India’s marketing ecosystem is as vast as it is vibrant, shaped by cultural complexity, digital acceleration, and a relentless focus on outcomes. In a market where scale meets innovation, standing out means turning creativity into a consistent business impact.
The SMARTIES Business Impact Index (BII) 2024 – India recognizes the agencies, brands, advertisers, and solution providers that have mastered this balance. Built on finalist and winner data from SMARTIES programs globally, and developed in partnership with WARC, the leading global authority on marketing effectiveness, the Index highlights those driving measurable growth through modern marketing.
This year’s winners reflect the evolution of marketing in India: sharper strategies, deeper consumer insight, and a growing global influence.
Explore the SMARTIES BII 2024 Winners – India: the leaders redefining what effective marketing looks like at scale.
MMA India SMARTIES
Business Impact Index
Top Brands in India
| Rank | Brand | Product category | Total brand score |
| 1 | Castrol | Automotive | 179.0 |
| 2 | Cadbury | Food | 169.5 |
| 3 | Oreo | Food | 110.5 |
| 4 | The LEGO Group | Leisure & Entertainment | 99.3 |
| 5 | Technology & Electronics | 94.5 | |
| 6 | Britannia Industries | Food | 92.0 |
| 7 | UltraTech Cement | Business & Industrial | 71.4 |
| 8 | Lifebuoy | Pharma & Healthcare | 59.2 |
| 9 | Gatorade | Soft Drinks | 50.4 |
| 10 | Olay | Toiletries & Cosmetics | 45.4 |
| 11 | Dream11 | Leisure & Entertainment | 44.8 |
| 12 | KitKat | Food | 44.4 |
| 13 | Amazon miniTV | Media & Publishing | 41.3 |
| 14 | Amazon Prime Video | Media & Publishing | 36.3 |
| 15 | Horlicks | Soft Drinks | 34.0 |
| 16 | JioCinema | Media & Publishing | 30.7 |
| 17 | McDonald’s | Retail | 29.1 |
| 18 | HDFC Bank | Financial Services | 28.3 |
| 19 | Domex | Household & Domestic | 25.6 |
| 20 | Sunfeast Dark Fantasy | Food | 24.2 |
| 20 | CaratLane | Retail | 24.2 |
| 20 | Thums Up | Soft Drinks | 24.2 |
| 20 | Royal Stag Barrel Select | Alcoholic Drinks | 24.2 |
| 20 | Aashirvaad | Food | 24.2 |
| 20 | ITC Master Chef | Food | 24.2 |
| 26 | HP | Technology & Electronics | 22.1 |
| 27 | Coke Studio | Media & Publishing | 20.2 |
| 28 | Shikhar | Media & Publishing | 20.0 |
| 29 | Tata Starbucks | Retail | 16.9 |
| 30 | Pepsi | Soft Drinks | 16.2 |
| 30 | Hero MotoCorp | Automotive | 16.2 |
| 30 | Bombay Shaving Company | Toiletries & Cosmetics | 16.2 |
| 30 | Levi’s | Clothing & Accessories | 16.2 |
| 30 | Sun Pharma | Pharma & Healthcare | 16.2 |
| 30 | Chupa Chups | Food | 16.2 |
| 30 | Swiggy | Retail | 16.2 |
| 30 | Tata Motors | Automotive | 16.2 |
| 38 | Intel | Technology & Electronics | 12.5 |
| 39 | L’Oréal | Toiletries & Cosmetics | 12.1 |
| 39 | Yippee! | Food | 12.1 |
| 41 | NutriChoice | Food | 9.0 |
| 42 | Noise | Technology & Electronics | 8.1 |
| 42 | PediaSure | Soft Drinks | 8.1 |
| 42 | Axis Bank | Financial Services | 8.1 |
| 42 | Samsung | Technology & Electronics | 8.1 |
| 42 | MakeMyTrip | Transport & Tourism | 8.1 |
| 42 | 7Up | Soft Drinks | 8.1 |
| 42 | Himalaya Wellness | Toiletries & Cosmetics | 8.1 |
| 42 | Matter | Automotive | 8.1 |
| 50 | Hellmann’s | Food | 5.0 |
| 51 | Edelweiss Beer | Alcoholic Drinks | 4.4 |
