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CONTENTSCONTENTSA. Introduction 04-05

B. The Maddies Panellists 06-11

C. The Maddies 2015 Winners 12-14

D. Winning Entries with Case Studies 15-41

E. Hall of Fame Awards 42-51

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INTRODUCTION

exchange4media Mobile Awards - The Maddies is an initiative to acknowl-edge and to recognize all marketing stories that have employed an effective mobile marketing strategy in India. In this inaugural year, Maddies salutes the outstanding achievement across the vast mobile marketing ecosystem.

The awards for the mobile marketing fraternity has four major catego-ries- Marketing Strategy, Channel/ Media Strategy, Enabling Technologies and Hall of Fame Awards which had 21 subcategories. Maddies takes into consideration the use of innovation, conceptualization, the execution and the final results garnered. These awards were open to all industries linked to Mobile Marketing - (Clients, Creative, Media Agencies, Digital Agencies and Publishers, etc)

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SPECIAL ADDRESS

Saurabh Kochhar is the CEO of foodpanda India and Chief Business Officer of global operations. Saurabh is at the helm of the the strategic growth of the company, which has established itself as the largest online food ordering platform over the last few years.

Saurabh embarked upon his entrepreneurial journey with printvenue.com in the year 2012. Prior to co- founding Printvenue.com Saurabh worked with top global organisations such as McKinsey & Co and Oracle India. It is in these companies that he garnered the sound professional grounding and business acumen that he applied to his own enterprise and foodpanda thereafter.

A recipient of many prestigious accolades, Saurabh has been named as “The Most Talented Retail professional of India” by Asia Retail Congress and “Entrepreneur of the year in Manufacturing Business – Printing 2014”. His entrepreneurial accomplishments are suitably complemented by an illustrious academic track record. He has a B.Tech degree from IIT-Roorkee and an MBA from IIM-Calcutta, where he was the sole recipient of the Shri Ratan Tata Scholarship for the year 2009.

When not working, Saurabh enjoys travelling and spending time with family and friends. His interests include music, reading, movies.

Mr.Saurabh Kochhar CEO (foodpanda India)

CBO (Global)

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Globally, the ad spends for mobile have almost doubled each year from 2010 to 2014, the shift of Mobile FIRST strategy is evident in the evolved markets though indigenous brands and agencies still remain edgy despite the data scientists supporting it. At its best the potential of technology, numbers and creatives are limited to a value add in an outlay. While the consumer may be ready in terms of absolute numbers, penetration and adaptability- are we bereft of brands and agencies who can understand and truly exploit the potential of

the medium? On the other hand with all the data available is there enough expertise to creatively & cost effectively deliver on the ROI promise? Is it all a bubble or can Mobile move form last to first? Representatives from brands, media agencies, creative heads and data analytic gurus of the country engage in a dialogue to hopefully unveil the true integration of their expertise to deliver a smart mobile strategy or dispel the myth for good.

MADDIES PANEL 2015

PANEL TOPIC: Mobile from Last to First

Ronita MitraVodafone India

Anuj KumarAffle

Amar ThomasBlackBerry India

Antti ÖhrlingJolla Sailfish

Rohit SharmaPokkt

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WINNERS OF THE MADDIES AWARDS 2015

A.MARKETING STRATEGYA1. BRAND RECALL

S.No. Entry Name Entrant Company Metal

1 OLX India - Phone is new Sellphone SMG Convonix

2 PepsiCo India - 7UP used technology (TemperAd Engine) to REVIVE sweaty India exactly when they were sweating! Mindshare India

3 Hindustan Unilever Limited - Kan Khajura Tesan PHD India

A2. LEAD GENERATION


1 Pepperfry iSync iProspect

2 Colgate Palmolive (India) Ltd - Spreading a million smiles with a mobile

Red Fuse Communications

3 Godrej - Tring Tring Consumer Calling Madison Media

A3. LAUNCH OF PRODUCT/SERVICE


1Axis Bank - #DiningDelights – How Axis Bank ended up taking a (big) bite of dining spends on credit and debit

cards from competitionSMG Convonix

2 PepsiCo India - 7UP used technology (TemperAd Engine) to REVIVE sweaty India exactly when they were sweating! Mindshare India

3 Cadbury Glow - Make the Moment Glow Madison Media

A4. CAMPAIGNS FOR SALES PROMOTION



A5. RELATIONSHIP BUILDING/REMARKETING


1 Mediker/Marico Limited - Lice Negative to Life Positive Madison Media

2 Hindustan Unilever Limited -Consumer 360 PHD India

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A6. BEST USE OF APPS/GAMES FOR MARKETING


1 Intel #RunMore Pulp Strategy Communi-cations Pvt Ltd

2 Kalpataru Radiance Mobile App LIQVD ASIA

3 PepsiCo India - How Twitter changed into a virtual football field, Thanks to Lay’s!

Mindshare India

A7. MOST EFFECTIVE CAMPAIGN/APP FOR CONSUMER


1 Castrol - India’s first Co-Created App Mindshare India

2 Viacom18 Pvt Ltd - Pepsi MTV Indies App MTV India

3 Hindustan Unilever Limited -Lakme Makeup Pro PHD India

A8. CAMPAIGN TO DRIVE SALES


1 Hindustan Unilever Limited - Sunlight PHD India

2 Getit Infomedia - AskMe Bazaar 2 Opera Mediaworks

3 Multi Screen Media Pvt. Ltd. - NBA Click To Calendar WAT Consult

A9. SOCIAL/NOT FOR PROFIT CAMPAIGN


1 ASCIonline Mobile App The Advertising Standards Council

of India

2 Colgate Palmolive (India) Ltd -Spreading a million smiles with a mobile

Red Fuse Communications

B.CHANNEL/MEDIA STRATEGYB1. RELATIONSHIP BUILDING/REMARKETING


1 Godrej- Tring Tring Consumer Calling Madison Media


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B2. IN-APP ADVERTISING


1 PepsiCo India - 7UP used technology (TemperAd Engine) to REVIVE sweaty India exactly when they

were sweating!

Mindshare India

2 Idea Cellular Pvt Ltd - Sponsorship converted to performance - Idea

Mindshare India

B3. MOBILE APPLICATIONS


1 PepsiCo India - Lay’s - Google went beyond giving directions to people. It now unlocked a treasure!

Mindshare India

2 Asian Paints India - My Colour Project Indigo Consulting

3 Viacom18 Pvt Ltd - Pepsi MTV Indies App MTV India

B4. MOBILE WEBSITE


1 Viacom18 Pvt Ltd - MTV India Blogs MTV India

2 Dainik Bhakar Digital - Fashion101 Mobile Website DB Digital (Dainik Bha-kar’s Digital Arm)

3 HCL mobile responsive website redesign helps gen-eratinglead funnel worth $1bn.

HCL Technologies Limited

B5. USE OF SOCIAL MEDIA


1 Airtel - Matching their Pace! Madison Media

2 PepsiCo India - Lay’s - Google went beyond giving di-rections to people. It now unlocked a treasure!

Mindshare India

3 Nike India - How Nike risked everything on mobile Mindshare India

4 Godrej Cinthol- The world is more beautiful than World Wide Web

Msix

3 Viacom18 Pvt Ltd - Durex MTV Rex Talk MTV India

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C.ENABLING TECHNOLOGIESC1. INNOVATION


1 Nike India - How Nike risked everything on mobile Mindshare India

2 Hindustan Unilever Limited -Kan Khajura Tesan PHD India

3PepsiCo India - 7UP used technology (TemperAd En-gine) to REVIVE sweaty India exactly when they were

sweating!Mindshare India

C2. MOBILE COMMERCE/ MOST EFFECTIVE INTEGRATED PAYMENT SOLUTIONS


1 MobiKwik - It’s More Than A Wallet MobiKwik

C3. USE OF VIDEO


1 Viacom18 Pvt Ltd -Durex MTV Rex Talk MTV India

2 #fame anthem Fame Digital Private Ltd

D. HALL OF FAME AWARDSS.No. Entry Name Entrant Company Metal

1 D.2 Mobile Marketer of the Year Pepsico India

2 D.3 Agency of the Year Mindshare India

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The Maddies Awards 2015

WINNING

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CATEGORY: CAMPAIGN

1. Sub Category: A1. Brand Recall

Top Three Entries:

• Gold - PHD India - Hindustan Unilever Limited - Kan Khajura Tesan Silver - Mindshare India - PepsiCo India - 7UP used technol ogy (TemperAd Engine) to REVIVE sweaty India exactly when they were sweating! Bronze - SMG Convonix - OLX India - Phone is new Sellphone

Kan Khajura Tesan

The India growth story has been making headlines in international and national media over the past

few years. It is no secret that the surge is attributed to the rural belt of the country. However, it is the infrastructure that poses the greatest challenge. Traditional media only reaches 20% of the rural population. Low literacy levels add to the challenge.

We realised that the only thing that serves as a means of entertainment for this audience is their mobile phone. Which they use to listen to songs and watch movie clips. While TV reach was 23 Million, Mobile reach is more than double of it, at 54 Million. Also mobile operated on battery recharge of 6-8 hours which obviated their need of electricity to consume the content. Thus making the mobile phone our medium of choice.

The challenge was clearly to reach to the rural audience in Bihar and Jharkhand for the Hindustan Unilever in order to start creating SOV for their mass & rural focussed brands.

Along with reach, KKT needed to create unique consumer experiences to retain an active user base and encourage repeat visits.

Kan Khajura Tesan (KKT) is a unique media channel that resides on the one device that is omnipresent even in the most media dark areas of the country; mobile phone. Media dark refers to regions where the ratio of entertainment options (TV, print, radio) are low compared to rest of the country. In such markets, marketers battle for ad space on limited mediums.

Gold Winning CampaignPHD India - Hindustan Unilever Limited

Kan Khajura Tesan

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STRATEGY

Kan Khajura Tesan is targeted at the media dark belt of the country. These markets contribute to a

large percentage of spends for Hindustan Unilever’s mass consumer products. These markets are fertile grounds for brand growth and anchoring brand loyalty. However, they are entertainment deficit owing to challenges related to infrastructure and education. The one thing that they actively use are their mobile phones. Hence, the key target audience for Kan Khajura Tesan is anybody who owns a mobile phone; from school going children to housewives to farmers.

Movies and movie stars influence everything from the way people get their hair cut to what they wear to the dialogues they use in everyday conversation. In fact their phone’s memory card is filled with movie content and songs that are downloaded from services offered by telephone operators.

Another interesting nuance of this audience is their value consciousness. The practice of preserving talk time is unique to this audience and market.

In 2014 KKT brought a communication revolution in these markets by creating a single number that provided always on, on demand and free entertainment. HUL adverts were integrated with the content. With the help of KKT, Hindustan Unilever (HUL) has broken the cycle of the share of voice battle in these markets.

In 2015 KKT focused on intelligent analysis of platform interaction data to create enhanced user experiences, dynamic content delivery and customized programming capsules.

CREATIVITY INNOVATION



KKT is an always on, on demand, free to the consumer, mobile entertainment radio channel in which the content is interspersed with HUL communication.

Give a missed call to the number dedicated to the KKT hotline and receive a call back which would give the user access to entertainment stream. We used consumer insight to create a win-win situation for both.

We piloted the channel in Bihar and Jharkhand, but its wild popularity encouraged us to open the dial in number to the entire country. Now anyone within India can call in and enjoy the content in Hindi language.

The KKT data dashboard plays a central part in the success of the platform.

EXECUTION

The data intelligence platform allows us to monitor every call drop-off, call time, duration and

affinity to content. The dashboard records spikes in call volumes throughout the day that helps in the identification of the content segments that are being well received by the audiences in real-time.

At the beginning of every content segment an interactive built-in option asks listeners if they would like to ‘skip’ or ‘like’ the content. Listeners can simply record their choice by selecting the option via their mobile phone keypad.

The affinity scores for each content segment determine the content that will be created for the following week and also the content that will be served to each listener the next time he/she dials in.

The Ad-module configuration allows advertising brands have a detailed view of the brand specific ad-impressions being played, time-of day spikes, regions where the spikes are happening, with their daily performance and analysis. They can now also customize their ad impressions and select what ad-content they want to push in which region.

The KKT dashboard has also become the hub of KKT’s consumer profiling initiative. Once the consumer completes listening to 15 minutes of content, they are served with a set of 3 - 5 questions that helps profile a

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consumer better.

‘Creating dynamic programming capsules’

The dashboard tracks each call with pin-point precision and can accurately track the time of the day that most callers call in and the content they have maximum affinity towards.

The day part and preference tracking enables the system to schedule content basis popularity. E.g. religious music in the early morning segment (5am – 8 am).

Each content segment is ingrained with a skip, like and favorite option. Basis this selection the user is served relevant content, the next time he/she comes on the platform.

‘Consumer profiling and remarketing’

KKT has also become one of the largest consumer profiling platforms for HUL. A dynamic lifestyle segments based questionnaire is programmed in the system.

e.g: First question ‘Do you own a washing machine? Basis response Yes/No, the next question is thrown. Next chain of questions programmed as per subsequent responses.

Each time another set of profiling questions is asked to the consumer, an incremental approach is applied to be able to gather new information on the consumer.

The data collated is crucial for remarketing campaigns employed by HUL brands.

RESULTS

‘Single largest media channel in the launch states of Bihar and Jharkhand’

KKT covers 60% of the non – TV households in the media dark belt.

In just 5 months of the idea coming alive, we got more than what we had set out to - Over 8 Million subscribers in two states. KKT now has over 36 million subscribers!

And we are adding about 1 million callers per month.

After implementing the data intelligence dashboard, the average time that a listener engages with KKT has gone up from 15 minutes to 21 minutes.

The consumer profiling dashboard now holds 0.4 million consumer profiles.

The campaign has also delivered over 482 Million brand impressions till date with 3.1 million unique callers engaging per month.

KKT has changed the way consumers in the rural areas of Bihar and Jharkhand engage with brands. By creating a value exchange, KKT ensures that consumers stay loyal to the platform.

The platform in its current version is open beyond just Bihar and Jharkhand and is now live across MP, Maharashtra, Rajasthan, UP (East), Punjab, UP (West), and Haryana.

The level of personalization that is enabled by the data intelligence platform allows for brands to know the choices of the consumer and make changes to their communication to create deep connections with their consumers.

Achievements and Wins:

Over 70 awards including 3 Cannes Golds.

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7UP used technology

Silver Winning Campaign Mindshare India - PepsiCo India - 7UP used

technology (TemperAd Engine) to REVIVE sweaty India exactly when they were sweating!

(TemperAd Engine) to REVIVE sweaty India exactly when they were sweating!

7UP Revive - the newest kid on the block in the PepsiCo portfolio had a unique proposition.

Enriched with essential vitamins and electrolytes, this product is a perfect replacement of minerals and vital nutrients which the body loses out in the sun.

7UP Revive had a brave task of not only making an impactful launch but also to educate the audience on the functional benefits.

The media that we chose had to solve dual purpose – generate awareness about the new drink and also create proof of functional benefit by driving instant consumption. Hence, the role of media had to revolve around targeting consumers with active lifestyles and capturing moments of sweat across the day educating the consumers on the benefit of 7UP Revive in their daily lives.

STRATEGY

The TemperAd Engine was designed & programmed to dynamically display advertising across mobile

apps and websites to consumers whenever the temperature & humidity on their phone indicated a possibility of sweating. We used this core thought and made smart use of growing weather applications which are triggered atleast once in day by user to check the temperature, humidity levels either before or when he is out of home. Since for the first time a beverage segment brand was looking to build high preference amongst energy drink consumers hence

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use of relevant media choice at right time to reach this right consumer set was beautifully captured by using swe(a)t points.


We built a technology intervention into advertising which identified the Moment of Truth; where

the consumer was actually sweating! We called this engine that identified the ‘Swe(a)t Spots’ using a TemperAd Engine. We decided to communicate with the audience at these Swe(a)t spots to make the brand message more relevant and impactful.

EXECUTION

The use of TemperAd Engine enabled us to serve banner communication real-time across ‘Swe(a)

t Moments’ when he was browsing on Google, Facebook and other apps on mobile especially when it mattered. The creatives not only bagged consumer to understand the offering of 7UP Revive but also enabled him to instantly want to consume the product. The sampling exercise was planned around key outdoor Swe(a)t moments in consumer’s life. These were strategically chosen by mapping schedule with pincodes with mobile towers and use of geo fencing

made sure that sampling event was communicated to the users before the crew arrived. Besides this, we also created a few more surprise media moments. We made use of user’s vacation time to place the contextually relevant message for travelers. We created a small audio brand jingle that was placed on Indian Railways PNR enquiry phone line when users waited for their train status.

RESULTS

The deployment and use of TemperAd Engine led dynamic creative messaging targeted at right

time of day helped brand garner over 6 million brand exposures during actual Swe(a)t Moments in consumer’s life contracting 15% higher CTR on similar apps that otherwise regular banners witness. This truly highlighted the relevance and engagement signs amongst users. 800,000 consumers were touched with sampling notification through pincode targeting at identified locations hence inducing large amount of brand trials during the activity.

Across Key Geographies, the Awareness levels shot up in the key markets and stood at 56% ( the benchmark being at 51%)

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Phone is new Sellphone

Bronze Winning Campaign SMG Convonix - OLX IndiaPhone is new Sellphone

As of Mar’2014, 70% of OLX India’s traffic was coming from Mobiles, therefore it was critical for

OLX to get users to download the OLX mobile app for buying and selling unused goods.

Our task on digital was to simulate the OLX app experience on desktop screens thereby driving mobile app downloads from Web

Instead of forcing the users to down¬load the OLX Mobile app, we brought experience of fun in selling to consumer’s laptop screens by creating a mobile sync web innovation banner allowing users to sell the unused stuff on their laptop screens through their mobile phones

6,475 users actually sold all the available used goods virtually worth 3.5Mn USD in 24 hours.

STRATEGY

To make consumers experience the use of their cellphones as “Sellphones” and promote the app,

the campaign “Phone ko banao Sellphone” (Make your Phone a SellPhone) came to life

Instead of forcing the users to download the OLX Mobile app, we brought experience of fun in selling to consumer’s laptop screens with a hands on demonstration. We created a mobile sync web innovation banner allowing users to sell the unused

stuff on their laptop screens through their mobile phones

This experience on digital platform was created on Yahoo and MSN which had highest engagement in India


As of Mar’2014, 70% of OLX India’s traffic was coming from Mobiles, therefore it was critical for

OLX to get users to download the OLX mobile app for buying and selling unused goods and be a leader in the space of online classified portals

With the growth of disposable income and rising consumerism, more and more people are stocking used goods especially in urban India where the

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total realizable value of such items is estimated at a whopping 3000Mn USD. Survey showed that Indians have a habit of stocking goods they no longer use, constraining space in their homes and preventing them from liquidating these goods to earn money

The only way to break through this inertia and disrupt the habit was to make people realize the available ‘brown money’ in their households and show them the ease and fun in selling through OLX

We wanted people to think about the monetary value locked in these stocked goods – and earn this money. And this was made possible through a digital experiencing of selling virtual goods and experience the Fun in Selling.

EXECUTION

The web banner showcased a frame to enter the mobile number and sync the web banner with your

mobile phone.

The mobile sync application then allowed users to sell items on the banner using their mobile phone, hence making their phone – a “SELLphone”. The sync application also enabled users to download the OLX mobile app on their “Cellphones”

Positioned as a takeover on the largest online content platforms, the users could select an item to sell from their phone and the item was sold on the web banner on their laptop screens, there by leaving them with some virtual money value in hand.

RESULTS

We created a community of 6,475 users who earned a virtual currency worth 3.5Mn USD in 2

days.

With just 1 paid media placement for 1 day on Web, 6,475 users actually sold all the available used goods virtually worth 3.5Mn USD

Over 78,000 direct engagements were recorded on the banner creative on web and mobile, with a direct cost per interaction as low as $ 0.37. Through this innovation we attempted to inculcate a habit within consumers of selling unused goods from their home.

The media landscape was transformed into a real time experience of buying and selling goods on Mobile, for the first time mobile downloads were driven through a web application. This ignited conversation on Social media and the launch was covered across portals in India

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CATEGORY: MARKETING STRATEGY

Sub Category: A2. Lead Generation

Top Three Entries:

Gold - Madison Media - Godrej - Tring Tring Consumer Calling Silver - Red Fuse Communications - Colgate Palmolive (India)

Ltd - Spreading a million smiles with a mobile Bronze - iProspect - Pepperfry iSync

Gold Winning CampaignMadison Media - Godrej

Tring Tring Consumer Calling


Godrej, India’s foremost home-grown company, launched a corporate campaign to showcase a

range of 8 innovative and designful consumer and durable products with an idea to make consumers’ lives brighter.

The activity was lauched on 14th November 2014. Within the first month of the lauch of the campaign, Free-G recevied thousands of unique callers.

The success inspired Godrej not to restrict Free G number to only limited categories but also to expand this initiative across more than 15 consumer brands, thus making FREE-G the first permanent mobile marketing asset for Godrej.

STRATEGY

Godrej wanted to advertise its new innovative range of consumer durable products to the metro

forward audiences, but didn’t want to limit its media to a singular platform.

The campaign targeted metro forward thinking couples, 25 to 45 years old, who are always on the move.

Basis media consumption habits of our target, we found that Mobile phones serve as this target population’s main source for getting more information on everything - news, social gossip, political updates, information on any new purchase etc.

