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Screenage: 19th & 20th November

The Maddies : 24th November
Theme- Mobillion: Connecting the Next 500 Million

WELCOME TO THE MADDIES 2020

conference & Awards
exchange4media Mobile Awards – The Maddies acknowledges and recognizes all such marketing stories that employ an effective mobile marketing strategy done in India and will be 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 and Publishers, etc).
Since Mobile Marketing has become an increasingly important part of the overall marketing mix and experts pointing to the fact that it will overtake any existing marketing model, doubling spends from other digital marketing forms in a couple of years.

Attend the Awards and Conference!

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Keynote Speakers

Keynote Speakers

Ravinder Takkar

MD & CEO
Vodafone Idea
Sameer Nigam

Sameer Nigam

Founder & CEO
PhonePe
Anurag Mehrotra

Anurag Mehrotra

CEO (Designate)
Mahindra Ford Automotive Private Limited
David Dahan

David Dahan

Worldwide Managing Director, OGILVY & Managing Director, WPP@UNILEVER
Ogilvy

Speaker

Speaker
Aishvarya Murali

Aishvarya Murali

Head Marketing
Ola
Anil Viswanathan

Anil Viswanathan

Senior Director - Marketing (Chocolates), Insights & Analytics
Mondelez India
Gaurav Gandhi

Gaurav Gandhi

Director & Country General Manager
Amazon Prime Video, India
Karan Shroff

Karan Shroff

Chief Marketing Officer
Unacademy
Pratik Mukherjee

Pratik Mukherjee

Director Marketing
Urban Company

Anil Viswanathan
Senior Director - Marketing (Chocolates), Insights & Analytics, Mondelez India


Anil Viswanathan is Senior Director - Marketing (Chocolates), Insights & Analytics at Mondelez India Foods Private Ltd. His role includes strategizing and landing the overall innovation & communication agenda on chocolate brands and delivering the P&L for this category, in India. Most recently, Anil also took up an additional responsibility of leading the Insights & Analytics function for the business.

Anil joined Mondelez India in May 2000 as a management trainee and has spent more than two decades in the company, across a variety of roles including Sales, Brand & Category marketing, Strategy and New Business Development. His journey in the company has taken him into Regional and Global roles and into different categories including Chocolates and Biscuits. In his last role in India, Anil was managing marketing for Chocolates. Most recently, Anil was a part of the Global Chocolate Team driving chocolate innovation based out of Zurich, Switzerland. One of his achievements, amongst many others, has been the launch of Cadbury 5Star globally, which is now present in 3 continents including markets like Brazil and South Africa.

Anil holds a MBA in Marketing & Finance from IIM, Calcutta and a Bachelor’s degree in Mechanical Engineering from IIT, Madras. He is married to Sangeetha and they have a daughter, Suhasini.

Karan Shroff
Chief Marketing Officer, Unacademy


Karan Shroff is the Chief Marketing Officer at Unacademy. He joined Unacademy in mid of 2019 as the Vice President for Marketing and was elevated to the CMO role in September 2020. He is responsible for all marketing efforts including performance marketing, brand management among others. He led the popular campaign Let’s Crack It that included a catchy anthem to motivate students across the nation. The anthem, along with the memorable TVCs reached a fever pitch on social media within days of being released.

Previously Karan led Brand marketing at Xiaomi India where he played a significant role in building Xiaomi’s widespread popularity among customers in India through iconic campaigns which include KiskaBaja campaign, and the Naya Note campaign among many others. He also spearheaded the Xiaomi India initiative that won a Guinness World Record achievement for the brand, creating world’s largest lit mosaic (logo).

Karan serves on the jury board of the prestigious Effies, WOW Awards Asia Committee, and was also awarded the Marketer of the Year 2018 and 2019 by IAA Leadership Award held by International Advertising Association (IAA) and chosen as one of the Top 30 Hot Young Marketers by Economic Times Brand Equity. Karan has also been featured in Bloomberg-Quint’s Ace Team Initiative series, Campaign India’s A-List initiative and CNBC Storyboard. He was also named the Most Influential Youth Marketing Professional by Global Youth Marketing Forum 2019. He was chosen by e4m OOH as one of the Most Influential Marketers for 2020.

