At the recently held Mobile Marketing Association (MMA) Awards in New York, two Indian companies, Affle and Aircel, have been recognised for their contribution to the mobile marketing industry.
Affle has received the awards for the Best Use of Mobile Media for branding purposes, both in the APAC and Global segment. These awards were won for its advertising for Maruti Suzuki, for a campaign which helped Maruti leverage sponsorship of top sporting events on Airtel's mobile platform.
The campaign was a result of Affle, Airtel and Maruti Suzuki's study of changing consumer behaviour, which showed a significant increase in the consumption of sports related content on mobile phones. Taking this key factor into consideration, a campaign to increase Maruti Suzuki's association with sports and to build greater affinity with its target audience on their medium of choice was created. The uniqueness, scale and results of the campaign ensured that it became the first Indian entry to win this award in the Global category at the MMA.
MMA is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, MMA is an action-oriented organisation with global focus, regional actions and local relevance. MMA's primary focus is to establish mobile as an indispensable part of the marketing mix. Its global headquarters are located in the US and it has regional chapters, including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC)) branches.