SMARTIES - Great conversations, fresh perspectives, and evolving ideas at SMARTIES.
A valuable exchange on what drives marketing excellence today, where creativity meets effectiveness and impact goes beyond impressions to create meaningful outcomes.
The consumer journey has moved faster than the way we plan and measure marketing.
People discover in one place, search somewhere else, get influenced across multiple interactions and may finally transact through a completely different route. Yet we can still end up planning, funding and judging each channel through its own window.
That tension comes through strongly in the Full Funnel Digital Advertising Outlook 2026: the ambition is clearly there, yet 82% of advertisers that responded are still not fully executing full-funnel, with measurement remaining the biggest barrier.
For me, the shift ahead is less about which channel gets the credit, and more about understanding which combination of interactions actually moved the customer — and the business.
Glad to have contributed to the survey behind “A Marketer’s Playbook for Full-Funnel Growth”, developed by MMA IndiawithAmazon AdsandWPP Media.
Proud to see UltraTech Cement recognised as Most Resilient Brand of the Year at MMA India SMARTIES 2026.
A win that celebrates the power of collaboration, shared ambition and a partnership that continues to create meaningful impact. Congratulations to the UltraTech team and everyone behind this achievement!
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.
