· The first-of-its-kind awards property which aims at recognizing brands that have captured maximum ‘MindSpace’
· Winning Brands identified based on a nationwide research executed by Nielsen
· Online Survey conducted across the country, covering 288 Brands across 36 product categories
Leading content company, Zee Entertainment Enterprises Limited (ZEEL) today announced the launch of the first edition of ‘ZEE Mindspace Awards’, a property which aims at recognizing brands, which have captured maximum ‘MindSpace’. The awards ceremony will be held on 27th August 2016, at #ZEEMelt 2016 - India’s biggest festival for creativity and innovation in marketing and communications.
Commenting on ZEE Mindspace Awards 2016, Mr. Sunil Buch, Chief Business Officer, ZEEL said, “Achieving ‘consumer mindspace’ is every marketer’s ultimate goal. The thought of extending our 3-year old brand intellectual property ‘ZEE Mindspace’ also as an awards property, was based on this very essence. The marketing fraternity is an integral part of our overall business value chain and in today’s digital era it is indeed a challenge for the marketers to arrive at the right marketing mix. The proof of the pudding is being present in the ‘Mindspace’, which is the foundation of ZEE Mindspace Awards.”
ZEEL has 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.
The winning brands will be awarded at the ZEE Mindspace Awards 2016 in the presence of 500+ CMOs and stalwarts from the marketing and advertising industry. Going forward, ZEE Mindspace Awards aims to serve as an additional independent barometer for marketers. While there are numerous awards targeted towards rewarding the creative campaigns undertaken by brands, ‘ZEE Mindspace Awards’ is the only property which recognizes the overall marketing mix implemented by the brand owners to carve a ‘Mindspace’ within the consumers.
Mr. Prashant Singh, Managing Director, South Asia, Nielsen said, “Nielsen's research methodology is a brand assessment among consumers who have adopted new age media in addition to traditional media and provides brand owners’ insights into how brands are adapting to this fast-evolving space. More than 12000 online surveys were conducted to evaluate 288 brands across 36 categories. The research was broken into multiple phases - from initial screening of brands to final rounds focusing on understanding what makes a brand resonate in the consumer's mind. The winners were identified after undertaking a rigorous process, based on top-of-mind recall, popularity, the kind of advocacy the brand commands, the desire to own the brand and finally the buzz it generates. Above all, it’s the brand’s ability to pop-up in mind at the first instance that holds maximum weightage.”
#ZEEMelt 2016 will also witness the 4th edition of ZEEL’s brand intellectual property – ‘ZEE Mindspace Conference’, which aims at bringing the marketing fraternity together to connect, discuss and explore new possibilities. The sessions under ZEE Mindspace Conference comprise of two main themes, Previewing Tomorrow – where we get insights into the future of several areas in the industry and Open Possibilities – introducing us to the many advantages that data, content, consumer analysis and branding offer in transforming businesses.
The renowned speakers at the conference will include:
· R Ray Wang, Principal Analyst, Founder & Chairman, Constellation Research
· Vanessa Clifford, Deputy Chief Executive, News Works
· Tom Goodwin, SVP of Strategy & Innovation, Havas Media
· Jeff Bullas, Blogger, Strategist and Speaker
· Tom Betts, Chief Data Officer, Financial Times
· Per Nilsson, Corporate Communication & Marketing Director, Semcon
· Brian Gleason, Global CEO, XAxis
· Tomi Ahonen, Technology & Media Author + Strategy Consultant
To create a nationwide buzz across the marketing and advertising fraternity about #ZEEMelt, #ZEEMindspace Conference & #ZEEMindspace Awards, ZEEL has embarked on an extensive promotion campaign in key markets targeting print, outdoor, digital, social media platforms and PR. Further, as a part of an integration with Twitter, the awards ceremony will be live-streamed on Periscope and extensively promoted on the social media platform.