Mindshare, HUL, Vijay Shekhar Sharma win honours at Maddies 2016
A total of 37 metals were given away along with 3 Hall of Fame Awards. In all, 15 Gold metals were awarded, as exchange4media celebrated the best work done in mobile marketing in the latest edition of its annual mobile awards---The Maddies
exchange4media celebrated its annual Mobile Awards – The Maddies, today at ITC Grand Central Mumbai. The Maddies acknowledges and recognizes all marketing stories that employ an effective mobile marketing strategy done in India and will be equally judged on innovation, concept, execution and results by a highly experienced independent panel of the industry. These awards are open to all industries linked to mobile marketing (clients, creative, media agencies, digital agencies and publishers, etc).
In this year’s edition a total of 37 metals were given away along with 3 Hall of Fame Awards. In all, 15 Gold metals were awarded.
The big winners this year were Mindshare India, which bagged a total of 11 metals; including 5 Gold, 2 Silver and 4 Bronze; thus winning the Agency of the Year award. Hindustan Unilever Ltd. won the Mobile Marketer of the year award with 8 of its campaigns getting 9 awards.
Maddies 2016 also felicitated Vijay Shekhar Sharma, Founder of One97 and Paytm, with the Mobile Person of the Year honour for his contribution towards propelling the industry and helping re-define the medium.
Some of the other big winners included PHD India, which won 2 each of Gold, Silver and Bronze metals for a total of 6 metals, while Dentsu Aegis Network’s Carat-Isobar won 3 metals, which included 1 Gold, 1 Silver and 1 Bronze.
Further, Madison Media won a Gold for ‘Godrej Masterbrand : Free G Diwali’ for Godrej, Indigo Consulting won a Gold for ‘Bajaj V: A Nation’s Bike’, Tata Motors won a Gold for ‘Tiago : When users #FueledUpTheTiago and created Asia's largest Playlist for The Road!’, Dentsu Webchutney won a Gold for Cafe TC’s ‘Liquor Ticker - The World's First Ad Ticker on WhatsApp’, OMD India won a Gold for Ferrero’s ‘Kinderjoy Story Station’, Netcore Solutions won a Gold for ‘PMKVY- A Call for Skill Development’ for COAI and FCB Ulka won a Gold for ‘India's first Open It Yourself Bank Account’ for The Federal Bank Ltd.
The jury especially appreciated the Cafe TC campaign done by Dentsu Webcutney as a small outlet grabbed attention in the most innovative way through Whatsapp coding.
The complete list of winners can be seen below:
| A. Category: Marketing Strategy | ||||
| Brand Recall | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Active Wheel: Lo Kar Lo Baat | Hindustan Unilever Ltd | PHD India | BRONZE |
| 2 | Bajaj V : The Nation's Bike | Bajaj Auto | Indigo Consulting | SILVER |
| 3 | Idea Cellular : Powering the next Gen Internet Ready India | Aditya Birla Group | Mindshare India | GOLD |
| Lead Generation | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Pureit : Smartest Advertiser During IPL 2016 | Hindustan Unilever Ltd | PHD India | BRONZE |
| 2 | Airtel : How Airtel Used Digital to Launch 4G in India | Bharti Airtel | Performics | SILVER |
| 3 | Godrej Masterbrand : Free G Diwali Campaign | Godrej Industries Ltd | Madison Media | GOLD |
| Launch of Product/Service | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Tiago - Fantastico Namehunt for Zica | Tata Motors Ltd | SILVER | |
| 2 | Castrol CRB Mini truck : How Castrol activated mini truck driver targeted only campaign. | Castrol India Ltd | Mindshare India | GOLD |
| 3 | Bajaj V : The Nation's Bike | Bajaj Auto | Indigo Consulting | GOLD |
| Campaigns for Sales Promotion | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Godrej Masterbrand : Free G Diwali Campaign | Godrej Industries Ltd | Madison Media | SILVER |