| 51 | Mother Dairy | Food | 4.4 |
| 51 | Ahaglow | Toiletries & Cosmetics | 4.4 |
| 54 | Mountain Dew | Soft Drinks | 4.0 |
| 54 | Lay’s | Food | 4.0 |
| 54 | Kotak Mahindra Bank | Financial Services | 4.0 |
| 54 | Nickelodeon | Media & Publishing | 4.0 |
| 54 | Cargill | Food | 4.0 |
| 54 | Harpic | Household & Domestic | 4.0 |
| 54 | Haleon | Pharma & Healthcare | 4.0 |
| 54 | Amazon MX Player | Media & Publishing | 4.0 |
| 54 | Land Rover | Automotive | 4.0 |
| 54 | Jeevansathi | Leisure & Entertainment | 4.0 |
| 54 | Coca-Cola | Soft Drinks | 4.0 |
| 54 | Huggies | Household & Domestic | 4.0 |
| 54 | Motilal Oswal | Financial Services | 4.0 |
| 54 | Absolut | Alcoholic Drinks | 4.0 |
| 54 | Imperial Blue | Alcoholic Drinks | 4.0 |
| 54 | Aditya Birla Group | Business & Industrial | 4.0 |
| 54 | H&M | Retail | 4.0 |
| 54 | Kellogg’s | Food | 4.0 |
| 54 | Zoya | Retail | 4.0 |
| 54 | KFC | Retail | 4.0 |
| 54 | Chhanv Foundation | Non-profit, public sector & education | 4.0 |
MMA India SMARTIES
Business Impact Index
Top Advertisers in India
| Rank | Advertiser | Points |
| 1 | Mondelez International | 280.0 |
| 2 | BP | 179.0 |
| 3 | Unilever | 143.9 |
| 4 | Britannia Industries | 101.1 |
| 5 | KIRKBI | 99.3 |
| 6 | Alphabet | 94.5 |
| 7 | ITC | 84.8 |
| 8 | PepsiCo | 82.7 |
| 9 | Amazon | 81.7 |
| 10 | Aditya Birla Group | 75.4 |
| 11 | The Coca-Cola Company | 48.5 |
| 12 | Procter & Gamble | 45.4 |
| 13 | Dream Sports | 44.8 |
| 14 | Nestle | 44.4 |
| 15 | Tata Group | 37.1 |
| 16 | Titan Company Limited | 36.3 |
| 17 | Pernod Ricard | 32.3 |
| 18 | Network18 | 30.7 |
| 19 | McDonald’s | 29.1 |
| 20 | HDFC Bank | 28.3 |
| 21 | HP Inc. | 22.1 |
| 22 | Starbucks | 16.9 |
| 23 | Sun Pharma | 16.2 |
| 23 | Swiggy | 16.2 |
| 23 | Levi Strauss & Co. | 16.2 |
| 23 | Perfetti Van Melle | 16.2 |
| 23 | Bombay Shaving Company | 16.2 |
| 23 | Hero Motors Company | 16.2 |
| 29 | Intel | 12.5 |
| 30 | L’Oréal | 12.1 |
| 31 | Axis Bank | 8.1 |
| 31 | Abbott | 8.1 |
| 31 | Samsung | 8.1 |
| 31 | Himalaya Global Holdings | 8.1 |
| 31 | MakeMyTrip | 8.1 |
| 31 | Matter | 8.1 |
| 37 | Heineken | 4.4 |
| 37 | Government of India | 4.4 |
| 37 | Torrent Group | 4.4 |
| 40 | Motilal Oswal | 4.0 |
| 40 | Chhanv Foundation | 4.0 |
| 40 | H&M Group | 4.0 |
| 40 | Reckitt | 4.0 |
| 40 | Haleon | 4.0 |
| 40 | Paramount Global | 4.0 |
| 40 | Info Edge | 4.0 |
| 40 | Yum! Brands | 4.0 |
| 40 | Kellanova | 4.0 |
| 40 | Cargill | 4.0 |
| 40 | Kimberly-Clark | 4.0 |
| 40 | Kotak Mahindra Bank | 4.0 |
MMA India SMARTIES
Business Impact Index
Top Networks in India
| Rank | Agency network | Holding company | Points |
| 1 | Mindshare Worldwide | WPP | 243.4 |
| 2 | Wavemaker | WPP | 222.0 |
| 3 | EssenceMediacom | WPP | 80.8 |
| 4 | Spark Foundry | Publicis Groupe | 64.6 |
| 4 | IPG Mediabrands | Interpublic Group | 64.6 |
| 6 | Leo Burnett | Publicis Groupe | 62.5 |
| 7 | Publicis Media | Publicis Groupe | 60.5 |
| 8 | Havas Media Group | Havas Group | 56.5 |
| 9 | Zenith | Publicis Groupe | 36.3 |
| 10 | GroupM | WPP | 34.7 |
| 11 | BBH | Publicis Groupe | 28.3 |
| 12 | FCB | Interpublic Group | 24.2 |
| 13 | DDB Worldwide | Omnicom Group | 20.2 |
| 14 | Starcom | Publicis Groupe | 8.1 |
| 14 | MullenLowe Group | Interpublic Group | 8.1 |