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The total mobile users in India, has increased from 106 million in 2010 to over 886 million as on 2014.

Out of this, 30% users are smart phone users, and as a trend most mobile advertising campaigns are designed to cater to smart phone users be it modern day apps, social blogging, website advertising etc.

Leaving the other 70% population of mobile users with no brand or product exposure.

Godrej created its own communication channel, “Free-G” to disseminate any product information across media. Free-G is India’s first non-web based mobile browsing experience. Free-G allows Godrej to showcase their entire range of brands on a single platform to the consumer, thus creating awareness across products

The FREE-G number received half a million missed calls in just the first month of the campaign.




The objective was to showcase Godrej as a brand that represents modern sensibilities to metro-forward thinking couples and ingrain in them that Godrej is a innovative, modern brand in addition to its rich legacy.

Media Task:

1. Awareness: Creating awareness across all the 8 Godrej products

2. Intrigue: A real-time metric designed to gauge the consumers’ response that is triggered by brand communication

3. Desire: To deliver atleast 0.1 million enquiries

The campaign goal was to deliver a unified experience to consumers both on-the-go and at home.

The strategy revolved around the fact that mobile phones are potentially used at all times and consumed with another media simultaneously.

Godrej created first of its kind “FREE-G” as a channel to disseminate any product information across any media. It is India’s first non-web based mobile browsing experience which showcases multitude of Godrej brands on a single platform to the consumer, thus creating awareness across all 8 products.

While any good brand campaign creates awareness & interest in a product, there is often a significant time gap between seeing an ad and actually buying a product.

With more than 96% of our audience using mobile phones, it acts as an immediate media to get more information on the product ad seen. Hence FREE-G, the first permanent mobile marketing asset for Godrej, was the heart of the strategy for launching and introducing the consumers to the innovative products.

EXECUTION

Challenge was to popularize and drive calls to Free-G as once a call came to Free-G the caller

would receive personalize direct communication from Godrej.

To address this concern, we identified 3 core CONSUMER INSIGHTS:

1. Mobile phones are potentially used at all times

2. Mobile phones are ideally consumed with another media simultaneously

3. Indians tend to emulate their favorite celebrities

The usage of FREE-G was integrated across TV, print, radio, digital and social media pages

More than 50 celebrities across media voiced and propagated the FREE-G number across media

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Celebrities talked, tweeted, wrote and sang fun songs about the Free-G number across media platforms.

On TV, the number was demonstrated and verbalized by protagonists of leading tele shows across 8 top national channels

On Print, leading entertainment daily captured celeb anecdotes writing about the convenience of Godrej products and usage of Free-G number

On Radio, famous Indian singers and bands along with the radio station jockeys popularized the Free-G number through catchy tunes.

Digitally, we created buzz on Facebook, twitter, music websites like Saavn. We got famous stand-up comedian Atul Khatri to interact with the audiences for 60 seconds and interestingly bring back the connect to Free-G.

The videos received more than 150,000 views.

The campaign invited consumers from 29 states around the country to call on the FREE-G number for any information on the Godrej products.

RESULTS

The campaign was one of the first in the India to convert traditional advertisements into real time

unified experience for the consumers.

With more than 520,000 calls received, the Godrej Free-G campaign achieved its overall marketing goals.


The number has also been used to send out customized SMSs for gifting during the Christmas and New year season to specific customers basis demand for certain high value categories. Plans are on to use FREE-G for other such similar targeted activations in future.

The mobile campaign exceeded expectations in awareness and intent to buy.

- More than 4,600,000 people reached with brand perception score increased from 12% to 14%

- More than 520, 000 calls and 74,000

- leads across businesses resulted into 20% increase in sales

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Spreading a million smiles with a mobile

Silver Winning Campaign Red Fuse Communications - Colgate Palmolive (India) Ltd

- Spreading a million smiles with a mobile

A consumer study conducted by market research firm GFK Mode revealed that 47% of the total

population in India have never visited a dentist. And furthermore, 38% of people who have ever visited a dentist, do so only when they have a serious dental problem. 64% Indians approach a dentist only after getting a cavity. There is a generic laid back attitude among average Indians towards dental check-up. They also believe that it could result in a high cost. In this survey 90% of people also agreed that they will avail of a free dental check-up if given a chance.

In order to create nationwide oral health awareness and instil the importance of good oral hygiene through free dental check-ups, Colgate India partnering with Indian Dental Association commissioned Oral Health Month. The aim of Oral Health Month was to provide an easier access to dental check-ups while also being able to identify and prevent oral health problems like cavities before they become serious. The task in hand was to dial up the fact that these free check-ups are available in their neighbourhood and are easily accessible.

STRATEGY

In rural India, consumers are extremely frugal. This frugality even extends to the way in which people use

their mobile phones. The practice of ‘miss call’ is wide spread in rural India. For value conscious consumers, we set up ‘miss call’ service to provide information about free dental check-up centres close to them.

An Oral Health Month helpline number was promoted across mass media touch points such as TV, Print and Retail to get information about nearest free dental check-up centres. On giving a ‘miss call’ to this number, the caller would get a call back from an interactive voice response system to take a healthy mouth pledge for the entire family and punch in her pin code when prompted. She would then get an SMS with the details of all the free dental check-up centres in the vicinity.

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900mn+ subscriber base and higher penetration than TV inspired us to build our strategy around

Mobile. We put Mobile at the core or our media solution to provide customised solution as per the audience behaviour. The goal was to provide information at a fingertip about 31,000 free dental check-up centres set up during Oral health Month by Colgate and Indian Dental Association. After all it’s the only medium consumers carry on them always and the first thing they look at after getting up every morning.

Our four pronged strategy:

• For value conscious consumers – ‘miss call’

• For social butterflies – ‘miss call’ functionality embedded in Facebook on feature phones

• For media dark audience – out bound voice call

• For active information seeker – mobile search with location extension

EXECUTION

Taking this ‘miss call’ experience to the next level by leveraging the ever increasing penetration of

Facebook in smaller towns and rural India as well as accessibility of Facebook on feature phones, the ‘miss call’ phenomenon was extended to the Facebook platform. A unique functionality – ‘click to miss call’ was built within Facebook newsfeed Ads, targeted at feature phone users. We set up geo targeted campaigns on Facebook in and around the areas where Colgate and Indian Dental Association had established free dental check-up centres. Through the newsfeed ad consumers were encouraged to take part in the Oral Health Month and get a free cavity check-up done for their entire family. To get information about the nearest free dental check-up centre, all

they had to do was to click on the ‘miss call’ button embedded within the Facebook Ad. On giving a miss call, they would then get an SMS with the details of all the free dental check-up centres in the vicinity. All these while they didn’t have to go away from their Facebook environment.

For media dark audiences, who won’t get to know about Oral Health Month promotion through any mass media, out bound voice calls were made which would connect them to an IVR to punch in their pin code to get the details about the nearest free dental check-up centres.

Mobile Search also played a significant role in our media solution. We came up with a combination of Google search with location extension, layered with geo targeting. On searches pertaining to Oral Health Month, the address of the nearest free dental check-up centre in her town or city or pin code was shown right within the text Ad which appeared at the top of search results page in Google on their mobile device.

RESULTS

Colgate managed to get over 5.4 Million free dental check-ups done during this period.

Augmented benefit of the successful Oral Health Month also accelerated the equity building of the parent Colgate brand. It also helped Colgate in becoming the Most Trusted Brand for the 4th consecutive year by the Brand Equity Survey commissioned by The Economics Times.

By the year end, Colgate’s market share (by volume) in India had reached a record breaking 56.7% of the total share, a new high in 15 years in a hyper competitive oral care category.

Our learning: Consumers are Mobile. Not the device. Design for the behaviour.

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Pepperfry iSync

Bronze Winning Campaign iProspect - Pepperfry iSync

Pepperfry is India’s leading furniture and home décor eCommerce marketplace, with a whopping

million customers transacting through this site. Pepperfry.com offers customers a wide selection of amazingly priced Furniture and Home merchandize with a consistently great shopping experience.

While our Search campaign was faring well, our drive to achieve more lead us back to the drawing board. It goes without saying that the eCommerce market is extremely competitive and the same can be said about the consumer durables sector as well.

Thus, it was imperative that we harness the full power of media, in order to get the upper hand on our competitors. Our objective was to integrate our online and offline activity in order to take our campaign to an all new level.

STRATEGY

Based on the above mentioned research we can conclude that when consumers are watching

TV they often engage with their smartphones, to search for certain keywords. Thus, if they see an advertisement that catches their attention, chances are they will search for keywords related to that advertisement.

With this insight we thought, what if we could capitalize on the online opportunity created by our

offline campaign?

The idea of the campaign stemmed from the fact that Pepperfry was to launch a new TVC and advertise heavily on television. We assumed that during our TVC slot, brand searches would increase.

Thus, if we bid heavily on brand keywords during the TVC slot , our brand impressions would increase significantly.

With this goal in mind, we set out to integrate TV, Mobile and Search to create a campaign like never before for Pepperfry.


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Our studies show that 90% of all media engagement is carried out through a screen, be it TV, mobile,

computer or tab. This translates to 4.4 hours of engagement every single day, not including working hours.

Of this, nearly 38% of engagements are carried out through smartphones. This medium is the backbone of all media interactions. Thus, it is imperative that it be used in the best way possible in order to increase interactions with users and achieve brand objectives.

Mobile and other portable devices are often used to move from one medium to another to achieve an end goal. In fact, user behaviour has been changing in the past few years as users prefer to engage with multiple screens at the same time. Multi-screen behaviour is now a common occurrence and can be categorised into two models; Simultaneous Usage and Sequential Usage.

For this campaign our focus remains on Simultaneous Usage of screens. According to our reports TV is the most common device that is used simultaneously. That being said, Search is the most common medium used as a bridge between devices.

EXECUTION

With this in mind we used iSync, our propriety tool that delivers online ads synchronised with

television, radio advertising, weather, sporting events, and other 3rd party data in real time. Using this tool, we were able to sync our digital media buys to our TV ad slots.

Thus, the reach and frequency of our TV ads was amplified online

We highlighted compelling offers in our ad copies to get users to click, all the communication was in sync with our messaging on TV

To ensure our impression share was not hijacked, we bid up 20% on brand and core keywords

Thus, users who searched for brand related keywords during the TVC slots, would see Pepperfry as the first ad on their Smart Phones.

Since Pepperfry ads were featured in the first spot on Search, the probability that users would click on these ads increases significantly. Thus, we would get conversions on their brand keywords.

RESULTS

It is safe to say that our campaign was a huge success and the results we achieved speak for themselves:

• 146% increase in impression share

• 301% increase in number of clicks

• 63% increase in CTR (Click Through Rate)

• 235% increase in sales

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Sub Category: A3. Launch of Product/Service

Top Three Entries:

Gold - Madison Media - Cadbury Glow - Make the Moment Glow Silver - Mindshare India - PepsiCo India - 7UP used technology (TemperAd Engine) to REVIVE sweaty India exactly when they were sweating! Bronze - SMG Convonix - Axis Bank - #DiningDelights – How Axis Bank ended up taking a (big) bite of dining spends on credit and debit cards from competition

Gold Winning CampaignMadison Media - Cadbury Glow

Make the Moment Glow

Cadbury Glow Make the Moment Glow

Globally, the gifting category constitutes nearly 15-35% of the total chocolate market, while in India it

is just about 5-7%. Hence, Mondelez India saw a huge opportunity here for the festive as well as non-festive gifting market and launched their luxury-gifting brand ‘Cadbury Glow’. The marketing challenge was to position the product as round-the-year personalised gifting option inspired by the insight that ‘there is no greater joy than seeing your loved one’s face glow when they receive a gift’ as well as differentiate it from other sister brands that are associated with festive occasions.

STRATEGY

Gifting Hub’ revolved around the product being the epicenter. Once QR code on the pack was

scanned, it took the gifter to the hub where he had the options to personalise his Glow by tagging Songs, Notes, Videos and Pictures. A delivery message was then synchronized with the delivery of the pack. The joy multiplied when the giftee received a message to unlock her personalized gift. Gifting Hub was

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introduced by renowned celebrities and influencers.


In the horde of gifting options available in the market, Glow wanted to be considered not just a gift but as

a Gifting Experience for the gifter & the giftee. The strategy was to develop a central personalisation hub called the ‘Gifting Hub’ where gifters could personalise their box of Glow with their pictures, unique videos, notes or songs that symbolise a special moment for both gifter and giftee. Each feature of the Gifting Hub was designed to ensure that the gifter took some effort to create something special and personal that would be cherished for generations to come. The website works seamlessly on Mobile as well as Desktop.

EXECUTION A website (www.cadburyglow.in) was launched. It gave consumers a chance to explore the specialties of Glow which are the Golden Treasure Chest Box and the Luxurious Pralines. Consumers could use the Gifting Hub to share Personalised Videos, Albums, Notes and Songs. The Gifting Hub connected both the sender and recipient.

- Glow Album is a digital photo album, which can be created on www.zoomin.com/cadburyglow.

- Personalized Videos can be created on the website through Idomoo video generation API by incorporating Facebook images or photos from desktop/ mobile.

- Users can share songs with their loved ones via a 3rd party Music platform (Hungama) by selecting from a pre-loaded list of songs on the website.

- Glow Note is a great way to share your feeling using gift cards. Users can choose from different Note Designs and Font Styles to create Glow Note.

Celebrities tweeted with a picture of the product and its specialty thereby promoting it and generating buzz around the launch of ‘Cadbury Glow’ on Social Media. Twitter influencers seeded tweets about the personalisation section of the website encouraging users to create content for their loved ones.

RESULTS

Overall, the campaign garnered 156 Mn+ Impressions and approximately 1 Mn interactions

across Digital.

The TVC generated over 27 Mn+ impressions and 13 Mn+ views on the video across YouTube and other Networks.

978 k+ clicks led to the website generating 412 k+ page views and 194k+ unique users with an average time spent per page of over 1 minute.

The twitter activity was divided into 4 phases with different hashtags #CadburyGlow, #MaketheMomentGlow, #GlowMoment and #MemoriesthatGlow to establish the brand communication of ‘bringing glow to one’s face when they receive a gift.

The twitter feed was live on MSN India’s homepage which delivered over 8 million impressions along with creating awareness about the activity.

With the hashtag #CadburyGlow, it generated over 4.4 million impressions, reached 1 million unique followers, becoming one of the most talked about topics on Twitter. Hash tag #MemoriesthatGlow generated enough conversations in a very short period of time for it to trend nationwide in India with over 20 million impressions, over 5 million unique followers, generating 7 k+ tweets. The ‘Pleasure seekers’ responded positively about the brand on Twitter as well as Facebook posts.

An analysis for the Digital activity showed that the

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positive sentiment for the brand was over 90%. The campaign was hailed as one of the best Digital

Influencer programs by various platforms like Yahoo, Lighthouse Insights etc.

Silver Winning Entries Mindshare India - PepsiCo India - 7UP used technology


7UP used technology (TemperAd Engine) to REVIVE sweaty India exactly when they were sweating!





STRATEGY


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apps and websites to consumers whenever the temperature & humidity on their phone indicated a possibility of sweating. We used this core thought and made smart use of growing weather applications which are triggered atleast once in day by user to check the temperature, humidity levels either before or when he is out of home. Since for the first time a beverage segment brand was looking to build high preference amongst energy drink consumers hence use of relevant media choice at right time to reach this right consumer set was beautifully captured by using swe(a)t points.




EXECUTION


t Moments’ when he was browsing on Google, Facebook and other apps on mobile especially when it mattered. The creatives not only bagged consumer to understand the offering of 7UP Revive but also enabled him to instantly want to consume the product. The sampling exercise was planned around key outdoor Swe(a)t moments in consumer’s life. These were strategically chosen by mapping schedule with pincodes with mobile towers and use of geo fencing

made sure that sampling event was communicated to the users before the crew arrived. Besides this, we also created a few more surprise media moments. We made use of user’s vacation time to place the contextually relevant message for travelers. We created a small audio brand jingle that was placed on Indian Railways PNR enquiry phone line when users waited for their train status.

RESULTS




Out of people aware, every 1 in 3 have tried the product, after being exposed to the communication, a healthy awareness to trial ratio.

Consumers associated 7UP Revive with a drink that replenishes nutrients and vitamins.

The relevant imagery codes of the brand were seen across the Consumer Track Studies.

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#DiningDelights How Axis Bank ended up taking a (big) bite of dining spends on credit and debit cards from competition

BRONZE WINNING ENTRIES SMG Convonix - Axis Bank - #DiningDelights

How Axis Bank ended up taking a (big) bite of dining spends on credit and debit cards from competition

A time when almost all the major banks were encouraging their customers to increase spends

on credit and debit cards through a plethora of offers. And no surprise here, one key category where they offered deals on cards was dining. According to various studies, dining out accounted for 30% of Indian household expenditure since 2012.

Fact: Axis Bank actually had the largest dining program amongst competitor banks in the country, with over 4,000 partners offering 15% discount on Axis Bank Cards (Citi Bank had 2,500 odd partners, ICICI

Bank had 800+ partners). However, while the brand had done its homework in terms of putting together a great program for its customers, it needed to take it to market and gain both mindshare and share of wallet.

Dining was an extremely cluttered category, with competition, namely Citi Bank and ICICI Bank dominating with their dining programs since a considerable amount of time. And it was not just banks which the brand was competing with: it also had to steal the consumer’s attention from the likes of Zomato.com, Burrp.com, Foodpanda.com etc., all of which were constantly hammering her with food and dining related communication.

Before jumping onto creating a media plan and bombarding consumers with a vanilla display-led plan, the brand took a step back to understand the dinning category, and more importantly, the consumer mindset a bit better.

Through several researches, Axis Bank observed that the consumer’s palette had evolved. Gone were the days when dining out was a once-in-a-blue-moon phenomenon with an intention to fill the tummy or

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celebrate an occasion in the family. Dining had evolved over time from a need-based, to occasion-based to becoming more mood-based. Dining out was all about ‘quest’: exploring and discovering new experiences through food.

And this quest was not dictated by their wallet – offer or no offer, they would still go out, explore, and the offer/deal was just a cherry on top, a delight at the end of a great meal.

So instead of carpet bombing the consumer with vanilla display ads (which no one is ever thrilled about), the brand identified two triggers, where its communication would have maximum impact:

1) Proximity to partner restaurants &

2) Research/craving for a specific cuisine

The media solution was anchored on the mobile medium, reach the right consumer when s/he is most likely to not only see the offer but also actually use it. The idea was to use mobile media capabilities not only to spread awareness about the offering, but rather facilitate consumers with the experience in the immediate vicinity. To do so, Axis Bank mapped all its major partner restaurants and crafted specific digital communication for all of them. The brand further layered it with more consumer information like demographic, techno-graphic (device ownership), behavioural attributes to customize the communication to make it more relevant to each consumer segment. Mapping these consumer segments and increasing SOV’s towards weekends as well as lunch & dinner hours helped the brand and the program become even more relevant to consumers. All digital touch points, like search, display, social were leveraged to enhance the discovery of offers, which in return truly helped put Delights on the menu.

STRATEGY

With the backdrop of its core TG of 25 to 34 years, living in metros, spending approximately 30%

of their household income in eating out, Axis Bank dug deeper to identify if consumers were using the desktop differently from their mobile phones with regards to the category.

The answer was yes. Desktop was being used for identifying and exploring new cuisines, for restaurant reviews, etc. whereas mobile was being used to locate restaurants in a close proximity.

Axis Bank took this insight and implemented it into the concept of using mobile media as a carrier of immediate actionable information assisting the consumer to take a decision rather than only building visibility.


The typical challenge a brand faces is catching the attention of the consumer, and the most obvious

solution that they look for are intrusive ways of gaining more eyeballs.

Unlike that, Axis Bank’s approach focused on integrating with the consumer journey and hence making the communication (in the form of banners/text ads & media integrations) relevant and enabling her to instantly enjoy the offering.

Axis Bank leveraged location based targeting to identify consumers in the vicinity of partner restaurants and served them communication through banners, search ads as well social media. This was topped this up by focusing media spends during lunch and dinner hours, thereby helping consumers choose a restaurant basis a cuisine they craved.

EXECUTION

The implementation was a rigorous process of mapping all major partner restaurants, and

creating customized banners which would then be served to consumers in locations around these restaurants. Carrying a similar thought onto search, Axis Bank targeted the restaurant names & key locations to take the consumer closer to the redemption of the offer.

The mobile medium not only enabled the brand to build awareness, but was the backbone of the campaign minimizing spill & maximizing its intention of serving relevant and delightful offers to its consumers.

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RESULTS

The campaign helped the brand, successfully steer clear of the clutter and announce the launch of its

delightful dining program.

Within just a month of the launch, Axis Bank

received 5.4 lakh visits on diningdelights.in, with users spending over4.5 minutes on the platform. CTR’s on the campaign banners were 2.5x times the industry average, reflecting the relevance of the communication.


Sub Category: A4. Campaign for Sales Promotion

TOP ENTRY:

Bronze - iProspect -Pepperfry iSync

Bronze Winning CampaigniProspect -Pepperfry iSync

Pepperfry iSync




Thus, it was imperative that we harness the full

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power of media, in order to get the upper hand on our competitors. Our objective was to integrate our online and offline activity in order to take our campaign to an all new level.

STRATEGY


TV they often engage with their smartphones, to search for certain keywords. Thus, if they see an advertisement that catches their attention, chances are they will search for keywords related to that advertisement.