With over a decade of valuable marketing and event expertise, Karan’s prior contributions include working with Herbalife International India Pvt. Ltd. & previously leading key events for Wizcraft International Pvt. Ltd. and Bertelsmann earlier in his career. Karan has also founded Ignis events and co-founded Pixie events, offering event management solutions to major clients such as Pepsi, Nike, HSBC, and Airtel to name a few.

Pratik Mukherjee
Director Marketing, Urban Company


Pratik joined UC in Feb 2019 and has been heading the growth and marketing function for the entire beauty and wellness business for Urban Company. He is an award winning marketer with 10+ Years of Business Leadership Experience in FMCG (6.5 Years) and IT (2.5 Years). Expertise in P&L & Brand Management, Mining Consumer Insights, Launching Brands, Turning around Businesses, Creating Marketing campaigns to accelerate Category and Business growth and Building Direct-to-Consumer Models.

Within UC, Pratik has worked on the National launch of innovative campaigns such as Roll-On waxing technique, My Safe Salon and Smart Salon Campaign featuring Kriti Sanon. He was also instrumental in laying the foundation on UC's Men's Grooming category apart from leading efforts on Urban Company rebranding last year.

Recognition:-

  • “Asia President’s Award” for outstanding Business Delivery and Shave India Movements
  • Gillette University Grooming Program: “Global President Award”, Festival of Media Awards (Gold)
  • Creative Effectiveness Black Lion (1st Indian Campaign) for Gillette Shave India Movement
  • Over 100 Awards at Cannes, Spikes, Effies, Ad fest, Asian Marketing Effectiveness Award and Festival of Media Awards for Shave India Movements and Soldier for Women

David Dahan
Worldwide Managing Director, OGILVY & Managing Director, WPP@UNILEVER, Ogilvy


David Dahan has led agencies and global client operations for the past ten years in London, Australia and Singapore. Prior to that he was a brand and communication strategist.

Over his twenty years of experience, David worked on very iconic Brands such as Dulux, Mercedes-Benz, J&J, Gillette, Emirates, Hublot and many brands from Unilever – Dove, DiG, Axe, Clear, Hellmann’s and most recently, Pond’s, Vaseline and Comfort.

David is particularly proud of the work he has done on Dove and its Campaign for Real Beauty which is now a case study in terms of inclusive, empathy-driven, brand marketing that tripled the size of the brand.

Sunil Suresh
CMO, MakeMyTrip


Sunil is the Group Chief Marketing Officer for MakeMyTrip Ltd. He is responsible for steering the company’s marketing efforts to support overall strategic objectives, overseeing all initiatives across the marketing funnel, including brand, social performance and innovation marketing tracks.

In his previous stint, Sunil was the Chief Marketing and Strategy Officer at Capillary Tech for two years and was responsible for driving growth and profits through strategic transformation of the company. Prior to that, he held crucial positions of Chief Digital Officer and Chief Marketing Officer at Yum! Brands (Pizza Hut) wherein he led teams across Middle East, Africa, Pakistan and Turkey. Additionally, Sunil worked with Unilever for over a decade - wherein he held various positions in the Sales and Marketing functions.

Aishvarya Murali
Head Marketing, Ola


Coming soon...

Anurag Mehrotra
CEO (Designate), Mahindra Ford Automotive Private Limited


Anurag Mehrotra is the Chief Executive Officer (Designate) of Mahindra Ford automotive Private Limited, a joint venture between Mahindra & Mahindra Limited and Ford Motor Company, that will develop, market and distribute Ford brand vehicles in India and high-growth emerging markets around the world.


Anurag transitions to the JV from his earlier position of President & Managing Director for Ford India, since June 2017 responsible for building a sustainably profitable business for the company.


Anurag during his stint at Ford also served as executive director of Marketing, Sales and Service & vice president of Sales and led several successful marketing campaigns & growing the company’s sales and service footprint.


Before joining Ford India, Mehrotra was vice president-Corporate Marketing at WNS Global Services, a leading business process outsourcing company, where he was responsible for lead generation and brand building in North America and Europe.


Born in 1973, Mehrotra holds a degree in Electronics Engineering & Diploma in marketing management.

Sameer Nigam
Founder & CEO, PhonePe


Sameer Nigam founded PhonePe Private Limited in 2015 and serves as its Chief Executive Officer.


Before starting PhonePe, Sameer served as Senior Vice President - Engineering and Vice President - Marketing at Flipkart, India’s largest e-commerce platform. His Flipkart journey started in 2011 when the company acquired his earlier startup - Mime360. Mime360 was a digital media distribution platform.


