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.
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.
