MAM
Kantar launches edition four of its Creative Effectiveness Awards India
Mumbai: 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 plus) of those creatives were tested in India. Today, 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 four in the Digital ads category.
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 four categories- three 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.
All ads exemplify essential characteristics of being creatively engaging and landing persuasive stories that enhance brand sales.
Kantar Creative Effectiveness Awards India 2024 winners:
|
Award Type |
Category Type |
Corporate |
Creative Agency |
Brand |
Creative |
|
CATEGORY AWARDS |
Food & Beverage |
Mondelez |
Ogilvy |
Choco Chips |
|
|
Home Care |
Hindustan Unilever |
Ogilvy |
Surf Excel Easy Wash |
||
|
Personal Care |
Colgate-Palmolive India |
Ogilvy |
Colgate Max Fresh |
||
|
Services |
Fashnear Technologies |
Moonshot |
Meesho |
|
|
|
Original Creatives for South |
Godrej Consumer Products |
Godrej Lightbox |
Godrej Fab |
||
|
Adaptations for South |
Zydus Wellness Products |
McCann Worldgroup |
Complan |
||
|
UNSTEREOTYPE AWARDS |
Unstereotype- Male |
Hindustan Unilever |
Lowe Lintas |
Vim Liquid |
|
|
Unstereotype- Female |
Hindustan Unilever |
Ogilvy |
Dove |
|
|
|
DIGITAL AWARDS |
Under 15 seconds |
Eicher Motors |
In-house |
Royal Enfield Bullet 350 |
Bullet Meri Jaan | RE Bullet 350 |
|
Between 15-30 seconds |
Delightful Gourmet |
Tilt Brand Solutions |
Licious |
||
|
Over 30 seconds |
Tata Group |
In-house |
Croma |
||
|
OVERALL WINNERS |
Most Creative & Effective TV Ad |
Hindustan Unilever |
Ogilvy |
Ponds Dream Flower |
|
|
Most Creative & Effective Digital Ad |
Nestle |
McCann Worldgroup |
Maggi |
Maggi Occasions – Rain Moments |
|
|
Most Consistently Effective Advertiser |
Hindustan Unilever |
– |
Surf Excel |
– |
Commenting on this year’s findings, Kantar MD & chief client officer- South Asia, insights division Soumya Mohanty 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”.
Key highlights from this year’s report:
1. Learnings from Kantar’s blueprint for brand growth indicate that great advertising is rocket fuel for building predisposition: growing meaningfully different brands in a more effective and efficient way. Creative quality, second only to brand size, greatly influences campaign profitability, with double the impact that reach does on brand salience.
2. Kantar research emphasizes that ads must persuade and convey messages that are novel, credible, relevant, and different to enhance short-term sales. But high-quality ads, which leave a lasting impression, generally perform well in both short-term sales and long-term brand-building (Kantar LINK database), thus reducing the need to spend money on performance marketing.
3. Beyond brand recognition, generating a strong emotional response is key, because emotion helps build strong memory structures, and most advertising effects are not immediate. Emotion plays a critical role in effective creative- and not just in TV content.
Ad learnings from 2023:
1. Make purpose personal: 65 per cent of Indians will buy brands that stand for something they can identify with. While purpose or value led creatives open possibilities for highly emotively engaging creatives, the effective ones execute it in a manner such that it becomes personal to the consumers.
2. License to surprise: Consumers are open to original creative ideas- ones that are hyper creative or break existing category codes. The reward for the brand lies in the ability to integrate the persuasive and meaningful impressions into the creative idea. Pre-testing helps identify the possible risks of comprehension and resonance.
3. Going native: Only 28 per cent Indians (vs Global average 75 per cent) have watched any ‘foreign’ content. Over 25 years of Kantar Link ad evaluation reveal a striking truth- ad transference across Indian regions is just about a third. This challenges the assumption that a single pan-India creative approach, even with universal and validated consumer insight, will yield positive returns on objectives. Brands are now refreshingly taking on the challenge and opportunity of engaging the Southern consumers differently from Hindi-speaking markets. Investing in original creatives, by going native on multiple dimensions- insights, creative idea & treatment and execution ensures maximizing of reward for the brand.
4. Go deep & wide: The most efficient route to optimize budgets for creating ads that effectively crossover the transference challenge across many India’s, is to create regional adaptions by playing with backdrop, celebrity, casting, product window visualization, slogan etc. Go deep and wide is about taking a campaign pan India by starting with a pan India insight, creative idea & treatment but execute with some nativity elements to amplify the resonance with the regional markets. Pre-testing helps to identify whether the mix of insight, story & elements work together as intended and identify opportunities for improvement.
