2017 DMAasia Annual Conference & Awards

Aug 23, 2017
09:00 AM - 11:59 PM
The Leela Mumbai, Mariyyman Nagar,Greater Indra Nagar,Andheri East

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2017 DMAasia Annual Conference & Awards

Reimagine Marketing

The marketing landscape is branching out at a rapid pace. For the shortsighted, its expanse almost comes across as a meaningless, scattered canvas.

But it’s the visionaries who join the dots and realign their thoughts to spot the opportunities in this ever-expanding sea.

The DMA Annual is where these visionaries meet.

Message from the Conference Chairperson

Apurva Chamaria, VP & Head of Corporate Marketing

Conference Chairperson 2017


Apurva Chamaria, VP & Head of Corporate Marketing

Conference Chairperson 2017

21st Century Marketing Organisations: A Blueprint for the Future

Business as we know it, has changed. Well, this is just an understatement – it has metamorphosed into an agile and a lean machine from the large and bulky beast it used to be. A testament to this is the fact that in the last fifteen years 52% of the Fortune 500 companies have disappeared. During the same time period we saw an almost meteoric rise of some of the global giants of today such as Google, Facebook, Airbnb and Uber. So, what has changed in principle? It is the customers who’ve moved up the value chain and started demanding what they want from companies – primarily because they are better informed now and have a wide range of options to choose from.  “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn. ” ~ ― Alvin Toffler 

As literate denizens, marketing too has to imbibe this change and transform its role of being a one-way communication engine to a conversation platform, where you hear from your customers at every stage and respond to them almost instantly. And for doing so, it must make use of all the tech enablers that exist today. The new-age marketing team will thus have to lie at the intersection of technology innovation and customer centricity. And the modern-day marketer has to don several hats to be successful - A technologist, psychologist, community builder, conversationalist, and most importantly an empathetic listener.  

At the 6th edition of DMAi Annual taking place in Mumbai, we will be going beyond marketing as usual, and unravel learnings and experiences from global and national thought-leaders to help you re-imagine your business. So what are you waiting for? 

Firm up your plans for the conference or prepare to be out-imagined…



Meet Our Keynote Speaker : Thomas Barta

Thomas Barta speaks, writes, and consults to customer leaders on raising and achieving their organizational growth aspirations.

A former McKinsey partner, Thomas conducts leadership research—including the world’s largest study, with over 68,000 executive assessments—on what makes for an impactful CMO.

Thomas has consulted and marketed for over 20 years, in 14 industries, in 45 countries. Each year, he gives more than 40 keynote speeches and holds several workshops for companies, industry associations, and universities. His clients include many of the world’s most prominent companies, including over two dozen from the Fortune 500.

He is the author of The 12 Powers of a Marketing Leader (with Patrick Barwise, London Business School).

Thomas’s research-based concept of Marketing Leadership brings a new perspective to the world of marketing. It helps leaders develop a top-management view of the marketplace and the organization, so they can shape the C-suite agenda and drive profitable growth.

What will Thomas Speak about ?

9.30 am - Opening Keynote

12 Powers of a marketing leader: How to succeed by Building customer & company value

Leading marketing isn’t the same as doing marketing! What makes a successful marketer? The largest ever research on marketing leadership has proven that successful marketing leaders all have four things in common. They connect customer needs and company needs to claim their seat at the top table; they mobilize their peers to create a great customer experience; they mobilize their team to become leader of leaders; and they mobilize themselves, so they can inspire others.

The aim? More impact, more influence, and, quite simply, more fun! Research based–but brought to life by stories of the best marketers of our time. The 12 Powers captures and inspires marketers, customer executives, and digital leaders from around the globe."

This year the conference is chaired by Apurva Chamaria (VP & Head of Corporate Marketing, HCL Technologies) along with content curators Rajat Mehta (President & Country Head – Brand, Digital & Retail Marketing, YES Bank) Kaustubh Nande (Head of Marketing, Ansys Inc), Virginia Sharma (Director, LinkedIn Marketing Solutions), Aashish Chopra (Head of Content marketing, Ixigo), Shweta Jain (India Marketing Head, William Grant), Sapna Desai (Head of Marketing & Communications, Cigna TTK), Namrita Mahindro (Senior GM, Digital Transformation, Mahindra group).

