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 |