5. Embed the brand: The value of creativity starts with the brand. While executional elements like distinctive brand assets and consistency in advertising style are undeniable aids in ensuring that the brand takes credit for the impressions left behind by the creative, it’s potential is amplified when the brand is integral to the story.
**In our top quartile ads compared to the bottom quartile ads, we observed more consistency (plus 49 per cent), greater use of established branding devices (plus 14 per cent), and the inclusion of related music (plus 26 per cent).
6. Weave in the product story: Executions that can creatively integrate the specific competitive reasons to consider the brand into the narrative tend to be impactful. The role of creativity is thus not just to entertain but also leave behind vivid impressions that make the brand more meaningful to the consumers.
7. Specific learnings for the digital landscape:
a. Precision targeting is officially giving way to mass media avatar of Digital and there’s an increasing recognition of the importance of brand marketing on digital platforms. Creative Quality getting increasingly critical for ensuring ROI for digital- could unlock 35 per cent plus incremental sales per impression.
b. Effective content on TV does not automatically mean success in digital – Ads that perform well in TV have only a 50 per cent chance of performing well in digital.
c. Emotional resonance significantly enhances digital advertising’s impact on brand building. Ads that evoke stronger emotions are 3.3x more likely to drive long-term brand equity and 2.75x more likely to generate impact compared to those with weaker emotional connections.
Kantar head of creative domain & executive vice president- South Asia, insights division Prasanna Kumar added: “Truly creative ads are the ones that are effective. The journey from being just creative to being effective starts by including your key stakeholders – your target consumers, into the process by pre-testing your ads. This year we have seen some original creative ideas shine through by ensuring that they have brand and consumer at their heart.”
**Source: India TV Link database ’23
Brands
Big Bowl appoints Lyxel & Flamingo as social and media partner
QSR brand eyes next growth phase after crossing Rs 100 crore ARR milestone
MUMBAI: Big Bowl, one of India’s largest bowl-format quick service restaurant brands from Lenexis Foodworks, has appointed Lyxel & Flamingo (L&F) as its social and media partner as it prepares for its next phase of growth.
The partnership comes after the brand crossed the Rs 100 crore annual recurring revenue milestone in 2025 and aims to help accelerate its journey towards Rs 150 crore ARR in its fifth year since launch.
Big Bowl currently operates more than 250 kitchens across 50 cities and has emerged as a major player in India’s organised bowl-format food segment. Built around hearty portions and delivery-first convenience, the brand offers a wide mix of Indian, Chinese and fusion bowls designed for quick, affordable and portable consumption.
As urban consumers increasingly gravitate towards easy-to-carry and value-driven meal formats, the company sees the bowl category as a scalable format aligned with modern eating habits.
With the appointment of Lyxel & Flamingo, Big Bowl plans to consolidate its social media and digital media operations under a single partner. The move is intended to sharpen its digital reach, strengthen youth-focused storytelling and improve performance marketing outcomes.
Lyxel & Flamingo, one of India’s largest independent digital-first agencies, manages more than 350 brands and oversees advertising spends exceeding $100 million across its network.
Under the mandate, the agency will handle Big Bowl’s social media strategy, content development, digital performance marketing, media planning and buying, as well as campaign amplification across platforms.
Commenting on the partnership, Lenexis Foodworks founder and director Aayush Madhusudan Agrawal said, “Big Bowl has scaled rapidly to cross Rs 100 crore ARR and established itself as one of the largest bowl-format brands in the country. As a delivery-first, digitally native brand, our next phase of growth will be driven by sharper performance systems and stronger brand storytelling. Consolidating social and media with Lyxel & Flamingo allows us to integrate data, creativity and media precision as we scale towards our next revenue milestone.”
Lenexis Foodworks marketing head Vikas Iyer, added that the delivery-led category requires content, media and performance marketing to work closely together.
“With Lyxel & Flamingo, we aim to build a sharper social voice, stronger acquisition systems and measurable impact, ensuring the brand scales not just in presence but also in precision,” he said.
Lyxel & Flamingo chief executive officer Dev Batra, said the agency will combine data-driven marketing with creative storytelling to support Big Bowl’s growth. “Big Bowl brings the flavour, and L&F brings the fire. Our strategy combines data-led performance with engaging storytelling to help build a strong digital brand presence while delivering measurable business results,” he said.
With this partnership, Big Bowl is looking to strengthen its position as a digitally driven QSR brand, blending brand-building with performance marketing as it scales within India’s rapidly growing organised food delivery market.
