Mumbai: MMA Global India unveiled the winners of the 14th edition of SMARTIES India at a high-energy gala in Mumbai on October 10, recognizing the country’s most impactful, innovative, and purpose-driven marketing campaigns.
This year, 86 metals were awarded across categories, alongside 10 prestigious industry titles that spotlight the best-performing brands, agencies, and companies redefining marketing effectiveness. EssenceMediacom, Mindshare, Wavemaker, Leo, Publicis, Interactive Avenues, Momentum ME and Schbang were among the top agencies that clinched gold metals. As for brands, some of the top gold winners were Cathay Pacific, Dove, Airtel 5G, Cadbury 5 Star, Durex, Pepsi, Myntra, Birla Opus Paints and more.
SMARTIES continues to celebrate work that not only showcases creative brilliance but also delivers measurable business impact, reaffirming the awards’ position as India’s most credible benchmark for marketing excellence.
Rohit Dadwal, Global Head of SMARTIES Worldwide | CEO & BOD, MMA Global APAC, shared: “The SMARTIES India 2025 winners demonstrate that marketing excellence today is no longer defined by creativity alone – it’s about impact. From leveraging AI and technology to crafting human stories that matter, these campaigns prove that purpose and performance can indeed go hand in hand. India is shining on the regional and global stage with its unique advantage to be frugal and make the most impact with limited resources. I am happy to take these learnings to APAC and the global board.”
Industry award winners:
- Creative Agency of the Year – Ogilvy India
- Enabling Technology Company of the Year – InMobi Advertising
- Digital Agency of the Year – Interactive Avenues
- Media Agency of the Year – Wavemaker India
- Publisher of the Year – Amazon Ads
- Holding Agency Company of the Year – WPP
- Most Resilient Brand of the Year – Dove
- Brand of the Year – Cathay Pacific
- Advertiser of the Year – Mondelez India Foods Pvt. Ltd.
- Grand Prix (Best in Show) – Takeoff Takeover | Cathay Pacific
Nikhil Sharma, SMARTIES Jury Chair & Managing Director, Perfetti Van Melle India, said,“I extend my heartiest congratulations to all winners for setting new benchmarks and reminding us of the power of ideas to drive progress. Today’s marketers continue to inspire – pushing boundaries with creativity, technology, and purpose. As Jury Chair, it was quite a challenge – a good one though – to first select the top few from nominations, and then to align with a jury team that felt strongly about some truly fabulous campaigns. This year’s winners have proved that when innovation meets intent, the result is campaigns that not only make an impact but also truly connect with people.”
SMARTIES winners are ranked on the Business Impact Index, developed in collaboration with WARC, to evaluate the real impact of marketing across creativity, strategy, and business outcomes.
Winners are also globally recognized through a partnership with RECMA, ensuring that Indian campaigns are benchmarked on the world stage for their true performance.
Virat Khullar, Jury Chair and AVP & Vertical Head – Marketing, Hyundai Motor India, said, “A big congratulations to all the winners. Each winner exemplifies the highest standards of marketing – strategic brilliance, creativity with purpose, and measurable impact. It has been an honor to lead the SMARTIES Award jury in selecting this year’s winners. These campaigns and leaders not only elevate our profession but also set new benchmarks for the future of marketing.”
Key Trends from the SMARTIES 2025 Jury Room (from Jury Observer Toluna’s lens)
1. Storytelling + Business Impact = The Sweet Spot
Campaigns that married emotional storytelling with tangible business results stood out. The jury celebrated brands that connected culture, creativity, and commerce – proving that impact metrics matter as much as imagination.
2. Purpose Beyond Communication
Purpose-driven work evolved from awareness to real-world action – campaigns solving everyday consumer frictions or societal challenges were rewarded for driving tangible outcomes rather than intent alone.
3. AI’s Shift from Buzzword to Business Tool
AI-powered personalization, predictive insights, and creative integration were key differentiators this year. The jury favored brands using AI meaningfully – to transform consumer experiences and drive measurable growth.
4. Everyday Impact is the New Big Purpose
From saving time to solving small, local problems, campaigns that made daily life easier or more joyful resonated deeply with jurors, marking a shift towards authentic, human-centric marketing.
5. Evolution Over Repetition
Brands that demonstrated continuity with reinvention – evolving their purpose and creative craft year after year – scored higher than those that relied on repetition or nostalgia.
Hosted by MMA Global India, SMARTIES India is part of the world’s most prestigious platform celebrating marketing excellence. The 2025 edition brought together senior marketers, jury members, and hundreds of brand and agency leaders across industries – from FMCG, retail, auto, and BFSI to technology, aviation, and entertainment.
The gala evening followed SMARTIES Unplugged, a pre-gala conference that decoded the evolving dynamics of marketing excellence – from AI marketing and creative tech to performance-driven storytelling. Together, they marked a full-circle celebration of marketing’s most transformative year yet.
Explore the complete list of winners here: https://mmaglobal.com/smarties/awards/programs/india/overview