TimeSession NameSpeakers
11.00 amInspiration Session Leveraging the Data Lake: The CMOs perspective to Big Data & Analytics

About Session:  The role of a CMO has evolved over the years from a creative genius churning Mass Media campaigns & conquering distribution, to a 360 degree campaign expert claiming prophecy on the next Social Campaign about to go Viral, to now a numbers-crunching data wizard contributing to the customer experience and bottom line. Our jobs have just got more demanding, and the importance of combining creativity with data analytics is now a vital part of the job.

Key Takeaway : Big Data, Analytics, Machine Learning, Artificial Intelligence are no longer cool terms to brag about but part of any CMOs daily life. Data & Analytics is a game changer, and companies can no longer afford to ignore it if they want to remain competitive in a business world, where the consumer is continually shifting consumption patterns to Digital & Mobile. Using data, business can uncover insights that can help deliver superior customer experience, find new revenue streams and innovate. More than that, data can help businesses predict the future and automate decisions, significantly increasing productivity
Rajat Mehta, President & Country Head- Brand, Digital & Retail Marketing YesBank
11.20 amTrendspotting
Is the price of light less than the cost of darkness? Data Analytics that opens the marketer's eyes for growth

About Session: All customers are equal” may be great for the Customer Service departments, however when it comes to revenue and growth, successful businesses know that’s where the game changes. Identifying who your most valuable and very valuable customers are…understanding their behaviour through management of data, and leveraging their history to retain them and maximise profits is what is the end goal for Data Analytics. The panelists will discuss in an engaging and easy to understand way and help the delegates discover if indeed “the price of light is less than the cost of darkness!

Key Takeaway : Pareto created the law…you need to implement it!
-How data helps differentiation
-The need to have clean data
-The cost of not knowing your customers
-Building competencies within the organisation with Sector agnostic theory, be it BFSI, Retail, Services or B2B
Moderator : Ramesh Iyengar Chairman & Managing Director Select Direct
Panel Speakers :
Anindita Chatterjee, Head of Marketing & Ecommerce, Welspun India
Srinivas Jain, Exective Director & Chief Marketing Officer, S B I Mutual Fund
Karandeep Singh
, Head of Brand Marketing, Holiday IQ
Upendra Namburi, Chief Innovation & Marketing Officer, Bharti AXA Life Insurance
Kanika Mittal, Head - Marketing and Brand Communications , Reebok
11.50 amCase Study
Driving Loyalty through Campaign Intelligence
Speaker: Nishad Ramachandran, Senior Vice President Digital Experience,Hansa Cequity
Vani Garg Dixit,
Vice President & Loyalty Head, Axis Bank | eDGE Rewards

12:20 PMFuture Gazing Session
In God we trust. All others must bring data. Data driven decisions for better customer experience.

About Session: According to Forbes and other industry surveys, Data-driven marketing has delivered demonstrable results in terms of customer loyalty, customer engagement and market growth. Organizations who have taken a lead on data-driven marketing report far higher levels on each of the key marketing metrics. While many organizations have some form of data-driven marketing in place, strategies are being implemented in piecemeal fashion, within siloed business units, without fully taking advantage of the resources that are available. In this panel, we will hear from some leading companies in India who are approaching marketing and customer journeys with data driven insight.

Key Takeaway : 
-Hear from Indian CMO’s leading the way for data driven marketing.
-Is data driven marketing just hype or there is a real benefit to pushing this change to benefit marketing/business?
-Develop greater awareness of success and failures through examples.
-Understand best practices to implement data driven marketing in the Indian business context.

