SMARTIES Business Impact Index – India

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The MMA SMARTIES Business Impact Index is the first and only global modern marketing index that identifies, ranks and awards top agencies, advertisers, brands and solution providers driving significant business impact.

Attracting thousands of submissions annually from around the globe, the Business Impact Index recognizes the best-of-the-best. Our proprietary methodology developed in collaboration with WARC, the global authority on advertising and media effectiveness, compiles the rankings using finalist and winner data from the awards programs across the globe.

Here’s a list of SMARTIES BII 2022 Winners:

MMA India SMARTIES
Business Impact Index

Top brands in India

(Location is where the brand’s campaign(s) ran)

Rank Brand Product category Total brand score
1 Boost Food 178.3
2 Cadbury Food 168.6
3 Google Technology & Electronics 128.3
4 Sunlight Household & Domestic 96.7
5 UltraTech Cement Business & Industrial 68.4
6 Swiggy Retail 61.2
7 Dove Toiletries & Cosmetics 58.1
8 Upstox Financial services 54.4
9 Lotus Herbals Toiletries & Cosmetics 49.1
10 Star Sports Media & Publishing 46.1
11 Amazon Prime Video Media & Publishing 43.7
12 Bharti Airtel Telecoms & Utilities 40.4
13 L’Oréal Toiletries & Cosmetics 36.3
14 B Natural Soft Drinks 32.3
15 Vim Household & Domestic 30
=16 Nissan Automotive 28.2
=16 boAt Lifestyle Retail 28.2
=16 Samsung Galaxy Technology & Electronics 28.2
=16 Hershey’s Food 28.2
=16 Meesho Retail 28.2
21 Horlicks Soft Drinks 26.1
=22 Raymond Clothing & Accessories 24.2
=22 Noise Technology & electronics 24.2
=22 Aditya Birla Capital Financial Services 24.2
=22 HDFC Bank Financial Services 24.2
26 BRU Soft Drinks 22.8
27 Tanishq Clothing & Accessories 20.2
28 KFC Retail 16.9
29 Huggies Toiletries & Cosmetics 16.5
=30 Dell Technology & electronics 16.1
=30 Amazon Alexa Technology & Electronics 16.1
=30 Boondh Toiletries & Cosmetics 16.1
=30 OPPO Technology & Electronics 16.1
=30 Cadbury PlayPad Media & Publishing 16.1
=30 Luminous Telecoms & Utilities 16.1
=30 Kérastase Toiletries & Cosmetics 16.1
=30 Castrol Automotive 16.1
=38 Spotify Media & Publishing 12.1
=38 Intel Technology & Electronics 12.1
=38 Disney+ Hotstar Media & Publishing 12.1
=38 Amazon Retail 12.1
=38 Philips Technology & Electronics 12.1
=43 Pepsi Soft Drinks 10
=43 Shikhar Media & Publishing 10
=43 Volvo Automotive 10
46 Fossil Retail 8.4
=47 Kamasutra Pharma & Healthcare 8.1
=47 Sony Pictures Media & Publishing 8.1
=47 Zee5 Media & Publishing 8.1
=47 Renault Automotive 8.1
=47 Dettol Household & Domestic 8.1
=47 McDonald’s Retail 8.1
=47 Johnson & Johnson Toiletries & Cosmetics 8.1
=47 Asian Paints Household & Domestic 8.1
=47 Godrej Consumer Products Toiletries & Cosmetics 8.1
=47 Alpenliebe Food 8.1
=47 Matrix Toiletries & Cosmetics 8.1
58 Croma Retail 5
59 Sprite Soft Drinks 4.4
=60 MakeMyTrip Transport & Tourism 4
=60 Mercedes-Benz Automotive 4
=60 Park Avenue Toiletries & Cosmetics 4
=60 ITC Masterchef Food 4
=60 Tata Motors Automotive 4
=60 Sunfeast All Rounder Food 4
=60 Ambuja Cements Business & Industrial 4
=60 Pearson Non-profit, public sector & education 4
=60 MX Player Media & Publishing 4
=60 Jeevansathi Media & Publishing 4
=60 MX TakaTak Media & Publishing 4
=60 Wipro Consumer Care & Lighting Household & Domestic 4
=60 at home Retail 4
=60 LG Technology & Electronics 4
=60 JKCement Business & Industrial 4
=60 Flipkart Retail 4
=60 Airtel Payments Bank Financial Services 4
=60 adidas Clothing & Accessories 4
=60 Tata Starbucks Soft Drinks 4
=60 Kent RO Systems Household & Domestic 4
=60 Nippon India Mutual Fund Financial Services 4
=60 BigBasket Retail 4
=60 Nivea Toiletries & Cosmetics 4
=60 Chupa Chups Food 4
=60 Mahindra & Mahindra Automotive 4
=60 HealthifyMe Media & Publishing 4
=60 Maybelline Toiletries & Cosmetics 4
=60 CEAT Automotive 4
=60 DSP Mutual Funds Financial Services 4

