MMA to celebrates creativity and innovation of marketers at SMARTIES India The new Winning from Home category will honour disruptive ideas and campaigns borne out of working in unusual times
India: – The Mobile Marketing Association (MMA) today announced the Smarties shortlist and the winners will be unveiled at the Smarties India awards ceremony being held virtually on 27 Nov.
In its ninth edition, the MMA SMARTIES is the world’s only global mobile marketing awards programme celebrating outstanding innovation, creativity and achievement in the modern communications world where mobile is at the heart of consumer engagement. This year’s SMARTIES will honour marketers who have played a pivotal role in shaping the future of modern marketing and leveraged mobile applications to effectively deliver impressive results. New this year, the “Winning from Home” category pays tribute to the marketers who have beaten all odds and obstacles of working from home during a global pandemic to deliver creative and innovative ideas.
“Mobile continues to be a disruptive force, even more so with our increased reliance on it,” said Moneka Khurana, Country Head, India. “Our special category at this year’s SMARTIES recognised innovative marketing who successfully adapted to changing consumer behaviour and during these extraordinary times, and embraced disruptive ideas, creatives and campaigns to showcase compelling results.” Khurana further commented
The “Winning from Home” category comprises five sections. They are:
● Purposeful Marketing: Campaigns and messaging created to engage in purposeful marketing with consumers, using mobile as a key medium.
● Seamless Consumer Experience: Campaigns that enrich digital experiences or enable new methods of connecting with the consumer while adhering to social distancing norms.
● Best Use of Mobile to Drive Sales: Brands that have adopted new methods or pivoted to digital as a key sales channel.
● Innovation & Creativity: Campaigns that enabled innovation and creativity while primarily leveraging digital media. These campaigns have delivered significant impact to the current business and enabled
significant shifts to digital investments.
● Home Production: Campaigns that produced digital and mobile assets from home rather than a professional studio setup. They have also delivered impressive results/output and achieved business objectives.
MMA has also recently concluded its jury meet and jurors engaged /participated in scoring and deciding the winners are mentioned below:
• Merrill Pereyra – Jury chair/ Managing Director, Pizza Hut, Indian Subcontinent
• Sai Narayan, CMO, Policybazaar Group
• Elizabeth Venkataraman, Joint President-Consumer, Commercial & Wealth Marketing, Kotak Mahindra Bank
• Loveleen Sahrawat , Head of Brand, Digital & Social Marketing, Media, Consumer Research & Insight, Aditya Birla Capital Ltd
• Meghna Apparao , Chief Business Officer , Licious
• Arvind RP , Director of Marketing and Communications, McDonald’s India
• Anurita Chopra, Area Marketing Lead, Oral Health, Media, Digital, Insights & Analytics, Indian SubContinent, GSK Consumer Healthcare, GSK
• Meera Iyer, CMO, Medlife
• Priyanka Khaneja Gandhi, Associate Director – Integrated Marketing Communication & Ecommerce Marketing, Colgate-Palmolive India
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• Paritosh Gupta, Associate Director – Marketing, Perfetti Van Melle India
• Kavita Chaturvedi, Chief Operating Officer, Snacks & Noodles, ITC Limited
• Sukhleen Aneja, CMO & Marketing Director, RB Hygiene Home, South Asia, Reckitt Benckiser Group
• Priya Nair , Executive Director, Beauty & Personal care , Hindustan Unilever Limited
• Sagar Boke, Head – Customer & Shopper Marketing – Foods & Beverages, TATA Consumer Products
• Anil Chilla, Chief Digital & Data Officer, L’Oréal India
• Tarun Jha, Head of Marketing, ŠKODA AUTO India
• Roshni Das, Director, Marketing, Intel India, Amit Doshi, CMO (India and South Asia), Lenovo
• Gayatri Yadav, CMO: India & SEA, Sequoia India
• Atit Mehta, Head of Marketing, Byjus
• Karan Shroff, CMO, Unacademy
• Sandeep Ranade, Executive Director and Co-Lead West (Quantitative), Insights, Kantar
• Rohit Dadwal, Managing Director, APAC, MMA
• Moneka Khurana, Country Head, MMA India.
“This year’s India SMARTIES received a wide variety of submissions. I believe this demonstrates how marketers are remaining innovative and creative in this current landscape, as they continue to power on the mobile marketing industry” said Merrill Pereyra – Managing Director, Pizza Hut, Indian Subcontinent
Shortlisting process
All submissions were judged in two stages. Phase one consisted of pre-screening, where the shortlist was determined after a first round of voting. A minimum five pre-screening jury members evaluated and scored each entry. Pre-screening council and jury council can be viewed here. https://www.mmaglobal.com/smarties/awards/programs/india/jury
Entries with the highest average scores comprised the shortlist released for finalist selection.
During phase two, main jury members evaluated, discussed and debated the merits of each shortlisted entry to decide on each category’s winners. The jury meet was to decide the Gold, Silver and Bronze entries.
To find out more about the shortlisted campaigns and event details, please visit https://www.mmaglobal.com/smarties/awards/programs/india
About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprising more than 800 member companies, from nearly 50 countries around the world. Our members hail from every faction of the mobile marketing ecosystem, including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars: to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organisations through fostering know- how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC). For more information about the MMA, please visit
www.mmaglobal.com.
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