New Delhi: The Mobile Marketing Association (MMA) announced today the final awards shortlist for the 2017 India edition of the MMA SMARTIES™ Awards, the only mobile marketing award that honours innovation, talent and success in the field of mobile marketing. This year’s Awards received hundreds of entries, reflecting the rapidly growing mobile marketing industry in India. Mindshare India leads the nominations, while Isobar, Interactive Avenues Pvt. Ltd. and Hungama Digital Services follow closely behind.
The shortlisted campaigns for the 2017 SMARTIES™ India Awards were evaluated by a 62-strong jury and pre-screening council, comprising senior brand and agency professionals. The full list of council members can be found here.
The shortlisted, consisting of 64 nominations across 18 categories, such as Programmatic, Cross Screen Advertising, Promotion, Cross Mobile, Mobile Native, Mobile App, demonstrates not only the promise of mobile but also the flexibility and applicability of the medium. Across all categories, a Gold, Silver and Bronze winner will be announced. Winners will be celebrated at a gala ceremony at The Leela in New Delhi this Friday, 27 October 2017.
Commenting on the shortlist, Rohit Dadwal, Managing Director of Mobile Marketing Association in Asia Pacific said: “I’m incredibly impressed by the wide range of submissions for this year’s SMARTIES™ India, which I believe is a testament to the sheer amount of talent and innovation we have in India’s mobile marketing industry. Looking ahead, we hope brands and agencies will continue to be inspired and challenged by the winning campaigns, push the boundaries in mobile to deliver truly creative and impactful work across various industry segments, and submit their campaigns for next year’s Awards.”
The submissions were judged based on four criteria: Creativity, Strategy, Execution, and Business Impact, a new judging criterion this year. The MMA partnered GUNN report and WARC to launch the first-ever Business Impact Index, to rank and award agencies and brands delivering the highest level of business impact, by analysing winner and finalist data from all SMARTIES™ Awards globally.
Registrations for the 2017 SMARTIES™ India Awards are open.
THE 2017 SMARTIES™ INDIA: SHORTLISTED ENTRIES
Brand Awareness
- PepsiCo/Mountain Dew and Mindshare India Pvt.Ltd.
Mountain Dew – Game Fuel
- Sony Entertainment Channel/Super Dancer and Zapr Media Labs
Waltzing across TV: How 300,000 people switched channels to Super Dancer
- Aditya Birla Group and Mindshare India Pvt.Ltd.
Conglomerate to Companion
- Perfetti Van Melle and PHD India
Happydent Smile Please
Lead Generation / Direct Response / Conversions
- Birla SunLife Mutual Funds and Mindshare India Pvt.Ltd.
Ungli Uthao Paise Ko Jagao
- Maruti Suzuki and Isobar India
ALTO 800 – Reaching prospective customers
- Pedigree (Mars International India Pvt. Ltd.) and Hungama Digital Services
The Pedigree Pawsome Programme
- Renault and OMD
KWID on Paytm: How to sell cars in Demonetization
Product / Services Launch
- Sony Entertainment Channel/Super Dancer and Zapr Media Labs
Waltzing across TV: How 300,000 people switched channels to Super Dancer
- Mahindra & Mahindra and Hansa Customer Equity Pvt. Ltd
With You Hamesha – Mahindra Auto’s Post Sales Platform
- Mahindra & Mahindra and Hungama Digital Services
With You Hamesha App
- Durex and Affle & Interactive Avenues
Durex Jeans Campaign – Essential for when love happens
- Bharti Airtel and Group M Media India Pvt. Ltd.
India’s first media plan created through Artificial Intelligence (AI)
Promotion
- Maruti Suzuki and Isobar India
ALTO 800 – Your First Car on a Map
- Colgate Palmolive (India) Ltd/Pocket Dentist and Red Fuse Communications India
Pocket Dentist
- Durex and Affle & Interactive Avenues
Durex Jeans Campaign – Essential for when love happens
- Godrej Consumer Products Limited/Good Knight and Mindshare India Pvt.Ltd.
Good Knight – Fastcard ki Paathshala
Relationship Building / CRM
- Colgate Palmolive (India) Ltd/Pocket Dentist and Red Fuse Communications India
Pocket Dentist
- Godrej Consumer Products Limited/Good Knight and Mindshare India Pvt.Ltd.
Good Knight – Fastcard ki Paathshala
Cross Media
- Nike and Mindshare India
Inspiring the Athlete Within Every Woman
- Liva and Saavn
Saavn: Liva #NoFilterNeha Campaign
- Hewlett Packard India and PHD India
Making TV Talk To Mobile – #ReinventGiving with ‘Brothers’
- Nissan India and OMD
Look it’s a car…it’s an emoji…it’s the Nissan GT-R
- Star Plus and Mindshare India Pvt.Ltd.