MMA India SMARTIES
Business Impact Index

Top advertisers in India

(Location is where brands belonging to the advertiser ran campaigns)

Rank Advertiser Points
1 Unilever 422
2 Mondelēz International 184.8
3 Alphabet 128.3
4 Aditya Birla Group 92.6
5 Amazon 72
6 L’Oréal 64.6
7 Swiggy 61.2
8 The Walt Disney Company 58.2
9 Upstox 54.4
10 Lotus Herbals 49.1
11 Bharti Airtel 44.4
12 ITC Limited 40.4
=13 Raymond 36.3
=13 Renault 36.3
=15 Imagine Marketing Limited 28.2
=15 Samsung 28.2
=15 The Hershey Company 28.2
=15 Meesho 28.2
=19 Noise 24.2
=19 HDFC Bank 24.2
21 Titan Company 20.2
22 Tata Group 17.1
23 Yum! Brands 16.9
24 Kimberly-Clark 16.5
=25 Dell Technologies 16.1
=25 Boondh 16.1
=25 BBK Electronics 16.1
=25 Luminous 16.1
=25 BP 16.1
=30 Spotify 12.1
=30 Intel 12.1
=30 Perfetti Van Melle 12.1
=30 Philips 12.1
=34 PepsiCo 10
=34 Geely 10
36 Fossil 8.4
=37 Sony 8.1
=37 Zee Entertainment Enterprises 8.1
=37 Reckitt 8.1
=37 McDonald’s 8.1
=37 Johnson & Johnson 8.1
=37 Asian Paints 8.1
=37 Godrej Group 8.1
44 The Coca-Cola Company 4.4
=45 MakeMyTrip 4
=45 Daimler 4
=45 Adani Group 4
=45 Pearson 4
=45 The Times Group 4
=45 Info Edge 4
=45 Mohalla Tech 4
=45 Wipro Enterprises 4
=45 Nilkamal 4
=45 LG 4
=45 JK Cement 4
=45 Walmart 4
=45 adidas 4
=45 Starbucks 4
=45 Kent RO Systems 4
=45 Nippon Life Insurance Company 4
=45 Beiersdorf 4
=45 Mahindra Group 4
=45 HealthifyMe 4
=45 RPG Group 4
=45 DSP Mutual Funds 4

SMARTIES
Business Impact Index

Top creative agencies in India

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
1 Lowe Lintas Gurgaon India Creative Agency MullenLowe Group Interpublic Group 128.3
2 Toaster Gurgaon India Creative Agency 87.9
3 Ogilvy Mumbai India Creative Agency Ogilvy WPP 79.4
4 M&C Saatchi Mumbai India Creative Agency M&C Saatchi 41.1
5 DDB Mudra Group Bangalore India Creative Agency DDB Worldwide Omnicom Group 28.2
6 TBWA\India Gurgaon India Creative Agency TBWA Worldwide Omnicom Group 12.1
7 Lowe Lintas Mumbai India Creative Agency MullenLowe Group Interpublic Group 9.3
8 DDB Mudra Group Mumbai India Creative Agency DDB Worldwide Omnicom Group 8.1
9 BBH Mumbai India Creative Agency BBH Publicis Groupe 8
=10 Eggfirst Advertising Mumbai India Creative Agency 4
=10 Bang In The Middle Gurgaon India Creative Agency 4
12 Leo Burnett Mumbai India Creative Agency Leo Burnett Publicis Groupe 0.7

SMARTIES
Business Impact Index

Top digital/specialist agencies in India

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
1 SoCheers Mumbai India Digital/Specialist Agency 44.7
=2 Interactive Avenues Mumbai India Digital/Specialist Agency IPG Mediabrands Interpublic Group 40.4
=2 Interactive Avenues Bangalore India Digital/Specialist Agency IPG Mediabrands Interpublic Group 40.4
4 Schbang Digital Solutions Mumbai India Digital/Specialist Agency 36.3
=5 Kinnect Mumbai India Digital/Specialist Agency FCB Interpublic Group 32.3
=5 Performics Mumbai India Digital/Specialist Agency Performics Publicis Groupe 32.3
7 Digitas Mumbai India Digital/Specialist Agency Digitas Publicis Groupe 24.2
8 Blink Digital Mumbai India Digital/Specialist Agency 16.9
9 Xapads Media Noida India Digital/Specialist Agency 12.1
=10 Organic by MSL Mumbai India Digital/Specialist Agency MSLGROUP Publicis Groupe 8.1
=12 LS Digital Navi Mumbai India Digital/Specialist Agency 4
=12 Korra Worldwide Advertising Gurgaon India Digital/Specialist Agency 4
=12 Lintas Live Mumbai India Digital/Specialist Agency MullenLowe Group Interpublic Group 4
=12 Hiveminds Innovative Market Solutions Bangalore India Digital/Specialist Agency 4
=12 Look Who’s Talking Gurgaon India Digital/Specialist Agency 4
17 Ordinary Mumbai India Digital/Specialist Agency 2

