Zee to hold inaugural Zee Mindspace Awards at Zee Melt 2016

Zee Entertainment Enterprises has announced the launch of the first edition of ‘Zee Mindspace Awards’, a property which aims to recognise brands that have captured maximum ‘MindSpace’. The awards ceremony will be held on August 27, 2016, at Zee Melt 2016 – the festival for creativity and innovation in marketing and communications.

Commenting on Zee Mindspace Awards 2016, Sunil Buch, Chief Business Officer, Zee, said, “Achieving ‘consumer mindspace’ is every marketer’s ultimate goal. The thought of extending our three-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 the Zee Mindspace Awards.”

Zee has partnered with market research company Nielsen to execute a nationwide research to identify brands that 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 part of the structured research methodology. Nielsen has targeted a sample size of 12,000+ 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 recognises the overall marketing mix implemented by the brand owners to carve a ‘Mindspace’ within the consumers.

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 12,000 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.”

Zee Melt 2016 will also witness the 4th edition of Zee’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 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.

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 Zee Melt, Zee Mindspace Conference and Zee Mindspace Awards, Zee 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. Actor and TV presenter, Gaurav Kapur, who would be the event anchor, will also interact with the users through Twitter’s #BlueRoom this evening, August 17, at 6.30 pm.