Awarded to the digital campaign where the agency has been servicing the client for more than one year and different online projects were executed through the duration to solve business problems.

Awarded to the digital campaign that is most effective in generating customer loyalty to an existing brand, service or product, measured through increasing persistence/purchase frequency.

Awarded to the campaign that uses existing or newly created digital media in fresh and innovative ways to explore new channels of communication and achieve marketing success during the review period.

Awarded to the best use of the mobile platform to create a measurable impact. Mobile use could refer to all types of advertising that can be accessed on mobile phones, tablets and phablets. There are three sub-categories:

• Display
• SMS
• Voice-Based
• Integrated

• Customer acquistion
• Customer engagement
• Customer retention

Online Commerce as defined here includes any brand that allows consumers to transact online, including apps like those for ticketing and food ordering. Results provided will form a key element of evaluation like with other categories, and absolute numbers will score higher than percentages.

Awarded to the campaign that uses multiple online elements together as the key engagement driver and to achieve proven results in relation to the objectives set. Entries must build a complete picture by showing how the campaign played across digital channels. Should include multiple online elements (for example banners, viral videos, landing sites, etc.). This means that the elements of the campaign were designed to ensure that the combination of different channels produced an effect greater than the sum of its parts.

Awarded to the video(s) used in a campaign and made for online distribution. Entrants will be required to state if the video was also transmitted on TV or any other channel after going live online. This information will be supplied to the jury and will be considered while voting. Videos that were released online after the TV/cinema release do not qualify.

• Short form (180 seconds or less)
• Long form (Over 180 seconds)

A shorter edit of the same 'Long form' Online Video may be entered in Short form. It will be evaluated separately in both categories, based on how each version played a role in achieving stated objectives.

Ad campaigns created as a response to current news. Could be reactions on social media to trending news or very recent events.

• SEO/Paid search

Awarded to the best use of search marketing to create a measurable impact. Tactics could include search engine optimisation and/or paid search

• Application of technology in search

As the definition of search evolves, this sub-category has been instituted to reward excellence in voice search, application of structured microdata and more.

Awarded in this category will be digital entries and/or campaigns where the work need not necessarily be created for a client brand. This could be for fictitious brands, even. The category is aimed at showcasing and recognising creative work that has pushed boundaries in digital advertising and marketing. As with other categories, the entry needs to reflect use of technology and innovation towards customer impact. Specific to the 'Showcase' category, it needs to show clients unexplored possibilities that could be pursued by them in future.
Note: For the 'Showcase' category, the client approval letter will have to be sent by the respective agency head.

From objective to ideation to execution to results, the entrant needs to showcase how a digital marketing campaign helped an NGO, or a social cause supported by a corporate/brand. This could also be entered in one or more other categories listed above (except Showcase). Use of different digital elements will beget more points. There are two sub-categories:

• Social cause supported by a corporate/brand
• Campaign for an NGO

• For CRM
• For New Business

This could be for any category of product or service. Innovation and creativity in sourcing, interpreting and using data to achieve business objectives will be evaluated.

Awarded to the campaign that innovatively uses social media most effectively and creatively to reach target customers to build or maintain their brand and market share while attaining marketing objectives set during the review period. Entries should truly make use of social media platforms beyond simply the viral reach of a campaign.

Awarded to the digital content or campaign that uses communication that has been developed specifically to be distributed virally to a mass audience via the Internet. Entries in this category must be presented so that the judges can see how an individual was led to the video/website etc. – the triggers of virality. Must be accompanied by a media / distribution / seeding plan and achieved results.

Awarded to the campaign that best uses a website to create a measurable impact as part of an overall marketing communications strategy.

• Corporate / Brand
• Campaigns