With this insight we thought, what if we could capitalize on the online opportunity created by our offline campaign?








Mobile and other portable devices are often used to move from one medium to another to achieve an end goal. In fact, user behaviour has been changing in the past few years as users prefer to engage with multiple screens at the same time. Multi-screen behaviour is now a common occurrence and can be categorised

into two models; Simultaneous Usage and Sequential Usage.

For this campaign our focus remains on Simultaneous Usage of screens. According to our reports TV is the most common device that is used simultaneously. That being said, Search is the most common medium used as a bridge between devices.

EXECUTION








RESULTS






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Sub Category: A.5 Relationship Building/Remarketing

Top Three Entries:

Gold - Mindshare India - Castrol - India’s first Co-Created App Silver - PHD India -Hindustan Unilever Limited -Consumer 360 Bronze - Madison Media - Mediker/Marico Limited - Lice Negative to Life Positive

Gold Winning CampaignMindshare India - Castrol

India’s first Co-Created App

India’s first CoCreated App – Castrol

Castrol power1 is a leading player in bike lubricant which is a low involvement category. In the first

year, they had a challenge on hand. Despite its popular brand name, they have had an inherent need to connect with the youth and work on their acceptability among this segment, while kick starting a powerful, engaging conversation that will form a strong base for years to come. For a growing community of bikers such as those existing in India today, there was to be no channel available that connects bikers with each other. Castrol acted as an enabler and created an app which worked as a ready reference point for other bikers. Bikers could maintain their profile, join bike

clubs, use Bike tips,etc. This app created massive buzz around and captured 22k downloads. It acted as a huge success story for Castrol power1.

In the second year, the challenge in hand was to:

1. Double bikers ‘APPINESS’ quotient

2. Make them ‘GLUED’ onto the platform and retain repeat users

3. Expand the current user base

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STRATEGY

As bikers are our core TG and held in high esteem, their views and feedback acted at utmost

importance. KOLs echoed with the same feedback making it a sure-shot for us to use their views.

Hence…

First ever ‘Co-Created Branded App’

In the recent times the technology upgrades have happened every 6 months and the user tends to get fatigued with older versions. This observation is visible in peer to peer platforms - Whatsapp and Facebook. These platform upgrade their offering every 4 months and sees a significant increase in stickiness.

For ripple effect, our app required more – ‘social and user interaction’. While the last version was more about maintaining bike and basic profiling, our solution lie in social-always-on.

Social – Connecting with fellow rider

Always-on - Anytime and anywhere availability


We got 22k users in 2013-2014 now we were wanted to climb up a step further where ‘this app

become a necessity for them’.

Question to bikers: Will you use the app for the next 12 months?

Answer received by bikers: I would say that this app has a very good potential I will use it. Having said that, Castrol needs to work on some features which are efficient for the bikers like - trip meter can be made independent of the data connectivity it will become a much more usable feature even on places without any network.

Additional Feedback to make the app more fun and engaging

1. Peer to peer participation.

2. Active club participation

3. Richer experience.

4. Lesser dependability on data.

Engagement factor in the app could be improved and we heard it from horse’s mouth.

EXECUTION

The application recreated for the bikers by the bikers:

1. Bikers could customize their status on their profile describing their identity

2. Bikers could find near-by riders and connect with them via the app itself during their solo road expedition.

3. Data for the trip is now captured offline which means low battery consumption and data connectivity not necessary.

4. Biker can caption their picture while sharing with friends

5. Peer to peer messaging included at various stages making it more social and interactive.

6. Clubs includes a forum and chat where people could connect with members for updates.

7. Emergency message could be share with key friends.

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Precautions while adding features

To maintain the app weight – With additional features and pictorial representation, image compression technology was used to lower the size of the app making it compatible for all kind of handsets.

Launching a chat feature – With a base more than 50k, there was a delay in chat push notification on real-time basis. This was primarily due to load on server. Post our external research we implemented XMPP(the server used by Gtalk) to increase chatting efficiency for peer to peer and within the group.

Data Capturing in non-connected markets – the application is optimized based on offline and online data synchronization which means that internet connectivity would not act as a hindrance during the user experience.

RESULTS

Castrol re-created ‘appiness in the life of the bikers through – THE POWER BIKING APP

Castrol understood the need of consumers via researches to make the experience better and added elements in the app like SOS, social interaction, solo bike requirements.

Analytics states that 50% of users revisit the app every month with the engagement as high as 4Min and visit

6screens/visit. 27% of bikers spent time navigating for SOS, Castrol Bike points, Best routes. Nearly 550 users connecting with the app and the brand on daily basis.

1. The application was launched with a heavy social leg - biker and famous celebrity John Abraham re-introduced the app and reached more than 5Mn users on twitter with a most trending #, #thebikerapp.

2. 22k base doubled to 54k in just 6 months on Android app relauch. Introducing the App on iOS added 1.2K users in 3Months.

3. App rating maintained at 4.1 for over years.

4. App continued to increase engagement - 5.3mn seconds = 88400Mn minutes of engagement every months – higher than industry benchmark for any brand application.

FIRST EVER BIKER APP IN INDIA.

Consumer speak

Bram Yasmin Ramadhan: 1St biker social media Good application for biker. And bring us to exist in world of motorcycle club I wish all motorcycle club join here. Share the activity and riding together. Ride hard, ride safe. Brotherhood everywhere. Please give some maintenance I can’t fill the phone number, Indonesia cellular number are 10-13 digit and we can’t fill it fully here. I wish Castrol

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Silver Winning Campaign PHD India - Hindustan Unilever Limited

Consumer 360

Consumer 360

India with its huge population is a critical market but with its large native mobile population, it needs to be

approached in a unique manner. Hindustan Unilever’s objective is to build 1 Billion Global profiles by 2020 as data driven marketing is now the future.

Consumer 360 is an enterprise wide mobile based initiative that is designed to help HUL build a mass, actionable consumer database across India. The objective for the participating brands was to use data intelligently to target promotions & create a value exchange for consumers.

STRATEGY

We designed our campaigns around the mobile – keeping in mind that the interactions had to be

simple and most importantly cost-free for our penny-wise consumers in India. Effectively managing and enriching this data to ensure consumers get the best, the most relevant offers and communication with the most preferred and personalized content is topmost priority – which we believe is a creative way of utilizing of consumer data.

The campaign communication from multiple HUL brands was carried on-pack to directly evoke a response from the consumer through her mobile phone by answering a set of profiling questions relevant to the specific brand, with direct incentives

like free mobile minutes. This data is continually used to then re-engage with them by creating relevant cohorts of consumers which allowed us to gather 70 million consumer profiles.

All the consumers who have shown interest in any mobile marketing communication of any of HUL brands were targeted through this campaign.

Aim is to build a central repository of consumer data which can be analyzed and filtered to come up with insights on consumer behavior. It is the first ever move by a FMCG player into the big data analytics space.

The implementation challenge was managing a large consumer base across various campaigns across

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multiple technology partners. We devised a safe secure way to gather the consumer database into one common repository and store them securely in a way that the database can be retrieved securely for future campaigns.


India with a mobile penetration of over 80%, makes it one of the highest mobile friendly nations globally,

second only to China, making it the most accessible medium of communication with an audience reaching even media dark areas in India. The mobile phone clearly became the number one media choice for HUL’s mass consumer brands. A handset agnostic IVR based solution was the preferred mode of entry for consumers into the campaigns that were rolled out.

With such a huge opportunity at stake, we needed to devise a strategy to gain dependable and owned consumer profiling data. However, we found that over 95% of users were on pre-paid connections, which gave mobile 2X strength to not just reach but also offer our consumers a value exchange.

EXECUTION

Consumers who bought HUL products (3 Roses, Cornetto, Vim, Surf, Taaza, Huggies, Fair & Lovely,

Bru, Close-up and Sunlight) in the campaign period and the targeted markets had an opportunity to avail the offer.

With a toll-free number mentioned on-pack, & a unique code inside product packaging across SKUs, consumers were invited to give a missed call in order to stand a chance to win free mobile minutes.

Our interactive platform, guided the caller through a menu of options after verifying the unique code & asked a series of incremental questions about themselves & their shopping habits specific to the brand, and instantly rewarded them with free talk time as per the campaign’s requirements.

Hereon the information – campaign, brand, and questions answered, any interest captured is gathered and securely stored in a central repository for future targeted re-marketing.

RESULTS

Profiled 5 % of the total Indian population with over 70 million users profiled for their demographics,

buying pattern, competition mapping and opted in to receive additional offers from HUL.

16% volume uplift in engaged consumers and a 2% increase in market share for Sunlight in West Bengal. Sharper targeting helped it gain 80% penetration in the closest competitor, ‘Safed’s’ consumer base within 6 months of the campaign period.

Cross promotion for VIM using the collated database helped in increasing sales volumes by 40% and an additional increase of 5.5% among consumers who bought competitor brands.

75% communication sent to consumer database delivered successfully for each campaign.

Call traffic was fuelled on Cornetto Durga Pujo contest which resulted to spike by 5% on the days sms promotion was done compared to non-promotion days.

18% volume & 28% value growth, during the promotion for Cornetto with ROMI of 168%.

Capturing data centrally which had detailed information on each user that other marketing channels miss; enabled HUL to directly message relevant consumers across cohorts & build relationships over a period of time that would be relevant for future campaigns.


Digital Crest Grand Prix

Digital Crest Gold

Digital Crest Silver

Digital Crest Gold

DMA Echo Silver

DMA Echo Silver

Goafest Bronze

Mobillion Gold

Mumbrella Gold

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Bronze Winning CampaignMadison Media - Mediker/Marico Limited

Lice Negative to Life Positive

Mediker - Lice Negative to Life Positive

Every school going girl desires long healthy hair. The story of girls in rural areas of 3 of India’s

biggest states is no different. But dreams of healthy hair are fraught with nightmares from kids’ biggest hair problem, Lice. Despite this, Mediker, a brand synonymous with anti-lice had just 5% penetration.

The brand had to grow the market. Since having lice is embarrassing and raises questions about the girls’ upbringing, moms prefer hiding the problem than solving it.

STRATEGY

We decided to put a positive spin on the conversations around the brand with a smart

idea. Our insight was that moms take pride in their daughter’s achievements; so we chose this as a conversation point to bring alive our Big Idea – ‘Smart kids don’t scratch their heads.’


The idea was to empower the girl & celebrate her smartness by letting her start her own radio

station and share her voice with the world. Since most of our audience lives in areas with low media penetration, we built our engagement on the two highest reach mediums in rural India, All India Radio

and Mobile.

EXECUTION

We transformed the mobile phone, a simple device into a personal radio station for the girls. We

set up an innovative IVR based mobile module and promoted a toll-free number (1800-1234-734). On calling this number, the girls could learn how to set up their own radio station by pressing 1 and start recording by pressing 2.

The girls could share their recording by sending an SMS with their unique radio station number to their friends and family. And to listen, all one had to do was give a missed call on the individual radio station

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numbers and we would instantly call them back and play the recording. We partnered with All India Radio and promoted the initiative extensively to enable as many girls as we could to indulge in this novel experience.

RESULTS

Over 30,000 kids responded to the Mediker Aapka Apna Radio Station initiative. Over 4600 kids from

rural India became RJs on mobile and they were heard over 37000 times; translating into 8 listeners per station. 55% mothers spoke about Mediker’s initiative and lice to friends, for the first time in their lives. Trials grew by 14%. Mediker grew at the fastest pace in the last 15 years, at a cost that was just 25% of the traditional advertising spend.

The journey continues till date week after week.

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Sub Category: A6 Best use of Apps/Games for Marketin

Top Three Entries:

Gold - Mindshare India - PepsiCo India - How Twitter changed into a virtual football field, Thanks to Lay’s! Silver - LIQVD ASIA - Kalpataru Radiance Mobile App Silver - Pulp Strategy Communications Pvt Ltd - Intel #RunMore

Gold Winning CampaignMindshare India - PepsiCo India - How Twitter changed

into a virtual football field, Thanks to Lay’s!

How Twitter changed into a virtual football field Thanks to Lay’s!

It’s June. FIFA 2014 is playing out. FIFA sponsors are loud and salient. Lay’s is not a sponsor but was

itching to be a part of the football fever since it’s a key consumption moment for the brand. Leveraging their global brand ambassador, Messi, would certainly help. The goal, hence, very simply was: to establish a way to make Lay’s an unofficial partner of FIFA 2014, by driving advocacy and conversations amongst the brand lovers.

This was the first time ever when a brand introduced a physical sport that was played virtually on social

media, leveraged through the medium of mobile! Virtual titans were unleashed in 6 cities via 6 key players, who spearheaded the activity to for their city, thus leading to create the first of its kind of a football that was played online - India’s first ever virtual FIFA on Twitter.

STRATEGY

If you can’t get them to the field itself, what’s the best way of engaging your fans? By appealing to &

glorifying their knowledge of the game of course, and

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test their love for the sport via a quiz on Twitter!

We carved a Twitter-based Q&A challenge that users could play through the mobile app as well. The challenge was then thrown open to 6 cities, and 6 key players were identified who’d be leading the game for their respective city. They had to answer quick fire questions posed by Lay’s around FIFA matches & Messi. Each time the key player from the specific city answered correctly, the city scored a goal & finally the city with the most goals won.

To build traction for our game, with each of the 6 identified players in the 6 cities, we had pre shot soccer content (ball, dribbling, pass, goal, airport, filed, café’s etc.) With each question the players uploaded the content most suitable and hence creating the look and feel of live performance. Post the initial few rounds the physicality of the game took over and we ended up receiving overwhelming response almost 25000 plus mentions.


Cricket is big & football is small, in India at least, and soccer enthusiasts are dispersed across the

country.

Football is clearly emerging as the sport of the youth and FIFA has given the youth a new language and a new area to bond over. And along with their love for the sport, soccer fans love exuding their knowledge for the game, the history of the players/teams and jump on the opportunity to prove how their favourite team/player remained unbeatably the best.

This insight gave us our idea of testing people’s knowledge of football in a fun and novel way.

Leveraging on this fandom for soccer, Lay’s built an engagement via the passion points that these fans held for the sport. Our challenge was to pack all the passion, glamour and fast pace of soccer into a virtual framework. Where could we find all of India’s soccer enthusiasts in one medium and engage them with the brand?

Our solution – Twitter, which could also be accessed through the mobile app as well! With the vast concentration of soccer lovers nationwide, who

are active on the medium day-in & out through the football season, & could be reached out to through this platform, we knew what could get our campaign the momentum it needed and enable to be a part of this game virtually.

Thus, was born Tweet-Ball; India’s first Twitter based football game, where this adrenaline-rushed and pumped-up crowd, who ate, drank and slept on football, served as the linchpin of our campaign.

EXECUTION

Kick-offs started in the city recording the highest cheer (conversations) around FIFA. To build

participation in the match we deployed more than 87 Mn impressions across social networks. Interest based messaging on Facebook diverted virtual players to the twitter game. Soccer experts on twitter kept the virtual field buzzing with interventions especially on physical ball movements and goals being scored.

RESULTS

Our moment of pride: Lay’s was the most talked about brand on social media (2nd only to Coke,

the official FIFA Sponsor) – 2014 Maxus Global FIFA Listening report.

Our match lasted 3 days with 1,119 players constantly dribbling.

9000+ dribbles ~ Retweets

25000+ brand Lay’s mentions

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Silver Winning Campaign LIQVD ASIA - Kalpataru Radiance Mobile App

Kalpataru Radiance Mobile App

A premium real estate company in India wanted to leverage the latest mobile technology to create an

efficient and measurable sales process.

They wanted an optimal way to connect with the target audience and ultimately, convert them into sales.

STRATEGY

We wanted to develop an interactive & measurable sales model by creating a seamless user

experience mentioning information on amenities offered, property layout, interactive floor plans, photos, videos, interactive map of the surrounding neighbourhood, project updates and an easy method of contacting the sales person for any queries you may have in real time right at your fingertips whenever you needed it.


Today, the audience is accustomed to smaller screen technology like mobiles as compared

to staying hooked to desktops, as it is possible to access on the go & easy to use. With this advantage, Kalpataru & LIQVD ASIA came to a consortium to leverage this opportunity & launch Kalpataru’s exclusive property the ‘Radiance’ on a mobile app. Through this, we wanted to portray the property through an e-brochure through an app with real time

updates about the property, layout plan, amenities, floor plan, etc. We not only wanted to intrigue the users but also make the lives simpler for the sales team.

EXECUTION

We created a robust & an interactive app, which helped us connect with the niche target

audience to showcase the exclusivity of the property. Additionally, the sales team could track each & every movement of the user in the backend.

The mobile app was built to encourage 1-on-1 interactions with prospective buyers with the intention to keep the buyers glued to the app. Sales channel were individually given a unique app URL to be shared

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with their prospective buyer for the e-brochure downloads.

RESULTS

This helped the sales team track the consumer cycle every time, the consumer booked for the site visit

on the app. With this, an opportunity was created for the sales team to convert it into a purchase.

Through this, 90% of the people interacted with the app, resulting into 30% app appointments coming through the app. A total conversion rate of 5% with more than 40% using traditional brochures resulting in simpler lives for customers & sales team.

In the end, sales crossed more than 15 Cr INR as compared to costs of less than10 lacs.

Silver Winning Campaign Pulp Strategy Communications Pvt Ltd -

Intel #RunMore

Intel #RunMore

In India, cricket is religion. Our strategy was to address a cluttered media space during the World

Cup. 1. Create an engaging promotional campaign, which was an integral part of the Cricket World Cup - 2015. To do this, we used gaming (a cricket centric speed and performance based game- RunMore, optimized for Intel-powered devices). We launched just before the World Cup (In-store promotions, branding, posters, and live experiences). We used traditional media with OOH and online media with branded e-commerce + promotional offers. 2. Treat this as entertainment NOT just advertising. Drive traffic to retail and extend reach using social media with a live-content hub, so we had always-on contests on match days and cricket content in the game. 3. Have our audience commit: Invite them to share their game scores on their social networks with how they could #RunMore of what they love with Intel inside.

STRATEGY

Our task was to establish the superior speed and performance of Intel-powered tablets and 2-in-1’s

in a fragmented, touch sensitive and cluttered market, where purchase is driven by screen sizes, price, and at times even color. Our challenge was to create superior meaningful experiences around the feature rich Intel-powered devices, and reinforce the ‘Intel-Inside’ value proposition. Our strategy was simple; let consumers experience the superior speed and performance of Intel Powered devices at multiple touch points with a live, World Cup based cricket game which itself was a mix of performance and intelligence letting people RunMore of what they love.

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Mobile Application – To create superior experiences rooted in the Intel Inside proposition the RunMore

game was launched as a Mobile Application optimized for Intel-powered devices. The consumer could download this lightweight yet immersive application from the play store and compete with other players on the game leader board. Speed and performance based RunMore, not only allowed for a connect with the world cup but also provided for superior engagement with the Intel connect proposition as consumers received messaging on the performance of Intel-powered devices while they scored. This innovation created valuable connect for the campaign as it allowed consumers to discover how they could #RunMore of what they love with Intel inside A live content hub was created with a real-time connect which linked Intel device features with the match scenarios, syncing in with the #RunMore campaign. This kept the content topical and consumers well engaged.

EXECUTION

Our creative strategy was two-fold. 1. Leverage cricket to create unique customized experiences

that showcased the superior speed and performance of IA-devices. The Game RunMore was built with cricket at its heart, speed and performance at its core. A mix of performance and intelligence, the user not only had to score more but also answer cricket related trivia to keep scoring. 2. We chose to avoid the typical tag-along cricket-flavored communication but created live match relevant, technology infused

content, which was a unique differentiator. For the first time ever a live content hub was created for match days connecting the brand benefits with actual match scenarios. We launched with the World cup across 12 cities. Traditional media OOH, in-store promotions, posters, branding, paid online-media with branded e-commerce. Social media amplified reach as #RunMore drove advocacy while driving traffic to 164+ retail stores where superior experiences of Intel-powered devices waited.

RESULTS

Our goals were focused and our results phenomenal. 1) INCREASED ENGAGEMENT:

Consumer engagement increased by 1400% on social media (Facebook grew by 1105.2%, Twitter saw 1563.2.6% growth). Campaign hashtags trended nationally for 33 hours aross 6 days.

2) SUPERIOR EXPERIENCES ESTABLISHED THE SPEED AND PERFORMANCE OF IA DEVICES: Consumer traffic and engagement increased substantially as consumers stepped in to 164 participating retail stores across 12 cities. 72000 hands-on superior experience based demos of Intel-Powered Devices were conducted at retail. 3)RE-INFORCED THE INTEL INSIDE VALUE PROPOSITION: RunMore drove advocacy with the reach of 7.46 million (Digital: 4.26 million. OOH: 3.2 million). Reduced bounce rate at retail as unique engagements at multiple touch points, supported by consumer offers led to a positive consumer experience and reflected in the overall improvement of the demand for Intel Powered Tablets and 2-in-1s

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Sub Category: A.7 Most Effective Campaign/App for Consumer

Top Three Entries:

Gold - PHD India - Hindustan Unilever Limited -Lakme Makeup Pro Silver - MTV India - Viacom18 Pvt Ltd - Pepsi MTV Indies App Bronze - Mindshare India- Castrol - India’s first Co-Created App

Gold Winning CampaignPHD India - Hindustan Unilever Limited

Lakme Makeup Pro

Lakme Makeup Pro

Women in India have taken up experimenting with makeup with great affinity. The 15-20% Annual

growth in the Indian beauty and cosmetics industry is a testament to this affection. However, the very nature of makeup purchasing involves going to the store, trying on multiple swatches, deliberating with peers and then making a decision.

