The seventh edition of CNBC Awaaz Storyboard Consumer Awards 2011 felicitated Pepsico India’s ‘Pepsi – Change the Game’ with the ‘Ad Campaign of the year’ award, CEAT’s ‘Bike Tyres’ with ‘Cause Based Marketer of the year’ award and Google with the ‘We get India’ Brand of the year award.
It was the first year that the awards were presented as a collaboration between CNBC programme 'Storyboard' and the ‘CNBC Awaaz Consumer Awards’, bringing together consumer recommendations and expert opinions under one forum and identifying brands that have excelled in both the spheres.
The CNBC AWAAZ Storyboard Consumer Awards primarily had three main award categories: Awards by Popular Choice which explored consumer recommendations, the Awards by Jury and the Special Commendation Awards which identified the best marketing or brand initiatives of the year.
The winners of the Awards By Popular Choice were: State Bank Of India (Most Recommended Banking Brand of the Year); LIC (Most Recommended Financial Services Brand of the Year (Non Banking)); Maruti Suzuki India Ltd. (Most Recommended Four Wheeler Brand of the Year); Hero MotoCorp Ltd. (Most Recommended Two Wheeler Brand of the Year); Nokia (Most Recommended Mobile Brand of the Year); Sony (Most Recommended Lifestyle Technology Brand of the Year); Dell (Most Recommended Computing Brand of the Year); Hindustan Unilever Ltd. (Most Recommended FMCG Company of the Year); LG (Most Recommended Consumer Durable Brand of the Year); Big Bazaar (Most Recommended Modern Retail Brand of the Year); Airtel (Most Recommended Telecom Service Provider of the Year); Hindustan Unilever Ltd. (Most Consumer Conscious Company of the Year); Star Plus (Most Recommended Television Channel of the Year); Ranbir Kapoor (Brand Ambassador of the Year); Life Insurance Corporation of India, Nokia, Airtel (Consumer’s Trusted Choice).
The other winners of the Awards By Jury (besides Pepsi, Google and Ceat mentioned above) were: Hindustan Unilever Ltd. (Digital Marketer of the Year).
Special commendation awards went to Hero MotoCorp (Effective & Successful Rebranding for a Corporate Entity), and Airtel (Effective Brand Refresh with Universal Appeal).
The ‘Awards by Popular Choice’ were based on a consumer survey which was conducted with over 5500 respondents across six centres by The Nielsen Company. The research conducted evaluated brands on consumer emotions rather than just their behaviour. It also explored the success of various marketing initiatives undertaken by these brands. The aim of the research was to discover the drivers and motivators of different brands; recognize their best marketing initiatives and decipher the consumer behaviour behind the most recommended choice of brands. In short, select the most recommended brand rather than just a preferred choice amongst the consumers.
On the jury panel for the Awards by Jury were names like SY Quraishi, Karan Johar, Harsha Bhogle; and Anuradha Sengupta.
Speaking on this occasion, Sanjay Pugalia, editor-in-chief, CNBC Awaaz, said, “India has evolved as the world's most dynamic market with respect to emerging trends in consumer behaviour and its advertising and marketing landscape. It is amazing to see the phenomenal growth in the number of brand categories and trends over the last seven years. CNBC Awaaz Storyboard Consumer Awards 2011 is India’s most holistic platform that identifies and celebrates visionary brands that have reached out to their consumers and managed to make a mark in one of the world's most sought-after markets. These brands have broken the barriers of language and nationality, rising up to the coveted position of India's most recommended brands. Setting new benchmarks, CNBC Awaaz Storyboard Consumer Awards have transcended into a commendable initiative saluting the Indian brands and the people behind them that millions of Indians have chosen to buy, to try, to experience and to own.”