Moderator : Kaustubh Nande, Head Marketing, ANSYS Inc. 
Panelist Speakers
Adarsh Pete, Marketing Lead, Adobe
Manish Dureja, Managing Director, JetPrivilege
Viswajeet Parasher, CMO, Bajaj Capital 
Jitin Munjal , Co-Founder, Jus Amazin Foods & Beverages Pvt. Ltd.
Shivalik Prasad, Executive Director, Mapmyindia Deepali Naair, Chief Marketing and Digital Officer, India Infoline (IIFL Wealth Management)
2.00 pmInspiration Session
Are you content with your content? Lessons from the world's best.

About Session: As marketers feel increased pressure to move budgets from brand building to performance marketing in an effort to show ROI, it is not surprising we have seen an increase in investment in content creation and distribution. As the appetite for content increases by both consumers and business decision makers, brands are under increased pressure to increase their throughput of content to meet the demands of an “always on” content engine. But more content doesn’t necessarily mean better content. Are we sacrificing creativity and quality of content to just “feed the beast”? 

Key Takeway: In this keynote, Virginia Sharma shares her experiences and learnings from Cannes Lions, the Festival of Creativity, and seeks to inspire the audience through some notable Cannes winners who brought together both creativity and content, where one did not happen at the expense of the other.

Virginia Sharma, Director Marketing Solutions Linkedin
2.20 pmTrendspotting Panel : Brand Strategy for the next wave of Internet User

About Session: The Indian internet user base is sky-rocketing, so is the crazy adoption of smartphones by the millions. With low data costs, India is consuming a lot more content on mobile than on TV or Print. This sets up a new challenge, of how brands will evolve their strategy for the next wave of millions getting on the bandwagon. With 29 languages spoken in India, almost half the user base consume content in local language. With social networking apps making up the top five among highest downloads in the country, coupled with a growing love for regional content, brands need to re-think their strategy for the next phase of internet growth in India. This session is about how industry experts plan to deal with this rising trend and engage with the rising millions.

Key Takeaway:
• Key brand challenges for this emerging trend
• Solutions/experiments that brands should focus on
• Role of TV and other media
• How to do regional content in local languages
• Emerging patterns of content consumption in India.
• How to reach millions on a budget: Expert perspective
• Ask Me Anything: Q&A with experts on the Panel.

Moderator : Aashish Chopra Head - Content Marketing Ixigo
Panel Speakers :
Daman Soni, Head Marketing/Growth, Mobikwik
Sunil Mehta, Senior Vice President and Area systems director, JWT South Asia
Dhruv Chopra, Ex CMO, Carwale
Sagar Boke, CMO, TATA Chemicals
Vijay Balakrishnan, CMO, Ujjivan
2:50 PMCase Study
The ShopClues story
About Session: ShopClues has come to be a billion and a half dollar enterprise in about four years. This was done in the face of some of the stiffest competition possible and with very thin budgets. 

Key Takeaway: 
• What was behind the scenes story. 
• What keeps ShopClues sharp and relevant.

Speakers :
Ashish Khazanchi, Managing Partner, Enormous
Harneet Singh, Head Marketing,
3:20 PMFuture Gazing Session
C2C or B2C: Creator to consumer versus Brand to Consumer

About Session :  Brands with inspiring values are natural content collaborators : how brand custodians can work seamlessly with creators by getting the basics right Conventional creative agency domain is shaking on back of direct content collaborations Content as an influencer : hence reinvention of conventional Brand Ambassadors/Celeb endorsers

Key Takeaway:

-Why native needs to stay native
-Creator & Collaborator roadblocks to amplifiable content and what approaches overcome them
-Story/Case Study of:
Grant’s Awesome job you cant apply for
-Wittyfeed’s climb to 50 million from a small town startup Escapex : Social Media Re-imagined 

Moderator :
Shweta Jain Head Of Marketing William Grant & Sons                      
Panelist Speakers :
Vinay Singhal, Co-founder & CEO, WittyFeed
Anubha Bhonsle, Executive Editor, CNN-IBN
Shamik Talukder, Head India and APAC, escapeX
Zafar Anjum, Founder & CEO , and 
4:00 PMInspiration Session
The future is now

About Session :  Marketing has gone through a fundamental change in the last five years. There has been an onslaught of technological innovations combined with rapidly changing consumer expectations that has caught many a marketer unprepared

