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.
The award addresses the challenge the existing brand was facing, describes the gaps leading to stagnation for the brand, outlines 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.
The brand should have identified consumer need gaps and transformed the market with a game changing value proposition 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.
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.
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
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.
Cases where a solution to a specific business challenge was found through the use of Analytics/Big Data/AI/Machine Learning
The award is for a longer-term marketing strategy that can demonstrate successful results or metrics. Entries must set out the long-term goals under 'Objectives', outline how the goals have been broken down across a timeline under 'Strategy' and share the results to be able measure the long-term success.
The award is for creative and innovative thinking/swift action, where a business can demonstrate a change in model/product to enhance experiences or in response to an external factor. Entries must include innovation/creativity, clear strategic thinking, effectiveness and tangible results.
This award is for brands that put purpose at the centre of their brand and company strategy. Entries must provide evidence of how brand purpose has made a tangible difference to delivery of a brand or company’s strategy. This could include business performance – either through increased sales, business transformation or improved customer engagement. It could also include awareness of an issue or cause; behaviour change or contribution to a social welfare activity.
This award is for effective segmentation of customer or business markets for use in targeting and successful delivery of a brand’s strategy. The entrant brand must show how innovation and creative thinking in use of segmentation and targeting tools helped deliver a brand’s business objectives.
This category recognises a brand that has successfully used the power of virality to build brand awareness, strengthen consumer engagement and achieve a clearly defined marketing or business objective.
Entries must demonstrate how a distinctive insight, idea or brand strategy led to content, experiences or conversations that audiences actively shared, participated in or amplified. The entry should demonstrate the role of the viral strategy in driving measurable impact for the brand, beyond views and reach.
At least one platform or medium must have generated a minimum of 1 million views/impressions.
This category recognises a D2C brand or marketing initiative that has successfully built a direct relationship with consumers through a direct-to-consumer model. Entries should demonstrate how consumer insights, digital platforms, technology, content or customer experience were leveraged to address a specific marketing or business challenge, with clear evidence of consumer engagement, innovation and measurable business impact.
Entries may include initiatives focused on building a D2C brand from the ground up, scaling an existing D2C business, driving customer acquisition or retention, strengthening direct consumer relationships, or integrating D2C into a broader brand strategy.
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.
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)
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)
Cases where a campaign led by Radio or Audio Platforms, such as Spotify, Amazon Music, JioSaavn, YouTube Music and other relevant platforms, addressed a business challenge or took the brand to the next level. The nomination should include the consumer insight, creative idea, communication, media plan, execution and effectiveness of the campaign. Entries should demonstrate how Radio or Audio Platforms were used as the lead medium to engage the target audience and deliver measurable brand or business results.( Radio and/or Audio Platforms should account for at least 50% of the total 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 50% 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 50% 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 50% 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 content has effectively engaged target audiences and achieved impressive evidence-based results. Entries should demonstrate distinct brand awareness, enhanced values and emotional impact on specific targeted audiences and must mention evidence-based results specifically achieved through the implementation of the campaign.
Cases where innovative technology such as AR/VR, AI, etc. were used to communicate product/service features, develop a product/ marketing programme/ campaign or communicate a campaign. It should involve finding out how the latest technology was used to get desired results.
This award is for the effective use of brand search – paid, organic or a mix of the two – in the delivery of a brand’s strategy. The entrant brand must show how search helped deliver a brand’s business objectives. Entries must include examples of creative and innovative thinking in tackling business, category, or sector.
Cases where development, repositioning, reinvigoration, 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.
Cases where the effective use of influencers was made in the successful delivery of a brand’s strategy. Entries must demonstrate how innovation and creative thinking in use of influencers of any kind helped deliver a brand’s business objectives.
Cases where the sponsorship and partnership activity have been used effectively to deliver a brand’s strategy. The entrant brand must show how the sponsorship or partner initiative helped deliver a brand’s business objectives. Entries must include examples of creative and innovative thinking in tackling business, category, or sector challenges.
Programs/campaigns that involved a specific sport, league, team, or sportsperson, either for a live sport or esport, to differentiate a brand and bring the brand's positioning to life. The entry can be for how a brand was activated with a sports element, or brand activations for the sport, competition (IPL, Olympics, etc.), league, team or the sportspersons themselves.
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.
This award is for the digital marketing campaign that has predominantly used one or more digital media platforms innovatively to communicate with the consumers or target audience and has shown significant impact.
This category recognises a marketing campaign by an organisation that has effectively leveraged a celebrity endorser to build brand awareness, strengthen brand positioning, and engage its target audience. The nomination should demonstrate the strategic selection of the celebrity, the relevance of their persona to the brand, the campaign objective, creative approach, and how the celebrity helped amplify the brand message.
This category recognises a marketing campaign by an organisation that has effectively used memes, GIFs, or meme-led content to promote a product or service and engage its target audience. The nomination should demonstrate a clear campaign objective, understanding of the target audience and cultural context, creative approach to messaging, and effective use of relevant platforms or channels. Nominations should showcase how the campaign generated engagement, conversation, brand relevance, and measurable marketing or business outcomes.
This category recognises a marketing campaign by an organisation that has effectively leveraged Connected TV to engage with its target audience and achieve specific marketing objectives. The nomination should demonstrate how Connected TV was integrated into the campaign strategy, the consumer insight and creative approach behind the campaign, and how the medium was used to deliver relevant and engaging brand experiences.
This category recognises a marketing campaign by an organisation that has effectively leveraged streaming platforms to engage its target audience and achieve specific marketing objectives. The nomination should demonstrate the strategic use of the streaming platform, consumer insight, creative idea, content and communication strategy, and how the platform helped the brand connect with its audience in a relevant and engaging manner. This category does not include campaigns focused only on Connected TV.
