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CATEGORIES

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exchange4media presents Dakshin - Indian Marketing Awards- SOUTH to recognize and reward a diverse set of companies who either has their Corporate Office and/ or have marketing division headquartered in South India.

The award celebrates the best organisations, individuals and teams working in South India who have taken confident and innovative steps towards finding ways to enter or expand their presence across the region/ country.

Whether you are a huge Corporation or a small Startup, if you have your Corporate Office and/ or have your marketing division headquartered in any of the South Indian States/territories then these awards are an unmatched opportunity to showcase your marketing brilliance. Nominate today for Dakshin - Indian Marketing Awards- SOUTH to be held in July 2020

Please note that all work submitted must have been implemented for the first time between 1st March 2019 and 29th February 2020

A1. Category creation

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.

A2. New Product Launch

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.

A3. Brand Extension

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.

A4. Customer Relationship Marketing - Customer Experience

Strenghtening 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.

A5. Use of Consumer Insights & Analytics/ Big Data/ AI

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

How a brand grew and business was generated on the back of impactful communication. How campaigns and marketing programmes were implemented across different touchpoints. Campaign starting from what value proposition needs to be communicated, consumer insight, creative idea, communication, media plan, execution of the plan, effectiveness and results thereof. In each of the categories, the particular medium/ touchpoint should have been at least 1/3rd of the campaign/media cost.

B1. Best use of TV

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)

B2. Best use of Print

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)

B3. Best use of Radioo

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)

B4. Best use of OOH

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)

B5. Best use of Experiential Marketing

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 effectiness. (***Experiential Marketing should have been at least 1/3rd of the media cost)

B6. Best use of Digital Marketing/ Social Media

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)

B7. Best use of In-Film Branding

Recognises the best in-film integrations by brand's headquartered/ having marketing headquarters in South India. These integrations should have been in films released from March 2019- Feb 2020. All films must be produced in India

B8. Best use of Cinema Branding

Recognises the best campaigns created/ run within Cinema Theatres in India with the aim of creating maximum visibility, recall and reinforcement of the brand's message to a captive audience

B9. Best use of Omni Channel Marketing

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)

B10. Best use of Integrated Marketing

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.

B11. Branded Content

Cases where interesting and relevant content has been created to tell the story of the brand and build a relationship with the consumer.

B12. Innovative Use of Technology

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

B13. Marketing on a Small Budget

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 toRs 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.

C1. Occasion/ Festive Based or Seasonal Marketing

This category will recognisecampaigns which improved brand perception and preference, and / or drove higher sales on special occasions and during festive seasons.

C2. Talent/ Influencer Marketing

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.

C3. Sustainable Marketing

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.

D1. Best Marketing Campaign - Real Estate

Recognises the most effective and innovative Marketing campaigns from the Real Estate sector 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 able to create benchmarks in innovative practices coupled with a sales driven approach to separate the brand from its competitors.

D2. Best Emerging Player - Real Estate

This category recognises best marketing initiatives by an emerging player in the Real Estate sector. The initiatives must be implemented between 1st March 2019- 29th Feb 2020. The organisations must be founded not more than 3 years ago.

E1. Best Marketing Campaign - Education

Recognises the most effective and innovative Marketing campaigns from the Education sector in the region. Entries are judged on creativity, marketing execution, message impact, technology application, and innovative content.The entrant should be able to highlight how it has able to create a benchmark with its messaging in a service-heavy sector like Education

E2. Best Emerging Player - Education

This category recognises marketing initiatives by an emerging player in Education sector. The initiatives must be implemented between 1st March 2019- 29th Feb 2020. The organisations must be founded not more than 3 years ago

F1. Best Marketing Campaign - Ecommerce

Recognises the best Marketing campaign that has successfully enhanced the visibility of aneCommerce Business. The campign should be able to highlight a seamless customer experience and user journey from pre to post-sale as well as the innovations designed to improve retention and increase audience acquisition.

F2. Best Emerging Player - Ecommerce

This category recognises marketing initiatives by an emerging player in the e-commerce sector. The initiatives must be between 1st March 2019- 29th Feb 2020. The organisations must be founded not more than 3 years ago

This award recognises the most innovative Marketing Campaigns of the Year in the retail industry in the following retail categories

G1. Apparel

Recognises the most innovative Marketing Campaign of the year by an Apparel brand

G2. Fashion & Fashion Accessories (Watches, Jewelry, shoes, bags, accessories

Recognises the most innovative Marketing Campaign of the year by a Fashion/ fashion Accessory brand

G3. Beauty Products

Recognises the most innovative Marketing Campaign of the year by a Beauty &/or Beauty-related retail brand

G4. Home Décor & Furniture

Recognises the most innovative Marketing Campaign of the year by a Home Décor / Furniture brand

G5. Consumer Durables

Recognises the most innovative Marketing Campaign of the year by a Consumer Durable brand

G6. Retail stores

(Department stores, Specialty stores, Supermarkets, Drugstores, Convenience Stores, Discount stores) Recognises the most innovative Marketing Campaign of the year by a the Retail store brand

G7. Best Emerging Player in Retail

This category recognisesthe best marketing initiatives by an emerging player in the Retail sector. The initiatives must be implemented between 1st March 2019- 29th Feb 2020. The organisations must be founded not more than 3 years ago.

H1. Best BFSI Marketing Campaign

Would be awarded to organizations that have shown most outstanding marketing strategies and highly visible marketing campaigns. The judges will look for greatest level of creativity and innovation in communicating the product or service. The nominees will be evaluated based on various criteria such as product innovation, strategies implemented, features & benefits, sustainability of the campaign, customers' conversion, and overall impact of the marketing campaign.

H2. Best Emerging player in BFSI

This category recognisesthe best marketing initiatives by an emerging player in the BFSI sector. The initiatives must be implemented between 1st March 2019-29th Feb 2020. The organisations must be founded not more than 3 years ago

I1. Best marketing Campaign- F& B

Recognises the most effective and innovative Marketing campaigns from the F&B sector 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 able to create benchmarks in innovative practices coupled with a sales driven approach to separate the brand from its competitors.Entrants in this category can be brands in the packaged foods/ beverage segment, restaurants and online food delivery services.

I2. Best Emerging Player in F&B

This category recognises marketing initiatives by an emerging player in the F&B sector. The initiatives must be between 1st March 2019-29th Feb 2020. The organisations must be founded not more than 3 years ago. Entrants in this category can be brands in the packaged foods/ beverage segment, restaurants and online food delivery services.

J1. Best Emerging Player Martech/ Ad Tech

This award recognizes the best and most innovative outreach initiatives/ campaign by a Martech/ Ad tech firm. The initiatives must be implemented between 1st March 2019- 29th Feb 2020. The organisation must be founded not more than 3 years ago

These awards would be decided by the Editorial team and the Jury

K1. Lifetime Achievement Award

The e4m Dakshin 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.

K2. Best Industry Academic Interface Award

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.