The businesses that are thriving today are those that have transformed. The digital transformation journey is not building the next app or deciding where to invest one’s advertising budgets. It’s about re-imagining the customer experience, looking at new business opportunities, building culture and capabilities and leveraging technology and data to build a differentiated brand and a business that will succeed in the digital economy

Key Takeaway:
In this keynote, Namrita Mahindro will share with the audience her key learnings and takeaways from some of these exemplary organizations that have traversed this journey embracing change and innovation as the mantra to stay ahead of the curve 

Namrita Mahindro Senior GM Mahindra Group
4:20 PMTrendspotting Session 
Don't follow trends. Create them!

About Session :  With marketing changing at breakneck speed, the industry faces a new challenge: how do you keep up with the latest trends, separate what is meaningful, and plan for today and for the future? How do we position marketing as a strategic role that drives above-market growth based on a deep knowledge of the customer. In this panel our experienced and insightful panelist will identify & examine current trends, predict the next big thing and forecast the future of marketing.
 • In a world where consumers and the mediums to reach them are constantly changing, how do you as a marketer spot the new trends? What’s your mantra?
• Businesses models change, what was relevant yesterday may not be relevant today. How this impacts marketing? Are we ready to make the swift change in marketing structures and organisation?
• What would be the top 3 trends that a marketer today should be focussing on?
• How does one draw a line between trends that are fads and the authentic ones?
• Which are the new age tools/platforms that are used to tap new trends?
• Is keeping up with ever changing marketing trends easy?

Key Takeaway:

• The new marketing trends that are shaping the future, the session will provide an Indian perspective with a focus on consumer insights
• Diverse experience from marketers coming from different domains will equip the audience with real world cases and learnings.
Strategies to identify different trends and tools that help choose the best trends relevant to businesses 

Moderator : Sapna Desai, Head – Marketing and Communications, Cigna TTK
Panel Speakers :
Madhukar Sabnavis, Country Head- Planning and Discovery, Ogilvy and Mather
Vikas Banga, Boston Consulting Group
Shalini Banerjee
, Head Marketing, India SMB, Google
Sujatha V Kumar
, Director - Category Marketing & Corporate Brand, Coca Cola
4:50 PMCase Study
Customer Experience and Digital Transformation: The Next Logical Steps for Digital Marketers 

About Session: How to approach Digital Transformation in an Organisation: Digital Transformation in the Mahindra Group How Customer Experience is one of the three critical pillars of Digital Transformation

Key Takeaway:

How to view/improve customer experience holistically

Speaker : Jaspreet Bindra, Senior Vice President Digital Transformation, Mahindra Group
5:20 PMFuture Gazing Session Marketing 3.0Moderator :
Anant Rangaswamy
Editor CNBC TV18
Panel Speakers :
Ajai Jhala, CEO,  BBDO India
Vatsal Asher, CEO, DMAasia
Apurva Chamaria
, VP & Head Corporate Marketing, HCL Technologies
Anupam Datta, MD & CEO, Allied Blenders & Distillers
Karthi Marshan, Head Marketing,
Kotak Bank

DMAasia reserves the right to amend sessions / speakers.

Wish to know more ? | You may visit to our various Award Program's micro site here :

1. 2017 DMA CREATEFFECT Awards

2. 2017 Marketing Innovation Awards

3. 2017 DMAi Internal Connect Awards

4. 2017 DMAi Content Marketing Awards

5. 2017 DMAi Content Marketer of the Year Awards

6. 2017 DMAi Marketer of the Year Awards

The DMA CREATEFFECT program affiliated to the DMA International ECHO Awards mirrors the categories of the global stage.

2017 Categories

The 2017 categories are split into four groups:

  • Sectors
  • Channels
  • Craft
  • Special



Show us how you drove sales, leases, rentals, parts and accessories for new or used vehicles – or built brands, traffic and loyalty. This includes programs developed by manufacturers and marketing organizations, fleet operators, leasing companies, dealer groups or individual dealerships.

