HLL & Tatas shine at the FMCG consumer reaction awards

MUMBAI: Incorporated for the first time ever, 1 March saw the kick off of the FMCG Consumer Reaction Awards 2005. Concieved and executed by Fun & Joy At Work, the aim was essentially to recognise 'Master Brands' via market research.



The awards were based on the the voice of the consumer and in turn sharing the consumer's feeling and acceptance of a product, amidst the several competitive products that exist across categories. Hence, the award to a product was based on the most popular product in a particular category and its popularity according to research conducted on the mass size of population. The FMCG Consumer Reaction Awards was a tribute to the brand by the consumer himself.

With 28 categories, the glittering ceremony at the Taj Lands End saw the who's who from the FMCG sector. Hindustan Lever Ltd and the Tata's emerged as the popular winners as they bagged a lot of awards across categories for their products.



Getting feedback on the awards at the ceremony, spoke to a slice of the industry on their perspective. While some lauded the effort and the thought that went into the institution of these awards, other thought that the categories were not well represented.

For instance, in the soft drinks category only Pepsi and Coke were judged leaving behind all the other soft drink products. Similarly, in the adhesive category, Mseal and Fevicol were judged. This came across as funny to many a people due to the fact that Mseal is not an adhesive and does not fall in the same category as Fevicol. Also a lot of other products in the adhesive category were not included.

In the Paints segment, only Asian Paints and Nerolac were shortlisted , all the others ignored.



The 'Master Brands' chosen by the consumers were as follows:

Consumer non durables -

OTC - Vicks

Soaps - Lux

Detergents - Surf

Shaving Cream - Gillette India

Tooth Paste - Close Up

Paints - Asian paints

Adhesive - Fevicol

Shampoo - Pantene

Foods -

Biscuits - Parle G

Chocolate - Cadbury's Dairy Milk

Tea - Tata Tea

Edible Oil - Saffola

Ice Creams - Kwality Walls

Soft Drinks - Pepsi

Drinking Water - Bisleri

Health Drink - Bournvita

Atta - Kissan Annapurna

Masala - Everest masala

Ketchup - Kissan

Salt - Tata Salt

Fashions & Specialties -


Formals - Reid & Taylor

Casuals - Provogue


Formal - Allen Solly

Casuals - Wills Lifestyle

Cosmetics - Lakme


Watches - Titan

Shoes- Liberty

Jewellery - Nakshatra Diamonds

Admired Luxury Wear - DAKS

Latest Reads
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories