Banking and CMO, Kotak Mahindra Bank remarked, “Judging the SMARTIES 2024 entries was an exhilarating experience filled with on-the-edge moments and close calls. The level of competition was incredibly high, with many entries pushing the boundaries of innovation. I thoroughly enjoyed the free-flowing perspectives and deep insights shared by my fellow jury members. It was a privilege to witness firsthand the creativity and strategic brilliance that are shaping modern marketing.”
Key Highlights: Among the categories featured in Smarties 2024, several sub-categories have stood out as magnets for innovation and creativity, attracting a substantial number of entries, the top ones being Creator/Influencer/Celebrity Marketing, Data Insights/Contextual Marketing, and Brand Experience.
Jury chair Deepika Bhan, president – packaged foods, Tata Consumer Products, shared, “In FMCG, innovation and consumer engagement are critical to measurable success. The Smarties Awards highlight how creative marketing can drive significant business impact. The entries this year, especially in new categories like AI Marketing and Connected TV, demonstrate how marketers are leveraging technology to create personalized and impactful consumer experiences. It’s inspiring to see such a high level of creativity and strategic thinking in the shortlisted campaigns.”
Smarties 2024 is globally certified in partnership with Recma, a media agency research organisation, ensuring that winners are recognised in platforms.
Katyal said, “Being part of the Smarties jury and chairing the process this year has been an enlightening experience. The quality and diversity of the entries reflect the rapid advancements in our industry. It’s fascinating to see how marketers are integrating technology and creativity to drive engagement and business results. The shortlisted campaigns are a testament to the innovative spirit and strategic acumen that define marketing excellence.”
Next Stop: Smarties Unplugged and Gala: As the anticipation builds, the marketing industry eagerly awaits the Smarties 2024 Awards ceremony to celebrate the ingenuity, creativity, and business impact achieved by these outstanding campaigns. The winners will be announced at the gala event scheduled on 11 October in Mumbai, promising an evening of inspiration and recognition for the best in class modern marketing.
Ahead of the gala, the industry will gather for the return of Smarties Unplugged, a pre-gala enriching conference bringing together marketing thought leaders who will share innovative and creative work designed to benefit tomorrow’s marketers and the consumer’s changing mindset. Unplugged will look to uncover the transformative impact of technology-powered creative and media strategy and its impact whilst embracing marketing excellence in the AI era. This exclusive platform offers partners, industry luminaries, shortlisters and the best brains in the biz an opportunity to showcase exceptional work and share invaluable expertise.
People can register for the gala + unplugged here – https://www.mmaglobal.com/smartiesindia2024#register
