Eicher Motors, Nestle, Delightful Gourmet, Tata Group win digital creatives category
What makes these awards unique is that consumers are the jury
image for illustrative purpose
The winners list has doubled from last year, with Kantar awarding 10 standout performers in the Television ads category and 4 in the Digital ads category
Mumbai: Creatives from HUL, Mondelez, Nestle, Colgate-Palmolive, Fashnear Technologies, Godrej Consumer Products and Zydus Wellness share laurels in the Television Category. Whereas, creative from Eicher Motors, Nestle, Delightful Gourmet, and Tata Group bagged in the Digital category.
Kantar, the world’s leading marketing data and analytics company tested more than 12,000 creatives for its clients around the world in 2023. Over 11 per cent (1,400+) of those creatives were tested in India. Kantar unveils the ads that were most effective and creative across India in 2023.
What makes these awards unique is that consumers are the jury. As people control a brand's fortunes through their spending power, their voice decides what is effective advertising. The India report shortlists close to 300 ads, tested across categories, markets, TG’s and media channels.
The winners list has doubled from last year, with Kantar awarding 10 standout performers in the Television ads category and 4 in the Digital ads category.
Prasanna Kumar, Head of Creative Domain & Executive Vice President- South Asia, Insights Division, Kantar said, "The award winning ads bust the myth that quantitative evaluation of advertising stifles creativity. Evaluation in reality helps in bringing in the key stakeholder into the creative development process - the brand's target consumers! And helps the progression from being Creative to being both Creative and Effective."
Television categories include Food & Beverage, Home Care, Personal Care, Services and Unstereotype. New categories introduced include ‘Original Creatives for South’, ‘Adaptations for South’, Most Creative & Effective TV Ad (overall) and Most Consistently Effective Advertiser. Creatives for Digital continue to grow this year as well, with Kantar awarding standout performers in 4 categories- 3 based on ‘Ad Length’ format and one for the Most Creative & Effective Digital Ad, for bringing to life the exciting storytelling possibilities in the digital world, he added.
All ads exemplify essential characteristics of being creatively engaging and landing persuasive stories that enhance brand sales.
Soumya Mohanty, Managing Director & Chief Client Officer- South Asia, Insights Division, Kantar said, “Earlier this year, Kantar launched the Blueprint for Brand Growth– a breakthrough understanding of how businesses build strong & profitable brands. One of the growth accelerators for building strong brands is to pre-dispose more people. Great advertising builds pre-disposition and loads the dice in favour of the brands. Creative content can and should punch above its weight”.