This category recognises a marketing campaign that has used video as the central medium to engage its target audience and achieve specific marketing objectives. Nominations should demonstrate the consumer insight, creative idea, storytelling approach, execution and effectiveness of the campaign. Eligible campaigns may include long-form or short-form videos, reels and other video formats, and should demonstrate measurable impact on brand or business outcomes.
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.
Emphasis is on how marketing objectives, value proposition and customer experience were brought alive through design of a physical space – be ita retail outlet, a service centre, a branch, a restaurant, or the set for an event.
This category is to recognise brand building and communication in industries that have unique audiences or are governed by unique regulations.
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.
This award is for effective delivery of strategy in business-to-business marketing. Entries must give examples of creative and innovative thinking in tackling business, category or sector challenges. It is open to any brand operating in B2B product and services.
This award is for effective delivery of strategy in the healthcare and and pharma sectors. Entries must give examples of creative and innovative thinking in tackling business, category or sector challenges. It is open to any brand operating in the healthcare and pharma sectors.
This award is for marketing activities which were targeted a specific age range such as children, teens, young adults, Millennials, Gen Z, or seniors. Entries must demonstrate how messaging and brand experience were tailored to reach a specific demographic and must include demographic description, insights, and results.
Programs/campaigns directed toward consumers on a local or regional level or targeted to specific geographic markets. Entries in this category must provide information on how the specific area was selected and explain the process of designing the campaign
This award for marketing programs/campaigns that utilized innovative brand activation strategies to support a brand that competed in and leveraged the unique aspects of a specific day or festival or a special occasion (For example, Valentine’s Day, Diwali, Gudi, Padwa, Onam, Pongal, Durga Puja, New Year) or themed selling season (Tax Saving Plans, Holidays).
This category recognises a marketing campaign by an organisation targeting children, parents or families, including brands across clothing, footwear, toys, personal care, food, education and other relevant categories. The nomination should demonstrate a clear understanding of the needs, behaviours and motivations of children and/or parents, and how these insights shaped the campaign strategy, creative approach and communication.
This category recognises a marketing campaign executed by an organisation in the Travel & Tourism sector, including airlines, OTAs, hotels and homestays, tourism boards, travel platforms, wildlife sanctuaries and other travel-related organisations.
This category recognises a marketing campaign executed by an organisation in the Real Estate & Construction sector, including real estate developers, cement, tiles, paints, steel, iron, faucets, sanitaryware, hardware and other allied categories.
This category recognises a marketing campaign executed by an organisation in the automotive sector, including two-wheelers, three-wheelers, passenger vehicles, electric vehicles, light, medium and heavy commercial vehicles, and automotive ancillary manufacturers.
This category recognises a marketing campaign executed by an organisation in the Consumer Durables & Electronics sector, including home appliances, kitchen appliances, wearables, electronic gadgets and other consumer technology products.
This category recognises a marketing campaign executed by organisations in the education sector, including EdTech companies, online education platforms, schools, colleges and universities.
This category recognises a marketing campaign executed by organisations in the Media & Entertainment sector, including production houses, film and web-series studios, OTT platforms, broadcasters, television channels, record labels, radio platforms, music apps and other entertainment businesses.
This category recognises a marketing campaign executed by organisations in the Agriculture & Agribusiness sector, including agricultural products and services, farming technologies, agri-inputs, equipment, food and allied businesses, and sustainable agriculture solutions.
This category recognises a marketing campaign executed by restaurants and Quick Service Restaurant (QSR) organisations. The nomination should demonstrate how the campaign leveraged consumer insights, food and dining trends, cultural moments or relevant occasions to address a specific marketing or business challenge.
This category recognises a marketing campaign executed by retail organisations, including supermarkets, departmental stores, hypermarkets, online retail platforms and other retailers selling consumer products
This category recognises a marketing campaign executed by organisations in the fashion, beauty and lifestyle retail sector, including apparel, footwear, accessories, cosmetics, personal care, luxury fashion and lifestyle products.
This category recognises a marketing campaign executed by an FMCG organisation in the food and beverage sector, including confectionery, packaged foods, snacks, ready-to-eat products, health and organic foods, dairy and milk-based products, aerated drinks, packaged juices, fruit-based beverages, coconut water, energy drinks and other food and beverage categories.
This category recognises a marketing campaign executed by an FMCG household and home care organisation, including cleaning agents, dishwashing products, laundry detergents, surface cleaners, air fresheners, toilet cleaners and other home care products
Recognises impactful marketing campaigns by banking, insurance and financial services organisations, including banks, insurers, NBFCs, mutual funds, brokerage firms and FinTech companies. Campaigns may span lending, payments, digital wallets, investments, insurance, wealth management, brokerage and other financial products or services.
This category recognises impactful marketing campaigns executed by e-commerce organisations, marketplaces and digital commerce platforms. The nomination must demonstrate how the campaign strengthened the organisation's unique identity, drove meaningful consumer engagement and delivered measurable business or brand impact.
These would be decided by the exchange4media editorial team and the Jury. No entries are invited for these awards.
This will be awarded to the brand or organisation that has won the maximum awards in Categories 1-4.
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 25 years and must meet one or more of the following criteria:
(i) Innovations that have had dramatic impact on business results
(ii) Increased the influence of marketing
(iii) Expanded marketing’s remit to include innovation and growth strategy
(iv) Developed new marketing tools and approaches or invented new forms of marketing research and measurement
(v) Developed other marketers through education, inspiration and specialist programs.
