Mumbai: The Marketing Media Alliance (MMA) has announced the SMARTIES India 2026 shortlist, revealing a clear shift: the most recognised work now connects creativity, technology and media to measurable business results. Participation rose 28.8% year on year, and 100 new submitters entered the programme.
Effectiveness is the common thread
Entries were assessed across 25 SMARTIES categories, with submission volumes up in 80% of comparable categories. The fastest-growing areas show where marketers are placing their bets.
- Personalisation: up 107.7%
- New product or service launch/re-launch: up 70.3%
- AI-driven creative excellence: up 66.7%
- Short or long form video: up 54.3%
- Creator/influencer/celebrity marketing: up 53.8%
Jury chair Rajneet Kohli, Executive Director Foods at Hindustan Unilever Limited, said the shortlisted work “used data and innovation with purpose, solved consumer problems and proved business impact.”
Finalist mix signals a full-funnel mindset
Across the shortlist, AI-labelled categories account for 16.1% of finalist listings, while commerce, retail and conversion categories represent 13.8%. Perhaps the most telling figure: 42% of shortlisted entries appear across multiple categories, suggesting strong ideas are being built to work across objectives and channels rather than for a single execution.
The senior jury is also heavily brand-side, with company and brand executives making up 96.7% of the panel. It includes leaders from established companies such as Hindustan Unilever, ITC, PepsiCo, Coca-Cola, Tata companies and Nestlé, alongside founders from newer businesses including Bombay Shirt Company, Yoga Bar, Moxie Beauty, NOTO and Lenexis Foodworks.
New industry awards broaden the lens
SMARTIES India 2026 is expanding beyond individual campaigns with four new industry awards: Juror’s Choice Award of the Year, National Advertiser of the Year, Local Brand of the Year and Specialist Agency of the Year. The additions recognise sustained effectiveness, specialist capability and brand leadership, not just a single piece of work.
Moneka Khurana, Managing Director and Board Member, MMA India, said the strongest marketing today “doesn’t choose between creativity and impact. It delivers both.”
Why this matters for marketing teams
For agencies and brand teams, the shortlist is a useful effectiveness benchmark. The Grand Jury assessed work against four dimensions: strategy, execution, creative quality and business impact. That same checklist can sharpen internal campaign reviews and awards submissions.
Geetika Mehta, Managing Director of NIVEA India and jury chair, said the strongest work “stayed true to consumer behaviour, cultural context and the brand, while proving business impact.”
What happens next
Shortlisted entries will be discussed at MMA SMARTIES Unplugged India 2026 on 9 October at Taj Lands’ End, Mumbai. Winners will be announced at the SMARTIES India Gala later that evening.
Source: The Tribune