Nayi Soch
Cross Mobile Integration
- Nike and Mindshare India
Inspiring the Athlete Within Every Woman
- NIKE and MINDSHARE
HOW NIKE INSPIRED TEENS TO BECOME EVERYDAY ATHLETES
Cross Screen Advertising
- DIAGEO and Mindshare India Pvt.Ltd.
Combating the Consumer Blind Spot on TV with Smartphones
- Diageo / McDowell’s No.1 and Mindshare India Pvt.Ltd.
David vs Goliath 2.0: When mobile outmuscled TV
Marketing within a Mobile Gaming Environment
- PepsiCo/Mountain Dew and Mindshare India Pvt.Ltd.
Mountain Dew – Game Fuel
- Maruti Suzuki and Grapes Digital & Gameloft
Nexa Baleno Buddy Pack
- Coca-Cola India and Interactive Avenues Pvt. Ltd
Using Mobile medium to sample Coca-Cola Pop cans with Mixed Reality
- Boost – GlaxoSmithKline Consumer Healthcare, India and Mindshare India Pvt.Ltd., Pokkt
How Boost is paving way to effectively target kids using Pokkt’s proprietary software and overall, driving brand preference
Messaging
- Colgate Palmolive (India) Ltd/Pocket Dentist and Red Fuse Communications India
Pocket Dentist
- Mars International India Pvt. Ltd/Pedigree and Hungama Digital Services
Pedigree Shape Guide
Programmatic
- DIAGEO and Mindshare India Pvt.Ltd.
Combating the Consumer Blind Spot on TV with Smartphones
- Club Mahindra and FCB Ulka & Zapr Media Labs
Making TV Ads clickable!
- Ford India and Global Team Blue & Zapr Media Labs
Programmatic accelerates Ford past IPL TV Sponsor
Mobile App
- Kotak Mahindra Bank and Kotak Mahindra Bank
Kotak 811
- Mahindra & Mahindra and Hungama Digital Services
Live Young, Live Free App
- Hungama Digital Media Entertainment Pvt. Ltd. and Hungama Digital Services
Artist Aloud App
Mobile Native
- Maruti Suzuki and Isobar India
ALTO 800— Your First Car on a Map
- Reckitt Benckiser/Dettol and GreedyGame Media, Interactive Avenues
Dettol: Jingle all the way
- NIKE and Mindshare India Pvt.Ltd.
WHEN TINDER SWIPED RIGHT FOR NIKE!
Mobile Social
- Diageo and Mindshare India Pvt.Ltd.
Home Party Essentials 101 – By SIMI the AI-powered Bartender
- Coca-Cola India and Interactive Avenues Pvt. Ltd.
Coca-Cola Moments on Jio Chat
- Godrej Emerald and Madison Communications
Property Buddy – An Expert. A Friend
- PepsiCo/Mirinda and Mindshare India Pvt.Ltd.
Mirinda Release The Pressure
- JSW IP Holding Pvt. Ltd and Mindshare India Pvt. Ltd
Rukhna Nahi Hai
Innovation
- Cadbury and Isobar & Affle
Cadbury Marvellous Campaign – An Augmented Reality-driven mobile advertising experience
- Diageo and Mindshare India Pvt.Ltd.
Home Party Essentials 101 – By SIMI the AI-powered Bartender
- ITC Bingo and Silverpush
Redefining Bingo Moments on Cricket
- Bharti Airtel and Group M Media India Pvt. Ltd.
India’s first media plan created through Artificial Intelligence (AI)
- Godrej Greens and Madison Communications
Feel the Greens
Location Based Services or Targeting
- Maruti Suzuki and Isobar India
ALTO 800 – Your First Car on a Map
- Royal Challenger Sports Private Limited and Mindshare India Pvt.Ltd.
RCB Bold Army
- Iodex and Mindshare India Pvt.Ltd.
Iodex goes Ambush the geo-targeted way, but this time through Mobile media!
- Godrej Infinity and Madison Communications
Privileges are now 0 km away from Godrej Infinity
Mobile Video
- Boost – GlaxoSmithKline Consumer Healthcare, India and Mindshare India Pvt.Ltd., Pokkt
How Boost is paving way to effectively target kids using Pokkt’s proprietary software and overall, driving brand preference
- Castrol and Mindshare India Pvt.Ltd.
‘Girl in the City’
Mobile Audio
- Reckitt Benckiser/Dettol and GreedyGame Media, Interactive Avenues
Dettol: Jingle all the way
- Benadryl and Interactive Avenues Pvt. Ltd.
Benadryl OBD
- Hewlett Packard and PHD
Mobile Audio via Programmatic – Understand, Engage, Utilize
- Idea Cellular Ltd. and Mindshare India Pvt.Ltd.
Apne Aap Apne APP
- Liva and Saavn
Saavn: Liva #NoFilterNeha Campaign
