MUMBAI: MMA Global India unveiled the winners of the 13th edition of Smarties India 2024 at an event in Mumbai on 11 October, recognising marketing campaigns. These campaigns the organisation explains have demonstrated exceptional creativity, strategic brilliance, and measurable business impact across various industries. 87 metals were given including 10 industry awards.
10 Industry Awards Given: Smarties honoured top performing brands, agencies and companies across categories recognising them as industry wins of the year.
- Grand Prix / Best in Show – Gatorade Turf Finder
- Most Resilient Brand of the Year – Olay
- Advertiser of the Year – Mondelez India Foods Pvt. Ltd
- Brand of the Year – Cadbury Celebrations
- Publisher of the Year – Amazon Ads
- Media Agency of the Year – Wavemaker India
- Creative Agency of the Year – Leo Burnett India
- Digital Agency of the Year – Interactive Avenues & Performics India
- Holding Agency Company of the Year – WPP India
Smarties winners are ranked on the Business Impact Index developed in collaboration with Warc, which highlight the top brands, agencies, publishers, media agencies etc per the true business impact they created through their campaigns. Winners are also now certified in partnership with Recma a media agency research organisation
This year’s awards showcased work across categories ranging from FMCG, OTT, retail, BFSI to technology, B2B and more. Among the top categories this year were AI Marketing, Connected TV, Creator/Influencer Marketing, Brand Experience and emerging tech categories all reflecting the industry’s rapid shift towards technology-driven and consumer-centric strategies.
Rohit Dadwal, CEO, MMA APAC & Global Head of SMARTIES, shared: “It’s always inspiring to see how creativity and data can come together to create truly remarkable campaigns. This year’s Smarties winners have done just that, embracing AI and new technologies to deliver results that speak for themselves. Congratulations to all the winners, and a big thank you to our jury chairs, jury and screeners for their hard work and dedication. As we recognise these achievements, I’m reminded of the critical importance of continually innovating and adapting in today’s fast-paced marketing landscape.”
SmartiesMusical Logo or ‘Mogo’ was unveiled: MMA Global India also established the sonic identity of Smarties worldwide by launching the official Smarties musical logo or ‘mogo’ at the Gala. It was unveiled with a performance by Rajeev Raja, and the mind behind the MMA-member company BrandMusiq that helped create the mogo. The Mogo will look to drive the Smarties ethos of marketing excellence back home.
Key partners for the event included ShareChat & Moj, Silverpush, Glance Advertising, Blis, Hybrid, and Storyboard18, amongst more.
The jury was led by 3 esteemed jury chairs – Shailendra Katyal, Managing Director of 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.
Deepika Bhan, President – Packaged Foods, Tata Consumer Products & Smarties Jury Chair said: “As a jury chair, it was a privilege to witness the extraordinary caliber of work submitted. In an era where innovation and consumer engagement are key, these campaigns showcased the true potential of creativity combined with data to drive significant business results in the FMCG sector.”
Trends Highlighted in Smarties India 2024:
AI Marketing & Connected TV: These emerging categories saw a remarkable number of entries, indicating the industry’s growing focus on leveraging AI and new media to drive marketing innovation.
Retail Media: As retail media continues to evolve, the winning campaigns demonstrated how brands are tapping into phygital experiences and omnichannel strategies to connect with consumers in meaningful ways.
Creator/Influencer Marketing: This category remained a magnet for creative excellence, with campaigns that effectively engaged niche communities and built authentic connections through influencers and celebrities.
Moneka Khurana, Country Head and BOD Member, MMA Global India, shared her thoughts, “Congratulations to all the winners of SMARTIES India 2024. The campaigns we’re celebrating are truly shaping the future of marketing excellence. Each winner showcases the very best of not only creativity and innovation but true business impact. At MMA, we’re committed to a future proof showcase of campaigns that empower marketers and brands to continue driving digital maturity and transformation at scale in our rapidly evolving industry.”
The gala was preceded by SMARTIES Unplugged to decode the future of marketing excellence witnessed within the work submitted at Smarties, a pre-gala conference that saw thought leaders discussing AI marketing, creative tech, and the evolving consumer mindset in the digital age. It was a day well spent with sessions and masterclasses that inspired attendees with actionable insights on shaping the future of marketing.
Jury Highlights
Shailendra Katyal, MD, Lenovo and Smarties Jury Chair remarked: “Judging the Smarties entries this year reinforced the importance of integrating technology into every aspect of marketing. The winning campaigns stood out for their ability to seamlessly blend creativity and technological advancements, especially in categories like AI Marketing and Connected TV. These campaigns represent the future of marketing excellence and set high standards for the year to come.”
The jury comprised of leaders from Havas Media, Lionsgate Play, FCB, Jio, Domino’s, Abbott, Flipkart, WPP, Dentsu, Mindshare, Niti Aayog, Times Network, LoveChild by Masaba, Zee5, Genpact, among others.
