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HUL wins big in first edition of #ZEEMindspace Awards 2016
MUMBAI: Zee Entertainment Enterprises Limited (ZEEL) has announced the winners of the first edition of ‘ZEE Mindspace Awards’ which aims at recognizing brands that have captured maximum ‘MindSpace’.
Hindustan Unilever led the awards tally with wins across five categories, followed by LG Corp with three category wins, Mondelez and Coca-Cola with two category wins each.
The winners were decided on the basis of a nationwide survey that was carried out by Nielsen, evaluating 288 brands across 36 categories.
The awards ceremony was held at #ZEEMelt 2016 – India’s biggest festival for creativity and innovation in marketing and communications.
Speaking at the awards function, ZEEL MD & CEO Punit Goenka said, “ZEE Mindspace Awards is a property which gives marketers a true reflection of their efforts sown in building brands. The very essence of the awards is its USP – the winners are not chosen by a jury but by the consumers themselves. The structured research conducted across the nation by Nielsen has empowered the consumers to select the most recalled brands as the winners, in a unique and transparent process.”
ZEEL chief business officer Sunil Buch said, “For any brand to get into the Mindspace it requires all the elements of marketing and sales to come together. Today there are standalone awards for creativity, marketing, media etc. but none that holistically represents the orchestra required to get into and stay in the mind of the consumer. ZEE Mindspace Awards 2016 are the first to recognise the success of all the elements that go into occupying the Mindspace.”
Nielsen South Asia managing director Prashant Singh said, “ZEE Mindspace Awards is the first forward-looking, future-oriented awards property that looks at not just a part of the marketing process, but at the entire outcome. After an extensive online survey of over 12,000 consumers, it was impressive to see which brands in India command the maximum consumer ‘mindspace’ based on our parameters of top-of-mind recall, popularity, the kind of advocacy the brand commands, the desire to own the brand and finally the buzz it generates. ”
ZEE Mindspace Awards 2016 was hosted by actor and television presenter Gaurav Kapur and was attended by over 500 CMOs and stalwarts from the marketing and advertising industry.
To arrive at the winners, ZEEL partnered with renowned market research company Nielsen to execute a nationwide research to identify brands which have created maximum impact on the minds of the consumers. While ‘Top of Mind Recall’ was the primary criteria to arrive at the winning brands, factors like popularity, advocacy, desire and buzz were also a part of the structured research methodology. Nielsen has targeted a sample size of 12000+ audiences, covering key zones across the country.
Following is the complete list of winners of ZEE Mindspace Awards 2016 across the categories: