Categories
The Awards categories reflect strategic marketing objectives that are common to all organisations. Your submissions will be judged against the marketing achievements of all types of business – rather than just those of direct competitors in your industry sector. Entrants should provide independent and robust data that support the claims made. The judges will give more weight to quantitative data and comparable trend data over time. Key measures which should ideally be included are sales, profit, market share and customer attitudes.
| The Issue (challenge & objective) | 25% |
| The Strategy | 25% |
| The Execution | 25% |
| The Result | 25% |
| Total | 100% |
1. 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.
'ONLY GOLD AWARD
2. 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.
3. 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.
4. Brand Rejuvenation
This should address the challenge the existing brand was facing, describe the gaps leading to stagnation for the brand, outline the new value proposition, changes in elements of the marketing mix, communication and marketing programmes that would take the message to the consumer. It shouldn't just be about a new campaign or piece of communication launched after a long gap to reverse slowing growth.
5. Transformational growth
The brand should have Identified consumer need gaps and transformed the market with a game changing value preposition that delivers distinctive value giving a significant advantage over current players.
This should be about brands that have displayed transformational growth by growing at more than 50% in a year.
This is applicable for those brands and categories that have existed for more than two to three years.
6. Customer Relationship Marketing
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.
7. Customer Experience
Programs, innovations and initiatives launched at different stages of the customer journey from pre-purchase to purchase to post and repeat purchase service, in order to provide a seamless and delightful customer experience
8. Use of Consumer Insight
Cases where solution to a specific business challenge was found through use of consumer insights like qualitative or quantitative research/small data/social listening/ ethnography/etc.
9. Use of Analytics/ Big Data/AI
Cases where a solution to a specific business challenge was found 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 50% of the campaign/media cost.
1. 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 50% of the media cost)
2. 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 50% of the media cost)
3. Best Use of Radio
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 50% of the media cost)
4. 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 50% of the media cost)
5. 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 50% of the media cost)
6. 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 50% of the media cost)
7. 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)
8. Best Use of Integrated Marketing Campaign
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.
9. Branded Content
Cases where interesting and relevant content has been created to tell the strory of the brand and build a relationship with the consumer.
10. 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.
11. 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 to Rs 5,00,000. It should include strategy to spread the message; execution with originality of approach, creativity and innovation in the marketing plan. The result should be the achievements; and if applicable, proof of benefit to the overall business and to the umbrella brand.
12. Best Use of PR
Cases where development, re-positioning, re-invigoration or re-launch of a brand (product/service) is done through the use of PR. Created buzz and brand recognition, as well as measurable results, are all essential factors in determining the winner.
1. Brand Identity/Packaging
Refresh or re-articulation of brand identity as reflected in the visual identity - the logo, typography, colour elements, brand elements. How the value proposition and brand identity were brought alive in product packaging, product or services, by providing a new face or element for a new look and feel for the brand in the market.
2. Design - Physical Space / Store
Emphasis on how marketing objectives, value proposition and customer experience were brought alive through design of a physical space - be it a bank branch, retail outlet, restaurant, etc. Unique design and out of the box set-up which led to business success.
This category is to recognise brand building and communication in industries that have different audiences or are governed by unique regulations.
1. Not for Profit Sector/CSR
Entrants must provide evidence of the methods utilized in marketing campaigns for a not-for-profit cause/CSR or public service organisation, that would have delivered a concrete and lasting effect. The considerations here would be the value delivered, changes of public perception and return on marketing expenditure; and if applicable, proof of benefit to the overall business and to the umbrella brand.
2. B2B Sector
How the B2B sector used consumer insights to develop new products or services, value proposition and how they were brought alive through communication and the media plan.
3. Healthcare & Pharmaceutical
How the Healthcare (Pharma) sector used consumer insights to develop new products or services, value proposition and how they were brought alive through communication and the media plan. Healthcare Industry caters to a very specific audience; therefore it is different from any other industry. This category will recognise marketing innovations through which the healthcare industry has pulled the maximum audience.
These would be decided by the editorial team and the Jury
1. Lifetime Achievement Award
This award will recognise outstanding contributions in the field of marketing by an Individual marketer, a marketing communication professional, an academician or a marketing expert.
The nominee must have been in the marketing profession for at least 10 years and must meet one or more of the following criteria:
- Innovations that have had dramatic impact on business results
- Increased the influence of marketing
- Expanded marketing’s remit to include innovation and growth strategy
- Developed new marketing tools and approaches or invented new forms of marketing research and measurement
Developed other marketers through education, inspiration and specialist programs.
2. Marketing Team of the Year
This will be awarded based on the maximum awards accrued in the previous categories.