The final set of deliberations spread over a three-day jury meet to decide on the metals by our marketer-only jury comprising diverse categories represented by marketers from Myntra, Hindustan Unilever, Tata, HDFC, Marico, Aditya Birla Group, Pepsico, MakeMyTrip, Godrej, Castrol, Wipro, Nivea, Perfetti, Leela, Hershey, HP, amongst more; with Kantar, serving as the official jury observer. The aim was to ensure the highest standards in evaluation.
Here is the Full Winner List:
Award Sub Category
PURPOSE DRIVEN MARKETING
Brand Purpose / Activism
Gatorade Turf Finder – PepsiCo (Leo Burnett India) – Gold
Meet AI-SHU – P&G (PG One) – Silver
YiPPee Create Magic – ITC Ltd (Interactive Avenues) – Bronze
Social Impact Marketing
LULUMELON EOSS – HDFC Bank (FCB Kinnect) – Gold
Castrol Pragati Ki Paathshaala – Castrol (Mindshare India) – Silver
Google Search “Bolne Se Sab Hoga” – Google Search (EssenceMediacom) – Bronze
Gatorade Turf Finder – PepsiCo (Leo Burnett India) – Bronze
Diversity & Inclusion
Meet AI-SHU – P&G (PG One) – Gold
EatQual Colours – Hardcastle Restaurants (DDB Mudra) – Silver
Google Search “Bolne Se Sab Hoga” (EssenceMediacom) – Bronze
#ItAllStartsWithAName – Tata Starbucks (Wavemaker India) – Bronze
MARKETING IMPACT
Brand Experience
Gatorade Turf Finder – PepsiCo (Leo Burnett India) & Cadbury Silk Story of Us – Mondelez India (Wavemaker India) – Gold
NA – Silver
Maa’s Message – A Divine AR Intervention – Unilever (Mindshare India) – Bronze
Instant Impact / Promotion
ITC Masterchef’s Snacking Revolution – ITC Ltd (Performics India) – Gold
The RAZORPRENEUR Challenge – Bombay Shaving Company (Revolio) – Silver
Halloween Hacks – Perfetti Van Melle (Wavemaker India) – Silver
KitKat – Snap In Half – Nestle India (Eleve Media) – Bronze
Customer Journey Marketing
A surprise for 8 Billion People – Mondelez India (Wavemaker India) – Gold
LEGO launches lifted market share – LEGO – Silver
Aashirvaads Data-Driven Approach to Premiumization – ITC Ltd (Performics India) – Silver
SIWO: Turning speechless India into Playful India – Mondelez (Wavemaker India) – Bronze
Product and / or Service Launch
Every cricket enthusiast will play on Dream11 – Sporta Technologies (Wavemaker India) & CaratLane Service Launch – CaratLane (BBH India) – Gold
NA – Silver
LEGO launches lifted market share – LEGO – Bronze
Real-Time Marketing
Ghar Ek Mauka Ek – UltraTech Cement (Mindshare India) – Gold
Thums Up Utha Apni Side Bata – Coca-Cola (EssenceMediacom) – Silver
Gatorade: Turf Finder – PepsiCo (Spark Foundry Publicis Media) – Bronze
Small Budget Big Impact
Gatorade: Turf Finder – PepsiCo (Spark Foundry – Publicis Media) – Gold
Innovative Use of Paid Search – Tata Motors Commercial Vehicles (Havas Media India Private Limited) – Silver
Pediasure: Nurturing Healthy Growth for Children – Abbott Healthcare Pvt Ltd (Starcom) – Bronze
IMPACT MEDIA
Omnichannel Marketing
Oreo Bola Mat Bol (Oreo says don’t jinx it) – Mondelez India (Wavemaker India) – Gold
Your Stage; Your Story – Coca-Cola India (EssenceMediacom) – Silver
#ThisAdIsMyStore Lights Up Diwali for Homepreneurs – Mondelez India (Wavemaker India) – Bronze
Cross Digital Media Marketing
Cadbury 5Star Nothing University – Mondelez India Pvt. Ltd. (Wavemaker India) – Gold
SIWO: Turning speechless India into Playful India – Mondelez India (Wavemaker India) – Silver
When India had its #fingerscrossed!- Nestle India (Zenith Media) – Bronze
Truly ‘Open’ By Axis Bank Axis Bank (Performics India) – Bronze
Social Media Marketing
When GenZs took a breaking love break! – Nestle India (Zenith Media) – Gold
Offline (OOH) to Online (Social) Search Movement – Google Search (EssenceMediacom) – Silver
Squeezing back the summer fun – PepsiCo India (Leo Burnett India) – Bronze
Creator / Influencer / Celebrity Marketing
Every cricket enthusiast will play on Dream11 – Sporta Technologies (Wavemaker India) – Gold
Karan ‘Badtameez’ hai_Amazon miniTV show launch – Amazon miniTV (SoCheers) – Silver
Doctors Day – Hopes restored, heroes honoured – Sun Pharmaceuticals (Wavemaker India) – Silver
How Cadbury 5 Star ‘Erased’ Valentine’s day – Mondelez India (Wavemaker India) – Bronze
Gaming, Gamification & E-Sports
4th Umpire – Britannia Industries Ltd (Schbang) – Gold
