Mindshare, GlaxoSmithKline Consumer Healthcare win honours at Maddies 2017
In this year’s edition, a total of 46 metals were given away along with 3 Hall of Fame Awards. In all, 9 Gold metals were awarded.
exchange4media celebrated its annual Mobile Awards – The Maddies, on Wednesday at ITC Grand Central Mumbai. The Maddies acknowledge and recognize all marketing stories that employ an effective mobile marketing strategy done in India and are 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, publishers, etc).
In this year’s edition a total of 46 metals were given away along with 3 Hall of Fame Awards. In all, 9 Gold metals were awarded.
The big winner this year was Mindshare India, which bagged a total of 19 metals; including 7 Gold, 6 Silver and 6 Bronze; thus winning the Agency of the Year award. GlaxoSmithKline Consumer Healthcare Ltd. won the Mobile Marketer of the Year award with 2 of its campaigns getting 4 awards.
Maddies 2016 also felicitated Ashish Hemrajani, CEO & Co-Founder, BookMyShow with the Mobile Person of the Year honour for his contribution towards the industry and breaking new ground with the medium.
Some of the other big winners included Madison Media, who won 4 meals including 1 each of Gold and Silver and 2 Bronze metals.
Further, Reliance Jio Infocomm and Sparkt won Gold for Digital India Home Delivered and Mahindra Mutual Fund - Voice Enabled Optimization campaigns, respectively. WAT Consult won two Silver metals for the Earn the Jersey campaign for Apollo Tyres Ltd.
The complete list of winners can be seen below:
In this year’s edition a total of 46 metals were given away along with 3 Hall of Fame Awards. In all, 9 Gold metals were awarded.
The big winner this year was Mindshare India, which bagged a total of 19 metals; including 7 Gold, 6 Silver and 6 Bronze; thus winning the Agency of the Year award. GlaxoSmithKline Consumer Healthcare Ltd. won the Mobile Marketer of the Year award with 2 of its campaigns getting 4 awards.
Maddies 2016 also felicitated Ashish Hemrajani, CEO & Co-Founder, BookMyShow with the Mobile Person of the Year honour for his contribution towards the industry and breaking new ground with the medium.
Some of the other big winners included Madison Media, who won 4 meals including 1 each of Gold and Silver and 2 Bronze metals.
Further, Reliance Jio Infocomm and Sparkt won Gold for Digital India Home Delivered and Mahindra Mutual Fund - Voice Enabled Optimization campaigns, respectively. WAT Consult won two Silver metals for the Earn the Jersey campaign for Apollo Tyres Ltd.
The complete list of winners can be seen below:
| A. Marketing Strategy | ||||
| A1. Brand Recall | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | Home transformation on your fingertips | Asian Paints | Madison Media Group | Bronze |
| 2 | Iodex goes Ambush the geo-targeted way, but this time through Mobile media! | GlaxoSmithKline Consumer Healthcare Ltd | Mindshare India | Bronze |
| 3 | Combating the consumer blindspot with mobile | Diageo India | Mindshare India | Silver |
| A2. Lead Generation | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | Iodex goes Ambush the geo-targeted way, but this time through Mobile media! | GlaxoSmithKline Consumer Healthcare Ltd | Mindshare India | Silver |
| 2 | GORB- Jaisa Mood Waisa Food | Zee Entertainment Enterprises Ltd. | Logicserve Digital Pvt. Ltd. | Silver |
| 3 | Digital India Home Delivered | Reliance Group | Reliance Jio Infocomm Ltd | Gold |
| A3. Launch of Product/Service | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | Doublemint #StartSomethingFresh | Wrigley India Pvt Ltd | MediaCom Communications Pvt Ltd | Bronze |
| 2 | Johnson & Johnson breaks all benchmarks with Baby Laundry Detergent Launch | Johnson & Johnson | AdColony & Interactive Avenues | Silver |
| 3 | TAMO Racemo - The car that took everybody for a ride | TATA Motors | The 120 Media Collective | Silver |
| A4. Relationship Building/Remarketing | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | With You Hamesha | Mahindra & Mahindra | Mahindra & Mahindra | Bronze |
| 2 | Mirinda #ReleaseThePressure | PepsiCo India | BBDO INDIA | Bronze |
