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SMG India wins Gold at the 5th edition of I-Com global summit 2014
MUMBAI: Starcom MediaVest Group has been awarded the prestigious I-Com Data Creativity Award for their media analytics work on Axis Bank in India. I-Com received more than 80 award submissions from various agencies across the globe and ten shortlists were invited to the Global Summit in Seville for the final round. SMG India was represented at the 5th I-COM Global Summit 2014 by Aarti Bharadwaj, VP, SMG India Data &Analytics.
“This win is a milestone for the analytics practice within SMG,” said Malli CR, CEO, SMG India.“SMG India has emerged as a center for product development and thought leadership in analytics that is then scaled across the globe. The India team has executed complex marketing analytics projects for SMG offices in India, the United States, the United Kingdom, Australia, Philippines, Singapore and Indonesia.”
SMG India is focused on digital, content and analytics at the core of what it offers to its clients with a belief that precision marketing, scaled content and innovation fueled by real time data and analytics are central to the future of the industry.
SMG’s pioneering work in this area provides a possible measurement system that helps brands evaluate all media, traditional and offline using the same metrics. This addresses a major gap in the media industry: marketers are familiar and comfortable with the measurement metrics of traditional media using GRPs, reach and frequency. Digital, as a medium, is highly measured, and with a great level of accuracy. However, the measurement metrics of digital are not comparable with the metrics of traditional media making the comparison of efficiency metrics across media highly challenging.
SMG’s winning work with Axis Bank used advanced attribution modeling techniques to derive a framework that captures the impact of paid, owned and earned media on business, be it sales or salience, in a mesh of direct and indirect effects. The framework, therefore, evaluates the role of all media investments by the brand in terms of effectiveness in driving business. All media, be it traditional or digital media, are evaluated in terms of their relative contribution toward business, enabling comparison across media.
Speaking of their future forward signature POEM approach, Bharadwaj said: “The well-researched consultancy rendered to our clients has helped allocate investments so as to optimize paid media while also amplifying owned and earned media content. We are extremely proud to have won GOLD at an esteemed global platform like I-COM Data Creativity Award this year for Axis Bank.”
Delighted at the win, Mr. SagnikGhosh, Head Marketing, Axis Bank extended his compliments to the team stating, “ There were some very interesting observations &learnings that came through the POEM analysis done by SMG India. For a Bank of our size and presence, it is important to understand the attribution that goes towards the Owned Medium Vs. Paid or Earned. We have a large presence on ground through over 2,300 Branches and over 12,000 ATMs, which is itself of tremendous media value. We also have a robust digital presence through our website, online banking and social media assets. It was important to understand what contributes towards building the brand. We have taken some of the learnings on board and are in the process of making some changes to our media mix. “
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Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