| 2 | Cafe TC Liquor Ticker - The World's First Ad Ticker on WhatsApp | Cafe TC | Dentsu Webchutney | GOLD |
| Relationship Building/Remarketing | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Castrol CRB Mini truck : How Castrol activated mini truck driver targeted only campaign. | Castrol India Ltd | Mindshare India | BRONZE |
| 2 | Rin Career Ready Academy | Hindustan Unilever Ltd | PHD India | SILVER |
| 3 | Kinderjoy Story Station | Ferrero | OMD India | GOLD |
| Best use of Apps/Games for Marketing | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Idea Cellular : Powering the next Gen Internet Ready India | Aditya Birla Group | Mindshare India | BRONZE |
| 2 | Dabur India : Dabur Real Juice | Pokkt (Maiden Makerting India Pvt Ltd) | Starcom Media Vest | SILVER |
| 3 | Tiago : When users #FueledUpTheTiago and created Asia's largest Playlist for The Road! | Tata Motors Ltd | GOLD | |
| Most Effective Campaign/App for Consumer | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Trails Of India | Pulp Strategy Communications Pvt Ltd | BRONZE | |
| 2 | Idea Cellular : Powering the next Gen Internet Ready India | Aditya Birla Group | Mindshare India | BRONZE |
| 3 | Kinderjoy Story Station | Ferrero | OMD India | SILVER |
| Social/Not For Profit Campaign | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | No Po Po : Honk less. Earn rewards. | Maruti Suzuki | Dentsu Webchutney | BRONZE |
| 2 | HUL Multibrand : Swachh Aadat Swachh Bharat | Hindustan Unilever Ltd | PHD India | GOLD |
| 3 | PMKVY- A Call for Skill Development | Cellular Operators Association of India (COAI) | netCORE Solutions Pvt Ltd | GOLD |
| B. Channel/Media Strategy | ||||
| Cross Media Integration | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Kurkure : Why So Sweet?? | Pepsico | Mindshare India | BRONZE |
| 2 | Brooke Bond Red Label 6 Pack Band | Hindustan Unilever Ltd | Mindshare India | SILVER |
| 3 | Idea Cellular : Powering the next Gen Internet Ready India | Aditya Birla Group | Mindshare India | GOLD |
| In-App Advertising | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Gems - Angry Bird Campaign | Mondelez International | Carat Isobar/ Dentsu Aegis Network | BRONZE |
| 2 | ABFSG - Mutual Funds : Conceptualized Infotainment, Delivered Entertainment | Aditya Birla Group | Mindshare India | SILVER |
| 3 | Wrangler Sun Shield | VF Brands | Carat Isobar/ Dentsu Aegis Network | GOLD |
| Mobile Applications | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Lakme Makeup Pro | Hindustan Unilever Ltd | The Glitch | SILVER |
| 2 | India's first Open It Yourself Bank Account | The Federal Bank Ltd | FCB Ulka Advertising Pvt Ltd | GOLD |
| Mobile Website | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Titan Company Limited E-Store | Titan Company Ltd | SILVER | |
| Use of Social Media | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Star World : 'The GAME OF POWER' | Star India Pvt Ltd | Mindshare India | GOLD |
| C. Enabling Technologies | ||||
| VOOT Innovation | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Active Wheel : Lo Kar Lo Baat | Hindustan Unilever Ltd | PHD India | SILVER |
| 2 | HUL Multibrand : Kheloge Toh Jeetoge | Hindustan Unilever Ltd | PHD India | GOLD |
| VOOT Use of Rich Media / Video / Interactive Content | ||||
| S.No. | Entry Name | Company | Agency | Metals |
| 1 | Gems : Angry Bird Campaign | Mondelez International | Carat Isobar/ Dentsu Aegis Network | SILVER |
| 2 | Lifebuoy Soap : Before IFTAR time, its LIFEBUOY time | Hindustan Unilever Ltd | Mindshare India | GOLD |
| D. Hall of Fame Awards | ||||
| Mobile Person of the Year | ||||
| Vijay Shekhar Sharma, Founder, One97 & Paytm | ||||
| Mobile Marketer of the Year | ||||
| Hindustan Unilever Ltd | ||||
| Agency of the Year | ||||
| Mindshare India | ||||
