Creating a new category that introduced a completely new product/service concept to the consumer or re-defined the way in which an existing category was being offered to consumers by presenting the product/service in a completely new and different format. Here, new category is defined as a category that came into existence less than two years ago.
Launch of a new product or service. This should highlight the need gap, elements of the marketing communication developed to address the need gap and to make the product/service relevant and unique to the consumer. This should include the entire marketing mix and programmes that created awareness and preference for the product/service.
Where a brand has been extended or stretched to enter into a new product category, targeted at the same audience or to a different target audience. This should describe the need gap that called for the brand extension, equity of the existing brand and how it was leveraged for the new product/service launch.
Strengthening customer loyalty through a consistent customer retention strategy, showing how existing customers are valued and how relationship with existing consumers is strengthened through a sustained retention strategy involving regular communication through direct marketing, social media, customised offers, newsletters, catalogues & loyalty program
Cases where solution to a specific business challenge was found or through use of consumer insights like qualitative or quantitative research/small data/social listening/ ethnography through the use of Analytics/Big Data/AI/Machine Learning
Cases where a campaign led by TV as the lead medium addressed a business challenge or took the brand to the next level. This should include the consumer insight leading to creative idea, communication, media plan and its effectiveness. (***TV should have been at least 1/3rd of the media cost)
Cases where a campaign led by Print as the lead medium addressed a business challenge or took the brand to the next level. This should include the consumer insight leading to creative idea, communication, media plan and its effectiveness. (***Print should have been at least 1/3rd of the media cost)
Cases where a campaign led by Radio as the lead medium addressed a business challenge or took the brand to the next level. This should include the consumer insight leading to creative idea, communication, media plan and its effectiveness. (***Radio should have been at least 1/3rd of the media cost)
Cases where a campaign led by OOH as the lead medium addressed a business challenge or took the brand to the next level. This should include the consumer insight leading to creative idea, communication, media plan and its effectiveness. (***OOH should have been at least 1/3rd of the media cost)
Cases where the customer was made to experience the product/service to communicate the brand's value proposition and creative idea. This could be through activation, direct marketing and social media, and should include the insight, the creative idea, execution and effectiveness. (***Experiential Marketing should have been at least 1/3rd of the media cost)
Cases where a campaign led by the Digital medium as the lead medium addressed a business challenge or took the brand to the next level. This should include the consumer insight leading to creative idea, communication, media plan and its effectiveness. (***Digital Marketing should have been at least 1/3rd of the media cost)
Cases where the communication was integrated across offline and online channels such that consumers would start with an offline platform and complete his/her journey (be it information, lead generation or sale) on the online platform. It needs to be shown how offline and online were leveraged in an integrated manner to help the consumer discover different aspects of the products/service. The reverse could also be possible - starting with online and completing with offline. Typically, call to action should have been a part of the campaign and should be highlighted when showcasing its results. (This should be more than just the same creative idea being adapted to different mediums)
Cases where an integrated experience for the consumer was created by aligning marketing objectives, messaging and communication across different channels and devices, and at least four media vehicles were a part of the campaign. This should include how the creative idea and communication was adapted to each medium to leverage the role that each medium plays in communication. The communication should have been across multiple media vehicles - mass media, experiential, offline and online formats of communication.
Cases where interesting and relevant content has been created to tell the story of the brand and build a relationship with the consumer.
Cases where innovative technology such as AR/ VR/ Gaming/ crowd-sourcing were used to communicate product/service features, develop a product/ marketing programme/ campaign or communicate a campaign. It should involve finding out how latest technology was used to get desired results
Instances where a brand created an impact through a communication campaign on a tight budget. The brand must show proven effect on commercial success with a marketing budget limited to Rs 10,00,000. It should include strategy to spread the message; execution with originality of approach, creativity and innovation in the marketing plan. The result should showcase tangible proof of benefit to the overall business and to the umbrella brand.
This category will recognise campaigns which improved brand perception and preference, and / or drove higher sales on special occasions and during festive seasons.
Recognises campaigns which have made the best use of an influencer/s to effectively communicate and reinforce the brand's message. The entries should showcase how weaving the influencer into the marketing campaign strengthened it and produced the desired results.
This category will recognise brands that have taken ground breaking steps to advance sustainability through marketing communication. Entries in this category should provide evidence of measurable, sustainable change as a result of this marketing strategy.
This refers to companies that are registered and headquartered in India and have been in business for 6 years or less.
This category recognises marketing initiatives by an emerging player in any sector. The initiatives must be implemented between March 2021- May 2022. The organisations must be founded not more than 3 years ago
Recognises the most effective and innovative Marketing campaigns from the start-ups in the region. Entries are judged on creativity, marketing execution, message impact, technology application, and innovative content.The entry should be able to highlight how it has been able to create benchmarks in innovative practices coupled with a sales driven approach to separate the brand from its competitors.
These awards would be decided by the Editorial team and the Jury
The e4m South Lifetime Achievement Award recognises a Business Leader for his/ her outstanding vision, dedication, and commitment to the field of marketing through their lifetime. It is a salute to their epoch-making contributions and their constant endeavour to build the highest standards of marketing practice.
To be awarded to a business leader who has spent a considerable amount of time in imparting knowledge, sharing his industry experience and preparing the student community to be the young leaders of tomorrow.