By Our Staff
Kantar, the leading marketing data and analytics company, announced its now-annual Creative Effectiveness Awards. The India report shortlisted close to 400 ads, tested across categories, markets, TG’s and media channels.
Across television ads tested in India, Kantar has awarded standout performers across seven categories- Food & Beverage, Personal Care, Technology, OTC, Home Care, Services and Short Format (under 15 seconds). Kantar had also introduced an ‘Un-stereotype’ category last year, which focuses on celebrating gender-progressive advertising. This category has been included this year as well. Kantar has also awarded a standout performer for digital this year as well.
All ads exemplify essential characteristics of being creatively engaging and landing persuasive stories that enhance brand sales.
Here are the Kantar Creative Effectiveness Awards 2023 India Winners:
| Medium | Award Category | Corporate | Creative Agency | Brand | Creative |
| TV | Food & Beverage | Hindustan Unilever | Ogilvy | Red Label | Hospital |
| Personal Care | Honasa Consumer | Korra Pvt Ltd | Mamaearth | Shaadi Wala Glow Everyday | |
| Services | Burger King | Black Pencil | Burger King | Rs.50 Stunner Menu Stuns Hrithik Roshan | |
| Home Care | Hindustan Unilever | Lowe | Surf Excel | Holi | |
| OTC | Haleon | Leo Burnett | Iodex Ultragel | Iodex Ultragel IPS | |
| Technology | Lowe Lintas | Voice Search Director | |||
| Short format (15 sec or less) | Godrej Consumer Products | Bates Chi & Partners Jakarta | Kala Hit | Dark Side of Mom | |
| Un-stereotype | Hindustan Unilever | Ogilvy | Bru | Bru New Pack – Photograph | |
| Digital | Link for Digital | Welspun | Ogilvy | Welspun | Welspun QuikDry Towel Ad |
Commenting on this year’s findings, Soumya Mohanty, Managing Director & Chief Client Officer- South Asia, Insights Division, Kantar said, “Our research has found that the most creative and effective ads generate more than four times as much profit as those which score low on effectiveness measures. So cost effective ad testing is possibly a much better option that a costly mistake of airing a wrong ad. Our winners exemplify how testing can progressively refine the ad ultimately leading to better brand results.
Added Prasanna Kumar, Head of Creative Domain & Executive Vice President- South Asia, Insights Division, Kantar: “With short-form advertising on the rise in India, brands face the task of adapting to newer advertising structures and storytelling styles. Short ads, designed for 15 seconds or less, now require meticulous scripting and visualization to captivate audiences and meet higher standards for entertainment and engagement set by rampant popularity of short-form video content on social media platforms. To cut through content clutter and grab consumer attention in this rapidly changing landscape, pre-testing plays a crucial role for brands. It enables them to develop ads that have a strong impact and are memorable, while also providing valuable insights and learnings along the way.”