Call for Entries

If you think you’ve not just been there and done that, but done that exceptionally well, here’s your chance to bask in the glory you truly deserve.

You have the regular 15 Business Categories and from 2014 the expanded DMAi Awards has introduced new sub-categories Creative effectiveness under a new program CREATEFFECT.

The coveted DMAi Agency of the Year citation is in its second year running and the inaugural edition for the DMA ASIA Agency of the Year.

The agency with the maximum awards tally is declared as the agency of the year.

This year also introduces the Network of the year & the Holding Company of the year citations. DMAi Awards participants will now enjoy the privilege of a direct entry in the DMA International ECHOTM Awards.

Key Info

Submissions Open
Fees : USD $ 595 per entry
Rush Entries till 13th July 2015
Refer to the detailed pricing table for more details on pricing and submission
To know more about unlimited entry pricing, call on +91 9910049190.

16th july (1)

Creative Effectiveness

Weightage on judging parameter: Creativity – 70%, Results – 10% , Strategy – 10% and Judges Extra 10%


1. Direct Response

Campaigns where targeted communication is designed to generate a measurable response or specific action whilst building and prolonging relationships.
Campaigns that not only contain a distinctive call to action or direct response mechanism, but also has attributable effects on consumers’ behavior and obtains a measurable response are eligible for this category.

a.) Print : Content intended for published printed media including newspapers, magazines, trade journals , billboards and single page inserts. (Submit proof, tearsheet or insert).

b.) Broadcast ( TV, Website, Youtube ) : Campaigns aimed at distribution of audio and/or video to an intended audience. Television, Webcasts,Podcasts as well as traditional methods of broadcasting are acceptable.(Submit MOV for TV and MP3 for Radio).

c.) Flat mail : In this category, your entry will be judged specifically on how the medium was used to generate consumer response .One dimensional mailing without samples or pop-ups, including greetings cards, invitations, change of address notices. (Submit actual sample.)

d) Dimensional Mail : : In these categories, your entry will be judged specifically on how the medium was used to generate consumer response. Multi-dimensional mailing with samples or pop-ups. (Submit actual sample.)

e.) Promotion & Activation : This category is for campaigns designed to create immediate activation and/or offer for the sale of a product or service. This may be effected using samplings, tie-ins, competitions, events, in-store advertising events, exhibitions and other promotional vehicles, such as digital media. Promo & Activation awards will be given to the ideas that actively engage consumers to products/brands and achieve measurable results.

2. Craft

Campaigns designed to honor the quality of Craft as demonstrated in the technical execution of Print & Poster ads.

a) Copywriting : Any single video, print ad, online ad, trailer or static media, etc. that demonstrates creative and effective copywriting. One item per entry. Each video needs to be eight minutes(8:00) or less. Best, most creative copy written for advertising or marketing purposes shall be the criteria for judgement.

b) Art Direction : A campaign or individual communication showcasing outstanding art directional skill that has led to a successful and measured response.
Banners, pop up ads, campaign sites, website takeovers,social media campaigns, games can be entered here.

c.) Animation : Animation for film ads. Could be stop-motion or computer animation in 2D or 3D. A 3D piece of animation must have been modeled,rigged and animated. Web, TV and cinema ads (including long form content), sponsorship credits, program junctions can be entered. Ads with 3D elements (e.g. fire, particles,water) /Special Effects may also be entered here.

d) Illustration : This category rewards the illustration that can transform the message of a piece of content into an attention-grabbing piece of art that delights and captivates the reader, ensuring that they take in every aspect of the content. The winning entry will demonstrate technical and creative skill alongside a good understanding of the brand and the aims of the content.

e) Photography : Great images can make or break a piece of content. This category recognizes the vital part photography plays in adding creative value and fascination to a brand. Judges will look at how the imagery fits with the editorial and the brand as a whole, as well as the planning, skill and vision that went into the photo-shoot. You may submit any one commission in a single piece of content for entry.

f) UI & UX Design : A UX Awards entry should highlight the user experience of a digital project you helped create, and should highlight the project, the UX process and the outcome. The focus should be on user centered design process for digital product design. The ideal submission will reference the problem being solved, context, research, audience, concepts and prototyping, design, testing, iterations and performance as well as showcase the final product and features. Submissions can also be entered for pure concept projects or pure strategy, research, interaction design or testing without a final launched product.

3. Interactive

Design of the user experience, interface or navigation for a site or other digital work. Websites, apps, installations can be entered. Recognizes outstanding Interactive Advertising & Media.

a) Apps & New Development : Innovation is about doing things better and doing better things. It can be multi-dimensional, involving technology and product innovation, customer interface and service delivery, organizational innovations and innovations related to new network and value chain configurations.If your campaign demonstrates that innovation is just as much about creating access to a product or delivering it as it is about inventing the product itself, then this is your category.

b) Branded Video : Video content for brands is booming, as marketers realise the huge levels of engagement a well-produced video can make, as well as its ability to be used across several different channels. Judges will be looking at how the video content brings the brand to life and how high customer engagement is translated into results. They will also be looking at how the content enhances the brand experience and raises awareness of the brand to new and existing audiences.

c) Experiential Marketing : The use of mobile, interactive, or online components to create real-world brand immersion. This includes interactive kiosks, GPS technology, outdoor interactive signage, QR codes and other environmental marketing that prompts users to interact with the Web. Brand preference is the summit of the marketing mountain. It’s where you create ideal customers who are fiercely loyal, buy repeatedly, and become social and personal advocates of your brand. That’s a tall order to fill. But some organizations have reached this goal by combining cross-channel, content, and social marketing with data management and activation to personalize customer experience and deliver a one-to-one relationship where customers don’t want to just interact with the brand, they want to be the brand. If that’s your story, then this is your category.

