Winners of the third edition of Kantar‘s Creative Effectiveness Awards were announced on 21st June, 2023.
Ogilvy takes the lead with three awards, followed by Lowe Lintas with two. Leo Burnett, Korra, Black Pencil, and Bates Chi & Partners Jakarta have each bagged one award.
Here are the Kantar Creative Effectiveness Awards 2023 India Winners:
Commenting on this year’s findings, Soumya Mohanty, Managing Director & Chief Client Officer- South Asia, Insights Division, Kantar said, “Our research has found that the most creative and effective ads generate more than four times as much profit as those which score low on effectiveness measures. So cost effective ad testing is possibly a much better option that a costly mistake of airing a wrong ad. Our winners exemplify how testing can progressively refine the ad ultimately leading to better brand results.
Prasanna Kumar, Head of Creative Domain & Executive Vice President- South Asia, Insights Division, Kantar said, “With short-form advertising on the rise in India, brands face the task of adapting to newer advertising structures and storytelling styles. Short ads, designed for 15 seconds or less, now require meticulous scripting and visualization to captivate audiences and meet higher standards for entertainment and engagement set by rampant popularity of short-form video content on social media platforms. To cut through content clutter and grab consumer attention in this rapidly changing landscape, pre-testing plays a crucial role for brands. It enables them to develop ads that have a strong impact and are memorable, while also providing valuable insights and learnings along the way.”
The India report shortlisted close to 400 ads, tested across categories, markets, TGs and media channels, informed a statement from Kantar.
