Wavemaker India, Leo Burnett India triumph at MMA Smarties

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.