The Mobile Marketing Association announces shortlist for the 2017 SMARTIES™ India awards, celebrates mobile innovation and talent

64 nominations across 18 categories, winners will be announced in New Delhi on 27 October 2017.

Mumbai, India, October 24, 2017 – 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. To find out more and register for the ceremony, please visit:http://ift.tt/LSmsD7india/smarties2017/venue. For a full list of the shortlisted entries, please visit:http://ift.tt/LSmsD7india/smarties2017, or refer to Appendix 1 below. 

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.

For more information, please contact:

Chiranjeeta Borah/ Saloni Lalwani

Candour Communications

Ph: (Cell) +91 9818661995/ 9833395087

Email: chiranjeeta@candour.co.in, saloni@candour.co.in

Appendix 1

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

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