An extension of an existing brand or an innovation within an existing brand that demonstrably increases its appeal to consumers and its performance in the marketplace. Any innovative action including but not limited to product/brand extension, packaging, re-launch of an existing product, is eligible in this category.

An award for the most innovative marketing effort and communication campaign for a brand-new product or service. Entries can include brands that were previously not present in the country and companies foraying into a new category with a new brand launch – product or service or extending existing brands into a new category.

The award is focused on how brands can create meaningful connections and experiences offline. Entries will be judged on the innovative, unique, engaging or fun ways they brought the brand alive in the real world. It could be for a brand launch or reimagining the product demo or part of community building efforts or it could be anything else in the real world, if the entry demonstrates how the activation campaign / brand experience effectively engaged and delighted consumers and worked for the brand. Entries should also mention how the live brand experience fit into the overall brand strategy.

The award is focused on Digital-first executions or campaigns that show how brands can create meaningful connections and experiences in the virtual world. Entries must showcase the innovative, unique, engaging or fun ways they brought the brand alive through the effective use of digital and social media platforms (including video-sharing platforms) and digital tools. These might include, but are not limited to, websites, microsites, games, search engines, banner ads and instant messaging.
All entries must demonstrate how they worked for the brand through levels of engagement generated, social reach, activation/attribution, demand generation and the creative use of digital platforms/social networks/activity in meeting set objectives.