This category will be judged equally on Strategy, Creativity and Results.


Providing products and services to another business often requires complex and rational decision making challenges. Demonstrate how great strategy and bold creative can champion the B2B marketers out there. This category is for any campaign that targets a Business to Business audience.

This category will be judged equally on Strategy, Creativity and Results.


In a world where consumers rule, successful marketers dominate. Share your efforts to market merchandise or other items bought by individuals, households or companies for private or business consumption. This includes Fast Moving Consumer Goods, household products and manufacturing products.

This category is judged equally on Strategy, Creativity and Results.


Moved the needle on acquisition, cross-sell or increased spend for insurance? Send us your best work for auto, home, life, health, disability or other insurance products.

This category will be judged equally on Strategy, Creativity and Results.


Show us your work for banks, securities, investments, loans, real estate, credit cards or other financial products for consumers, businesses, agents.

This category will be judged equally on Strategy, Creativity and Results.


This category includes not-for-profit organizations, charitable foundations, cultural institutions, associations or political advocacy groups. Also – fundraising, public health and safety, public service and social action educational programs.

This category will be judged equally on Strategy, Creativity and Results.


This category is for products and services promoting to healthcare professionals and consumers. Whether you are promoting medical supplies to hospitals or daily healthcare products to consumers, be sure to highlight the role that data has played in the campaigns success. Healthcare insurance should be entered into the Insurance category.

This category will be judged equally on Strategy, Creativity and Results.


Show-off your single sales or subscription efforts for print or digital books, magazines, newsletters, podcasts, research or websites. Also – ticket sales or traffic for films or theatre, sporting events or teams, TV shows, electronic games and software, or lottery participation.

This category will be judged equally on Strategy, Creativity and Results.


Hail to retailers and direct-order enterprises – from department and specialty stores to equipment dealers, restaurants, health clubs, mail order, memberships and everything else in between – show us your approach to building traffic, inquiries, sales, loyalty, and employee relations.

This category will be judged equally on Strategy, Creativity and Results.


Technology is disrupting our lives – for good. Now show us how your marketing is disrupting computer hardware, software, accessories, services, mobile, apps and education. Includes: telecommunications carriers, satellite or cable TV operators or Internet, broadband and wireless service providers.

This category will be judged equally on Strategy, Creativity and Results.


Judges will be looking for exceptional work for travel and transportation services – from airlines, car rentals and mass transit – to hotels, tourism, sports, entertainment, timeshares and vacation properties. Does not include automobile manufacturers, dealers or fleet operators.

This category will be judged equally on Strategy, Creativity and Results.



Show off your email agility. We’re looking for innovative email that generates response, engagement, relationships – and results. This category can be for single or bulk email campaigns targeting a consumer or business audience.

This category will be judged equally on Strategy, Creativity and Results.


Judges will be looking for social media campaigns that generate response, engagement, relationships – and results. It may be part of a multi-channel campaign, though – it will be judged on results attributable to social media.

This category will be judged equally on Strategy, Creativity and Results.


It’s all about that face (of the envelope). Show us how you are pushing the envelope across residential or business efforts. Only the most innovative and creative examples of audience engagement will make the fold. Entrants must include any hard copy samples of the campaign in the submission.

This category will be judged equally on Strategy, Creativity and Results.


Is your mobile first? From wearables to apps, games and location-based efforts, we’re looking for solutions that integrate mobile with other channels or where the unique attributes of mobile meet specific business goals. Winners will be judged on mobile result attribution.

This category will be judged equally on Strategy, Creativity and Results.


Content is king – and multiscreen is queen. Demonstrate your ability to rule across the multi-screen landscape – with your campaigns that impact a data-driven or a direct response campaign. Judges will assess clear objectives, strong strategies, creative – and metrics specific to channels used.

This category will be judged equally on Strategy, Creativity and Results.


Demonstrate that virtual reality or augmented reality has taken customer engagement to a whole new level. We’re looking for entries where the technology has provided something unique to the campaign with clever use of data backing up the jaw dropping customer experience.

This category will be judged equally on Strategy, Creativity and Results.

BEST USE OF SEARCH / DISPLAY                

Here we’re looking for online campaigns based around search optimisation, search marketing or innovative use of display. Judges will be looking for great strategy behind the sophisticated targeting techniques.

This category will be judged equally on Strategy, Creativity and Results.


Judges will be looking for a digital destination the puts the customer experience at its heart. This has to be more than a showcase of online creativity and innovative technology, judges will be looking for clear objectives that are aligned to results that are specifically related to the digital destination. Whether it’s a path to purchase or sophisticated gathering of insight, prove what can happen when clever use of data meets great online experiences.

This category will be judged equally on Strategy, Creativity and Results.


Demonstrate what live interaction with a target audience can achieve, whether it’s at festivals, concerts, road shows or PR stunts. We’re looking for evidence where engaging with people out in the field has driven a response such as building relationships, gathering data or a direct path to sales. Judges will also be impressed by clever insight behind the activation. Results are key here and must be aligned with the clients business objectives.

This category will be judged equally on Strategy, Creativity and Results.



Can you bring a campaign strategy to life with originality and relevance to the audience? Although results are required to ensure the work was effective, entries in Art Direction will be judged primarily on creativity:

Creativity 60%, Strategy 20% and Results 20>#/p###


Prove that content is king and has played an integral part in engaging with a target audience. Entries can be from any media from print to social and include copywriting, video or user generated content. Judges will be looking for evidence that the content was the driving force behind the success of the campaign, a clear insight into the content strategy and where possible, results that are directly attributable to its role.

This category will be judged equally on Strategy, Creativity and Results.


Show how data and analytics provided insight into customer behaviour and the ability to deliver relevant messages at the right time, through the right channel. Entries will be judged primarily on strategy:

Strategy 40%, Results 40% and Creativity 20%. Creativity will be judged on how data impacted the creative process.


Rise of the machines…it’s no longer science fiction and AI is now in the mainstream helping brands predict customer behaviour right through to producing personalised content. Data is at the heart of great AI and judges will be looking for examples where it has added genuine value to the campaign.

This category will be judged equally on Strategy, Creativity and Results.



Share your multi-media campaigns that identify and engage targeted audiences and lead to a direct call to action. Efforts should use at least three channels and demonstrate the channel strategies, execution, and measurable impact on the campaign. Also show overall synergy and lift from integration.

This category will be judged equally on Strategy, Creativity and Results.


Show us marketing that puts the customer in control. Share examples where customer preferences inform communications to provide relevant experiences along their journey. Share examples of changing customer behavior resulting in a fluid brand approach. Include KPIs and explain campaign evaluation.


Judges are looking for innovative use of technology, whether it’s online or offline, using new or using existing technology in a new way. What matters most is that it has added unique value to the campaign and has measurable results that can be applied to its use.

This category will be judged equally on Strategy, Creativity and Results.


Here we’re looking for an ongoing series of activity that targets either existing or previous customers in a B2B or B2C environment. Entries can include CRM, reward programmes and Incentives, but must clearly demonstrate how data has played a key role is developing and reinvigorating customer relationships. The usual eligibility dates do not apply to this category and judges will review work and evaluate results tabulated from 1st October 2015 to 31t March 2017.

This category will be judged equally on Strategy, Creativity and Results.


For campaigns that have clear objectives focused around the purchasing of products or services in either a B2B or B2C environment. With this category judge’s will expects robust results focussing on generating leads or final conversion to sales.

This category will be judged equally on Strategy, Creativity and Results.


Showcase what great insight combined with original creative can achieve on a budget of less than $250k. Creativity and innovative ideas are what judges will be looking for. The $250k must also include media spend.

This category will be judged equally on Strategy, Creativity and Results.


For campaigns that have challenged discrimination, targeting a specific audience such as LGBT, disability or ethnic groups. The usual ECHO criteria applies with innovative use of data, great insight and brave creative required to score high in the three criteria of strategy, creativity and results.

This category will be judged equally on Strategy, Creativity and Results.

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