MMA Announces Finalists for First Smarties India Awards

New Delhi: The short-list of finalists for the Mobile Marketing Association’s (MMA) The Smarties India 2012 Awards were announced today across 15 categories with submissions from over 111 entries.

The Smarties is the only global awards program dedicated exclusively to mobile marketing and recognizes local, regional and international campaigns in a global contest that truly showcases the ‘best of the best’ in the industry.

The global jury of senior brand marketers and advertising executives met in New Delhi yesterday to discuss, debate and vote for their favourites under the guidance of Jury Chair Vishnu Mohan, Chief Executive Officer, Havas Media Asia Pacific. With over 100 entries, the judges had to ensure that the Smarties recognize the commitment and accomplishments of the world’s leading companies and individuals in the ever-evolving mobile marketing industry.

“When you review this accomplished short-list, it becomes apparent that mobile is transforming the way brands and agencies approach their marketing strategies to meet their objectives across the purchase funnel,” said Rohit Dadwal, Managing Director, Mobile Marketing Association – Asia Pacific. “Mobile presents such a powerful opportunity for everyone involved in the creative process to rethink their approach and re-align their budgets to accomplish higher customer connectivity.”

The much-anticipated first Smarties India 2012 Awards is proudly sponsored by IMImobile which is a leading global mobile data services platform and solutions provider to enterprises, mobile operators and media companies. The campaigns that have been selected after much deliberation as finalists are a real representation of the innovation, creativity and talent in India that are defining the boundaries of mobile marketing as an effective channel of engaging consumers like never before.

Commenting on the sponsorship, Vishwanath Alluri, Founder & CEO, IMImobile said, “We are proud to be a Founding Sponsor of the first edition of the Indian Smarties Awards to recognize outstanding excellence in mobile marketing and a partner of the MMA, the leading association of mobile marketers in the world. Being the leading provider of technology to mobile marketing campaigns of our clients in reaching out to over one billion people in over 72 countries worldwide, we see great synergies with the MMA’s primary focus of establishing mobile as an indispensable part of the marketing mix and a key priority of marketers globally. We are confident that Smarties India will spur innovation and creativity in mobile marketing in India and set higher benchmarks for the industry.”


The 2012 Smarties India Awards Short-list:

1. Brand Awareness

Active Wheel – Hindustan Unilever Limited Netcore Solution
Stop Not Wishes Maxus India
10 Million Ears Refreshed Telibrahma
The 2choco In-App Activity Zone Maxus India
Perfetti Van Melle Stop Not Timesmobile
Smartphone Outsmarted Hero Impulse Launch Maxus India

2. Lead Generation / Direct Response / Conversion

Aircel – Case Of The Rising G, 3G! Ad2c India
Mobilox Enables Saffola To Get Good Conversions On Saffola Heart Age Test Mobilox
IDFC Sales Tablet Web App Thmbstrk
Make A Mobile Move Maxus India
Targeting Roamers Makes The Difference Mogae Media

3. Product / Services Launch

Light Powered Media For Light Powered Watch Maxus India
Antakshari Evolves From Idiot Box To Mobile! Maxus India
Wishful Thinking. Thoughtful Wishes. Maxus India
Blyk On Aircel – India Launch Blyk Media

4. Promotion

Cricket Mohalla Affle India
Vivel Face Wash Presents Mobisur Hungama Digital

5. Relationship Building / CRM

Ford Drive Smart Application Mindshare
Newspaper Calls The Doctor Telibrahma Convergent
Twitter In Rural India Maxus India
Retail Shelf Got Bigger Telibrahma Convergent
Fan Following Is Writing On The Wall Telibrahma Convergent

6. Cross Media Integration

Solving Consumer Problem Can Save An Industry Telibrahma Convergent
Colgate Active Salt Taste Challenge 2012 Netcore Solution
A Platinum Store In Your Magazine Maxus India
Retail Shelf Got Bigger Telibrahma Convergent
7. Messaging and Voice – e.g. SMS, Apps Messaging, IVR, CRBTs, and others

Interactive Video SMS Campaign Targeting Youth Maxus India
The Largest Indian PULL Medium For Masses Maxus India
Nokia Mobile Antakshari: India, Don’t Just Watch It , Play It ! Maxus India
CRBT’s New Avatar: PRBT Maxus India

8. Mobile App

Ford Drive Smart Application Mindshare
Dance India Dance Mobile App To Extend A 1hr Show Format On TV To A 7-Day Format On Mobile Mobilox
IBM – CMO App Mindshare
In-App Advertising (Mobile App) Indiagames Ltd

9. Mobile Website

Mahindra Group Corporate Mobile Site Thmbstrk
Hum Mein Hai Hero Maxus India
Dial A Website Maxus India
Adidas Cricket – The Site With A Skin! Ad2c India

10. Innovation

Building Meaningful Interactivity Using Free Miss Call For Zee Mobilox
Active Wheel Mobile Marketing Campaign Netcore Solution
Light Powered Media For Light Powered Watch Maxus India
CRBT’s New Avatar: PRBT Maxus India
Vserv.Mobi Vserv.Mobi
Antakshari: Mobile Stealing The Show From TV…& Spends Too Maxus India

11. Location-Based

10 Million Ears Refreshed TELiBrahma Convergent
India’s 1st Location Based Mobile Couponing System Mogae Media
Fan Following Is Writing On The Wall Telibrahma Convergent

12. Video / Rich Media

KF Book Cricket On Mobile Mindshare
Countering Big Screens With A BIGGER Screen! Maxus India
Smart Phone Outsmarted, Hero Impulse Launch Maxus India
Samsung Omnia W – Story Of Mohammad & The Mountain Ad2c India

Industry Awards

The Industry Awards represent the most outstanding companies in the mobile marketing industry – all winners will have a direct impact in the growth of the industry.

13. Agency of the Year in Mobile – TBA

14. Mobile Campaign of the Year – TBA

15. Publisher / Media Company of the Year in Mobile finalists:

Vserv.Mobi Vserv.Mobi
Affle – Demystifying Mobile Advertising For Marketers Affle India
Blyk On Aircel – Youth Mobile Magazine Blyk Media

The winners will be announced at The Smarties India 2012 Awards ceremony on September 21, 2012, at The Leela Kempinski, Gurgaon from 7.30 pm onwards.

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