Lakmé, even with its extensive range and retail presence faces the challenge of competing for share of voice. Holding the customers attention in a multi brand retail or e-tail space is becoming an increasingly difficult task for the brand.

Lakmé created the Lakmé Makeup Pro app to host a one on one experiences with their consumer. Here

the brand could attain undivided attention of the consumer while she tried on various ranges that the brand had to offer.

Lakmé Makeup Pro was launched in March 2015 at the Lakmé Fashion Week. The fashion event is now in its 15th year of existence and holds the attention of a large and influential segment of the fashion industry in the country.

STRATEGY

The Indian smartphone market is growing at an exponential rate, with more than 200Mn.

smartphones in the country, Apps is the way to go.

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Makeup content consumption accounts for 58% of the total content consumed on beauty, there has been a 50% growth over 2014 in the amount of content consumed in the beauty space in India (Source: YouTube 2015).

Owing to the above scenarios, the women in India are avid beauty products and content consumers, they own 40% of the smartphones in the country & spend almost 7hrs of their day on their mobile phones (a study by Baylor University).

The app was specifically targeted to this urban and semi urban audience. The core target audience can be defined as women between the age group of 16-34, SEC A&B.

Our creative strategy cued; try & test all products as complete looks before purchasing!

The Buy Now feature fit beautifully into the interface giving the users a seamless experience.

At the Launch event, one of Lakme’s brand ambassador, rising starlet, Shraddha Kapoor decided her makeup look after trying out the signature looks on the App and opened Lakmé Fashion Week with her stunner appearance.


The category of mobile apps is growing in India is growing and there are too few lifestyle apps

available.

Lakmé found the perfect opportunity to grow the Indian market, with the solution to an existing need gap.

The Indian market place had no real-time makeup app; this gave Lakmé a first mover advantage over the stringent competition from Maybelline and L’Oréal. And as makeup is in the brand’s DNA a seamless mobile app was the most relevant space for the brand to grow in.

The App interface allows real-time projection of different makeup looks on the user’s face through augmented reality.

Users were not only able to sample complete looks, mix and match shades and products; the app also gave

users a seamless shopping experience.

Makeup Pro is targeted towards makeup lovers, but we at Lakmé needed to get the word out to this large set of audience. Which meant that we needed to talk to them when makeup was at the top of their mind.

We launched the App at Lakmé Fashion Week, India’s premier fashion event, with the biggest stars, designers, models, hairstylists and makeup artists in attendance. Every person at Lakmé Fashion Week had a great influence on our target audience and getting their advocacy toward the app would mean success to Lakmé.

Other than the fact that this was the best way for a makeup brand to showcase their range and the beautiful looks that can be achieved from the same, we strongly believed in the “Try it before you buy it, on the go!”, a promise that the app delivered. And this was the communication that we took to Lakmé Fashion Week for our App Launch.

EXECUTION

The app was launched banking on two promotional channels – Twitter and Word of Mouth.

Twitter app install cards were used to make the download process quick and convenient. Big sized tablets were given to the attendees and fabulous content of looks of our A list-ers was created.

Real-time social listening was used to pick up conversations of people talking about the great on ramp makeup, a link to the app to get the look was shared with these socially active fashion enthusiasts, this lead to a lot of organic downloads.

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The Makeup Pro launch campaign had a 100% spend on mobile, 15% of the total budgets from Lakmé Fashion Week promotions was dedicated to Lakmé Makeup Pro.

The number of smartphone users is highest among the younger Target Audience and this coincides with Lakmés’ makeup loving target audience perfectly.

The Mobile App was taken to the audience at Lakmé Fashion Week and outside on its native device, the mobile phone, quick trials, look enhancers and backstage previews were created at the event. Content from the event was pushed out in the form of ads urging the audience to download the app and try it out for themselves just like their favorite celebrity has.

Even after the launch event the app was promoted with the support of our partners; Google, Twitter and Facebook, which are the top access platforms for our target audience online.

RESULTS

Lakmé Makeup Pro was launched in March 2015, at this year’s first season of Lakmé Fashion Week, the

app garnered 10,000 downloads in just 5 days of the event. The initial phase of downloads was most crucial to the brand as it was first adopted by the who’s who in fashion.

In just the first week, it became the #2 Lifestyle app on the Playstore.

Currently the app has 650,000 downloads and has been logged into for 4,056,605 Sessions.

Lakmé Makeup Pro is the country’s first Real-time makeup app. As a market leader in innovation, Lakmé has opened up a simple alternative for its target audience, users can now try all the shades on their own face to see what looks best with their complexion and features.

This was well received with the audience resulting in a time spent of 3X the benchmark time spent on lifestyle apps.

The app today stands at more than 650,000 downloads and counting…

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Silver Winning Campaign MTV India- Viacom18 Pvt Ltd - Pepsi MTV Indies App

Pepsi MTV Indies App

MTV and Pepsi have their finger on the pulse when it comes to appealing to the youth of today. MTV is

the world’s premier youth entertainment brand with a global reach of over half a billion people - and Pepsi, the global food and beverage conglomerate, has been a household name for over a century.

Joining forces, the iconic brands wanted to spark a trend across India by introducing Indie music and creating a subculture that appeals to the youth of today. The aim is to engage this subculture to discover a wide variety of music and indie art, stay connected and have a seamless experience anywhere & everywhere.

To achieve this, MTV adopted mobile as the core of its digital strategy, for building and promoting the Indie subculture amongst their target audience, and creating a unified experience across the 24x7 TV channel, web and mobile.

STRATEGY

Digital is an integral feature of the Pepsi MTV Indies experience. With mobile at the core of our strategy,

we envisioned a superlative product that would not just deliver great curated content but also aid indie fans and music lovers in discovering it.

The channel integrates into the digital world with video streaming, users can create playlists,

share gig updates and feel the experience of other indie fans up close and personal. The Indie music discovery feature and the Pepsi MTV Indies app has been created, which is accessible across all Android and iOS platforms, to bridge the gap that apps like Shazam and Soundhound couldn’t fix.


Can’t seem to place the song your friends are eat, sleep and raving to? Tap That Song on the app and

discover all the information about the song - artist information, song lyrics, chords and more.

Song Recognition apps like Shazam aren’t made for Indie music enthusiasts, Tap That Song is a feature

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that’ll help you recognize any recorded Indie song, throw up all the artist information you need, song lyrics as well as a list of related music that is ideal for music discovery.

Your TV doesn’t do it for you? Watch Pepsi MTV Indies LIVE on the go.

Want to stream music for free? The PMI mobile app lets you do all that and more.

EXECUTION

The branded app was developed in-house and released on the Android Play Store and then the

iOS App store.

RESULTS

The application has over a million active sessions on it since launch and over 30,000 downloads.

The time spent on the app is at an all-time high of 8 minutes.

Bronze Winning CampaignMindshare India - Castrol - India’s first Co-Created App

India’s first Co-Created App - Castrol

Castrol power1 is a leading player in bike lubricant which is a low involvement category. In the first

year, they had a challenge on hand. Despite its popular brand name, they have had an inherent need to connect with the youth and work on their acceptability among this segment, while kick starting a powerful, engaging conversation that will form a strong base for years to come. For a growing community of bikers such as those existing in India today, there was to be no channel available that connects bikers with each other. Castrol acted as an enabler and created an app which worked as a ready reference point for other bikers. Bikers could maintain their profile, join bike clubs, use Bike tips,etc. This app created massive

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buzz around and captured 22k downloads. It acted as a huge success story for Castrol power1.

In the second year, the challenge in hand was to:

1. Double bikers ‘APPINESS’ quotient

2. Make them ‘GLUED’ onto the platform and retain repeat users

3. Expand the current user base

STRATEGY

As bikers are our core TG and held in high esteem, their views and feedback acted at utmost

importance. KOLs echoed with the same feedback making it a sure-shot for us to use their views.

Hence…

First ever ‘Co-Created Branded App’

In the recent times the technology upgrades have happened every 6 months and the user tends to get fatigued with older versions. This observation is visible in peer to peer platforms - Whatapp and Facebook. These platform upgrade their offering every 4 months and sees a significant increase in stickiness.

For ripple effect, our app required more – ‘social and user interaction’. While the last version was more about maintaining bike and basic profiling, our solution lie in social-always-on.

Social – Connecting with fellow rider

Always-on - Anytime and anywhere availability


We got 22k users in 2013-2014 now we were wanted to climb up a step further where ‘this app

become a necessity for them’.

Question to bikers: Will you use the app for the next 12 months?

Answer received by bikers: I would say that this app has a very good potential I will use it. Having said that,

Castrol needs to work on some features which are efficient for the bikers like - trip meter can be made independent of the data connectivity it will become a much more usable feature even on places without any network.

Additional Feedback to make the app more fun and engaging

1. Peer to peer participation.

2. Active club participation

3. Richer experience.

4. Lesser dependability on data.

Engagement factor in the app could be improved and we heard it from horse’s mouth.

EXECUTION

The application recreated for the bikers by the bikers:

1. Bikers could customize their status on their profile describing their identity

2. Bikers could find near-by riders and connect with them via the app itself during their solo road expedition.

3. Data for the trip is now captured offline which means low battery consumption and data connectivity not necessary.

4. Biker can caption their picture while sharing with friends

5. Peer to peer messaging included at various stages making it more social and interactive.

6. Clubs includes a forum and chat where people could connect with members for updates.

7. Emergency message could be share with key friends.

Precautions while adding features

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To maintain the app weight – With additional features and pictorial representation, image compression technology was used to lower the size of the app making it compatible for all kind of handsets.

Launching a chat feature – With a base more than 50k, there was a delay in chat push notification on real-time basis. This was primarily due to load on server. Post our external research we implemented XMPP(the server used by Gtalk) to increase chatting efficiency for peer to peer and within the group.

Data Capturing in non-connected markets – the application is optimized based on offline and online data synchronization which means that internet connectivity would not act as a hindrance during the user experience.

RESULTS

Castrol re-created ‘appiness in the life of the bikers through – THE POWER BIKING APP

Castrol understood the need of consumers via researches to make the experience better and added elements in the app like SOS, social interaction, solo bike requirements.

Analytics states that 50% of users revisit the app every month with the engagement as high as 4Min and visit 6screens/visit. 27% of bikers spent time navigating for SOS, Castrol Bike points, Best routes. Nearly 550 users connecting with the app and the brand on daily

basis.

1. The application was launched with a heavy social leg - biker and famous celebrity John Abraham re-introduced the app and reached more than 5Mn users on twitter with a most trending #, #thebikerapp.

2. 22k base doubled to 54k in just 6 months on Android app relauch. Introducing the App on iOS added 1.2K users in 3Months.

3. App rating maintained at 4.1 for over years.

4. App continued to increase engagement - 5.3mn seconds = 88400Mn minutes of engagement every months – higher than industry benchmark for any brand application.

FIRST EVER BIKER APP IN INDIA.

Consumer speak

Bram Yasmin Ramadhan: 1St biker social media Good application for biker. And bring us to exist in world of motorcycle club I wish all motorcycle club join here. Share the activity and riding together. Ride hard, ride safe. Brotherhood everywhere. Please give some maintenance I can’t fill the phone number, Indonesia cellular number are 10-13 digit and we can’t fill it fully here. I wish Castrol

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Sub Category: A.8 Campaign To Drive Sales

Top Three Entries:

Gold - WAT Consult - Multi Screen Media Pvt. Ltd. - NBA Click To Calendar Silver - Opera Mediaworks - Getit Infomedia - AskMe Bazaar 2 Bronze - PHD India - Hindustan Unilever Limited – Sunlight

Gold Winning CampaignWAT Consult - Multi Screen Media Pvt. Ltd.

NBA Click To Calendar

NBA Click To Calendar

• Official Broadcaster: Sony SIX is the official broadcaster of NBA in India

• Lack of TV Viewership in morning: The biggest problem Sony SIX was facing during their latest NBA campaign was TV- viewership which affected the AD revenue

• Time Difference: Due to the time- difference, matches were aired in India during the wee hours between (4:30am – 5:30am) & hence many users were not able to follow the game LIVE

• Target Secondary Sport Enthusiast: The target audience were not only the NBA enthusiast in the country but also the Sports enthusiasts who might

convert to NBA lovers once they get a chance to watch it live

• Increase TVT Ratings: The measureable objective of the entire campaign is the increase in TV- viewership we derive from this campaign & in return help to increase the AD revenue of the channel

Considering the TV medium, a sale is not selling of any particular product, but the metric for a sale here is simply generating a tune in from viewers. As the end rationale here is that once a user clicks on a banner, the complete the process by finally tuning in to the LIVE game early in the morning.

• Data Driven Insight: Our Target Audience(18 to

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24) are smart phone addicts – thanks to thiinsight we derived a campaign whose epicenter would be mobile phones . Reference here.

• Mobile Amplification: Hence we positioned our campaign as a mobile based one click banner whose main function was to set up reminders in our users phone calendars

• Automatic Reminders: Once the user clicked on the banner, a reminder was set automatically in this calendar of that specific match

• Alarm Feature: These reminders served as an alarm 10 mins before the match would start

• Right Ad for the Right Audience: These banners were well supported by a tactical media strategy wherein we targeted our target audience based on their behavioural pattern

• Media Strategy: Contextual advertising targeting famous sports portals in India like Sportskeeda.com, NDTV Sports and other websites that our visited often by our TG

• Campaign Duration: This campaign ran for three months – November 2014 to January 2015

• Ads for Selective Morning Games: Media sequencing was done basis the schedule of games. Every game had a different banner creative promoting the same on a regular basis

• The holy grail for TV channels in India is TV-Viewership; This campaign not only achieved that objective but surpassed it

• We used our Target audiences’ latest addiction –mobile phones and revolved our entire campaign around it

• This campaign has everything – a serious problem, an innovative solution and an extravagant result

• It surpassed brand’s expectation and increased the TV-viewership by 70%

• Through this campaign we got approx 1,89,556 people to watch TV through mobile at a cost of $8000

• With respect to user’s journey all they had to do

is click on a banner and save the reminder

• Not only the NBA enthusiast but also sports enthusiasts who earlier did not have the chance to watch it were able to catch the match

STRATEGY

1 Click banner – All a user had to do was click on the banner on a site that it was shown and a reminder

was set directly in their mobile phones for a specific game that was airing

The reminders served as an alarm wherein we made sure that the TG was reminded about the game at the time it is most important


Automatic set up of calendar reminders helped in making it easy for users to set up a reminder for a

particular game

EXECUTION

The ads were run on a detailed targeting of websites that enabled us to give the best ROI on the

campaign. The campaign was run during a period of 3 months.

RESULTS

Reminders Set: Through this campaign we derived 2,45,942 impressions which resulted in 1,89,556 reminders being set

• TVT Increase: Thanks to this extravagant number of reminders we were able to increase the campaign objective of increasing TV- viewership by

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70% exceeding the client’s expectation by 20%

• Positive CTR: The average CTR that we received throughout this campaign was 0.90% which is better than industry standard of 0.40% in India

• Reach: The unique reach achieved during this

campaign was 1,10,673 users

• Campaign ROI: The campaign return on Investment was a big success as the brand received 70% increase in TV viewership at a negligible cost of $ 800

Silver Winning Campaign Opera Mediaworks - Getit Infomedia - AskMe Bazaar 2

AskMe Bazaar 2

The AskMe team, India’s best online shopping site wanted to build visibility to attract users to

their new e-commerce portal, AskMeBazaar.com (AskMeBazaar) and establish the portal as the leading destination for online shopping across India.

The challenge was that India’s mobile commerce market is extremely competitive. Three well-funded and resourceful operators — Flipkart, Amazon and Snapdeal, who activate integrated marketing campaigns across multiple platforms including mobile print and television — are dominating the market. Even established ‘brick & mortar’ retail outlets with mobile commerce have failed to secure credibility, consumer confidence and necessary business volumes via mobile app or website offerings. AskMe, known primarily as India’s Yellow Pages, wanted to challenge the market, and launch and establish AskMeBazaar.com, as the e-commerce site of choice among all consumers.

AskMe tasked us to create an end-to-end, large-scale mobile marketing campaign that would primarily educate consumers about AskMeBazaar.com across selected targets with high indexing users in different categories. AskMeBazaar defined success by measuring brand impact and sales results. The campaign results exceeded expectations across

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all categories – from users reached, impressions delivered, to sales per day and total unique sales transactions.

STRATEGY

We, together with AskMeBazaar, studied how to attract the new brand’s early adopters and the

m-commerce heavy users by leveraging the catalog offering of AskMeBazaar.

The keys to the campaign success were:

• Reaching a broad audience on all type of devices: feature phones and smartphones.

• Early identification of 12 audience segments (personas), and the further customization of product categories to ensure only the most relevant ads were served to the specific users.

For example an audience segment, say the High Rollers profile. These users were served specific advertisements for relevant items such as watches and optical wear, luxury bags & luggage, jewelry, art & decoratives, furnishings, laptop, fitness, etc.

While the Sports Mad profile were served specific advertisements for relevant items such as sports, apparels, footwear, fitness, electronics, entertainment, etc.


The AskMeBazaar campaign focused on reaching consumers on their mobile devices. Our insight and

precision targeting technology was able to deliver for AskMeBazaar a tailored, creative experience to every consumer whenever they were online, every time they went online.

The power of delivering such specific content to the consumers ensured a unique engagement experience and drove new users to AskMeBazaar.

The campaign ran successfully over three areas: prioritizing securing visibility of the brand through Opera Mini browser users, delivering exceptional user engagement via selected targeting, and serving custom ad creatives to each user every time they visited AskMeBazaar.

• Visibility: The AskMeBazaar brand logo was

set as a native bookmark on the Speed Dial section of all Opera Mini browsers in India and on the Start Page. As a default m-commerce site, on one of the most popular browsers in the market assured AskMeBazaar would achieve massive brand coverage and secure user engagement.

• User Engagement: Showcasing select deals in front of select target audiences using “Surf DNA”, our proprietary laser-focused targeting technology, attracted the best transacting customers and increased the campaign efficiency in a major way.

• Custom Creatives: The value market segmentation allowed AskMeBazaar to serve tailored creatives everywhere, ensuring that each audience segment was presented with appropriate products.

EXECUTION

Mobile is at the center of the campaign. AskMeBazaar recognized that to disrupt the

established e-commerce offerings they would need to combine the insights and power of great technology with the right creative message to the audience. By partnering with our technology and us they were able to achieve this, and more.

• Opera Mini’s native ad units. We used multiple ad units as per the product for right impact – Speed Dial, Smart Page and Interstitials. These exclusive placements helped reach 55 million users and delivered 12 billion impressions resulting in great brand recall for AskMeBazaar. There was an 11% engagement with users and over 45 million visits to the website.

• Surf DNA technology for audience segmentation. Opera Mini’s proprietary technology was able to classify users based on their actual browsing behavior. During the 6-month campaign users were targeted based on their current browsing habits to ensure that appropriate products were presented to them resulting in over 3,800 sales per day and over 260,000 unique transactions.

• Developed 1500+ custom creatives. In addition to the powerful segmentation, over 1,500 creatives were delivered each week to the targeted audience segments. Over 200 campaigns ran across the 12+ specific audience segments with matching 34 categories of relevant products found on AskMeBazaar.

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• Continuous Performance Management. Combining the insights from user behaviors, AskMeBazaar was able to provide the best performing CTR products (deals), add similar deals and more importantly, remove non-performing products. Over 30-40 new deals were sent each day, or over 500-600 new deals every month.

RESULTS

AskMe was confident that, given their unique position, collaborating with us and our 55Mn

mobile browser users and proprietary technology would yield great success.

At campaign launch, AskMeBazaar achieved over 6 million clicks in the first month, and the response through the Opera browser was so strong that at some point AskMeBazaar utilized Opera’s exclusive placements to secure overall monthly sales goals.

Lead Generation

• 55Mn unique users

• 11% engagement ratio

• 45Mn visits to AskMeBazaar

• Increased sales from approximately 200 sales per day in first month to over 3,800 sales a day in the final month of the campaign

• A total of over 260,000 unique sales transaction during the six month campaign

• Cost-per-order 18% lower than benchmark rate

• The campaign was able to generate over 80% of AskMeBazaar’s total mobile sales

Market impact

• The AskMeBazaar mobile engagement campaign not only succeeded in disrupting the e-commerce market in India but it demonstrated the power of utilizing great technology and consumer insights to redefine a sector.

• This campaign surpassed Google and Facebook, the preferred channels, demonstrating that a well-designed mobile campaign can drive huge return on ad spend.”

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Bronze Winning CampaignPHD India - Hindustan Unilever Limited - Sunlight

Sunlight

Hindustan Unilever’s mass detergent brand, Sunlight, needed to defend to devise an innovative

strategy to defend its diminishing market superiority against lower priced and aggressively marketing competitor brands like Safed (translates to White).

• Defend existing 60% market share

• Convert from Safed’s consumer base

Our consumers in the West Bengal market were being blinded by the low cost pricing strategy deployed by ‘Safed’. Moreover, ‘Safed’ was using every available media opportunity to blast it’s advertising to our consumers. We needed to find a way to open a direct communication channel with our existing, lost and perspective consumers.

