Great creativity gets attention. Effective creativity drives growth.
At MMA SMARTIES India, Kantar was right at the heart of conversations about how brands can achieve both.
A highlight was Soumya Mohanty being introduced as a co-founding member of the new MMA India Creative Council, alongside senior marketing leaders. The Council will help advance the industry conversation around making creativity more effective, measurable and impactful, with Kantar and LINK bringing our expertise in creative effectiveness to the table.
She also represented us at the closed-door MMA x ASCI x Kantar Creative Leadership Dialogue, ‘Can Creativity Be Effective Without Trust?’, where senior marketers and agency leaders explored the relationship between creative courage, consumer trust and business impact.
For us, that’s what meaningful industry engagement looks like: not simply being part of the room, but helping shape the conversations that matter and building stronger connections with the marketing community.
Here’s to creativity that doesn’t just stand out, but works.
Can a campaign look great on paper and still generate little real 'attention'?
In my contribution to MMA Global’s Beyond Reach report, I explore how media planning lens needs to evolve with changing landscape & how attention adds another layer of commercial discipline.
Amazing to see the pictures and have heard great feedback about the event. Congratulations Ranjana K.and the MMA India team for such an insightful event.
Karix x Myntra Virtual Try-On Studio took Silver in the Personalisation category, and I'm still smiling about it.
The idea came from a question we've all asked while shopping online: "I like it…but, will it actually look good on me?"
So ahead of EORS, instead of sending shoppers yet another "you left something in your cart" message, Myntra let them try the look on. Right inside WhatsApp.
Pick a style, share a selfie in the chat, and see yourself in the outfit. That's it.
People loved it. Many even shared their try-on looks online. And it drove an 11% uplift in conversion compared with non-AI campaigns.
This win seems so personal and so seeing it on stage next to some of India's biggest brands and agencies feels extremely special.
Last Friday, the strongmetrics team attended SMARTIES India 2026, the flagship event by MMA India, joining industry leaders and innovators to celebrate marketing excellence and explore how technology, creativity and data are shaping the future of marketing.
A key highlight was the launch of 101 AI in Marketing Use Cases, a curated learning library designed to help marketers understand how AI is being applied across the industry to drive meaningful, measurable impact. We are proud to be a Council Member of this initiative, contributing to a larger industry conversation on the practical applications and possibilities of AI in marketing.
Representing strongmetrics at the launch were Nimit C., Founder & CEO; HARSH SHARMA, Lead – Product & Engineering; and Nafisa Shaheen, Lead – PR & Marketing.
As AI continues to transform the marketing landscape, we look forward to contributing to initiatives that move beyond the hype, encourage knowledge-sharing and spotlight real-world applications that deliver business impact.
Here’s to shaping what’s next for marketing, together.
What if a plate could reveal the hunger we don’t see?
We’re pleased to announce that HungerWare Collection: The Plates That Serve Truth, part of India Gate Basmati Rice’s Grains of Hope initiative, has won at MMA India SMARTIES 2026 in the Social Impact Marketing category.
At the heart of the campaign was a striking plate visual that brought the realities of hunger and food insecurity into focus. By turning an everyday dining object into a powerful conversation starter, HungerWare highlighted the importance of child nutrition and our mission of 'Grains of Hope'initiative to support mid-day meals, helping ensure that no child’s aspirations are limited by a lack of nourishment.
Really glad we could share our experience, and I hope it gives fellow marketers some ideas and inspiration to explore how AI can make a difference in their own work.
