MAM
Striking promo name, high media spend attracts consumers: Survey
MUMBAI: Promotions are an integral part of a company’s marketing plan. Marketers in an effort to break through the clutter and reach their target audience, conduct several campaigns across different product categories. The Promo Survey 2005 done by Mudra’s Kidstuff Promos and Events Pvt Ltd, is an endeavor to understand the psyche of the consumer so as to design better campaigns in the future.
The survey conducted across 10 cities in India namely Delhi, Chandigarh, Lucknow, Mumbai, Pune, Ahmedabad, Bangalore, Hyderabad, Chennai and Kolkata. The survey covered over 1700 consumers and over 700 retailers seeking their preferences for promotion tools, participation mode and prizes amongst others.
Key Findings:
Promo must have a striking name – Buzz is created around that
name
Campaigns of daily-use products (FMCG, Beverages) have higher recall – Repeat purchase of these goods ensure higher recall
Campaigns should involve all and sundry – TG must be spread across all ages, gender and SECs
Promo should be supported by good media spend.
The results suggest that participation in a consumer promotion is driven by the base prize although the hype is built around the top prize. An innovative promotion with a striking name and adequate ATL support registers top-of-mind recall amongst the masses.
While, television and radio commercials play a vital role, on-ground promotions (roadside, bus-stop hoardings, point-of-sale materials and direct contact with customers) are quite important as well for creating awareness about a campaign.
The findings revealed that close to 84 per cent of Indians have participated in some form of promotion and 56 per cent have won some prize or the other. Masses prefer a prize where they don’t need to put-in an extra effort and where they can get an instant prize at the point-of-purchase.
While, any form of promotion involving a scratch card or contest form excites the common man, he/she also shows an inclination to participate using the new-age media – SMS and e-mail.
The promotions that recorded the highest recall are as follows:
Pepsi – Khufiya
Coke – Aish Cash
Pepsi- Toss Ka Boss
Samsung – Phir Se Phod Ke Dekho
LG – Khelega Kya
Moreover, good news for marketers is that sales promotion campaigns can incite trial for a new product. The survey revealed that 80 per cent respondents would try a new brand if an offer is available; a repeat purchase, though, would only take place if the consumer likes the new product.
On the other hand, 65 per cent respondents feel it increases their sales, lets them earn more and gives them an opportunity to establish a bonding with their customers and the company. However, some retailers complain that companies don’t pass on the financial benefits, i.e. incentives and/or handling charges (of these promotions) to them.
Retailers who were surveyed felt that they can make or break a campaign as 62 per cent customers consider their opinion before participating in a promotion.
MAM
India wins big at the 2025 Global Best of the Best Effie Awards
The Womb and McCann India take home Global Grand Effies, putting Indian advertising on the world map
MUMBAI: Indian advertising just had its moment. At the 2025 Global Best of the Best Effie Awards, the most rigorous test of marketing effectiveness on the planet, two Indian agencies beat out campaigns from over 130 markets to claim Global Grand Effies, the sport’s equivalent of a world championship medal.
The Womb won for Piramal Finance with a campaign called “NEEYAT: India’s Real Credit Score,” a purpose-led push that took direct aim at systemic bias in the credit sector and reframed how creditworthiness is measured. McCann India won for ESAF Small Finance Bank with “Saving Her Savings,” a campaign centred on financial inclusion for marginalised women. Both wins came from a shortlist of 47 contenders, all of whom had already won gold or grand prizes in their home markets. Only 11 Global Grand Effies were handed out across seven markets. India got two.
The highest honour of the night, the Iridium Effie, awarded to the single most effective marketing campaign in the world, went to eos Products and Mischief @ No Fixed Address for “Women’s Shave.” Remarkably, it was their second consecutive year taking the top prize.
Other global winners included Oreo and Mondelez International for “Oreo Codes” in commerce and shopper marketing, Flamin’ Hot and PepsiCo for “Poker Face” in experiential marketing, and ALDI Australia for “Shop ALDI First” in retail.
The Best of the Best is no ordinary awards show. Entry is restricted to campaigns that have already won a gold or grand Effie at a national level, making it, in effect, a champions’ league of marketing effectiveness. Indian agencies are no longer just brilliant at cracking local markets. They are now setting the global standard.
The world’s best advertisers had better start paying attention.