Sameer has also served as Director of Product Management at Shopzilla Inc, where he built the company's proprietary shopping search engine.


In 2009, he won the coveted Wharton Venture Award, bestowed by the prestigious Wharton Business School. He holds an MBA from Wharton Business School (University of Pennsylvania), USA, and a Master’s degree in Computer Science from University of Arizona, Tucson-USA.

Ravinder Takkar
MD & CEO, Vodafone Idea


Ravinder Takkar is the Managing Director and Chief Executive Officer (MD & CEO) of Vodafone Idea Limited, India’s leading telecom service provider, effective 19th August 2019.


Ravinder’s professional experience of 25+ years spans across cultures and geographies, building a strong track record in the field of business strategy, business planning and development in the ICT sector. Associated with Vodafone Group since 1994, he has worked in leadership positions with several operating companies of Vodafone, in multiple markets across the world.


Prior to taking his current role, Ravinder was the Chairman, Vodafone Group Services & Regional Business Development (Africa, Middle East & Asia Pacific), based out of New Delhi. He has also served as CEO of Vodafone Romania S.A. and as CEO of Vodafone Partner Markets, based in London.


He has been closely associated with the growth and evolution of Indian telecom since Vodafone Group‘s entry in 2007. He held a number of senior roles in Strategy and Business Development and was also the CEO of Vodafone’s Enterprise business in India. He has also served as Director on the Board of erstwhile Vodafone India Limited.


In addition to his responsibilities at Vodafone Idea, Ravinder also serves as Director on the boards of Indus Towers Limited, Cable & Wireless Global (India) Private Limited and Vodafone India Services Private Limited. He led the Indian telecom industry as the Chairman of the industry body, Cellular Operators Association of India (COAI), in the year 2019-20.


He holds a Bachelor’s degree in computer science from Loyola Marymount University, Los Angeles.