SMARTIES
Business Impact Index

Top media agencies in India

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
1 Mindshare Mumbai India Media Agency Mindshare Worldwide WPP 272.6
2 Wavemaker Mumbai India Media Agency Wavemaker WPP 168.6
=3 Madison World Mumbai India Media Agency Madison World 40.4
=3 EssenceMediacom Gurgaon India Media Agency EssenceMediacom WPP 40.4
5 OMD Gurgaon India Media Agency OMD Worldwide Omnicom Group 36.3
6 OMD Mumbai India Media Agency OMD Worldwide Omnicom Group 20.2
=7 EssenceMediacom Mumbai India Media Agency EssenceMediacom WPP 16.1
=7 Wavemaker New Delhi India Media Agency Wavemaker WPP 16.1
=9 Carat Mumbai India Media Agency Dentsu International Dentsu 12.1
=9 Wavemaker Gurgaon India Media Agency Wavemaker WPP 12.1
11 Mindshare Gurgaon India Media Agency Mindshare Worldwide WPP 10
12 GroupM Mumbai India Media Agency GroupM WPP 2

SMARTIES
Business Impact Index

Top solution providers in India

(Location is where the agency is based)

Rank Solution provider Location Type Total agency score
1 Amazon Advertising India Solution Providers 100.2
2 Nazara Technologies India Solution Providers 83.3
=3 DeltaX India Solution Providers 75.2
=3 Rephrase.ai India Solution Providers 75.2
5 mediasmart India Solution Providers 69.3
6 MX TakaTak India Solution Providers 65.8
7 InMobi India Solution Providers 45.8
8 MAAS India Solution Providers 36.3
9 Sportz Interactive India Solution Providers 25.2
10 ADSMN Interactive India Solution Providers 23.2
11 Google India Solution Providers 22.3
12 Bobble AI India Solution Providers 17.5
=13 JioSaavn India Solution Providers 16.1
=13 VOOT India Solution Providers 16.1
15 Disney+ Hotstar India Solution Providers 14.1
=16 BoltD India Solution Providers 10.5
=16 4 Lunches India Solution Providers 10.5
=16 Facebook India Solution Providers 10.5
19 Yellow AI India Solution Providers 10.1
20 Vizury India Solution Providers 8.4
=21 RevX India Solution Providers 8.1
=21 Xapads India Solution Providers 8.1
=21 mCanvas India Solution Providers 8.1
=21 Hansa Cequity India Solution Providers 8.1
=25 HockeyCurve India Solution Providers 6.2
=25 TV9 Network India Solution Providers 6.2
=25 Google Display Network India Solution Providers 6.2
=28 KoinEarth India Solution Providers 4
=28 SingleInterface India Solution Providers 4
=28 IVM Podcasts India Solution Providers 4
=28 Social Cloud India Solution Providers 4
=28 Flipkart Ads India Solution Providers 4
=28 Vserv India Solution Providers 4
=28 Facebook DV 360 India Solution Providers 4
35 Firework India Solution Providers 3.5
36 Sportskeeda India Solution Providers 1.6

SMARTIES
Business Impact Index

Top agency networks in India

(Location is where agencies belonging to the network are based)

Rank Agency network Holding company Points
1 Mindshare Worldwide WPP 282.6
2 Wavemaker WPP 196.9
3 MullenLowe Group Interpublic Group 141.6
4 IPG Mediabrands Interpublic Group 80.7
5 Ogilvy WPP 79.4
=6 EssenceMediacom WPP 56.5
=6 OMD Worldwide Omnicom Group 56.5
8 M&C Saatchi 41.1
9 Madison World 40.4
10 DDB Worldwide Omnicom Group 36.3
=11 FCB Interpublic Group 32.3
=11 Performics Publicis Groupe 32.3
13 Digitas Publicis Groupe 24.2
=14 Dentsu International Dentsu 12.1
=14 TBWA Worldwide Omnicom Group 12.1
16 MSLGROUP Publicis Groupe 8.1
17 BBH Publicis Groupe 8
18 GroupM WPP 2
19 Leo Burnett Publicis Groupe 0.7

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