| A5. Best use of Apps/Games for Marketing | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | Idea Cellular #Internet4All | Aditya Birla Group | Mindshare India | Bronze |
| 2 | Cadbury - Marvelous Creations Augmented Reality | Mondelez India | Carat Isobar | Silver |
| 3 | Earn the Jersey | Apollo Tyres Ltd | WATConsult | Silver |
| 4 | Birla SunLife Mutual Fund - Ungli Uthao Paise Ko Jagao | Aditya Birla Group | Mindshare India | Gold |
| A6. Most Effective App for Consumer | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | W For Woman | TCNS Clothing Company Pvt Ltd | TCNS Clothing Company Pvt Ltd | Silver |
| 2 | Star Plus - Star Dopahar | Star India Pvt Ltd | Mindshare India | Gold |
| A7. Campaign To Drive Sales | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | Mahindra First Choice - Engaging Green Sim Users with a 8X Conversions | Mahindra & Mahindra | Isobar India | Bronze |
| 2 | BIG BAZAAR #DecideYourPrice | Future Group | Silver | |
| 3 | Hic Hic Hurrah - How Diageo won in search | Diageo India | Mindshare India | Gold |
| A8. Gender Equity | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | Vivo - Be Bold for change | BBK Electronics | Vivo | Silver |
| 2 | Star Plus - Ek Nayi Soch | Star India Pvt Ltd | Mindshare India | Gold |
| B. Channel/Media Strategy | ||||
| B1. Cross Media Integration | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | Home transformation on your fingertips | Asian Paints | Madison Media Group | Silver |
| 2 | Mcdowell's No.1 - David vs Golliath 2.0 | Diageo India | Mindshare India | Silver |
| B2. In-App Advertising | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | BBLUNT - 50 shades of Kareena | Godrej Consumer Products Ltd | Mindshare India | Bronze |
| 2 | How Boost used Data and Machine Learning to Identify kids online | GlaxoSmithKline Consumer Healthcare Ltd | Mindshare India | Silver |
| 3 | Da Da Ding | Nike | Mindshare India | Gold |
| 4 | Fevikwik Gel - Total Control | Pidilite Industries Ltd | Madison Media Group | Gold |
| B3. Mobile Applications | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | Idea Cellular - #Internet4All | Aditya Birla Group | Mindshare India | Bronze |
| 2 | Earn the Jersey | Apollo Tyres Ltd | WATConsult | Silver |
| 3 | Nickelodeon Sonic's ICONIC toon SHIVA | Viacom 18 Media Pvt Ltd | Nickelodeon | Silver |
| B4. Mobile Website | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | BeBeautiful- All things Beautiful | Hindustan Unilever Ltd | The 120 Media Collective | Bronze |
| 2 | Mahindra Mutual Fund - Voice Enabled Optimization | Mahindra & Mahindra | Sparkt | Gold |
| B5. Use of Social Media | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | Pepsi - Liter Of Light | PepsiCo India | Mindshare India | Bronze |
| 2 | Gionee Selfiestan Premier League | Gionee India Pvt Ltd | Interactive Avenues Pvt Ltd | Bronze |
| 3 | Mirinda - Release the Pressure | PepsiCo India | Mindshare India | Silver |
| 4 | Good Knight Fabric Roll on - Khulke Khelo Ghar ke baahar! | Godrej Consumer Products Ltd | Mindshare India | Gold |
| C. Enabling Technologies | ||||
| C1. Innovation | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | SaffolaLife - Chhote kadam | Marico Industries Ltd | Madison Media Group | Bronze |
| 2 | Cadbury Marvellous Creations - Discover the Marvels | Mondelez India | Affle & Isobar | Silver |
| C2. Use of Rich Media / Video / Interactive Content | ||||
| S.NO. | Campaign | Brand | Company | Metals |
| 1 | NIKE - When Tinder Swiped Right For NIKE ! | Nike | Mindshare India | Bronze |
| 2 | Dove - Challenging the Beauty Stereotype | Hindustan Unilever Ltd | Mindshare India | Silver |
| 3 | Mirinda - Release the Pressure | PepsiCo India | BBDO INDIA | Silver |
| 4 | How Boost used Data and Machine Learning to Identify kids online | GlaxoSmithKline Consumer Healthcare Ltd | Mindshare India | Gold |
| D2. Mobile Marketer of the Year | ||||
| GlaxoSmithKline Consumer Healthcare Ltd | ||||
| D3. Agency of the Year | ||||
| Mindshare India | ||||
| D4. Mobile Person of the Year | ||||
| Ashish Hemrajani, BookMyShow | ||||
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