Awards Categories

Awards Categories
  • A. Marketing Strategy
    A1. Brand Recall
    A Mobile Marketing campaign whose primary objective is to build brand awareness and establish brand recognition. For example, has the brand grown/developed/been enriched by its engagement with mobile.
    A2. Lead Generation
    A Mobile Marketing Campaign which has generated prospective customers, leads for the future engagement or impact sales and communications with the right target audience.
    A3. Launch of Product/Service
    Campaigns that has used mobile to successfully launch and/or re-launch a product or service.
    A4. Relationship Building/Remarketing
    Campaigns that build or manage strong relationships with customers ,should be measured by an increase in customer loyalty and/or led to customer retention.
    A5. Best use of Apps/Games for Marketing
    Applications/Games used to market a particular brand/product.
    A6. Most Effective App for Consumer
    Best campaign/app/ad done by publishers and app developers for consumer through mobile which can include various sectors like Entertainment, Travel & Tourism, Retail, Publishing, Financial services, etc.
    A7. Campaign To Drive Sales
    Any mobile marketing campaign that directly results in sales of a product/service via mobile. The campaign should be focused only on mobiles to drive/increase sales which can include discounts/offers/gifts/etc to ensure increase in sale of their products through their mobile app/website. The success will be measured by the amount of sales done during the marketing campaign.
    A8. Gender Equity
    The category invites entries which have used the most effective way to communicate gender sensitivity/inclusiveness/equitable nature, by a brand or company. It may be a modification of behavior by raising awareness of gender equity concerns and made a remarkable contribution to championing gender balance and equality of opportunity. The campaigns should have mobile marketing integrated as one of the strategies along with or without other media and communication platforms. Campaigns which have been submitted in previous category can also enter here and will be judged specifically for gender sensitivity.
    A9. Amplification
    Best use of mobile platform to amplify the marcom message or reach consumer in a cost effective manner.
    A10. Community building
    Best campaign done by Brand using mobile to build & engage community in a tactical manner.
    A11. Social Impact / Not For Profit New*
    Campaigns for not-for-profits or government agencies that create significant social change and/or deliver against a public service. Includes lobbying, fundraising, expanding, informing, or positively changing attitudes and behaviors. Show how your approach added value to your customers and benefitted your organization.
    A12. Maximizing Mobile Advertising
    Best use of Mobile advertising to narrowcast message (location based) & programmatic advertising for Real Time Bidding (RTB) & Innovation.
    A13. Digital Influence
    Most effective use of mobile & social videos to generate disproportionate gains.
    A14. Best Mobile Messaging Campaign: SMS, MMS New*
    This category focuses on the use of SMS/MMS and messaging platforms such as WhatsApp, Facebook Messenger, WeChat, Line etc., to brilliantly bring a marketing campaign to life.
    A15. Most Engaging Mobile Campaign New*
    Recognizes mobile campaigns that generated an immediate response from their targeted consumers, and enhanced audience reach. Examples of the desired response might include, but not be limited to, purchase, redeeming a coupon, checking-in or voting. This category is open to any one-off or ongoing mobile marketing campaign.
    A16. Promotion New*
    Campaign ranging from contests and coupons to special offers, sweepstakes and POS/Merchandising. Includes demos, coupons, exhibitions/trade shows, and games. Be very specific in demonstrating how your campaign specifically changed buyer behaviour.
    A17. Maximizing Mobile Advertising / Programmatic and Machine Learning New*
    A campaign that demonstrates how the use of a programmatic / RTB platform improved the targeting and increased efficiency and effectiveness in buying, selling and creating a mobile advertising solution. As well as campaigns using creative applications of mobile-based intelligent technology. Includes AI, chat-bots, facial recognition, etc.
    A18. Best use of vernacular language in mobile advertising New*
    A campaign that demonstrates the use of vernacular language including content and advertising to leverage local opportunities demonstrating hyper local expertise in the mobile environment.
    A19. Mobile Video New*
    Mobile is quickly ascending as the dominant screen for video consumption. It’s nuanced and intimate and is proven to yield impressive results as the most effective storytelling platform, despite the small screen. The formula for success is far more complicated than a 30 second spot but also offers greater opportunities. Show us your best in class, most impactful mobile video campaigns!
    A20. Mobile Audio New*
    Any campaign that demonstrates how the experience of audio techniques, be it music, voice or other sound (audio advertising), was used in a mobile environment to create consumer demand and engagement.
    A21. Most Effective Email Campaign New*
    A22. Best Use of Mobile – Customer Engagement New*
    Recognizes the best use of mobile and/or web apps in the consumer goods field that is best designed to increase brand proposition, subscription, and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.
    A23. Best Use of Mobile – Property New*
    Recognises best use of mobile and/or web apps from the property industry that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.
    A24. Most Effective DTC eCommerce Campaign New*
    A25. Most Effective DTC eCommerce Campaign New*
    We are welcoming entries from DTC brands who are standing out in a time of unprecedented innovation and are excelling in areas including marketing, user experience, and sustainability. The DTCAs will accept entries from direct-to-consumer brands working in industries such as:
    Fashion, Fintech, Health & Wellness, Beauty, Apparel, Food & Drink, Travel & Tourism, Home & Garden, and other B2C Verticals.
    A26. Most Effective Search Campaign New*
    Advertising online and search engine marketing offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase.
    In this category we are looking at campaigns that have been disruptive, impactful, seamless and least interfering.
    A27. Best Use of Mobile – Beauty New*
