Shortlist Out for SMARTIES India’23, Stage Set for Marketing Brilliance

Shortlist Out for SMARTIES India’23, Stage Set for Marketing BrillianceMumbai, 6th September 2023: MMA Global India is thrilled to unveil the shortlisted nominees for the 12th edition of SMARTIES™ India 2023 Awards, which recognize and celebrate the most impactful marketing campaigns that have redefined the boundaries of innovation, leaving an indelible mark on brands, agencies, media companies, and solution providers.

A total of 150 entries made it to the final shortlist, received from various sectors including FMCG, OTT, retail, BFSI, and technology amongst several others. What was most interesting were the newer entrants that made the cut despite tough competition by repeat winners. Scroll to the bottom for the full shortlist reveal. Click here to view the full list on the website.

Sharing her insights as jury chair, veteran leader Prabha Narasimhan, MD and CEO of Colgate-Palmolive (India) Limited reflected – “Guiding the Smarties’ jury as chair this year has been a journey into the heart of India’s marketing future. The Indian marketing landscape is undergoing a rapid transformation and as the world becomes increasingly digital and complex, the role of skilled and innovative marketers becomes paramount. This year, we have seen a shift in the spotlight with previously less-ventured categories like creator, influencer, and celebrity marketing entries. I’m eagerly looking forward to this culmination of celebrating innovation, results, and the evolving future of marketing.”

Every year, MMA elevates the signature property to newer heights to shape the future of marketing excellence. Similarly, Smarties this year has seen the introduction of fresh categories that have set new benchmarks within the contemporary marketing arena.  These accolades recognize excellence across the marketing spectrum and serve as a testament to the industry’s innovation and achievements. The new categories include:

Category Sub-Category (new)
Purpose Driven Marketing Brand Purpose/Activism
Impact Media Omnichannel Marketing
Industry Awards Media Agency of the Year
Holding Agency Company of the Year
Creative Agency of the Year
Digital Agency of the Year

With these new categories, SMARTIES™ India continues to push the boundaries of innovation, celebrating campaigns that not only drive business impact but also exemplify excellence in diverse aspects of modern marketing, from customer experience to real-time engagement and integrated e-commerce strategies.

Talking about the judging process and giving us some insider inputs, esteemed jury chair Sunil Kataria, CEO of Raymond Lifestyle observed that “the surge of submissions in innovative categories this year at Smarties Awards is nothing short of remarkable. Top categories like influencer and contextual marketing have taken centre stage, defining a new benchmark for personalized and interconnected industry work. With an emphasis on personalization, AI, and CX, Smarties serves as a catalyst for the industry’s pinnacle. As Jury Chair, I’m eagerly awaiting the grand unveiling at the Smarties Gala.”

Among the diverse array of categories featured in SMARTIES™ India 2023, several have stood out as magnets for innovation and creativity, attracting a substantial number of entries. These categories have witnessed a significant influx of entries, embodying the innovative spirit and dynamism of the marketing industry. It is interesting to see how this differs from the categories that received the top number of entries last year. For instance:

No. SMARTIES™ India 2022- Top categories that got the highest submission numbers SMARTIES™ India 2023- Top categories that got the highest submission numbers
1. Brand Experience Creator / Influencer / Celebrity Marketing
2. Social Media Marketing Data Insights / Contextual Marketing
3. Creator/Influencer Marketing Brand Experience
4. Experimental/Innovation Technology Omnichannel Marketing

The jury meet spread over two days which saw multiple deliberations, surprising revelations, and many close calls, concluded on a high note over dinner and cocktails at the Smarties Rendezvous in Taj Santacruz Mumbai, comprising a mix of Smarties pre-screeners, jurors, members, board, and a special guest of honour – renowned adman and author Mr. Ambi Parameswaran.

Here’s the full list of the esteemed jury:

In another groundbreaking move, SMARTIES™ 2023 is introducing the inaugural edition of “Smarties Unplugged”, which brings together marketing thought leaders, who will share innovative and creative work designed to benefit tomorrow’s marketers and the consumer’s changing mindset. This unique pre-gala event will offer an exclusive platform for partners, industry luminaries, and accomplished winners to unveil their exceptional work and share their invaluable expertise. This one-of-a-kind prelude to the gala will feature case studies from SMARTIES that celebrate innovation and ingenuity, providing an opportunity to get to know what it takes to build campaigns that not only win awards but deliver real business impact.

Moneka Khurana, the Country Head of MMA Global India, sharing her anticipation for this year’s event, said – “Smarties is very close to my heart; it has been a journey we have nurtured at the MMA over the years, which stands as a testament to relentless innovation in marketing. Smarties witness a sea of transformative submissions, embodying higher tides of change every year that redefine our industry. This year, the overwhelming response to our new categories made the judging process even more exhilarating. The shortlist is hence the result of extensive day-long debates, a true reflection of the prestige it brings for those who chase the X factor. Winning a Smarties signifies excellence beyond measure – a golden feather for any brand or agency. Taking the gala to the next level, we are introducing the first edition of Smarties Unplugged this year, to provide insider insights firsthand from the industry’s visionaries, winners, and brand custodians. See you on 5th October, when marketing brilliance takes centre stage.”

As the anticipation builds, the marketing industry eagerly awaits the SMARTIES™ India 2023 Awards ceremony to celebrate the ingenuity, creativity, and business impact achieved by these outstanding campaigns. The winners will be announced at the gala event scheduled for October 05th, promising an evening of inspiration and recognition for the best in modern marketing.

The SMARTIES Awards have established themselves as a beacon of excellence, honouring creativity, innovation, and strategic prowess across local, regional, and global marketing programs. These awards serve as a testament to the immense potential of marketing campaigns that resonate with audiences and drive substantial business impact.

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