Each consumer profile was at a different place in the purchase journey and hence Sunlight needed to craft and deliver a separate call to action to them.

The solution was close at hand (literally).

STRATEGY

West Bengal has a mobile penetration of over 89%, making mobile the most accessible medium of

communication. 95% of users used pre-paid, which gives mobile 2X strength to not just reach but also offers the users a value exchange.

Thus, the first step was to create a dependable and

actionable mobile database of consumers.

We designed our campaign keeping in mind that the interactions had to be simple, and most importantly cost-free.

Using talktime as an incentive, we encouraged consumers to answer questions that helped us understand her purchase behaviour. We then sent out tailored DMs to this database to meet our campaign goals.


The state of West Bengal has a mobile penetration of over 89%, making mobile the most accessible

medium of communication with a large audience reaching even mass-media dark areas.

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However, we discovered that 95% of mobile phone users are on a pre-paid plan. This means that there is limited data available to effectively profile and share targeted messages the consumers.

The first step was to create a dependable and actionable mobile database of consumers.

Thus, we designed our entire campaign around the mobile – keeping in mind that the interactions had to be simple, and most importantly cost-free for our penny-pinching customer. Our partnership with telecommunication providers in India also helped to make the campaign free-to-enter, a powerful incentive for consumers. It also drove down the cost for the client.

A key driver of the campaign’s success was that rewards were relevant, instant and designed specifically to engage the target market. As a gratification that could be served instantly, and would attract a large segment of the audience we zeroed in on mobile talk time.

Using incentive as a trigger we encouraged consumers to answer questions that would help us understand her purchase and preference behaviour. The data was then used to profile her into a brand loyalist or a switcher.

The data was then used to tailor messaging to help meet brand goals.

The talk time offer was promoted via the product packs. Every consumer who bought a bar of Sunlight soap in the campaign period and targeted markets had an opportunity to avail of the promotion offered.

EXECUTION

A promotional code was placed on the inside of product packaging, encouraging consumers to give

a cost-free missed call in order to stand a chance of winning free mobile talk-time.

Our interactive voice (IVR) solution platform, which uses voice and touch tone recognition to guide the caller through a menu of options, was used to verify purchases. Consumers were then asked a series of questions about themselves and their shopping habits, and then instantly rewarded the with free talk time.

Through these questions we divided our database into two sections – loyalists and switchers. To the loyalists we sent out DMs encouraging them to purchase larger packs, to the switchers, we tailored messaging encouraging them to switch to our brand from Safed.

RESULTS

The promotion saw a significant increase in market share of 2% for the Brand Sunlight in West Bengal

in the last three months of the campaign. Furthermore Hindustan Unilever won an 80% penetration gain on Safed consumers during the six month campaign period.

Achievements and Wins:c

Mobillion Bronze

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Sub Category: A.9 Social/Not For Profit Campaign

Top Three Entries:

Silver - Red Fuse Communications - Colgate Palmolive (India) Ltd -Spreading a million smiles with a mobile Bronze - The Advertising Standards Council of India - ASCIonline Mobile App

Silver Winning CampaignRed Fuse Communications - Colgate Palmolive (India) Ltd



A consumer study conducted by market research firm GFK Mode revealed that 47% of the total

population in India have never visited a dentist. And furthermore, 38% of people who have ever visited a dentist, do so only when they have a serious dental problem. 64% Indians approach a dentist only after getting a cavity. There is a generic laid back attitude among average Indians towards dental check-up. They also believe that it could result in a high cost. In this survey 90% of people also agreed that they will avail of a free dental check-up if given a chance.

In order to create nationwide oral health awareness and instil the importance of good oral hygiene through free dental check-ups, Colgate India partnering with Indian Dental Association commissioned Oral Health Month. The aim of Oral Health Month was to provide an easier access to dental check-ups while also being able to identify and prevent oral health problems like cavities before they become serious. The task in hand was to dial up the fact that these free check-ups are available in their neighbourhood and are easily accessible.

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STRATEGY

In rural India, consumers are extremely frugal. This frugality even extends to the way in which people use

their mobile phones. The practice of ‘miss call’ is wide spread in rural India. For value conscious consumers,

we set up ‘miss call’ service to provide information about free dental check-up centres close to them.

An Oral Health Month helpline number was promoted across mass media touch points such as TV, Print and Retail to get information about nearest free dental check-up centres. On giving a ‘miss call’ to this number, the caller would get a call back from an interactive voice response system to take a healthy mouth pledge for the entire family and punch in her pin code when prompted. She would then get an SMS with the details of all the free dental check-up centres in the vicinity.


900mn+ subscriber base and higher penetration than TV inspired us to build our strategy around

Mobile. We put Mobile at the core or our media solution to provide customised solution as per the audience behaviour. The goal was to provide information at a fingertip about 31,000 free dental check-up centres set up during Oral health Month by Colgate and Indian Dental Association. After all it’s the only medium consumers carry on them always and the first thing they look at after getting up every morning.

Our four pronged strategy:

• For value conscious consumers – ‘miss call’

• For social butterflies – ‘miss call’ functionality embedded in Facebook on feature phones

• For media dark audience – out bound voice call

• For active information seeker – mobile search with location extension

EXECUTION

Taking this ‘miss call’ experience to the next level by leveraging the ever increasing penetration of

Facebook in smaller towns and rural India as well as accessibility of Facebook on feature phones, the ‘miss call’ phenomenon was extended to the Facebook platform. A unique functionality – ‘click to miss call’ was built within Facebook newsfeed Ads, targeted at feature phone users. We set up geo targeted campaigns on Facebook in and around the areas where Colgate and Indian Dental Association had established free dental check-up centres. Through the newsfeed ad consumers were encouraged to take part in the Oral Health Month and get a free cavity check-up done for their entire family. To get information about the nearest free dental check-up centre, all they had to do was to click on the ‘miss call’ button embedded within the Facebook Ad. On giving a miss call, they would then get an SMS with the details of all the free dental check-up centres in the vicinity. All these while they didn’t have to go away from their Facebook environment.

For media dark audiences, who won’t get to know about Oral Health Month promotion through any mass media, out bound voice calls were made which would connect them to an IVR to punch in their pin code to get the details about the nearest free dental check-up centres.

Mobile Search also played a significant role in our media solution. We came up with a combination of Google search with location extension, layered with geo targeting. On searches pertaining to Oral Health Month, the address of the nearest free dental check-up centre in her town or city or pin code was shown right within the text Ad which appeared at the top of search results page in Google on their mobile device.

RESULTS

Colgate managed to get over 5.4 Million free dental check-ups done during this period.

Augmented benefit of the successful Oral Health Month also accelerated the equity building of the parent Colgate brand. It also helped Colgate

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in becoming the Most Trusted Brand for the 4th consecutive year by the Brand Equity Survey commissioned by The Economics Times.

By the year end, Colgate’s market share (by volume) in India had reached a record breaking 56.7% of the total

share, a new high in 15 years in a hyper competitive oral care category.

Our learning: Consumers are Mobile. Not the device. Design for the behaviour.

Bronze Winning CampaignThe Advertising Standards Council of India

ASCIonline Mobile App

ASCIonline Mobile App

The Advertising Standards Council of India is a self-regulatory organization for the advertising

industry. Established in 1985, ASCI’s role has been acclaimed by various Government agencies. ASCI works towards the mission of maintaining and enhancing public’s confidence in Advertising. ASCI is now the “Executive Arm” of the Department of Consumer Affairs handling all complaints pertaining to misleading advertisements. (More details About ASCI, watch http://ow.ly/Qvqg2)

ASCI launched India’s first Consumer Complaint Mobile App – ASCIonline on June 17th 2015. With the catchphrase ‘SnapItAndAppIt’, it lets consumers flag complaints against offensive /misleading /vulgar ads and subsequently get real-time updates, on the same screen of the smartphone or tab, as the complaint is processed. Keeping the design and interface uncomplicated, clean and user-friendly, ASCI has ensured to rightly M(obile)–Power consumers providing the utility to voice against misleading ads at

their fingertips!

The launch of this App could not have been more timely as it coincided with the Digital India week and received excellent media coverage, generated positive buzz on Social Media and word of mouth publicity. This resulted in excellent response in terms of App

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downloads and new complaints lodged via this App

This FREE App is available on android and iOS platform.

STRATEGY

Providing convenient access for lodging complaint and the growing number of smart phone users and

internet penetrations in the country prompted us to launch the app. The app has a simple interface, with easy access to a complaint centre, where it’s possible to register complaints as well as track and maintain a record of old complaints. It is very convenient for the consumers; the app allows them to register complaints about misleading or incorrect ads directly to the council from their smartphone, as it is available at the fingertips even when there are on the go – while commuting, watching TV or just flipping through your morning routine of reading the paper.

During just the first month of launch, the prime strategy used for the app was to reach out all consumers exposed to advertisements at large. The idea used was to make the consumers connect to the day–to– day mediums of them viewing ads (like TV, Newspapers, Hoarding, Trains, Buses, etc.) and the most common claims in these ads they come across. The communication tone used was to make the consumers aware about the misleading/ objectionable ads they see but don’t know how THEY could help to curb them. The communication further leads to a call for action with our “SnapItandAppIt” to complain against these ads through the ease of the App.

In addition, a connection made to the need of the hour and trending topics which relate to consumers. Keeping the same in ASCI’s M-Power during Digital India Week which was tagged as Power to Empower was created.

Truly being a “Power to Aam Janta” App the press was also seen as an important mode to reach out, besides social media.


ASCI priority for the year was improving REACH –

• to provide convenient access for consumers to lodge complaints and

• to increase ASCI reach across India

While the web-based online complaint registration system has been functional for over three years, the Mobile App truly breaks the “Reach” barrier. With the dramatic and ever growing increase in Smartphone penetration and it’s use for various transactions, the Mobile App is a great enabler for end Consumers. It helps them so that their voice is heard in real time and they get to witness the action taken on every single complaint they send via App.

ASCIonline App is a very clean and simple design that is extremely user friendly. Post a one time registration through their cell phone, the consumer is good to go and register his/her complaint online.

SnapItandAppIt

The Marketing campaign adopted to launch the app was focused on increasing awareness on false claims and armor consumers to combat misleading advertisements to safeguard their interests. ASCI coined the “SnapItandAppIt” tagline as the App allows one to take a picture of the objectionable ad and send it through the App to ASCI. “ASCIonline for Ads to fall in-line” tagline got popular on digital platforms creating organic shares and interactions. There was also an engaging connection made with the trending topic of “Digital India” and ASCIonline Mobile App placing power in the palm of the consumer.

“More Governance and less Government” would be possible only if self-regulation organizations like ASCI are successful.

EXECUTION

The ASCIonline Mobile App launch campaign was majorly implemented on Digital Platforms and

among the mainline and regional media.

Headlined for the press note “ASCIonline App for Ads to fall In-line” was sent to all media (Print, Online and Electronic). This garnered a lot of interest among the press as it was seen as the need of the hour to empower the consumers to fight against misleading ads. The App was also reviewed by the media, making people aware on the ease in accessibility to voice out oneself.

Digitally, especially across the major social media platforms being Facebook and Twitter, the campaign organically reached well. The creatives depicted - how a layman was in constant exposure of various

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misleading/offensive/vulgar advertisements. The idea executed was to make the consumer aware about misleading claims shown everywhere around them in buses, autos, television, online, newspaper, etc clicked very well with the audience. This communication was linked to #SnapItandAppIt to stand against misleading Ads by just downloading the App. Additionally, in line with the Government’s Digital India Week which said Power to Empower, our creatives made a strong connect with M(obile) – Powering Consumers. This too was seen as a big hit with the audience digitally and otherwise. #MPower with ASCIonline helped the consumer to know that the next time they are irked by a commercial message, they could just go ahead and complain as the power lies in their palms.

During the campaign we also were listening for ‘social grumbling’ against ads across Twitter. Online, we listen for key words like ‘offensive advertising’ or ‘vulgar advertising’ and get in touch with people to tell them they can lodge an official complaint conveniently through ASCI’s App.

These campaigns did not only help us get people to lodge complaints on our Mobile App but also helped in increasing awareness

RESULTS

Our free Mobile App – ASCIonline garnered a lot of interest from media as well as consumers.

Our campaigns that we ran received tremendous response.

In less than two months of our launch, with purely organic reach approach, the number of downloads have crossed 950. We have also received a 4.0 /5 star rating by users on Google Play Store and some very

positive feedback.

Through the App we have seen a jump of 24% in the average number of monthly complaints received as compared to previous three months. Consumers have complained against advertisements across wide range of mediums such as Print, TV, Website, Radio, SMS, Emailers, Promotional Materials Product Packaging and App Ads.

Complaints also cover various sectors like Educational, FMCG, Healthcare, Telecom, E-commerce, Durables, Automobiles, Food and Beverages.

The complaints have come from far and wide across India from more than 15 different states and cities like Darjeeling, Thiruwallur, Almora, Bikaner, Jalandhar, Hingoli, etc.

These results within such a short time re-affirm our belief in utility of this App and it’s success.

PR IMPACT: Across almost 100 media channels

• 73 Online Coverages

• 26 major Print Mainlines and Regional

• Total PR Value Received = Rs. 14.5million

SOCIAL MEDIA IMPACT (Please note all these were achieved through ORGANIC growth):

For posts between 17th of July to 27th of July.

FB:

• Organic Reach – 20,065

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CATEGORY: Channel/Media Strategy

Sub Category: B1. Cross Media Integration

Top Three Entries:

Gold - MTV India - Viacom18 Pvt Ltd - Durex MTV Rex Talk Silver - iProspect - Pepperfry iSync Bronze - Madison Media - Godrej- Tring Tring Consumer Calling

Gold Winning CampaignMTV India - Viacom18 Pvt Ltd - Durex MTV Rex Talk

Durex MTV Rex Talk

A campaign with 3 phases - Call for Entry for the Bootcamp - Online Bootcamp Phase - TV Episodes.

Campaign was launched on 1st of December 2014 (World AIDS Day) with Bollywood’s superstar Ranveer Singh as the face of the campaign. The hastag #RexTalk trended on World Aids Day. We launched a powerful online film with Ranveer Singh to asking people to Talking about Sex and participate in the movement. Chup - A take on how indians keep silent on the topic of sex. This was soon followed by another video. Beep - A take on the level of censorship and taboo issues in Indian media.

A series of films called the Sexperiment (where random people were suddenly asked talk about sex for a minute) and Rexbusters (where MTV VJs asked

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people basic questions about safe sex) were released during call for entry phase.

All these videos were supported by heavy promotions on all MTV Assets directing them to the website (mtvindia.com/rextalk) to submit their opinions by tweeting, blogging, or shooting a video of themselves. We received over 10300 entries.

From these entries we shortlisted the best 12 entries for the 14 day Bootcamp. A Bootcamp like no other. A Bootcamp to spread awareness about safe sex.All 12 contestants were flown down to Mumbai and were divided into 4 teams of 3 members each. #RexSafe, #RexBusters, #RexLonger, #RexFun

The bootcamp was hosted by MTV’s very own VJ Anusha. Every day, teams were given tasks to perform. Ranging from going on the streets and convincing people to give them condoms to clearing the myths on sex. From playing games like Innuendo Bingo with a twist to creating Public Service Announcement Videos and performing plays on safe sex. With Durex Tasks getting the teams extra bonus points.

The tasks for each teams were shot and edited the very same day and put up online on all MTV online platforms the very next day next day. Keeping the live reality show element intact. 48 webisodes were produced in the span of 14 days.

The hashtags for each team played a huge role, as the each social media interaction on the team hashtags counted for points for the team. Each Video View got the team 10 points, a facebook like, 5 points, a tweet 1 point, instagram heart 5 points.

The end of 14 days, the team with the highest points, won a trip to amsterdam.

Post the live online bootcamp phase, the highlights of the Campaign were edited into 2 TV episodes.

The entire campaign was extensively covered by major websites and online magazines.

STRATEGY





The India sexual landscape is fast changing. Youth, key drivers of this change, are getting more

and more assertive about sexual needs and 50% of them begin using condom from the age of 15-18 years. Hence, the core target group was 15-24 years. Through our proprietary media tool and syndicated researches we determined that Mobile is the best medium for High Reach & Time Spent and Low Cost. Further it’s a personal medium unlike TV (most households are single TV in India), allows Interactivity and more suitable for the kind of edgy content we wished to air (TV, being a family medium is highly regulated in India).

EXECUTION

Durex kicked started the campaign by airing promo spots on the “World’s Aids Day” featuring Ranveer

Singh, current heart throb among youth, provoking youth to come out and talk more often about Sex.

16 contestants were shortlisted based on a national level contest wherein they were asked to send in videos/blog/tweet on what they think about sex in India.

They were put in a boot camp, divided in 4 teams. Each day they were given the tasks that involved busting common Sex Myths, Talking with people on street about a subject that’s considered taboo, etc. And many short videos of each day activities went online every day.

Program was heavily promoted on MTV TV Channel, MTV.Com, facebook, Youtube and many social

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websites.

To ensure great experience despite bandwidth issues all videos were of 2-3 min duration.

RESULTS

Durex MTV RexTalk was a rocking success. By the end of the program Brand’s Spontaneous

Awareness scores went up by 44%, Brand For Me score went up 40%, Brand I Love score went up 29%. Market Share in the top 35 markets went up by 90 basis points (4.8% to 5.7%) and in the two largest markets- Mumbai & Delhi it went up by 400 bps (11.6% to 15.6%) and 180 basis points (8.7% to 10.5%) respectively.

Silver Winning Campaign iProspect - Pepperfry iSync

Pepperfry iSync




Thus, it was imperative that we harness the full power of media, in order to get the upper hand on our competitors. Our objective was to integrate our online and offline activity in order to take our campaign to an all new level.

STRATEGY


TV they often engage with their smartphones, to

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search for certain keywords. Thus, if they see an advertisement that catches their attention, chances are they will search for keywords related to that advertisement.

With this insight we thought, what if we could capitalize on the online opportunity created by our offline campaign?








Mobile and other portable devices are often used to move from one medium to another to achieve an end goal. In fact, user behaviour has been changing in the past few years as users prefer to engage with multiple screens at the same time. Multi-screen behaviour is now a common occurrence and can be categorised into two models; Simultaneous Usage and Sequential Usage.

For this campaign our focus remains on Simultaneous

Usage of screens. According to our reports TV is the most common device that is used simultaneously. That being said, Search is the most common medium used as a bridge between devices.

EXECUTION








RESULTS






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Bronze Winning CampaignMadison Media - Godrej





The activity was lauched on 14th November 2014. Within the first month of the launch of the campaign, Free-G recevied thousands of unique callers.


STRATEGY

Godrej wanted to advertise its new innovative range of consumer durable products to the metro

forward audiences, but didn’t want to limit its media to a singular platform.

The campaign targeted metro forward thinking couples, 25 to 45 years old, who are always on the move.

Basis media consumption habits of our target, we found that Mobile phones serve as this target population’s main source for getting more information on everything - news, social gossip, political updates, information on any new purchase etc.

The total mobile users in India, has increased from

106 million in 2010 to over 886 million as on 2014.

Out of this, 30% users are smart phone users, and as a trend most mobile advertising campaigns are designed to cater to smart phone users be it modern day apps, social blogging, website advertising etc.

Leaving the other 70% population of mobile users with no brand or product exposure.

Godrej created its own communication channel, “Free-G” to disseminate any product information across media. Free-G is India’s first non-web based mobile browsing experience. Free-G allows Godrej to showcase their entire range of brands on a single platform to the consumer, thus creating awareness across products

The FREE-G number received half a million missed calls in just the first month of the campaign.

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The objective was to showcase Godrej as a brand that represents modern sensibilities to metro-forward thinking couples and ingrain in them that Godrej is a innovative, modern brand in addition to its rich legacy.

Media Task:

1. Awareness: Creating awareness across all the 8 Godrej products

2. Intrigue: A real-time metric designed to gauge the consumers’ response that is triggered by brand communication

3. Desire: To deliver atleast 0.1 million enquiries

The campaign goal was to deliver a unified experience to consumers both on-the-go and at home.

The strategy revolved around the fact that mobile phones are potentially used at all times and consumed with another media simultaneously.

Godrej created first of its kind “FREE-G” as a channel to disseminate any product information across any media. It is India’s first non-web based mobile browsing experience which showcases multitude of Godrej brands on a single platform to the consumer, thus creating awareness across all 8 products.

While any good brand campaign creates awareness & interest in a product, there is often a significant time gap between seeing an ad and actually buying a product.

With more than 96% of our audience using mobile phones, it acts as an immediate media to get more information on the product ad seen. Hence FREE-G, the first permanent mobile marketing asset for Godrej, was the heart of the strategy for launching and introducing the consumers to the innovative products.

EXECUTION

Challenge was to popularize and drive calls to Free-G as once a call came to Free-G the caller

would receive personalize direct communication from Godrej.

To address this concern, we identified 3 core CONSUMER INSIGHTS:

1. Mobile phones are potentially used at all times

2. Mobile phones are ideally consumed with another media simultaneously

3. Indians tend to emulate their favorite celebrities

The usage of FREE-G was integrated across TV, print, radio, digital and social media pages

More than 50 celebrities across media voiced and propagated the FREE-G number across media

Celebrities talked, tweeted, wrote and sang fun songs about the Free-G number across media platforms.

