MMA recognises excellence in mobile marketing at the third edition of the Smarties

Mumbai: The Mobile Marketing Association (MMA), today unveiled the winners of the third annual MMA SMARTIES™ India Awards 2014 at a Gala Dinner in Mumbai. Showcasing the ‘best of the best’ in the industry, the SMARTIES™ India Awards honor solid mobile strategies that address specific business challenges through the creative use of mobile technologies. Winners were declared across 21 categories with over 60 brands and 40 agencies participated in this year’s awards.

MMA today also released its annual India Mobile Ad Spend Report powered by exchange4media. Based on extensive research, the report estimates the total digital ad spends in India to stand at Rs 3,300 to Rs 3,600 crores with mobile ad spends at Rs 475 crores. Mobile ad spends are expected to grow at a rate of 52% to reach Rs 722 crores in 2015. 

“The MMA has been tracking the growth story in India for a while now and our faith in the market keeps getting stronger. Our Mobile Ad Spend Report shows that marketers are not only recognizing mobile’s potential but are actively integrating the channel into their marketing mix,” said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific. “The SMARTIES™ awards are our way of recognizing the best-in-class mobile campaigns run by leading brands. The winners of the 2014 SMARTIES India Awards have demonstrated how the creative use of mobile can help build better brands and increase engagement while driving business results.”

The winners of SMARTIES™ awards were selected following a rigorous process involving a council of senior brand marketers and advertising leaders. The judges reviewed campaigns from 65 entries that came from across India, spread across sectors like telecommunication, sports, social media, healthcare, travel, banking, and sports before choosing winners.

An analysis of the winning entries, presented at the event by research agency and Knowledge Partner, Millward Brown, found that successful brands and marketing strategies had well-defined clarity of purpose with 100 percent of winners identifying a specific objective of increasing awareness or sales. 70 percent of the winners also had a precise role for mobile using the channel’s unique strengths such as location, payments, and targeting. 50 percent of winners at the SMARTIES™ India 2014 Awards built relevance of the brand in the target consumers’ context. 70 percent of the winners used mobile synergistically with other media channels.

Commenting on the winners Jury Chairman, Mr. Sam Balsara, Chairman and Managing Director, Madison World, said, “Brands and marketing strategies are increasingly adopting a mobile-first approach and the competition in innovation and creativity is only getting tougher. In such an environment, it gives me immense pleasure to lead the mobile marketing conversation and thank all my fellow jury members for their valuable insights and time. We selected the winners after extensive debate and deliberation and are extremely impressed with the results some of the campaigns have achieved.

Commenting on the Ad Spend report Mr. CVL Srinivas, CEO at GroupM South Asia said “The increasing number of formats being explored everyday on this medium gives every advertiser a chance to experiment. Once an advertiser cracks the communication type

being best received, he will naturally increase spends. The evolution is on the marketer, an increase in smartphone penetration. “Mobile has huge potential across the board

from a media reach and targeting perspective. From finely segmented audiences

in cities to those who are in media dark areas, mobile can deliver massive numbers for any campaign. The challenge lies in getting the right idea and keeping the engagement going”.

The SMARTIES™ Awards is the only global awards programme dedicated exclusively to mobile marketing.

The India SMARTIES™ Awards 2014 Winners:

Latest Reads
India is 18-24 months away from an inflection point: Ashish Bhasin

Today’s advertisers aren’t short of options to choose from through which they can get a message across. But the difficult task at hand is to identify the one that allows optimisation of reach and viewership.

MAM Marketing MAM
Horlicks urges women to #StandStrong

MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

MAM Marketing MAM
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories