The Mobile Marketing Association Forum (MMAF) Delhi 2015, came to a close with the announcement of the SMARTIES™ India 2015 awards. Gold, Silver, and Bronze award winners were announced in 15 categories ranging from Brand Awareness to Cross Media Integration amidst a fun-filled evening hosted by stand-up comedian Sorabh Pant at The Leela Ambience Gurgaon Hotel and Residences in Gurgaon, India. In addition to the category awards, the SMARTIES™ India 2015 also introduced the Blue industry awards that included Agency of the Year in Mobile, Marketer of the Year in Mobile, Publisher/Media of the Year in Mobile, Enabling Technology Company of the Year in Mobile and Best in show titles.
Mindshare and PepsiCo were the big winners for the night. Mindshare led the race with 4 Golds winning the Agency of the Year in Mobile Award while PepsiCo was chosen as the Marketer of the Year in Mobile. The other winners for the night included Facebook as the Publisher/Media of the Year in Mobile, Paytm as the Enabling Technology Company of the Year in Mobile and the Best in Show award was shared by Red Fuse Communications for their campaign ‘Spreading a Million Smiles with a Mobile’ and Mindshare India for ‘Lays hid the Treasure Hunt inside Google Maps’.
The SMARTIES™ is the world’s only global mobile marketing awards program that honours innovation, creativity and success in the field of mobile marketing. This year an ‘all-Brand Jury’, led by Jury Chairperson D Shivakumar, Chairman & CEO, PepsiCo India Holdings Pvt Ltd, and consisting of other celebrated marketers in India, evaluated the campaigns to shortlist those that showcased the ‘best of the best’ in the industry. Covering everything from brand awareness to innovation, video/rich media and social media, the awards celebrated the excellent work being done on mobile by both brands and agencies.
Mobile as a media channel offers truly exciting opportunities for consumer engagement. In order to better equip marketers to make mobile work for their brands it is important to understand how to use mobile as a vehicle to deliver a holistic brand experience. For this purpose, the MMA in collaboration with Millward Brown Smarties Knowledge Partner analysed all the entries for the SMARTIES Awards in India to present an insights presentation, to unearth best practices, key mobile trends and establish what sets apart a winning mobile campaign.
“I’d like to congratulate all the award winners. I think I speak not only for myself but also on behalf of the Jury when I say that we were really impressed with the entries this year. They were truly representative of the innovation that drives the mobile marketing industry and great work that's happening across India. We hope to inspire marketers to further push the envelope in their own campaigns and look forward to more innovations and participation in the future.” said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific.
The Smarties™ India 2015 awards strove to find the best campaigns from across the country while.
The 2015 SMARTIES™ India Blue Industry Awards Winners:
| Category | Entry Name |
| Best In Show | Lay's hid the treasure hunt inside Google Maps for Lay's (PepsiCo) |
| Best In Show | Spreading a million smiles with a mobile for Colgate Palmolive (India) Ltd. |
| Agency of the Year In Mobile | Mindshare |
| Marketer of the Year In Mobile | PepsiCo & Colgate Palmolive (India) Ltd |
| Publisher/Media of the Year In Mobile | Facebook |
| Enabling Technology Company of the Year in Mobile | PayTM |
The 2015 SMARTIES™ India Awards Winners:
| Award Category | Gold | Silver | Bronze |
| Brand Awareness | Mindshare for
Mountain Dew (Pepsico) - Inspiring Rural India with Real Heroes’ Real Stories | PHD India for
Hindustan Unilever - Kan Khajura Tesan
| Madhouse Mobile Marketing India Pvt Ltd for Vodafone -
Vodafone Amplify: An Innovation that turned Onlookers to Curators
|
| Lead Generation / Direct Response / Conversion | Red Fuse Communications for
Colgate Palmolive (India) Ltd. - Spreading a million smiles with a mobile | Opera Mediaworks for
Getit Infomedia Limited -
AskMeBazaar.com
| |
| Product/ Service Launch | PHD India for
Lakmé ( Hindustan Unilever)
Lakme Makeup Pro
Performics - TLG India Pvt Ltd for
Airtel Wynk -
Airtel Wynk Launch | | Opera Mediaworks for
Getit Infomedia Limited -
AskMeBazaar.com
|
| Promotion | Red Fuse Communications for
Colgate Palmolive (India) Ltd. - Spreading a million smiles with a mobile | Hungama Digital Media Entertainment Pvt Ltd for Hungama - Happy New Year: The Game | PHD India for HUL -
Consumer 360
Red Fuse Communications for
Colgate Palmolive (India) Ltd. - Spreading a million smiles with a mobile
|
| Relationship Building/ CRM | PHD India for
Hindustan Unilever - Kan Khajura Tesan
| PHD India for HUL -
Consumer 360
Red Fuse Communications for
Colgate Palmolive (India) Ltd. - Spreading a million smiles with a mobile | |
| Cross Media Integration / Cross Mobile Integration | Mindshare for McDowell's No.1 Whiskey -
TV Makes friendship with mobile | Mindshare for Mountain Dew (PepsiCo) - Inspiring Rural India with Real Heroes' Real Stories | Mindshare World
for
Kellogg India Pvt Ltd - Kellogg's Mobile Breakfast
|
| Messaging | Quasar Media for
Ashiana Housing - Reaching the right audience at the right time through mobile | Red Fuse Communications for
Colgate Palmolive (India) Ltd. - Spreading a million smiles with a mobile | |
| Mobile App | Mindshare India for
Lay's (PepsiCo) -
Lays hid the treasure hunt inside Google Maps | Mindshare West for
Castrol India Pvt. Ltd - India's first Co-Created App
| |
| Innovation | Mindshare for McDowell's No.1 Whiskey - TV Makes friendship with mobile | Mindshare India for
Lay's (PepsiCo) -
Lays hid the treasure hunt inside Google Maps | PHD India for
Lakmé ( Hindustan Unilever)
Lakme Makeup Pro
|
| Location Based | Mindshare for McDowell's No.1 Whiskey -
TV Makes friendship with mobile | Mindshare West for
Kellogg India Pvt Ltd - Kellogg's Mobile Breakfast
| Mindshare for
7UP (PepsiCo) -7UP used Technology (TemperAd Engine) to REVIVE sweaty India exactly when they were sweating!
|
| Mobile Payments | One97 Communications Ltd. For Paytm | | |
| Best Brand Experience in Mobile Rich Media | Mindshare for
Nike - How Nike risked everything on Mobile | | Mindshare India for
GlaxoSmithKline Pharmaceuticals Limited -Experiencing the "Mix-ability" of Instant Chocolate Horlicks on Your SmartPhone - Shake a Mix!
|
| Most engaging mobile creative | Mindshare India for
Lay's (PepsiCo) -
Lays hid the treasure hunt inside Google Maps | Mindshare for
Nike - How Nike risked everything on Mobile | Mindshare for Lufthansa - How Forbes eMagazine turned into Lufthansa magazine for 4 weeks
|
The SMARTIES India 2015 were held in partnership with Hotstar -The Smarties India Founding Partners, GOQII - India Gift Partners, Millward Brown – Knowledge Partners, Ngage by Nimbuzz! – India Partners.
About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty 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 the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate - Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonalds, Microsoft, Mondelez International, Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more.
The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA please visit: www.mmaglobal.com
Photo Caption: Smarties Agency of the year in Mobile - Mindshare
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