On TV, the number was demonstrated and verbalized by protagonists of leading tele shows across 8 top national channels

On Print, leading entertainment daily captured celeb anecdotes writing about the convenience of Godrej products and usage of Free-G number

On Radio, famous Indian singers and bands along with the radio station jockeys popularized the Free-G number through catchy tunes.

Digitally, we created buzz on Facebook, twitter, music websites like Saavn. We got famous stand-up comedian Atul Khatri to interact with the audiences for 60 seconds and interestingly bring back the connect to Free-G.

The videos received more than 150,000 views.

The campaign invited consumers from 29 states around the country to call on the FREE-G number for any information on the Godrej products.

RESULTS

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The campaign was one of the first in the India to convert traditional advertisements into real time

unified experience for the consumers.

With more than 520,000 calls received, the Godrej Free-G campaign achieved its overall marketing goals.


The number has also been used to send out customized SMSs for gifting during the Christmas and New year season to specific customers basis demand

for certain high value categories. Plans are on to use FREE-G for other such similar targeted activations in future.

The mobile campaign exceeded expectations in awareness and intent to buy.

- More than 4,600,000 people reached with brand perception score increased from 12% to 14%

- More than 520, 000 calls and 74,000

- leads across businesses resulted into 20% increase in sales


Sub Category: B2. In- App Advertising

TOP TWO ENTRIES:

Silver - Mindshare India - Idea Cellular Pvt Ltd - Sponsorship converted to performance - Idea Bronze - Mindshare India - PepsiCo India - 7UP used technology (TemperAd Engine) to REVIVE sweaty India exactly when they were sweating!

Silver Winnig CampaignMindshare India - Idea Cellular Pvt Ltd

Sponsorship converted to performance - Idea

Sponsorship converted to performance – Idea

Idea’s communication strategy has always resulted in buzz worthy conversations, however, this time

Idea was grappling with a massive business challenge

beyond the brand task of awareness.

Being an operator Idea is spread across 22 circles

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however to be on TOM at all times they needed:

@365 days talking with their audience.

STRATEGY

Divided by states, united by Newhsunt - Opportunity for Idea to explore and talk with their consumers

on everyday basis.

We formulated a strategy where we implemented 25% SOV based solution on newshunt App across all sections for Idea.

1. Tap Non-Idea user and generate ambush marketing strategy with them.

2. Product promotion as targeted as circlewise, operatorwise, handset wise delivering maximum utilization of technology to target right audience with correct communication:

Eg: Feature phone user in Kerala is shown a 2G connection compatible with their handset in Malayalam vs 3G communication shown to Smartphone user in Maharashtra in Marathi.

3. News launches of theme and product are showcased with Full screen placement with interactive rich media execution.

4. Creation of native for over a year to sustain user’s interaction at all time. Also showcasing various product ranges and UGC initiative by Idea driving engagement.


Mobile telecom operator - Idea’s coverage pans across 29 states + 7 union territories. In such

a diverse scenario, country is always emotionally connected with their regional language, in sync with Idea’s philosophy.

Newhsunt App - The only platform that congregate news content across 13 different languages across 22 circle. Newshunt is the largest News reader user base

in India – More than the legendary TOI.

EXECUTION

The Newshunt application had an ‘Idea Zone” with multiple Ad formats like banners, Splash screens

and Interstitials with local language creative to promote the Idea VAS products. Circle wise / region wise promotions with 150 creative every months using “language tadka” were developed a record for any mobile campaign execution.

RESULTS

Nielsen reach:

1. Idea ad recall saw a sharp uplift of 14points.

2. Brand consideration went up by 7 points.

3. Purchase intent post seeing the idea ads went up by 13%

Idea caters to 25% SOV month on month reaching out to 25Mn users every month with various targeted Idea communication.

1. Business results:

a. Generated 30k Leads from a sponsorship placement.

b. Conversion on Idea product

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Bronze Winning CampaignMindshare India - PepsiCo India - 7UP used technology







STRATEGY


apps and websites to consumers whenever the temperature & humidity on their phone indicated a possibility of sweating. We used this core thought

and made smart use of growing weather applications which are triggered atleast once in day by user to check the temperature, humidity levels either before or when he is out of home. Since for the first time a beverage segment brand was looking to build high preference amongst energy drink consumers hence use of relevant media choice at right time to reach this right consumer set was beautifully captured by using swe(a)t points.


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EXECUTION


t Moments’ when he was browsing on Google, Facebook and other apps on mobile especially when it mattered. The creatives not only bagged consumer to understand the offering of 7UP Revive but also enabled him to instantly want to consume the product. The sampling exercise was planned around key outdoor Swe(a)t moments in consumer’s life. These were strategically chosen by mapping schedule with pincodes with mobile towers and use of geo fencing made sure that sampling event was communicated to the users before the crew arrived. Besides this, we also created a few more surprise media moments. We made use of user’s vacation time to place the contextually relevant message for travelers. We created a small audio brand jingle that was placed on Indian Railways PNR enquiry phone line when users waited for their train status.

RESULTS

The deployment and use of TemperAd Engine led dynamic creative messaging targeted at right time of day helped brand garner over 6 million brand exposures during actual Swe(a)t Moments in consumer’s life contracting 15% higher CTR on similar apps that otherwise regular banners witness. This truly highlighted the relevance and engagement signs amongst users. 800,000 consumers were touched with sampling notification through pincode targeting at identified locations hence inducing large amount of brand trials during the activity.





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Sub Category: B3. Mobile Applications

Top Three Entries:

Gold - MTV India -Viacom18 Pvt Ltd - Pepsi MTV Indies App Silver - Indigo Consulting - Asian Paints India - My Colour Project Bronze - Mindshare India - PepsiCo India - Lay’s - Google went beyond giving directions to people. It now unlocked a treasure!

Gold Winning CampaignMTV India -Viacom18 Pvt Ltd



MTV and Pepsi have their finger on the pulse when it comes to appealing to the youth of today. MTV is

the world’s premier youth entertainment brand with a global reach of over half a billion people - and Pepsi, the global food and beverage conglomerate, has been a household name for over a century.

Joining forces, the iconic brands wanted to spark a trend across India by introducing Indie music and creating a subculture that appeals to the youth of today. The aim is to engage this subculture to discover a wide variety of music and indie art, stay connected and have a seamless experience anywhere & everywhere.

To achieve this, MTV adopted mobile as the core of its digital strategy, for building and promoting the Indie subculture amongst their target audience, and creating a unified experience across the 24x7 TV channel, web and mobile.

STRATEGY

Digital is an integral feature of the Pepsi MTV Indies experience. With mobile at the core of our strategy,

we envisioned a superlative product that would not just deliver great curated content but also aid indie fans and music lovers in discovering it.

The channel integrates into the digital world with

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video streaming, users can create playlists, share gig updates and feel the experience of other indie fans up close and personal. The Indie music discovery feature and the Pepsi MTV Indies app has been created, which is accessible across all Android and iOS platforms, to bridge the gap that apps like Shazam and Soundhound couldn’t fix.


Can’t seem to place the song your friends are eat, sleep and raving to? Tap That Song on the app and

discover all the information about the song - artist information, song lyrics, chords and more.

Song Recognition apps like Shazam aren’t made for Indie music enthusiasts, Tap That Song is a feature that’ll help you recognize any recorded Indie song, throw up all the artist information you need, song lyrics as well as a list of related music that is ideal for music discovery.

Your TV doesn’t do it for you? Watch Pepsi MTV Indies LIVE on the go.

Want to stream music for free? The PMI mobile app lets you do all that and more.

EXECUTION

The branded app was developed in-house and released on the Android Play Store and then the

iOS App store.

RESULTS

The application has over a million active sessions on it since launch and over 30,000 downloads.

The time spent on the app is at an all-time high of 8 minutes.

Silver Winning Campaign Indigo Consulting - Asian Paints India

My Colour Project

My Colour Project

In a commoditized market, Asian Paints wanted to stand out and bring out its brand positioning shift

from being just a paint company brand to a more lifestyle one.

Towards this end, the MyColourProject app was developed with many innovative features that took advantage of the mobile’s camera, user behaviour and requirements.

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We developed this app and it was (and continues to be) a hit with inspiration seekers, having been downloaded close to 100,000 times.

STRATEGY

“People think of paints like a politician thinks of his constituency. Once in four years.” – A line from an agency brainstorm.

By 2013, the paints industry was in an interesting place and Asian Paints experienced it head-on.

On the one hand, you had increased involvement. Increasingly, the company was seeing end customers coming to paint stores, asking questions, not being satisfied with colour options and being more educated about the category. On the other hand, usage determined that they would engage with the category only once in four-five years. The brand challenge was to stay relevant to the consumer’s life even if she is not looking to buy paints in the near horizon.

Towards this end, the brand slowly moved from a functional paints company to collaborating with the end consumers in beautifying their homes. The website was revamped and there was a clear angle of inspiration that drove people to the products. The challenge for us was: How do we make this relevant on mobile beyond making a responsive? After all, mobile was a big source of queries for Asian Paints and with the medium growing at a phenomenal pace in the country.

Towards this, we developed an application called MyColourProject – which brought alive the world of colour on mobile to Asian Paints’ audiences in a never-before audience.

TARGET AUDIENCE

Asian Paints would be looking at both the rational buyer and the inspiration seeker. They aimed to create a mobile application experience catering to both.

The rational buyer is usually male and process-oriented. Their frequency of interaction is more episodic (since they are likely to seek information only when they have a requirement). As far as social behaviour goes, they are silent and pragmatic. They are goal-oriented and return quickly after the purchase.

On the other hand, are the inspiration-seekers, they are mostly women, and have more frequent interactions. However, these interactions are not goal-oriented as much as inspiration-led. These visits are hence smaller than those of the buyer, and they are more amenable to socializing and conversation.

Both audiences are important to Asian Paints. Thus number of app downloads would measure that shift from paints to partnering with consumers to beautify their homes.


No paint brand had ever ventured into an engaging mobile app space before.

Some of the innovative features included:

Snap It: Ever saw a wonderful colour, and wondered which shade exactly that was, so you could use it in your own home? The Snap It functionality allowed users to point their cameras anywhere, and the tool would show people the various shades. What’s more, people could ‘favourite’ the shades they liked and view them together, later.

Inspiring people: Inspiring people through an AP Gallery. People could add their own, and browse images that others had sent in, as well.

Ideas Engine: Where we really took the concept of inspiration ahead, with own content, and user-generated content as well!

Unique navigation structure which allows users to move between the four key journeys: Get Inspired, Make It Happen, Try & Decide & Our Products within a single click

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A minimalistic UI design, with use of translucency, in sync with flat design philosophy that was currently popular on the web

Various features that were popular on the website such as ‘Colour Spectra’, ‘Home Painting Guide’ & Budget Calculator’ were adapted for the application.

Leveraging mobile location information to provide location specific information such as directions, nearest stores and more

Copywriting was rewritten to make it suitable for the mobile browser medium.

Finally, even before a person had logged in, he/she would be able to see the features of the app, all of which would be enhanced once he logged in!

EXECUTION

The app was developed and deployed on the respective app stores. It was a tight integration

between development, testing, coding, planning, servicing and creative teams – all held together with project management.

We developed My Colour Project for android, IOS and web platforms. We used Facebook, google and twitter for user login. The technology was developed in such a way that the captured image can be shared on website or mobile app and was viewable on both devices irrespective of platform. Also a Project Planner functionality was added in order to provide the user ease of planning to decorate multiple rooms based on room details, paint type, interior or exterior options, surface condition, fresh paint or repaint options, paint type, product type and carpet area. Thus aids the user in decision making. The app also helps the user in decision making by suggesting complementing shades to the captured picture. The app further suggests the users on dealers where they can get their desired product via dealer locators. Moreover users can share their stories on the app

RESULTS

When one thinks of successful mobile applications, they are either games or something that serves

a utility. Traditionally, mobile apps have been in the space of the latter (think online shopping and internet banking). We broke that mold: Getting close to 100,000 application downloads for a product that traditionally was B2B speaks of the power of the brand as well as the engaging features within in. We believe we brought out the home decor aspect well, as well as maximized the role of the mobile in it.

Post launch, the mobile app has been downloaded 94,500 times in all (source: Analytics). Considering that this is, at the end of the day, a Paints brand, we believe this is a significant achievement in building the brand. And this was done without any app promotion!

The Nerolac application’s Android downloads is still in the range of 10,000-50,000 (Source: Google Play). Berger has been downloaded less, in the range of 5,000-10,000 on Google Play. Both competitors were not present on iOS.

The app is also frequently updated (Jan 2015 being the last update), while the app of competitors haven’t been updated since launches in 2013 (Nerolac) and 2014 (Berger). This reflects on the user response to both: Our app has been rated 4.0 by a total of 2836 users, with 52% of those being five-star. The Nerolac app has been rated by only 693 users, and Berger just by 58.

Hence, the mobile app firmly helped establish that Asian Paints was moving towards the home décor space.

The mobile efforts of Asian Paints are recognized by the industry as well, winning the best mobile website award at exchange4media’s IDMA 2014 awards, the Campaign Digital Crest 2014 awards, and bronze at the DMA Echo awards 2015.

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Bronze Winning CampaignMindshare India - PepsiCo India - Lay’s -

Google went beyond giving directions to people. It now unlocked a treasure!

Lay’s - Google went beyond giving directions to people. It now unlocked a treasure!

Lay’s, the undisputed market leader in the potato chips category was hit with a share loss in Q42014.

The biggest threat came from the other snack brands that were promising more variety and excitement.

We needed to strike an emotional chord with millennials (15-24 aged core Lay’s consumers) and bring brand love back among this hard to please audience, as it’s the biggest consumption driver for market share.

In a period, where every other brand is running vanilla contests to woo consumers we did a first of its kind innovation that brings the two giants – Google & Twitter together ON MOBILE to create an immersive technological experience for our audience that engages them.

STRATEGY

Historically we have seen around every live sporting event, Twitter sees a massive surge

in conversations, as it lends itself as a preferred platform amongst youth to express and connect with audiences with shared interests and passion.

We decided to ride on the current conversations on twitter and bring the game of cricket closer to our

audience. For a cricket fan, there couldn’t have been any bigger reward than to watch the World Cup Finals live.

We fused the social networking of Twitter and linked it with the functionality of Google Maps that ensured a huge spike of conversations around our hashtags almost without much brand push.

Google maps have always been synonymous with giving directions from point A to point B. We decided to hide some tickets for our fans inside Google Maps and let them reveal and claim it through interactions with our Lay’s Twitter handle.

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We combined the social networking power of Twitter with the utility of Google Maps and created an uber-cool mashup application to engage our audience on our branded microsite.

Presenting ‘Ticket Ka Game’ – a virtual treasure hunt for a World Cup Ticket to watch the Finals live where we the tickets to the World Cup were HIDDEN INSIDE GOOGLE MAPS.


Being the defending champions, almost the entire cricket crazy nation kept talking about bringing

the cup back and the fervor among the youth was an all-time high.

However the schedule of the matches was a dampener for the Indian subcontinent owing to the time zone difference. Most of the matches were scheduled at a time when majority of the audience would be at work/colleges/schools.

We knew that Mobile and Social are the preferred choice of channel for our audience to discover/consume/discuss and share the excitement of the Cricket World Cup amongst their social circles.

Our engagement model therefore had to be rooted in mobile and social keeping in mind the media habits of our audience during the tournament.

EXECUTION

1. Targeting Precision: Historical data indicated that Twitter is the preferred destination for consumers to consume/share match moments around live sporting events. It was about being present in the right environment and poking them. We targeted those audiences using Keyword Targeting and introduced ‘Ticket ka Game’. This ensured higher level of curiosity and buzz with minimal brand push.

2. Technological Disruption: We brought together two giants – Google and Twitter to create a

first-ever technological mashup using their APIs to create a destination that’s unique, practical, and fun.

a. Incentivised Progress - The progress of the Treasure Hint was directly linked with the online chatter of the campaign. The map only zoomed in on receiving the correct answer.

b. Real time Tracking - We tracked not only user performance in the treasure hunt, but also the social conversations in real time via our campaign monitoring tools to plan our next move and be on the lookout for interesting points of intervention.

c. Real time Leaderboard – One glance at the leaderboard showed the user progress along with its competitors, denoting their level of progress in the treasure hunt vis a vis the competition.

RESULTS

- Brand Love grew by 30%

- Great Taste grew by 21%

- Lays grew in market share - volumes rose by 13% v/s 8% for Potato Chips category

- Frequency of Consumption went up by +1pp

- Engaged over 3.3 million consumers with 27.7 million reach

- The avg time spent an on the app was 6 hours and we garnered 409 million exposures

- On social media, the sentiment analysis increased from 70% to 99% +ve and we created 1 million conversations online.

- And got a free PR coverage.

- And best of all, Lay’s was the most talked about brand on social media amongst the ICC sponsors, next to Star Sports.

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Sub Category: B4. Mobile Website

Top Three Entries:

Gold - HCL Technologies Limited - HCL mobile responsive website redesign helps generatinglead funnel worth $1bn. Silver - DB Digital (Dainik Bhaskar’s Digital Arm) - Fashion101 Mobile Website Bronze - MTV India - Viacom18 Pvt Ltd - MTV India Blogs

Gold Winning CampaignHCL Technologies Limited

HCL mobile responsive website redesign helps generatinglead funnel worth $1bn.

HCL mobile responsive website redesign helps generatinglead funnel worth $1bn.

The Objective was aligned to a bigger goal of developing a revenue generating mobile responsive

site.

I. Though there were visitors on mobile devices, but there were no leads coming from non-responsive web site. One of the main objectives of mobile responsive site was Lead Generation.

II. All digital marketing strategies are centered on sharing content via email, social sites, blogs etc. And most of the times, people access these channels via mobile devices/tabs. This makes it even more important to display content on these devices.

III. Search engines give more weightage to mobile responsive sites in their search rankings. So the objective was to bring organic traffic by making the

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site mobile responsive.

IV. The average time spent on non-mobile responsive site was very low & bounce rate was high. To address this it was important to enable a mobile responsive site

STRATEGY

I. Stakeholder analysis: Typically B2B buyers are looking for capabilities of vendors, brochures, case studies, videos and other collaterals that support the marketing proposition.

II. Phased approach: Important business sections were identified based on the traffic on the pages and those sections were made mobile responsive in the first phase.

III. Design approach:

a. It was ensured that the basic layout of all the pages were consistent in terms of design.

b. For the tab version (medium-sized devices), the desktop version was adapted.

IV. User Committee: User group consisting of Management, Sales / pre Sales team, Customer was formed to get continuous feedback on mobile site.

V. Creating Awareness: A detailed plan was created to launch the mobile responsive website. This involved leveraging social & digital channels.


I. Solution approach: Mobile responsive approach was selected as compared to mobile sites as singular instance is scalable & manageable. Content was synchronized and the varnish caching mechanism was used.

II. Content solution approach: Personalized content is the key to ensure user engagement. This approach was implemented to reduce bounce rate. Based on the industry of the visitor, articles, case studies, banners & videos are presented.

III. Navigation: Navigation should be seamless on mobile and important information must be available in 1-2 click. This was implemented along

with the minimum scroll approach. Also, important functionality like “Contact Us” was made sticky on all the pages for easy access.

IV. Engaging users: One click social sign-on was implemented, which meant that once a user downloads a case study, related case studies are made available.

EXECUTION

I. Solution approach: Mobile responsive approach was selected as compared to mobile sites as singular instance is scalable & manageable. Content was synchronized and the varnish caching mechanism was used.

II. Content solution approach: Personalized content is the key to ensure user engagement. This approach was implemented to reduce bounce rate. Based on the industry of the visitor, articles, case studies, banners & videos are presented.

III. Navigation: Navigation should be seamless on mobile and important information must be available in 1-2 click. This was implemented along with the minimum scroll approach. Also, important functionality like “Contact Us” was made sticky on all the pages for easy access.

IV. Engaging users: One click social sign-on was implemented, which meant that once a user downloads a case study, related case studies are made available.

RESULTS

1. Total number of visits increased by 264.8%

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within the six months of implementation.

2. Number of organic visits from mobile has dramatically increased by 271.8 %.

3. User engagement improved due to easy navigation and sticky contact us in mobile version.

4. Multiple deals worth over million dollars were

received using mobile responsive site.

5. 173% rise in pages indexed by Google after site became mobile responsive.

6. New users increased by 243.4%.

7. 122% increase in returning visitors for search directed visits after the implementation.

Silver Winning Campaign DB Digital (Dainik Bhaskar’s Digital Arm)

Fashion101 Mobile Website

Fashion101 Mobile Website

Fashion 101.in is India’s first and only multi-lingual fashion website, by India’s largest and most

respected language media house, Dainik Bhaskar Group. Officially launched in March 2015, available in English, Hindi and Gujarati, Fashion101.in clubs the immediacy of a news portal along with glamour and utility of a fashion magazine. Fashion101.in is India’s first and only multi-lingual fashion website, by India’s largest and most respected language media house, Dainik Bhaskar Group.

STRATEGY

With fashion e-commerce on an upward swing, Fashion101.in is the perfect guiding voice for

youngsters who need style tips. The vision of the brand is simple: To make India fashionable. The WAP site targets youth across India, with an emphasis on women. Most readers on the WAP site are female under the age of 25. They are educated, fashion-savvy and evolved smartphone users.

