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Winners of BE Marketing Awards 2020

Mumbai: Mondelez India bagged two honours at the Brand Equity Marketing Awards 2020, held virtually on Friday evening. The food and snack major won in two tough categories — Digital Marketing and Mobile Marketing — for Cadbury Dairy Milk’s ‘Drowning Hate with Hearts’. The campaign clearly won judges’ hearts for effectively and creatively addressing the issue of cyberbullying.

Jury member and PepsiCo India’s president Ahmed ElSheikh presented the Digital Marketing award to Mondelez India’s senior director-marketing (chocolates), Anil Viswanathan. “This recognition reinforces our belief that we can make a difference in our consumers’ lives, beyond just selling more of our product,” Viswanathan said.

Shanti Ekambaram, group president, consumer banking, Kotak Mahindra Bank, presented the best Print campaign award to FMCG major Marico NSE -1.34 %’s chief marketing officer Koshy George for Saffolalife’s ‘Heart Ka Exam’. It got judges’ vote for its powerful and innovative use of one of the oldest mainstream advertising mediums that’s still going strong. The other big winners emerged victorious from a big pool of over 1,300 entries that poured in from brands across sectors. Hindustan Unilever (HUL NSE -0.31 %) bagged the best Brand Experience & Activation award for Lux’s ‘The Soap with a Lump’. The iconic soap bar was redesigned in an initiative to help detect breast cancer in early stages by encouraging women to check for lumps in the shower.

Jury member Priya Nair, who is vice president-beauty and personal care of Unilever South Asia, accepted the award at the event on behalf of HUL. She said, “This one is really special. The soap with a lump is very powerful idea and we are proud of it.” (Nair had recused herself during the judging round for this entry.)

Acknowledging Brilliant Work

In Integrated Marketing, one of the largest categories, Discovery Communications won for its marketing blitz for ‘Man vs Wild with Bear Grylls and Prime Minister Modi’, which became one of the biggest television events of 2019.

The Brand Equity Marketing Award for the best television ad film went to Hotstar for ‘Koi Yaar Nahi Far’. The award was presented to Sidharth Shakdher, executive VP and business head, Hotstar by Prasoon Joshi, chairman, McCann Worldgroup Asia Pacific and jury member.

In the Innovation category, Samsung India won for ‘Samsung Good Vibes’, a two-way communication app developed in India and designed for the deafblind — those afflicted by both visual and hearing disabilities. PepsiCo’s ElSheikh presented the award to Samsung India’s corporate vice president, Moon Goo Chin, who said, “This recognition will inspire all of us at Samsung and hopefully many others who create innovations that make people’s lives better.”

And another technology-driven campaign, this time for Spotify, won the best Brand Launch title. Colgate-Palmolive managing director and jury member Ram Raghavan presented the award to Spotify’s marketing chief Neha Ahuja for ‘There’s a Playlist for That’. It hooked users with curated playlists through a hyper-contextual campaign.

At the start of the awards, keynote speaker Conny Braams, Unilever’s chief digital and marketing officer, said, “It goes without saying that 2020 has been a challenging year, Covid has brought a rapid change in consumer behaviour, from shopping habits, media consumption to new trends — all of which have had a profound impact on marketers — from our channel strategies, our creative work, and much more. Which is why, it has never been more important to take a moment to really celebrate brilliant work — something I am very much looking forward to doing today.”

The Brand Equity Awards jury was a roll call of industry’s leaders and marketing whizzes. Eighty jurors evaluated 1,300 entries in multiple rounds of judging held in the both the real and virtual worlds.

For detailed coverage of India’s most-coveted marketing awards, pick up the next edition of Brand Equity.

Image credit – Economic Times

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