| 16 | AKQA | WPP | 4.0 |
| 16 | Omnicom Media Group | Omnicom Group | 4.0 |
MMA India SMARTIES
Business Impact Index
Top Creative Agencies in India
|
Rank |
Agency | Agency Location | Country | Agency Group/Network | Holding company/Owner | Total agency score |
|
1 |
Leo Burnett | Gurgaon | India | Leo Burnett | Publicis Groupe | 62.5 |
|
2 |
Talented.Agency | Bangalore | India | 58.9 | ||
|
3 |
BBH | Mumbai | India | BBH | Publicis Groupe | 28.3 |
|
4 |
Toaster | Gurgaon | India | 25.8 | ||
|
5 |
Schbang | Mumbai | India | 24.2 | ||
|
5 |
FCB Kinnect | Mumbai | India | FCB | Interpublic Group | 24.2 |
|
7 |
DDB Mudra Group | Mumbai | India | DDB Worldwide | Omnicom Group | 20.2 |
|
8 |
Social Panga | Bangalore | India | 8.1 | ||
|
9 |
Grey | Gurgaon | India | AKQA | WPP | 4.0 |
|
9 |
MullenLowe Lintas | Bangalore | India | MullenLowe Group | Interpublic Group | 4.0 |
|
9 |
MullenLowe Lintas | Mumbai | India | MullenLowe Group | Interpublic Group | 4.0 |
|
9 |
White Rivers Media | Mumbai | India | 4.0 |
MMA India SMARTIES
Business Impact Index
Top Media Agencies in India
|
Rank |
Agency | Agency Location | Country | Agency Group/Network | Holding company/Owner | Total agency score |
|
1 |
Mindshare | Mumbai | India | Mindshare Worldwide | WPP | 238.4 |
|
2 |
Wavemaker | Mumbai | India | Wavemaker | WPP | 169.5 |
|
3 |
EssenceMediacom | Gurgaon | India | EssenceMediacom | WPP | 80.8 |
|
4 |
Spark Foundry | Gurgaon | India | Spark Foundry | Publicis Groupe | 64.6 |
|
5 |
Wavemaker | Gurgaon | India | Wavemaker | WPP | 52.5 |
|
6 |
Zenith | Gurgaon | India | Zenith | Publicis Groupe | 36.3 |
|
7 |
GroupM | Mumbai | India | GroupM | WPP | 30.7 |
|
8 |
Havas Media | Mumbai | India | Havas Media Group | Havas Group | 16.2 |
|
9 |
Starcom | Mumbai | India | Starcom | Publicis Groupe | 8.1 |
|
10 |
Mindshare | Bangalore | India | Mindshare Worldwide | WPP | 5.0 |
|
11 |
GroupM | Gurgaon | India | GroupM | WPP | 4.0 |
|
11 |
OMG | Gurgaon | India | Omnicom Media Group | Omnicom Group | 4.0 |
|
11 |
IPG Mediabrands | Bangalore | India | IPG Mediabrands | Interpublic Group | 4.0 |
MMA India SMARTIES
Business Impact Index
Top Digital/Specialist Agencies in India
|
Rank |
Agency | Agency Location | Country | Agency Group/Network | Holding company/Owner | Total agency score |
| 1 | SoCheers | Mumbai | India | 37.3 | ||
| 2 | PivotRoots | Mumbai | India | Havas Media Group | Havas Group | 36.3 |
| 3 | Performics | Mumbai | India | Publicis Media | Publicis Groupe | 36.3 |
| 4 | Interactive Avenues | Bangalore | India | IPG Mediabrands | Interpublic Group | 32.3 |
| 5 | Interactive Avenues | Mumbai | India | IPG Mediabrands | Interpublic Group | 28.3 |
| 6 | Performics | Gurgaon | India | Publicis Media | Publicis Groupe | 24.2 |
| 7 | Eleve Media | Bangalore | India | 8.1 | ||
| 8 | Havas Play | Mumbai | India | Havas Media Group | Havas Group | 4.0 |
| 8 | Eleve Media | Gurgaon | India | 4.0 | ||
| 8 | Pulp Strategy | New Delhi | India | 4.0 |
MMA India SMARTIES
Business Impact Index
Top Solution Providers in India
|
Rank |
Solution provider | Location | Total agency score |
|
1 |
Amazon Ads | India | 183.3 |
|
2 |
Mediasmart Powered By Affle | India | 22.2 |
|
3 |
Flipkart Ads | India | 16.2 |
|
3 |