Fashion101.in gives tips on fashion by occasion and

covers the latest fashion and beauty trends along with celebrity style. It is an extensive database of fashion news, courses, launches and events, and serves as a platform for budding designers and bloggers. It includes a directory with free listing of stores and salons. Readers can upload their pictures in the ‘Look

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of the Day’ section, and ask for advice through email.


Fashion101.in breaks the language barrier. It addresses the aspirations and style needs of

India’s youth in three languages. It is the only fashion WAP and website to be available in 3 languages. Fashion101 has been setting benchmarks since its inception like getting 14 of the top fashion designers on board as Panellists and Advisors. Renowned names like Padma Shri Ritu Kumar, National Award-winning designer Neeta Lulla, Varun Bahl, Anju Modi, Rocky S, Nachiket Barve, Manish Malhotra, Gaurav Gupta, Nikhil Thampi, Ashima Leena, Payal Jain, Ridhi Mehra, Sonaakshi Raaj and award-winning jewellery artist Eina Ahluwalia are associated with Fashion101.

EXECUTION

The WAP site is designed to maximise visual beauty and glamour while retaining download speed on

mobiles. Unlike other news sites, the homepage and the landing pages are not text-heavy, instead contain the picture links and headlines that make the site look neat and comprehensive. The various sections include:

• Trends

• Fashion by Occasion

• Celebs

• Luxury

• Beauty

• 101 News

• Launches

• Blogs

• Videos

• Courses

• Directory

• 101 Spotlight

• Look of the Day

• Style Poll

• New Talent

• Collections

• Top Designers

RESULTS

Within a few months of its inception the website has crossed 1 million+ mark.

Overall website statistics: From January-June, 2015

• Unique Visitors: 3 million+

• Page Views: 8 million+

Source: Google Analytics

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Bronze Winning CampaignMTV India- Viacom18 Pvt Ltd - MTV India Blogs

MTV India Blogs

How do you reach out to an audience that uses multiple screens, multiple platforms and have a

near negligible attention span?

We had to reach out to the screenagers, the millennials who demanded content on their choice of platform, exactly when they wanted to consume it. Content for this audience has evolved from a one medium, one way piece to a multi-platform, collaborative and participative experience.

The objective was to create an entertainment destination tailored to the consumption of the MTV audience.

The fully responsive MTV India blogs is an online text and video destination where MTV is not just a content creator but a content collaborator. MTV India blogs was a way to leverage the creativity of a hyper engaged audience and serve tailored and highly targeted content to them.

STRATEGY

We had to reach out to the screenagers, the millennials who demanded content on their

choice of platform when they wanted it. Content for this audience has evolved from a one medium, one way piece to a multi-platform, collaborative and participative experience.The objective was to create a RESPONSIVE website that gave the audience a wholesome, immersive entertainment experience that included not only televised content but also specially

designed, web exclusive content that was devised keeping in mind the interests and passions of this audience.


The MTV Online Magazine wasn’t just a standalone entity, the whole MTV India website was made

responsive to mobile screens to adapt to new content and consumption patterns, we also aligned all our social media assets to promote it. We held conversations with our fans on facebook, our followers on Twitter and all those who subscribed to our content to develop a holistic view of what the users wanted to see on the website.

Our social media platform was abuzz with the content that was being showcased on the new website which

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led to a drastic increase in the number of visits on the newly launched mobile website.

MTV India scaled up the website, from an extension of the television channel to a truly exclusive digital engagement experience! MTV gauged what the youth was passionate about and that gave rise to daily editorial content. The Blogs Section: The blogs section gave the audience feature stories that dealt with Current Affairs, Technology, Love and Relationships, Entertainment, Films and much more! Everything with a quintessential touch of MTV. Over 20 times a day! The Buzz Section: The Buzz Section on MTV India puts out current, buzzworthy articles over ten times a day. These articles have trivia, fun, and interactive content.

From multiple page, mobile friendly and on-trend quizzes to the latest in the entertainment sphere, we covered all the bases.

EXECUTION

The fully responsive MTV India website was developed by an in-house team of developers,

editorial staff and product managers, keeping in mind three years of analytical data representing the user habits of the MTV audience. We took in to consideration content placement for mobile, CTR and impressions delivered and wire framed the website to best suit the consumer.

RESULTS

By creating a responsive template for the MTV Blogs destination, we ensured that the time

spent and pages per visit increased by 240%. Due to the interactive nature of the content that specially developed taking in to consideration audience feedback, this destination receives over 18 Million Visits per month. Source: Google Analytics and internal analytics dashboard

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Sub Category: B5. Use Of Social Media

Top Three Entries:

Gold - Msix - Godrej Cinthol- The world is more beautiful than World Wide Web Silver - Mindshare India - Nike India - How Nike risked everything on mobile Bronze - Mindshare India - PepsiCo India - Lay’s - Google went beyond giving directions to people. It now unlocked a treasure! Bronze - Madison Media - Airtel - Matching their Pace!

Gold Winning CampaignMsix - Godrej Cinthol

The world is more beautiful than World Wide Web

Cinthol- The world is more beautiful than World Wide Web

Godrej Cinthol, a leading personal care brand, target its communication at the experience-seeking,

live-for-the-moment youth of today, through a brand philosophy called “Alive is Awesome.” We needed to communicate this philosophy through Godrej’s social assets to the proud and hyper-connected generation of young Indians.

STRATEGY

We’re currently living in the most intrusive era the world has ever seen. The internet has blurred

the boundaries between personal and public lives. We’ve been spending so much time on social media, we’re almost addicted to it. So even when we’re on a trip, instead of enjoying the moment, we’re busy online. Busy blogging, posting, instagramming, tweeting and re-tweeting. Technology can be quite helpful while traveling, but this isn’t true for social media. But we really should stop it

A campaign that encouraged addicted netizens to disconnect and explore the real world. Cinthol believes that always being online stops you from

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really being alive. It encourages people to go off social media while they travel. And the ideas born #ALIVEISOFFLINE

The strategy was to seed the video in the most relevant environment to make sure the social media audience picks it up as an organic piece of content and not a branded video. Therefore, to achieve this we took the video to some of the most visited user friendly websites and bloggers and made sure that the brand message was percolated further from them rather from the brand itself.


Social media is a part of our daily lives, But these days we tend to click before we’ve even taken in

our surroundings completely. The meaning and beauty of nature is lost amongst the noise of clicking phone cameras and bent heads.

EXECUTION

We wanted to raise people’s heads from their phones for a moment. We had a beautiful video

that synced brand messaging with the insight that we wanted to amplify to our audience.

So we distribute the video to the most visited websites and bloggers and our Twitteratees carried the brand message on social media, instantly taking it viral.

Next we promoted “offline caller tunes” that let callers know if you were on an offline trip and couldn’t come to the phone. The campaign ended with a contest asking people to share whether or not they

would switch their phones off on their next trip, and why.

RESULTS

The results were as follows -

• 5.8 Million Video Views - 25% of these were organic views versus a 1%-2% industry average

• Video viewed in 190 countries. “Alive is Offline” trended on YouTube India, Italy and Belgium

• 13 million social impress ions and mentions on Buzzfeed, 9Gag.tv, Social Buzz, Hindu Business Line, Miss Malini and many more youth-focused sites.

• Cinthol’s brand awareness went up by 23%.

• Retweeted by famous movie director – Ken Gosh

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Silver Winning Campaign Mindshare India - Nike India

How Nike risked everything on mobile


The Football world cup, a global phenomenon! The popularity of the sport has been on a steady rise

in India over the years. Nike who were sponsoring multiple teams including the host nation Brazil. Adidas – Nike’s biggest competitor were the official partners of the world cup which meant Nike could not associate itself directly with the event. The brand’s objective was to connect with the football obsessed teenagers of India and wanted to be a part of their conversations and associate Nike with the sport.

The Football obsessed teenager – Male audience aged between16-22 was the core TG that Nike wanted to connect with. Research indicated that the audience was most active online on social networks and discussing the game – pre, during and post was very important for these youngsters for both badge value and show case their football know how. The smartphone was the device they were constantly connected to and platforms like Facebook and Twitter were used to fuel the football related conversations.

STRATEGY

Creating a mobile solution that bridged dynamic ads & targeting on 3rd party Twitter apps was a new

area & hadn’t been tested well before the World Cup. This would help Nike stir clear of official hashtags & use Twitter in a way that hadn’t been before.

Pulling this off meant a big undertaking of screening

for keywords & hashtags which users would create & all in real time keeping Nike relevant in any conversation. As the ads were pushed on 3rd party apps, Nike needed an ad serving solution that would support the rich media content created for athletes.

To make this possible, we partnered with global mobile solutions ‘Millennial Media’ allowing Nike to target Indian users who accessed Twitter on 3rd party apps. Beyond access, Millennial helped Nike with task of creating keyword/hashtag lists for real time targeting and supported the use of rich media that would be pushed out. With their help, football fans now carry their experience of the FIFA World Cup in a way that has set the benchmark for future mobile engagements

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Since Nike weren’t the official partners they were not allowed to use any of the official hashtags or be

part of the official twitter conversations this created a giant hurdle for us to overcome. We found a loop hole with third party twitter apps which accounted for over 40% of the twitter mobile users in India. The third party apps allowed us to target real time conversations, hashtags and athlete/team accounts, which wasn’t possible on the official twitter app. We plugged into this feature and created an engine which would serve dynamic brand communication basis the kind of conversation and hashtag used all real time!

EXECUTION

To be a part of the world cup conversations we tied up with the third party twitter apps, and before

every game we created a pre-defined set of hashtags, topics and athlete accounts to be target along with the moments. And basis the outcome of the game, we created different version of creatives which were

dynamically served when the required topic/hashtag was mentioned.

Every athlete, every hashtag and every team/topic had a pre-defined creative which was set up. This dynamic engine was created for Nike, this helped us own social conversations and put out contextual messaging which was very relevant to the event or moment in the game.

RESULTS

• We created & served custom content for 90 key matches with 12 star athletes – generating 10 Mn mobile engagements!

• Our targeted banners contributed over a 1 MN views to ‘Risk Everything’ on YouTube helping make it a top trending global video for the World Cup

• As a result, #RiskEverything started to trend on key matches outpacing #WorldCup, #Brasil2014 and even Adidas’ #AllIn

Bronze Winning CampaignMindshare India - PepsiCo India - Lay’s -

Google went beyond giving directions to people. It now unlocked a treasure!

MTV India Blogs

Lay’s - Google went beyond giving directions to people. It now unlocked a treasure!

Lay’s, the undisputed market leader in the potato chips category was hit with a share loss in Q42014. The biggest threat came from the other snack brands that were promising more variety and excitement.

We needed to strike an emotional chord with millennials (15-24 aged core Lay’s consumers) and bring brand love back among this hard to please audience, as it’s the biggest consumption driver for market share.

In a period, where every other brand is running vanilla

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contests to woo consumers we did a first of its kind innovation that brings the two giants – Google & Twitter together ON MOBILE to create an immersive technological experience for our audience that engages them.

STRATEGY

Historically we have seen around every live sporting event, Twitter sees a massive surge

in conversations, as it lends itself as a preferred platform amongst youth to express and connect with audiences with shared interests and passion.

We decided to ride on the current conversations on twitter and bring the game of cricket closer to our audience. For a cricket fan, there couldn’t have been any bigger reward than to watch the World Cup Finals live.

We fused the social networking of Twitter and linked it with the functionality of Google Maps that ensured a huge spike of conversations around our hashtags almost without much brand push.

Google maps have always been synonymous with giving directions from point A to point B. We decided to hide some tickets for our fans inside Google Maps and let them reveal and claim it through interactions with our Lay’s Twitter handle.

We combined the social networking power of Twitter with the utility of Google Maps and created an uber-cool mashup application to engage our audience on our branded microsite.

Presenting ‘Ticket Ka Game’ – a virtual treasure hunt for a World Cup Ticket to watch the Finals live where we the tickets to the World Cup were HIDDEN INSIDE GOOGLE MAPS.


Being the defending champions, almost the entire cricket crazy nation kept talking about bringing

the cup back and the fervor among the youth was an all-time high.

However the schedule of the matches was a dampener for the Indian subcontinent owing to the time zone difference. Most of the matches were scheduled at a time when majority of the audience would be at work/colleges/schools.

We knew that Mobile and Social are the preferred choice of channel for our audience to discover/consume/discuss and share the excitement of the Cricket World Cup amongst their social circles.

Our engagement model therefore had to be rooted in mobile and social keeping in mind the media habits of our audience during the tournament.

EXECUTION

1. Targeting Precision: Historical data indicated that Twitter is the preferred destination for consumers to consume/share match moments around live sporting events. It was about being present in the right environment and poking them. We targeted those audiences using Keyword Targeting and introduced ‘Ticket ka Game’. This ensured higher level of curiosity and buzz with minimal brand push.

2. Technological Disruption: We brought together two giants – Google and Twitter to create a first-ever technological mashup using their APIs to create a destination that’s unique, practical, and fun.

a. Incentivised Progress - The progress of the Treasure Hint was directly linked with the online chatter of the campaign. The map only zoomed in on receiving the correct answer.

b. Real time Tracking - We tracked not only user performance in the treasure hunt, but also the social conversations in real time via our campaign monitoring tools to plan our next move and be on the lookout for interesting points of intervention.

c. Real time Leaderboard – One glance at the leaderboard showed the user progress along with its competitors, denoting their level of progress in the

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Bronze Winning CampaignMadison Media - Airtel - Matching their Pace!

Airtel - Matching their Pace!

The campaign was meant to strengthen Airtel’s positioning and bring a disproportionate share

of smartphone users into the Airtel fold in the form of 3G and 4G subscribers. This is what we delivered byspreading a massive amount of awareness and generating leads through an extremely cost effective method.

By thinking and researching, we found the answers to who Airtel needed to target and how to reach them. We then used the power of context, based on the consumer’s current state. We tweaked our creative according to each consumer that we reached out to.

The cornerstones of our approach were to leverage the Reach-Frequency tool and hyper targeting ability of Facebook.

In doing so, we created some MEDIA INNOVATION FIRSTS; Airtel became,

treasure hunt vis a vis the competition.

RESULTS

- Brand Love grew by 30%

- Great Taste grew by 21%

- Lays grew in market share - volumes rose by 13% v/s 8% for Potato Chips category

- Frequency of Consumption went up by +1pp

- Engaged over 3.3 million consumers with 27.7

million reach

- The avg time spent an on the app was 6 hours and we garnered 409 million exposures

- On social media, the sentiment analysis increased from 70% to 99% +ve and we created 1 million conversations online.

- And got a free PR coverage.

- And best of all, Lay’s was the most talked about brand on social media amongst the ICC sponsors, next to Star Sports.

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• The first brand globally to use Facebook’s Signal-Strength (2G/3G) targeting

• The first Indian Telco to use the Reach-Frequency planning tool

Not only was hyper-targeting implemented, it worked fantastically to deliver leads for Airtel – showing that the targeting premise and was right and that it can really deliver results. Also, hyper-targeting to the extent and in the manner which was done by us was a NEVER BEFORE DONE EXERCISE.

Overall, 53% of monies on Facebook were put on hyper-targeting. These monies delivered a disproportionately high share of leads, at 98%.

The campaign reached a staggering number of almost 100 million people; and also delivered high engagement with maximum CTRs reaching 2.6%.

STRATEGY

The newly launched ‘The Smartphone Network’ campaign was meant to strengthen Airtel’s

positioning as the network of choice for smartphone users and position Airtel as the best network for smartphones.

The ultimate goal was to bring a disproportionate share of smartphone users into the Airtel fold as 3G (and 4G) subscribers by first creating awareness and then aiding in driving conversions.

Awareness for ‘The Smartphone Network’ campaign was to be created within all smartphone users, irrespective of age or service provider being used, as well as non-smartphone mobile data users.

For purpose of generating business leads, the campaign was designed for smartphone users between the ages of 18 and 34 who were using Airtel or its competitors’ services.

The telecom space is a competitive one with product offerings and pricing being used to woo consumers.

Consumers, however, are resistant to change even if they are unhappy. In order for change to happen theyneed a strong motivation – whether functional or emotional – based on what they want.

The actual objective then became to find out what this

sufficiently strong motivation would be and how we could provide it.

‘What do consumers want?’ that’s a question marketers spend billions on. What if one knew what consumers have, not just habits, but products? Then, without having to spend billions one would know what message to target to which consumer.

This premise tells us to target consumers with certain products; but which products should be selected and then how should they be targeted?


At an overall level, the campaign was being run as an awareness build-up campaign across all

media; driving conversion was only a sub-goal of this campaign, but especially important from a business perspective.

Our Facebook on Mobile campaign was run in two parts; awareness build-up and hyper targeting, done in a never before manner to deliver many firsts for Airtel! We targeted users based on their mobile Internet speeds!

To build awareness we broad based ourselves, primarily using Facebook’s Reach-Frequency planning tool and showed more generic messages to the consumers. Our expectation was that this would give us a tremendous amount of reach but would not fulfil the business objective of getting more consumers into the Airtel fold.

In order to drive conversions in a focused manner we recommended running a hyper-targeting campaign.

For hyper-targeting, we layered all targeting parameters such as 2G, 3G, handset being used, data consumption pattern with the filter of Airtel Users and Non-Airtel Users. The clear understanding here was that Airtel Users would be more likely to convert than their non-Airtel counterparts.

EXECUTION

Our creative was tweaked according to each consumer that we reached out to. Some examples

are,Samsung Smartphone Users were shown Samsung’s recommendation of Airtel, Nokia Users were shown ads featuring Nokia phones, Heavy Data Users were shown messages about 4G, Recently

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Moved Users saw appropriately tweaked copy. In essence, this meant reaching the right consumers with the right messaging and trigger in order to deliver on the objective of driving conversions.

The solution of hyper-targeting on Facebook was an implementation challenge - the campaign containedtens of ads and a myriad of targeting permutations and combinations. Hyper-targeting to the extent and in the manner which was done by us was a NEVER BEFORE DONE EXERCISE.

The work continued after the campaign went live – the execution of the hyper-targeting required an extensive amount of management with consistent monitoring and optimization to deliver the kind of results that it did.

98% of the monies spent on Facebook were consumed on the mobile platform. What this gave us was unsurpassable reach and the most cost effective results. The campaign delivered 96 MILLION EXPOSURES!

Not only was hyper-targeting implemented on the mobile platform, it worked fantastically to deliver leads for Airtel – showing that the targeting premise and was right and that it can really deliver results.

RESULTS

By executing this campaign, Airtel became the first brand globally to use Facebook’s Signal-Strength

(2G/3G) targeting.

It was also the first Indian Telco to use the Reach-Frequency planning tool.

On the objective of awareness build-up the campaign delivered with nearly a 100 million exposures. Thetotal reach of the campaign was 91 million wherein the Reach-Frequency element alone delivered a reach of 36 million.

53% of monies on Facebook were put on hyper-targeting. This really did work for Airtel as these monies delivered a disproportionately high share of leads, at 98%.

Airtel User hyper-targeting gave an even more disproportionately high share of the leads - 17% of the monies delivered 61% leads! This supported our second hypothesis; Airtel Users would be more likely to convert than non-Airtel Users.

The campaign also delivered very high engagement with maximum CTRs reaching 2.6%.

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Category: Enabling Technologies

Sub Category: C1. Innovation

Top Three Entries:

Gold - Mindshare India - PepsiCo India - 7UP used technology (TemperAd Engine) to REVIVE sweaty India exactly when they were sweating! Silver - PHD India - Hindustan Unilever Limited -Kan Khajura Tesan Bronze - Mindshare India - Nike India - How Nike risked everything on mobile

Gold Winning CampaignMindshare India - PepsiCo India - 7UP used technology







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STRATEGY


apps and websites to consumers whenever the temperature & humidity on their phone indicated a possibility of sweating. We used this core thought and made smart use of growing weather applications which are triggered atleast once in day by user to check the temperature, humidity levels either before or when he is out of home. Since for the first time a beverage segment brand was looking to build high preference amongst energy drink consumers hence use of relevant media choice at right time to reach this right consumer set was beautifully captured by using swe(a)t points.




EXECUTION


t Moments’ when he was browsing on Google, Facebook and other apps on mobile especially when it mattered. The creatives not only bagged consumer to understand the offering of 7UP Revive but also enabled him to instantly want to consume the product. The sampling exercise was planned around key outdoor Swe(a)t moments in consumer’s life. These were strategically chosen by mapping schedule with pincodes with mobile towers and use of geo fencing made sure that sampling event was communicated to the users before the crew arrived. Besides this, we also created a few more surprise media moments. We made use of user’s vacation time to place the contextually relevant message for travelers. We

created a small audio brand jingle that was placed on Indian Railways PNR enquiry phone line when users waited for their train status.

RESULTS







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Silver Winning Campaign PHD India - Hindustan Unilever Limited -

Kan Khajura Tesan

Kan Khajura Tesan

The India growth story has been making headlines in international and national media over the past

few years. It is no secret that the surge is attributed to the rural belt of the country. However, it is the infrastructure that poses the greatest challenge. Traditional media only reaches 20% of the rural population. Low literacy levels add to the challenge.

We realised that the only thing that serves as a means of entertainment for this audience is their mobile phone. Which they use to listen to songs and watch movie clips. While TV reach was 23 Million, Mobile reach is more than double of it, at 54 Million. Also mobile operated on battery recharge of 6-8 hours which obviated their need of electricity to consume the content. Thus making the mobile phone our medium of choice.

