MMA India shortlists 155 entries across 27 categories for 11th edition of Smarties

MMA India, the only not-for-profit marketing trade body, has just unveiled the shortlist for the 11th edition of SMARTIES 2022. With a heightened focus on modern marketing, this year MMA SMARTIES will celebrate the future of marketing excellence.

MMA believes that marketing practices have changed dramatically over the recent years and the world is evolving towards the next generation of digital technology- Web 3.0.

Hence, seeking a futuristic outlook, Smarties 2022 has been reshaped, reworked, & refined with more emphasis on Innovations and Web 3.0, ecommerce, and technology, along with other categories like creative, media, purpose driven marketing and impact marketing with business impact comprising highest weightage across categories.

A total of 155 entries have been shortlisted from across seven categories. Web 3.0, purpose driven marketing and ecommerce marketing witnessing an avalanche of entries in year one of it being added along with technology and impact media in a refreshed avatar together contributing 50% of overall entries received. MMA SMARTIES this year witnessed over 50% increase in entries as compared to last year.

In the award categories, some of the shortlisted entries include Adidas under Integrated E-commerce Innovation, Make My Trip, Raymond Consumer Care and Bharti Airtel under the new category – Web 3.0 and Sunfeast Allrounder and Cadbury Dairy Milk under Purpose Driven Marketing among many others.

What is interesting to note, is that MMA Smarties has received some interesting campaigns from Cadbury, Raymond Consumer Care and Swiggy in its newly introduced, Web 3.0 category which includes metaverse, real time marketing, spatial technology and the internet of innovation which is a testimony of the fact that the advertising and marketing industry is evolving with consumers and market trends.

Submissions were received from various sectors including FMCG, OTT, retail, BFSI, and technology amongst several others.

Finalising the shortlist for MMA SMARTIES 2022, Moneka Khurana, Country Head and Board member, MMA India, said, ‘’This year SMARTIES got to witness exceptional entries from brands across diverse categories like Web 3.0, E-commerce, Martech and Social. We are so grateful and thrilled to receive such a great response from some of the most inspiring brands in the country and the enthusiasm dispersed by these entries has helped restore our confidence in what we bring to the table as a leading modern marketing think-tank.

“This healthy competitiveness will only benefit the industry and provide numerous opportunities for brands and marketers to thrive. Our best wishes to all the nominations and may the most deserving win,” Khurana said.

Amit Jain, Jury Chair, Smarties 2022 and Managing Director, L’Oréal India, said, “The advent of Web 3.0 and 5G paves the way for the marketing functions to innovate. With a more focused lens toward the future, MMA India’s Smarties, this year, has introduced new award categories to recognize the impact of storytelling in an age where marketers bid for attention.

“The entries received, showcase disruptive thinking, consumer centricity, and innovative problem-solving, using Voice, Ecommerce, AR/VR, and so on. As the Jury Chair, I look forward to seeing some outstanding tech-powered creativity this year,” Jain added.

The jury panel has been led by visionaries like Amit Jain, Managing Director, L’Oréal India and Jury Chair, Smarties 2022, Deepa Krishnan, Director Marketing, Tata Starbucks Pvt Ltd., Om Jha, Associate Director, Media, Pepsico, Swati Rathi, Marketing Head, Godrej Appliances, Ajay Dang, President, Head- Marketing, Ultratech Cement, Aditya Birla Group, Vipul Mathur, Vice President, Ecom and Modern Trade, Hindustan Unilever Limited, Deepali Naair, Chief Marketing Officer, IBM India & South Asia, Arvind RP, Director of Marketing and Communications, McDonald’s India, and Amit Doshi, Chief Marketing Officer, Britannia Industries Ltd among many others.

Smarties 2022 – Shortlists: