MMA Smarties Awards

Honoring innovation, creativity and success in mobile marketing

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Case Study

Health insurance company Aditya Birla Health Insurance moved away from traditional category communication by engaging Indian millennials in a cause for good.

Case Study

Nicotex, a nicotine gum, was able to establish its brand as an enabler for those who want to quit smoking in India via stories expressed through digital and mobile media.

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Coca-Cola India, a drinks manufacturer, launched its Share-a-Coke campaign in India using social media to engage with consumers.

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Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with its teen consumers.

Case Study

Retail chain Big Baazar drove traffic to its stores in India through an online-to-offline strategy that leveraged Google Search.

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Durex, a condom brand, launched a chatbot for consumers in India to inform them about safe sex and thus secure future growth for the brand.

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Luminous, a solar power company, raised awareness of uplifting education for girls in India by celebrating a hero through setting up a solar power plant to supply electricity to every classroom in his school.

Case Study

Makkal Needhi Maiam, a political party in India, attracted members and addressed the growing unrest in India by launching a mobile app that allowed users to report problems in their area.

Case Study

Patanjali, an Indian consumer goods company, increased brand awareness and sales among Indian children by launching its products through an in-gaming integration.

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Lifebuoy, a brand of soap, created a data-led infection alert system, which helped its target audience of rural Indians protect themselves against infections.

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Mahindra First Choice, a multi-brand car workshop, educated rural Indian farmers on the tractor loans it offers by connecting with them through a voice message on mobile.

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Aditya Birla Health Insurance, a health insurance company, connected with purpose-conscious consumers on World Heath Day to provide prosthetic legs to 200 Indians in need.

Case Study

Patanjali, an Indian consumer goods company, increased awareness of its mango juice among kids in India by placing its product as a power booster in mobile gaming apps.

Case Study

L’Oréal, a beauty company, successfully promoted a new collection to women in India through digital facial recognition technology.

Case Study

Ultimate Ears, a custom in-ear monitor, speaker, and earphone manufacturer, launched a targeted mobile campaign around cricket stadiums to promote its products among Indian millennials.

Case Study

Star Plus, a general entertainment television channel, brought alive the story of the new show Ikyawann where the protagonist challenges the norms of society in India by redefining the female image.

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Pizza Hut, a restaurant chain, transformed its strategy in India by using moment marketing to increase online sales and promote its business as a delivery service.

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HP, the technology company, used social media to reach millennials in India during the Indian Premier League (IPL).

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Project Nanhi Kali, an Indian non-governmental organisation that supports education for underprivileged girls, drove donations to its cause by launching a mobile chess game with a powerless Queen.

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Quaker Oats, a food conglomerate, launched a 21-day fitness challenge to motivate Indian consumers to stick to their goals in order to make the brand relevant in their lives.

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BloombergQuint (BQ), a business and financial news organisation, utilised the mobile web space in India to convert mobile traffic into subscribers on messaging app, WhatsApp.

Case Study

Johnson's Baby, a baby-care brand, launched its range of baby laundry cleaner to mothers in India via targeted banner ads on mobile.

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Big Bazaar, an Indian retail store, increased brand buzz and searches by introducing Smart Search on Google, which put targeted offers and promotions at the top of Google Search results.

Case Study

McDowell's No 1, a brand of spirits, overcame the challenge of advertising alcohol in India by creating a song in five regional languages to reach its target audience.

Case Study

Reebok, a sportswear brand, launched its new sports shoes Floatride by creating an interactive mobile banner ad that got people to walk to reveal features of the shoes.