The challenge was clearly to reach to the rural audience in Bihar and Jharkhand for the Hindustan Unilever in order to start creating SOV for their mass & rural focussed brands.

Along with reach, KKT needed to create unique consumer experiences to retain an active user base and encourage repeat visits.

Kan Khajura Tesan (KKT) is a unique media channel that resides on the one device that is omnipresent even in the most media dark areas of the country; mobile phone. Media dark refers to regions where the

ratio of entertainment options (TV, print, radio) are low compared to rest of the country. In such markets, marketers battle for ad space on limited mediums.

STRATEGY


large percentage of spends for Hindustan Unilever’s mass consumer products. These markets are fertile grounds for brand growth and anchoring brand loyalty. However, they are entertainment deficit owing to challenges related to infrastructure and education. The one thing that they actively use are their mobile phones. Hence, the key target audience for Kan Khajura Tesan is anybody who owns a mobile phone;

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from school going children to housewives to farmers.

Movies and movie stars influence everything from the way people get their hair cut to what they wear to the dialogues they use in everyday conversation. In fact their phone’s memory card is filled with movie content and songs that are downloaded from services offered by telephone operators.

Another interesting nuance of this audience is their value consciousness. The practice of preserving talk time is unique to this audience and market.

In 2014 KKT brought a communication revolution in these markets by creating a single number that provided always on, on demand and free entertainment. HUL adverts were integrated with the content. With the help of KKT, Hindustan Unilever (HUL) has broken the cycle of the share of voice battle in these markets.

In 2015 KKT focused on intelligent analysis of platform interaction data to create enhanced user experiences, dynamic content delivery and customized programming capsules.




KKT is an always on, on demand, free to the consumer, mobile entertainment radio channel in which the content is interspersed with HUL communication.

Give a missed call to the number dedicated to the KKT hotline and receive a call back which would give the user access to entertainment stream. We used consumer insight to create a win-win situation for both.

We piloted the channel in Bihar and Jharkhand, but its wild popularity encouraged us to open the dial in

number to the entire country. Now anyone within India can call in and enjoy the content in Hindi language.

The KKT data dashboard plays a central part in the success of the platform.

EXECUTION

The data intelligence platform allows us to monitor every call drop-off, call time, duration and

affinity to content. The dashboard records spikes in call volumes throughout the day that helps in the identification of the content segments that are being well received by the audiences in real-time.

At the beginning of every content segment an interactive built-in option asks listeners if they would like to ‘skip’ or ‘like’ the content. Listeners can simply record their choice by selecting the option via their mobile phone keypad.

The affinity scores for each content segment determine the content that will be created for the following week and also the content that will be served to each listener the next time he/she dials in.

The Ad-module configuration allows advertising brands have a detailed view of the brand specific ad-impressions being played, time-of day spikes, regions where the spikes are happening, with their daily performance and analysis. They can now also customize their ad impressions and select what ad-content they want to push in which region.

The KKT dashboard has also become the hub of KKT’s consumer profiling initiative. Once the consumer completes listening to 15 minutes of content, they are served with a set of 3 - 5 questions that helps profile a consumer better.

‘Creating dynamic programming capsules’

The dashboard tracks each call with pin-point precision and can accurately track the time of the day that most callers call in and the content they have maximum affinity towards.

The day part and preference tracking enables the system to schedule content basis popularity. E.g. religious music in the early morning segment (5am – 8 am).

Each content segment is ingrained with a skip, like

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and favorite option. Basis this selection the user is served relevant content, the next time he/she comes on the platform.

‘Consumer profiling and remarketing’

KKT has also become one of the largest consumer profiling platforms for HUL. A dynamic lifestyle segments based questionnaire is programmed in the system.

e.g: First question ‘Do you own a washing machine? Basis response Yes/No, the next question is thrown. Next chain of questions programmed as per subsequent responses.

Each time another set of profiling questions is asked to the consumer, an incremental approach is applied to be able to gather new information on the consumer.

The data collated is crucial for remarketing campaigns employed by HUL brands.

RESULTS

‘Single largest media channel in the launch states of Bihar and Jharkhand’

KKT covers 60% of the non – TV households in the media dark belt.

In just 5 months of the idea coming alive, we got more than what we had set out to - Over 8 Million subscribers in two states. KKT now has over 36

million subscribers!

And we are adding about 1 million callers per month.

After implementing the data intelligence dashboard, the average time that a listener engages with KKT has gone up from 15 minutes to 21 minutes.

The consumer profiling dashboard now holds 0.4 million consumer profiles.

The campaign has also delivered over 482 Million brand impressions till date with 3.1 million unique callers engaging per month.

KKT has changed the way consumers in the rural areas of Bihar and Jharkhand engage with brands. By creating a value exchange, KKT ensures that consumers stay loyal to the platform.

The platform in its current version is open beyond just Bihar and Jharkhand and is now live across MP, Maharashtra, Rajasthan, UP (East), Punjab, UP (West), and Haryana.

The level of personalization that is enabled by the data intelligence platform allows for brands to know the choices of the consumer and make changes to their communication to create deep connections with their consumers.


Over 70 awards including 3 Cannes Golds.

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Bronze Winning CampaignMindshare India - Nike India -



The Football world cup, a global phenomenon! The popularity of the sport has been on a steady rise

in India over the years. Nike who were sponsoring multiple teams including the host nation Brazil. Adidas – Nike’s biggest competitor were the official partners of the world cup which meant Nike could not associate itself directly with the event. The brand’s objective was to connect with the football obsessed teenagers of India and wanted to be a part of their conversations and associate Nike with the sport.

The Football obsessed teenager – Male audience aged between16-22 was the core TG that Nike wanted to connect with. Research indicated that the audience was most active online on social networks and discussing the game – pre, during and post was very important for these youngsters for both badge value and show case their football know how. The smartphone was the device they were constantly connected to and platforms like Facebook and Twitter were used to fuel the football related conversations.

STRATEGY

Creating a mobile solution that bridged dynamic ads & targeting on 3rd party Twitter apps was a new

area & hadn’t been tested well before the World Cup. This would help Nike stir clear of official hashtags & use Twitter in a way that hadn’t been before.

Pulling this off meant a big undertaking of screening

for keywords & hashtags which users would create & all in real time keeping Nike relevant in any conversation. As the ads were pushed on 3rd party apps, Nike needed an ad serving solution that would support the rich media content created for athletes.

To make this possible, we partnered with global mobile solutions ‘Millennial Media’ allowing Nike to target Indian users who accessed Twitter on 3rd party apps. Beyond access, Millennial helped Nike with task of creating keyword/hashtag lists for real time targeting and supported the use of rich media that would be pushed out. With their help, football fans now carry their experience of the FIFA World Cup in a way that has set the benchmark for future mobile engagements

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Since Nike weren’t the official partners they were not allowed to use any of the official hashtags or be

part of the official twitter conversations this created a giant hurdle for us to overcome. We found a loop hole with third party twitter apps which accounted for over 40% of the twitter mobile users in India. The third party apps allowed us to target real time conversations, hashtags and athlete/team accounts, which wasn’t possible on the official twitter app. We plugged into this feature and created an engine which would serve dynamic brand communication basis the kind of conversation and hashtag used all real time!

EXECUTION

To be a part of the world cup conversations we tied up with the third party twitter apps, and before

every game we created a pre-defined set of hashtags, topics and athlete accounts to be target along with the moments. And basis the outcome of the game, we created different version of creatives which were

dynamically served when the required topic/hashtag was mentioned.

Every athlete, every hashtag and every team/topic had a pre-defined creative which was set up. This dynamic engine was created for Nike, this helped us own social conversations and put out contextual messaging which was very relevant to the event or moment in the game.

RESULTS

• We created & served custom content for 90 key matches with 12 star athletes – generating 10 Mn mobile engagements!

• Our targeted banners contributed over a 1 MN views to ‘Risk Everything’ on YouTube helping make it a top trending global video for the World Cup

• As a result, #RiskEverything started to trend on key matches outpacing #WorldCup, #Brasil2014 and even Adidas’ #AllIn

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Category: Enabling Technologies

Sub Category: C2. Mobile Commerce/ Most Effective Integrated Payment Solutions

TOP ENTRY :

Bronze - MobiKwik - It’s More Than A Wallet

Bronze Winning CampaignMobiKwik - It’s More Than A Wallet

MobiKwik - It’s More Than A Wallet

Over the last two years, the Indian Mobile wallet market saw a surge in the number of players vying

the same customer base. With the rise in Smartphone users and the Mobile-Internet adopters, and the healthy growth rate of e-commerce and m-commerce companies, there was bound to be a big demand for m-wallets.

There was an underlying technological revolution that we were witnessing in the first half of this decade. In fact, concentrated more across the last 2 years alone. With opportunities rose challenges. From ‘why’ use an m-wallet to ‘how’ to use an m-wallet, there has been a massive change in how we’ve had to approach the market in a short span. While a huge market had to be made aware of why they need an m-wallet, there

existed a mass audience who was hungry to consume the service across more and more payment use-cases. It’s like you’re talking to an evolved market like the US and an evolving market like China, at once.

In the first ever Mass media campaign, we set out with an objective to increase app downloads for the MobiKwik App, while also informing and educating the populace about the idea of the Mobile Wallet. If evolution was ever an indicator of how change often leads to the obsoleting of an existing idea, MobiKwik set out on a mission - to make the traditional wallet obsolete.

The result? One out of three m-wallet user is today, a MobiKwik user.

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STRATEGY

Over the last two years, the Indian Mobile wallet market saw a surge in the number of players vying

the same customer base. With the rise in Smartphone users and the Mobile-Internet adopters, and the healthy growth rate of e-commerce and m-commerce companies, there was bound to be a big demand for m-wallets.

There was an underlying technological revolution that we were witnessing in the first half of this decade. In fact, concentrated more across the last 2 years alone. With opportunities rose challenges. From ‘why’ use an m-wallet to ‘how’ to use an m-wallet, there has been a massive change in how we’ve had to approach the market in a short span. While a huge market had to be made aware of why they need an m-wallet, there existed a mass audience who was hungry to consume the service across more and more payment use-cases. It’s like you’re talking to an evolved market like the US and an evolving market like China, at once.


“More than a Wallet”

We approached the urban working populace in metros, between the ages of 15-35, all of whom were Smartphone users. Starting the campaign with Radio, we teased the listeners on the life of a lost wallet over 5 days. The Outdoor campaign was focused on educating the consumer of the uses of MobiKwik - a Mobile Wallet. This was further reinforced with an impactful TVC campaign comprising of 4 films, each showcasing the variety of options that one could use MobiKwik for and the benefits of doing so. The films focused on key features like Recharge (Instantly), Cashback (Great Returns), Travel & Food payments (on the go shopping) & Money Transfer (Easy to transfer). Over the last two years, the Indian Mobile wallet market saw a surge in the number of players vying the same customer base. With the rise in Smartphone users and the Mobile-Internet adopters, and the healthy growth rate of e-commerce and

m-commerce companies, there was bound to be a big demand for m-wallets.

There was an underlying technological revolution that we were witnessing in the first half of this decade. In fact, concentrated more across the last 2 years alone. With opportunities rose challenges. From ‘why’ use an m-wallet to ‘how’ to use an m-wallet, there has been a massive change in how we’ve had to approach the market in a short span. While a huge market had to be made aware of why they need an m-wallet, there existed a mass audience who was hungry to consume the service across more and more payment use-cases. It’s like you’re talking to an evolved market like the US and an evolving market like China, at once.


“More than a Wallet”

We approached the urban working populace in metros, between the ages of 15-35, all of whom were Smartphone users. Starting the campaign with Radio, we teased the listeners on the life of a lost wallet over 5 days. The Outdoor campaign was focused on educating the consumer of the uses of MobiKwik - a Mobile Wallet. This was further reinforced with an impactful TVC campaign comprising of 4 films, each showcasing the variety of options that one could use MobiKwik for and the benefits of doing so. The films focused on key features like Recharge (Instantly), Cashback (Great Returns), Travel & Food payments (on the go shopping) & Money Transfer (Easy to transfer).


In order to showcase MobiKwik as a replacement for the traditional wallet, we had to convince the

audience that the MobiKwik app worked as a relatable

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alternative. The idea was to reinvent the method of payment from fishing out the physical wallet to a tap on the smartphone.

In the TVC campaign, we showed the protaganists in extreme situations like posing nude for an art class, or running across the city chasing a thief making payments on the go to dramatize the situations under which one would use a wallet.

In order to introduce a fun & intriguing element in the film, we had a character that was present in all 4 films with no specific role in the story of each film, with unique expressions and reactions he played a mysterious yet crucial role to establish continuity & comic relief across the TV campaign.

We also produced a signature tune for the brand, ‘Kwik Kwik MobiKwik’, which can be heard at the end of the films, thus adding to the recall value and showcasing how MobiKwik is quick and convenient.

EXECUTION

The pan-India campaign was executed with the outdoor campaign going live on 1st May 2015

with over 100 landmark sites purchased across Ahmedabad, Delhi NCR, Mumbai, Chennai, Bangalore and Hyderabad for a period of 3 months. The TVC campaign was aired in June for 2 months and touched 2500 GRPs.

The brand showcased itself to larger audience by powering sponsorships to mass shows like Jhalak Dikhlaja and being the Title Sponsor for the television premier of Amir Khan starrer Bollywood blockbuster film PK.

Extending the campaign to all user touch points in

app communication was supported with brand and offer led banners and the overall experience of the app was made simpler, smoother and chic. With this move the users who were probably dormant or one time with MobiKwik became aware of its usefulness. Approximately 20-30% of overall marketing spends were dedicated to Mobile Marketing.

With such a prominent blast of outdoor, radio & TVCs the campaign reached a larger audience who were now aware of the brand MobiKwik and its uses as a mobile wallet and were willing to consider/try out the app for themselves.

RESULTS

In a market of 185 million users of smartphones, the app downloads for MobiKwik increased by 150% post

the launch; the number of transacting users went up by 233%. Also per a report launched by the RBI, they’d mentioned that approximately 200M users were seen transacting on a digital wallet in a span of 5 months. By that number, it’s safe to say that every 1 out of 3 transactions on m-wallets were powered by Mobikwik.

Not only did consumers try out the app, number of transactions hiked up by a 100% and the value of transactions grew by 25%.

MobiKwik found its place in the Top 20 Apps in the Play Store (FREE APPS) and ranked at No.1 in the Lifestyle category apps.

We set out with a goal to get MobiKwik top of mind recall and more app downloads which was achieved by the campaign across mediums.

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Sub Category: C3.Use of Video

Top Two Entries:

Gold - Fame Digital Private Ltd - #fame anthem Silver - MTV India - Viacom18 Pvt Ltd -Durex MTV Rex Talk

Gold Winning CampaignFame Digital Private Ltd - #fame anthem

#fame anthem

The #fame anthem was aimed at connecting with the youth looking for opportunities to show their

talent and it did just that. It was liked & shared by many and watched by over 4 million people. The message that you could be a star without a Godfather was heard loud and clear by the audience, and the campaign was a success on every level.

Not only did we get more 50,000 people to register with us, we also won the appreciation of industry talent connoisseurs like Karan Johar.

STRATEGY

Talented individuals find it difficult to get the right opportunity & platform to perform and get

recognised. ‘Talent’ is a subjective term and in our

country talented individuals are largely dependent on a few conventional ‘custodians’ of talent to seek true fame for their skill. ‘Talents’ often struggle to meet

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the right talent spotters who could back them up and find the right platform to showcase their talent.

There has to be a common ground where viewers seeking novelty in talent & entertainment and talents eager to showcase their unique talents can meet and interact.

Target audience:

Core TG: Youngsters starting 13 yrs, residing in one of the top 30 towns of India (by population), internet savvy.

The campaign was launched to reach out to the talent and get them to register with us.


Our objective was to communicate to young talent in the country, that if they have the potential,

we would have them on board and give them the opportunity to shine. All you need is talent- no godfather, no other resources. We take care of the rest. As a line from the campaign suggests- Tu jaanta nahi mera baap kaun hai, but you’ll know me!”

The campaign was launched to reach out to the talent and get them to register with us. What better way, than an online music video for a mobile millennials! A video, in a language, technology and platform understood best by the core TG-Youngsters starting 13 yrs, residing in one of the top 30 towns of India (by population), internet savvy.

EXECUTION

Activities:

a. We created an anthem / music video showing how our product offers a helping hand. Talents have to just register with the network and the team will help them

ideate, produce, market and monetize content.

The anthem was composed with quirky lyrics that youth could relate to, with young, fresh faces, striking a chord and encouraging prompt response.

b. Post launch of the video on YouTube, an OOH campaign was launched, with faces of our existing talents and the genres they were excelling in. Mailers were sent out to the trade to help them understand our ideology with the help of the anthem.

c. PR – All the artistes featured in the anthem were familiarised to the media and their profiles and stories were shared with all leading publications. Interviews were arranged with popular media.

d. Social media – All the talents were promoted on social media through posts, blogs, LIVE chats, and cross marketing arrangements with content and talent curators

e. Online communication – Regular emailers were sent to the network’s audience and various talent pools inviting individuals to register with the network.

RESULTS

The award winning music anthem went viral as soon as we made it LIVE. The anthem registered over 4

million views.

More than 50,000 individuals registered themselves with #fame network.

The anthem and the initiative got a lot of media attention. The anthem created more than 1600 media stories worldwide across different media.

Some of the talents featured in the music video are today one of the leading talents in their genres.

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Silver Winning Campaign MTV India - Viacom18 Pvt Ltd -

Durex MTV Rex Talk

Durex MTV Rex Talk


Campaign was launched on 1st of December 2014 (World AIDS Day) with Bollywood’s superstar Ranveer Singh as the face of the campaign. The hastag #RexTalk trended on World Aids Day. We launched a powerful online film with Ranveer Singh to asking people to Talking about Sex and participate in the movement. Chup - A take on how indians keep silent on the topic of sex. This was soon followed by another video. Beep - A take on the level of censorship and taboo issues in Indian media.

A series of films called the Sexperiment (where random people were suddenly asked talk about sex for a minute) and Rexbusters (where MTV VJs asked people basic questions about safe sex) were released during call for entry phase.

All these videos were supported by heavy promotions on all MTV Assets directing them to the website (mtvindia.com/rextalk) to submit their opinions by tweeting, blogging, or shooting a video of themselves. We received over 10300 entries.

From these entries we shortlisted the best 12 entries for the 14 day Bootcamp. A Bootcamp like no other. A Bootcamp to spread awareness about safe sex.All 12 contestants were flown down to Mumbai and were divided into 4 teams of 3 members each. #RexSafe, #RexBusters, #RexLonger, #RexFun



The hashtags for each team played a huge role, as the

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each social media interaction on the team hashtags counted for points for the team. Each Video View got the team 10 points, a facebook like, 5 points, a tweet 1 point, instagram heart 5 points.

The end of 14 days, the team with the highest points, won a trip to amsterdam.

Post the live online bootcamp phase, the highlights of the Campaign were edited into 2 TV episodes.

The entire campaign was extensively covered by major websites and online magazines.

STRATEGY





The India sexual landscape is fast changing. Youth, key drivers of this change, are getting more

and more assertive about sexual needs and 50% of them begin using condom from the age of 15-18 years. Hence, the core target group was 15-24 years. Through our proprietary media tool and syndicated researches we determined that Mobile is the best medium for High Reach & Time Spent and Low Cost.

Further it’s a personal medium unlike TV (most households are single TV in India), allows Interactivity and more suitable for the kind of edgy content we wished to air (TV, being a family medium is highly regulated in India).

EXECUTION

Durex kicked started the campaign by airing promo spots on the “World’s Aids Day” featuring Ranveer

Singh, current heart throb among youth, provoking youth to come out and talk more often about Sex.

16 contestants were shortlisted based on a national level contest wherein they were asked to send in videos/blog/tweet on what they think about sex in India.

They were put in a boot camp, divided in 4 teams. Each day they were given the tasks that involved busting common Sex Myths, Talking with people on street about a subject that’s considered taboo, etc. And many short videos of each day activities went online every day.

Program was heavily promoted on MTV TV Channel, MTV.Com, facebook, Youtube and many social websites.

To ensure great experience despite bandwidth issues all videos were of 2-3 min duration.

RESULTS

Durex MTV RexTalk was a rocking success. By the end of the program Brand’s Spontaneous

Awareness scores went up by 44%, Brand For Me score went up 40%, Brand I Love score went up 29%. Market Share in the top 35 markets went up by 90 basis points (4.8% to 5.7%) and in the two largest markets- Mumbai & Delhi it went up by 400 bps (11.6% to 15.6%) and 180 basis points (8.7% to 10.5%) respectively.

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Category: Hall Of Fame Awards

Sub Category: D.2 Mobile Marketer of the Year

WinnerPepsico India

Criteria : Mobile Marketer of the Year is selected by the esteemed Judges from the maximum metals won in above categories.

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Sub Category: D.3 Agency of the Year

WinnerMindshare India

Criteria : The mobile/ creative agency/ organisation that won the maximum metals in above categories.

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Sub Category: D.4 Mobile Person of the Year

Winning NominationDeepinder Goyal, Zomato

Criteria : A Mobile person of the year will be awarded to an individual who has contributed towards propelling the industry which helped re-define the mobile marketing viz. in any relevant area of medium innovation, measurement framework, brand impact etc. This individual can be anyone from the agency or a publisher, enabler, a media owner or an advertiser.

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