d) Search : This category recognizes the most creative and strategic use of Internet search technology to achieve a direct marketing objective. Includes Search engine optimization (SEO) and pay-per-click (PPC) advertising. Campaign to improve a clients natural search results. NOTE: Results will be based mostly upon campaign brief, and not creative elements.

e) Email Marketing : Judges will be looking for successful, scalable use of email marketing to generate leads and returns on a performance basis.

f) Creative use of Technology : Creative use of technology, and how that demonstrates understanding of the target market, innovatively implement strategy across channels and maximize business results for a successful outcome.

g) Creative use of Data : Creative use of data, and how that demonstrates understanding of the target market, innovatively implement strategy across channels and maximize business results for a successful outcome.

h) Creativity in media strategy : Creative use of media, and how media ideas demonstrate understanding of the target market, innovatively implement strategy across channels and maximise business results for a successful outcome.

i) Display Advertising – Static : Includes advertising display banners, buttons, pop-ups etc. Can include static banners but must conform to common IAB-accepted banner sizes. Campaigns must include at least 3 banners.

j) Display Advertising – Rich Media : Single creative execution of a non-expandable banner that uses a gif, animated gift, jpeg, Flash or JS/HTML/HTML5 technology.Can include static banners but must conform to common IAB-accepted banner sizes. Campaigns must include at least 3 banners.

k) Gaming : Single creative execution of advertising into gaming or advertising that incorporates a game or gaming application. A Web-based or downloadable game or application made on behalf of a client to specifically market a good, service or event.

l) Mobile : Creative work which lives on, or is activated by, a mobile device, app or mobile web. Advertising campaigns whereby users engage with a brand via mobile devices, whether through mobile banners, social media, in-app ads, SMS/MMS, or games.

m) Social Media : Has your brand or company effectively used social marketing as a strategy to build brand awareness or turn customers and prospects into advocates? Has your brand used social media in new and interesting ways or as the centerpiece of a successful new program? Have you seized social media opportunities and generated proven results? If so, this is the category for you.

n) Website & Microsites : Websites/Microsites launched as part of a promotional campaign, not a brand’s main site.


Weightage on judging parameter: Results – 40%, Strategy – 30% and Creativity – 30%


Automotive: Campaigns designed to generate automotive dealer traffic, promote brand/model loyalty and/or market new or used vehicle sales or leasing, parts or accessories. Includes programs developed by manufacturers and marketing organizations, fleet operators, leasing companies, dealer groups or individual dealerships.
Business and Consumer Services: Campaigns to market non-product offerings. This encompasses home and office maintenance and security, employee recruitment, postal/ delivery services, government programme, professional services and educational programme, including student recruitment and enrollment.
Communications/Utilities: Campaigns initiated by communications or utility companies,such as telecommunications carriers, electric or gas power companies, satellite or cable TV franchise operators or Internet and broadband service providers.
Consumer Products: Campaigns to market merchandise or other items of common or daily use, ordinarily bought by individuals or households for private consumption.
Education: Campaigns to market educational products and services to consumers or businesses.
Financial Products and Services: Campaigns to market banking, securities, investments, loans, real estate, credit cards or other financial products or services. Does not include insurance marketing, which is a separate category.
Information Technologies: Campaigns to market computer hardware, software, accessories, services and/or upgrades, including educational programs sponsored by companies that market IT products.
Insurance: Campaigns that support the marketing of insurance products and services to consumers or businesses. Includes agent support programme, health benefits/maintenance plans and third-party insurance offers.
Not-for-Profit: Campaigns generated by a not-for-profit organization, such as charitable foundations, cultural institutions, trade associations or political/advocacy groups. Includes fundraising, public health and safety, public service and social action educational programs.
Pharmaceutical/Healthcare: Campaigns created by pharmaceutical companies, healthcare providers such as hospitals and clinics, government-run health initiatives and manufacturers of health-related items to promote products and services that benefit the general health.
Product Manufacturing and Distribution: Campaigns initiated by manufacturers or their non-retailing intermediaries. This includes packaged goods offerings such as food/grocery products, beverages, personal care products (not pharmaceuticals or medications), industrial products and cleaning supplies. Does not include automotive, telecom, computer and technology manufacturers or distributors as other specific categories apply to these business segments.
Professional Services: Campaigns created to generate new business, identify new opportunities, developing services that align with the changing needs of clients and building relationships that ensure a flow of profitable engagements.
Publishing/Entertainment: Campaigns to generate single sales or subscriptions for printed or electronic publications like books, magazines, newsletters, e-newsletters, podcasts, periodicals, subscription-based research services or websites; drive ticket sales or traffic for films or theatrical events; promote sports teams or sporting events, encourage the viewing of television programming; promote electronic games and software; or stimulate lottery participation.
Retail and Direct Sales: Campaigns created by retail establishments or non-retail direct-order enterprises to generate traffic, inquiries, sales or loyalty, or to enhance employee relations. Includes businesses such as department stores, specialty shops, equipment dealers, auto parts stores (but not auto dealerships), restaurants, health clubs/spas/grooming establishments, catalogers, mail order companies, continuity plans, membership programme and buying clubs. Includes online and TV shopping enterprises.
Travel & Hospitality/Transportation: Campaigns to generate inquiries, sales or traffic for marketers of travel and transportation services, such as airlines, hotels, car rental firms, mass transit systems, tourism boards, cultural attractions, sports/entertainment venues and timeshares/vacation properties. Includes retail and online travel agencies and services. Does not include programme from automobile manufacturers, dealers or fleet operators.

Supported by :