    Recognises the best use of mobile and/or web apps in the beauty industry that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.
  • B. Channel/Media Strategy
    B1. Cross Media Integration
    Campaigns where mobile marketing was integrated as a core strategy with minimum 3 other media and communication channels. For example, TV, Print, Radio, Outdoor, PR, Direct marketing, etc.
    B2. In-App Advertising
    Use of various forms of mobile advertising like banner, push ads, videos, full page ads , etc In-app.
    B3. Mobile Applications
    Any mobile app that was created as part of an integrated mobile marketing strategy to either provide information, entertainment, productivity or utility as part of the customer experience
    B4. Mobile Website
    Use of various forms of mobile advertising like banner, push ads, videos, full page ads , etc In-aAny mobile website (not an app) developed to provide an enhanced mobile experience to showcase a company, product, brand or service.
    B5. Use of Social Media
    Social can include networks (think Facebook, Snapchat, Instagram, etc.), person-to-person (i.e. Skype, Facebook Messenger, Whatsapp etc.). Of course, all work must be focused on the mobile
    B6. Best Emerging Technology Campaign: Mobile TV/Video, Bluetooth/WiFi, Voice, RBT, etc New*
    This award recognizes campaigns that have resulted in great brand engagement, through the effective use of technology via Mobile TV/Video, Bluetooth/WiFi, Voice, RBT, etc In particular, judges will be looking for an application of technology that is genuinely innovative.
    B7. Best Multi Mobile Channel Campaign New*
    Campaigns that span two or more mobile channels.
    B8. Location Based Services or Targeting New*
    Use of GPS, geolocation and/or proximity technologies. It could be a targeted campaign for a location-specific audience (based on proximity), or contextual targeting based on history and customer behavior. Campaign can include one-off executions or longer term campaigns but must include specifics on impact against your marketing goals.
    B9. Most Effective Chatbot Solution New*
    B10. Most Effective Augmented Reality/ Virtual Reality Campaign New*
    This category rewards the most effective use of Augmented Reality or Virtual Reality campaigns. Judges will be looking for evidence of effectiveness in terms of metrics such as the number of interactions; dwell time, and revenues generated by the campaign. They will also be looking beyond gimmickry at the most effective use of Augmented or Virtual Reality to achieve a business objective.
  • C. Enabling Technologies
    C1. Innovation
    Campaigns featuring new or groundbreaking techniques and/or technologies to market a service or a product or even using existing technology in a new or unconventional way to promote product/service to engage customers or to increase sales.
    C2. Use of Integrated Payment / Mobile Wallet Solutions
    Marketing Campaigns with key strategy focused on driving transactions via Integrated Payment Solutions (IPS) / Mobile Wallets. Campaigns where online payment is promoted via IPS / Wallets. Judges will look at cohesiveness of use of Wallet / Payment solutions in overall campaign construct, Results achieved w.r.t cost incurred and effectiveness of campaign.
    C3. Use of Rich Media / Video / Interactive Content
    Campaigns that increase customer experience and engagement with the brand using rich media technologies or video advertising or Interactive content or mix of them in a mobile environment. Judges will look for creativity in campaign creation centred around content, innovative use of content, results and impact of ad in terms of design, copy writing, use of the medium and memorability of the ad.
    C4. Data/Insights New*
    Use of customer data that played an integral role in the development and execution of a campaign to target, engage or develop a meaningful relationship with a specific audience or community. Detail the role that data had within the campaign strategy in achieving the brand and business goals.
    C5. Most Engaging Mobile Creative New*
    This is a category that awards a mobile creative on its post click performance. It measures the engagement levels of the user after the first point of interaction and how engaged a person remained as the ad progressed. It takes into consideration how long the user remained on the ad and whether they shared the experience forward on social media.
    C6. Best Use of UGC New*
    User-generated content (UGC) consists of any form of content that's created by users & consumers about a brand or product. UGC in turn enables authenticity and makes the user the brand ambassador. If you have creatively enabled UGC & crowd sourcing, to build consumer collaborative ads, yielding great results and metrics, this is the category for you.
    C7. Best Data Driven Display Creative New*
    Intelligent use of data insights for scaled personalization of creative to drive campaign and business objectives. Data insights could be based on audiences, context or from offline input (e.g. pollution API)
    C8. Most Effective Voice Assistant App New*
    C9. Most Effective App Install Campaign New*
    In this category, the judges are seeking to recognize the campaign which performed best in driving app downloads. In addition to download numbers, the judges will be looking at the amount spent on the campaign in order to assess how well it performed in terms of return on investment.
    C10. Most Effective Anti-fraud Solution New*
    Fraud is one of the biggest issues plaguing the digital advertising world, costing advertisers hundreds of millions of pounds every year. This category will reward the most effective solution in stamping out fraud and helping to clean up the digital ad industry.
    C11. Most Effective Tech Platform New*
    C12. Best Use of Mobile – Fashion New*
    This category recognises the best use of mobile and/or web apps for a fashion, apparel and / or accessories brand to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mention
  • D. Hall Of Fame Awards
    D1. Mobile Marketer of the Year* (Entries not invited)
    Mobile Marketer of the Year is selected by the esteemed Judges from the maximum metals won in above categories.
    D2. Agency of the Year * (Entries not invited)
    The mobile/ creative agency/ organisation that won the maximum metals in above categories.
    * The winner will be decided on the basis of the total number of points won by the agency in the other categories; A.Marketing Strategy, B. Channel/ Media Strategy and C.Enabling Technologies
    Gold 10 points
    Silver 7 points
    Bronze 5 points

FOR MORE INFORMATION, PLEASE CONTACT