MMA SMARTIES Unplugged India 2026

Theme -   Creativity, Technology & Effectiveness - Unplugged & Unfiltered 

Every brand is spending on creative. Very few know if it's working.

That gap — between creative investment and creative proof — is where growth is being lost. Budgets are tighter. Scrutiny is higher. AI has flooded the market with more output than any team can evaluate by instinct alone. And yet the brands breaking through right now are doing it on the strength of ideas. Not just spend. Not just targeting. Ideas that are culturally precise, emotionally resonant, and commercially ruthless.

Creative effectiveness is not a soft concept. It is the hardest discipline in marketing — one that demands you know why your creative works, not just that it does. It sits at the intersection of data, AI, and measurement. And it is where India's sharpest marketers are building their edge.

SMARTIES Unplugged is where that conversation lands — unfiltered, unscripted, and unapologetic. No polished panel answers. No recycled conference soundbites. Just the industry's best, in the same room, going deep on what actually works and why.

A high-impact curtain-raiser to the SMARTIES awards, it spotlights and decodes standout nominations — turning recognised work into industry learning. Through power-packed discussions, masterclasses, and candid practitioner insights, it goes behind the work. Into the thinking, the data, and the decisions that made it effective. Where creativity, AI, and technology converge — and where India's marketing community comes together not just to celebrate excellence, but to interrogate it.

SMARTIES has always recognised the best of Indian marketing on the back of business impact. SMARTIES Unplugged gets into the how — raw, real, and on the record.