Revolio | India | 16.2 |
|
5 |
Digital Turbine | India | 4.0 |
|
5 |
ADScholars | India | 4.0 |
|
5 |
Xapads Media | India | 4.0 |
|
5 |
Disney+ Hotstar | India | 4.0 |
|
5 |
Hansa Customer Equity | India | 4.0 |
|
5 |
Viacom18 | India | 4.0 |
Explore other SMARTIES Business Impact Index reports here:
SMARTIES APAC Business Impact Index 2024
SMARTIES Global Business Impact Index 2024
SMARTIES Philippines Business Impact Index 2024
SMARTIES China Business Impact Index 2024
SMARTIES Vietnam Business Impact Index 2024
SMARTIES Indonesia Business Impact Index 2024
SMARTIES Thailand Business Impact Index 2024
To access the most comprehensive body of successful, award-winning work in modern marketing available today, produced by the companies named on the Index, the MMA Case Study Hub—available exclusively to MMA membership—offers the insight and context as to why the work matters. This robust, highly searchable database of more than 1,000 case studies, including a portfolio of the latest prize-winning Cannes Mobile Lions, helps both buyers and creators in the industry navigate the modern marketing landscape. Through real-world examples, marketers can get inspired by seeing what others in their industry are doing or examine the work of leading modern marketing creators to inform hiring decisions, and creators can evaluate the competition or gain insight into the past work of a prospective client to inform their approach to a specific creative challenge.
Both the Index and the Case Studies Hub are fueled by the SMARTIES award-winning and finalist campaigns.
About the MMA:
Comprised of over 800 member companies globally and 15 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, martech and media companies working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Led by CMOs, the MMA helps marketers lead the imperative for marketing change – in ways that enable future breakthroughs while optimizing current activities. The MMA is committed to science and questioning and believes that creating marketing impact is steeped in constructively challenging the status quo encouraging business leaders to aggressively adopt proven, peer-driven and scientific best practices, without compromise. The MMA invests millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. By enlightening, empowering and enabling marketers, the MMA shapes future success, while also propelling business growth.
Members include 1-800-Flowers.com, Adobe, Allstate, Ally Financial, American Family Insurance, AT&T, Bank of America, Campbell’s, Chipotle Mexican Grill, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Cuebiq, CVS Health, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, EY Facebook, Ford, General Motors Company, Google, Hilton Worldwide, IBM Watson, JPMorgan Chase, Kellogg Company, Kroger, LinkedIn, L’Oreal, Marriott International, Match Group, Mastercard, McDonald’s, Merck, MillerCoors, Monster, NBCU, Nike, Pandora, Petco, Pfizer, Salesforce, Samsung, Snap Inc., Spotify, Target Inc., The Coca-Cola Company, The Hershey Company, TikTok, T- Mobile, Twitter, Uber, Unilever, Verizon Media Group, Verizon, Visa, Walmart, Waze, Western Union and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information, visit the website.
