Campaign India Team
Aug 29, 2013

Smarties India 2013: Seventy six campaigns from 17 agencies in the race for metal

Maxus has 21 shortlisted entries, while Mindshare and ad2c have 11 each

Smarties India 2013: Seventy six campaigns from 17 agencies in the race for metal

Finalists (shortlisted entries) for the second edition Mobile Marketing Association’s (MMA) Smarties India 2013 have been announced. Seventy six campaigns have made the cut across 20 categories, remaining in contention for the awards to be announced on 5 September.

The jury comprising 35 marketers and advertising executives shortlisted campaigns through an online rating process.

A ‘grand jury’ will now meet in New Delhi to discuss and vote on finalists, to arrive at winners. Hemant Bakshi, executive director, home and personal care business, Hindustan Unilever, is the jury chairman.

On the quality of entries, Rohit Dadwal, MD, MMA Asia Pacific, said, “The campaigns that have been selected as finalists are inspired and demonstrate the countless applications of mobile in marketing. I’m excited to sit down with my distinguished colleagues for the next phase of the judging process to determine the final winners. After reviewing the shortlist, I’m certain it will be a challenging and educational experience for all of us.”

Among agencies, Maxus has 21 shortlisted entries, while Mindshare and ad2c have 11 entries each. Mediacom Communications has seven shortlisted entries, while PHD India and TELiBrahma Convergent Communications have five each. Other agencies whose entries have been shortlisted are MEC India (3); Interactive Avenues, Mobilox Innovations and One97 Communications (2 each); and Lodestar UM, Madhouse India, Mogae Media, Netcore Solutions, TimesMobile, Vdopia and Zipdial Mobile Solutions (1 each).

View the full list of finalists below:

 

MARKETING STRATEGY 
     
Brand Awareness 
     
Munch liked more than coconuts in Kerala Nestle India  Maxus India 
Parachute Advansed Ayurvedic Hair Oil - Brand Awareness Parachute Advansed Ayurvedic Hair Oil  Mobilox Innovations 
Parle G - Buzzing on Wheels Parle G  TELiBrahma Convergent Communications 
Pampers – A missed call makes Parenting easy!  Procter & Gamble, India  Mediacom Communications
Kelloggs Chocos Challenge  Kellogg's India  Mindshare India 
Halls Breathe The Change - 200,000 breaths that changed the life of a Village Cadbury India   ad2c - Pinnacle
     
Lead Generation / Direct Response / Conversion
     
Halls Breathe The Change - 200,000 breaths that changed the life of a Village Cadbury India  ad2c - Pinnacle
Pampers – A missed call makes Parenting easy! Procter & Gamble, India  Mediacom Communications
Simple rule of marketing- show what user wants to see  Google India  Maxus India 
Bull's Eye Source of Business  Samsung Galaxy SIII  Mogae Media
Lead Generation and Management System on Phone Indiamart  One97 Communications
Tide - Safedi Ki Kahaani, Aapki Zubaani  Procter & Gamble, India  Mediacom Communications
     
Product / Services Launch 
     
A kickass shoe presentation Puma  TELiBrahma Convergent Communications
Galaxy Note II - An Incredibly Creative Launch!  Samsung  ad2c India
LOVE GOES MOBILE  PLATINUM GUILD INDIA  Maxus India 
Samsung S4 Product Launch  Samsung  Vdopia Inc.
Fully Flat Bed  Lufthansa  Mindshare India 
Samsung Galaxy Grand - It's BIGGER than your's! Samsung  ad2c India
     
Promotion 
     
Pampers – A missed call makes Parenting easy! Procter & Gamble, India  Mediacom Communications
Tide - Safedi Ki Kahaani, Aapki Zubaani  Procter & Gamble, India  Mediacom Communications
How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela Colgate Palmolive (India)  MEC India
Ab Pyas Bujhao Health Se  Tata Water Plus  Mindshare India 
     
Relationship Building / CRM 
     
Your favorite Blockbuster Now Showing on a mobile phone near you Pernod Ricard  Maxus India 
Buying ticket is an entry into a long term relationship Royal challengers Bangalore  TELiBrahma Convergent Communications
Good Life Club  Hindustan Unilever Ltd. / Brooke Bond Tea  PHD India
Nescafe Moodies Nestle India  Maxus India 
Empowering sales team to knit relationship with customer Ericsson  Madhouse India
Tayyari Tyoharon ki  Horlicks  Mindshare India 
     