Multi-Screen Reality drives dividend for Domex – Hindustan Unilever (Mindshare India) – Silver
ConFUSEing Controller -Game On, Parents Off: The S – Mondelez India (Wavemaker India) – Bronze
EMERGING TECH MARKETING
Data Insights / Contextual Marketing
Gatorade Turf Finder powered by Google Maps – PepsiCo India Holdings Pvt Ltd (Leo Burnett India) – Gold
India’s 1st Voice Enabled brand experience on OTT – Google Search (EssenceMediacom) – Silver
Aashirvaads Data-Driven Approach to Premiumization – ITC Ltd (Performics India) – Bronze
Castrol MAGNATEC – Gaadi Chalao, Tractor Nahi – Castrol India (Mindshare India) – Bronze
Connected TV
Castrol MAGNATEC – Gaadi Chalao, Tractor Nahi – Castrol India (Mindshare India) – Gold
Banega Toh Badhega India – AsIndiaBuildsIndiaGrows – UltraTech Cement Ltd (Mindshare India) – Silver
Fire TV Drives Brand Uplift for a L’Oréal Launch – L’Oréal (Wavemaker India) – Bronze
Programmatic
Castrol MAGNATEC – Gaadi Chalao, Tractor Nahi Castrol India Mindshare India – Gold
Levi’s drove 15% higher recall via AI creatives – Levi’s – Silver
Swiggy IPL 2024 – Swiggy Limited (PivotRoots, A Havas Company) – Bronze
WEB 3.0 Technologies Marketing
#MyBirthdaySong a Personalized AI Symphony – Mondelez India Pvt. Ltd. (Wavemaker India) – Gold
Maa’s Message – A Divine AR Intervention – Unilever (Mindshare India) – Silver
1947% more history – Britannia Industries Ltd (Talented Agency) – Bronze
E-COMMERCE MARKETING
Integrated Ecommerce Innovation & Live Streaming
NA – Gold
LEGO launches lifted market share by 53% @23X RoI – LEGO – Silver
Building EV category on Amazon: Achieving 77x ROAS – Hero MotoCorp.) – Silver
Engaging Baby Audiences: Baby & Toddler Store – Himalaya Wellness Company – Bronze
O2O / New Retail / Innovative & New Tech Sales Channels
Co-creating festive campaigns on Quick Commerce – Mondelez India Foods Pvt. Ltd. (Wavemaker India) – Gold
Blinkit Single Mode x Erase Valentine’s Day – Mondelez India Foods Pvt. Ltd. (Wavemaker India) – Silver
Reshaping the EV landscape – Matter EV (Flipkart) – Bronze
CREATIVE
Customer (CX) / User Experience (UX) & Design
Cadbury Silk Story of Us – Mondelez India Pvt. Ltd. (Wavemaker India) – Gold
Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India) – Silver
Ultimate Gaming SetUp: A Multi-Brand Success Story – Intel – Bronze
Personalization
Royal Stag: A Billion Films for a Billion Fans – Pernod Ricard India Private Limited (Wavemaker India) – Gold
SIWO: Turning speechless India into Playful India – Mondelez India (Wavemaker India) – Silver
NA – Bronze
Short or Long Form Video
How Cadbury 5 Star ‘Erased’ Valentine’s day – Mondelez India Pvt. Ltd. (Wavemaker India) – Gold
Meet AI-SHU – Your New STEM Mentor – P&G (PG One) – Silver
Google Search – Dhoondege Toh Milega – Google India (Toaster India) – Bronze
Castrol MAGNATEC – The Bombay Journey – Castrol (Mindshare India) – Bronze
AI MARKETING
AI-Powered Audience Engagement
Join The Copverse – Prime Video’s AI adventure – Amazon Prime Video (Interactive Avenues) – Gold
Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India) – Silver
#Riseupfrombeingfriendzoned with Pepsi – PepsiCo (Spark Foundry, Publicis Media) – Bronze
Innovative Use of AI in Advertising
Dark Fantasy – Biting into a million fantasies – ITC Ltd. (Interactive Avenues) – Gold
Cadbury Silk Story of Us – Mondelez India Pvt Ltd (Wavemaker India) – Silver
1947% more history – Britannia Industries Ltd (Talented Agency) – Bronze
Half CA enabled ‘Full’ Income tax return filing – Amazon India (SoCheers) – Bronze
AI-Driven Creative Excellence
Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India) – Gold
Cadbury Silk Story of Us – Mondelez India Pvt Ltd (Wavemaker India) – Silver
SIWO: Turning speechless India into Playful India 0 Mondelez India (Wavemaker India) – Bronze
Half CA enabled ‘Full’ Income tax return filing – Amazon India (SoCheers) – Bronze
Explore the winners gallery here: https://www.mmaglobal.com/smarties-2024/finalists/winners/region:8
Next Stop: SMARTIES Global
The India winners now move on to the regional and global SMARTIES stages, competing alongside campaigns from over 45 countries, with 10,000+ global entries vying for top honors in modern marketing excellence.