CHANNEL / MEDIA STRATEGY
     
Cross Media Integration 
     
Tide - Safedi Ki Kahaani, Aapki Zubaani Procter & Gamble, India  Mediacom Communications
Taking Ramlila Maidan to 1.5 million users.  Tata Global Beverages  Maxus India 
Colgate Active Salt Taste Challenge 2013 Colgate-Palmolive India  netCORE Solutions 
Hero Billion Cheers  Hero Motocorp India  Maxus India 
Health Challenge - 2 Million Brand Evangelists Hindustan Unilever Ltd. / Red Label  PHD India 
Disney Channel's Jet Set Go Campaign 2013 The Walt Disney Company (India)  ZipDial Mobile Solutions 
     
Cross Mobile Integration 
     
Subu Here, Subu There, Subu Everywhere Kotak Mahindra Bank  ad2c India 
Coffee With Xylo  Mahindra Xylo  Interactive Avenues
Union Budget decoded On-the-Go  Microsoft Office 365  Lodestar UM
     
In-App Advertising – Gaming or other
     
Cadbury Bournville - Rasberry Ninja! Cadbury Bournville  AD2C - Pinnacle
Draw Something Draw Samsung  Samsung  ad2c India 
Triple Treat with KFC!  KFC  Mindshare India 
Mentos : Khooni Kaun Hain? Perfetti Van Melle India  Maxus India 
Magic gets delivered on Mobile  Nestle India  Maxus India 
‘Hello! Honey Bunny’  Idea Cellular  Mindshare India 
     
Messaging – e.g. SMS, Apps Messaging, Long form codes and others 
     
How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela  Colgate Palmolive (India)  MEC India 
One Missed Call Hindustan Unilever Ltd. / Wheel  PHD India 
Axe Talktime Activity  Hindustan Unilever Ltd. /Axe Deodarants  PHD India 
Passing Smile Hindustan  Unilever Ltd./Pepsodent Toothpaste  PHD India 
MP TOURISM IRCTC SMS Push  Madhya Pradesh Tourism - The Heart of Incredible India  Mindshare India 
     
Mobile App 
     
Pursuit of Happiness is through Ownership & Freedom! Nokia Channelme Nokia India  Maxus India 
Angrezon Ki Pungi Bajaao  Star Cricket  Mindshare India 
LOVE GOES MOBILE PLATINUM GUILD INDIA PVT LTD  Maxus India 
Gum Maaro Gum  Perfetti Van Melle India  Maxus India 
Jhalak Dikhla Ja Mobile APP  Colors Channel  Mobilox Innovations 
Kelloggs Chocos Challenge  Kellogg's India  Mindshare India 
     
Mobile Website 
     
Samsung Galaxy Grand - It's BIGGER than your's! Samsung  ad2c India 
THE SMALLEST SCREEN TURNS INTO THE LARGEST STORE! PLATINUM GUILD INDIA  Maxus India 
World's Smallest Titan Store  Titan Industries  Maxus India 
     
ENABLING TECHNOLOGIES
     
Innovation 
     
Aapki Subah ka Pehla Kamm Nescafe ke naam Nestle India  Maxus India 
App within an App  Google India  Maxus India 
Perfetti scripted a murder mystery on mobile Perfetti Van Melle India  Maxus India 
Alive - "Giving Print a New Lease of Life" Alive  TimesMobile 
Pampers – A missed call makes Parenting easy! Procter & Gamble, India  Mediacom Communications 
Feel the Feature  Microsoft  TELiBrahma Convergent Communications
     
Location Based 
     
8pm Match vs. 8pm Traffic Tata Sky+ HD  Maxus India 
When Google goes for Guerilla Warfare Google India  Maxus India 
Coffee With Xylo  Mahindra Xylo Interactive Avenues 
How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela Colgate Palmolive (India) MEC India 
adidas Clima Cool - The 2 degrees cooler Ad! adidas India  AD2C - Isobar 
End of season sale is where the relationships begin Louis Philippe  TELiBrahma Convergent Communications
     
mCommerce 
     
Paytm Paytm  One97 Communications
Closing The Loop Using Mobile  Titan Industries  Maxus India 
     
Video / Rich Media 
     
Subu Is Calling You!  Kotak Mahindra Bank  ad2c India 
Fully Flat Bed  Lufthansa  Mindshare India 
There is Big Cinemas, there is PVR and now there is Idea Cinemas. Idea Cellular  Mindshare India 
adidas Clima Cool - The 2 degrees cooler Ad! adidas India  AD2C - Isobar 
Mobile DJ, mera gaana please play!!! Google India  Maxus India 

 

Source:
Campaign India