The Mobile Marketing Association (MMA) India has announced its Creative, Measurement and Brand Safety taskforces to drive POV and insights on issues like effective short format advertising content, brand misrepresentation, cross media effectiveness, and adfraud. The work done by MMA India taskforces will help to drive and scale the Indian mobile marketing industry, generate awareness regarding issues plaguing the industry and help create pathways to shape the future of marketing. MMA India’s board members, who are industry experts, will drive the charter for creative, measurement and brand safety. The same will be released in the form of whitepapers, roadshows and case studies to enable the industry to dip into the expertise.
Moneka Khurana, Country Head, MMA India said, “The idea behind the formation of these committees is to bring forward a conclusive point of view, extracted from inputs received from experts across the board at MMA India, on key areas that impact the mobile marketing industry’s growth. The methodology of each taskforce is different, based on the need of each team and will vary from providing a point of view on available research and endorsing it to conducting surveys to understand the industry’s current approach.”
Each taskforce has their own action plan for their respective objectives and their methodologies:
The Creative Taskforce aims to establish marketing creative considerations and guidelines for short format advertising content primarily video in social feeds, video platforms and OTT. Creative taskforce members: Priya Nair (Executive Director – Home Care Hindustan Unilever Limited, Shamsuddin, (Group MD – Isobar South Asia Isobar India), Anusha Shetty (CEO and Co-founder – Autumn Worldwide), Vikas Agnihotri (Country Director – Google India), Sandeep Bhushan (Director – Facebook South Asia), Hemant Mehta (Managing Director – Kantar IMRB), Punitha Arumugam (Digital Evangelist – Hotstar Transformation and Ads) and Avinash Pandey (CEO – ANN-ABP News Network).
The Measurement Taskforce will target at establishing a point of view on cross-media reach and cross media effectiveness of mobile advertising versus other media platforms. Measurement taskforce members: Prasun Basu (President – South Asia, Nielsen), Nandini Dias (Chief Executive Officer – Lodestar UM), Sunil Kartaria (Chief Executive Officer – India and SAARC, Godrej Consumer Products Limited), Sandeep Bhushan (Director South Asia, Facebook), Vikas Agnihotri(Country Director – Google India), Partho Dasgupta (Chief Executive Officer – BARC India) Deep Thomas (President – ABG) and Prasanth Kumar (CEO – GroupM South Asia).
The Brand Safety Taskforce’s objective is to provide guidance to brands and performance marketers through the establishment of standards, best practices and guidelines. Brand Safety taskforce members: Prasanth Kumar (CEO – GroupM South Asia), Partho Dasgupta (Chief Executive Officer – BARC India), Julie Bramham (Chief Marketing Officer – Diageo USL), Punitha Arumugam (Digital Evangelist –Transformation and Ads – Hotstar), Vikas Agnihotri (Country Director – Google India) and enablers like IAS & MFilterIt.
MMA India’s committees will act as a platform to ensure continuous and uninterrupted growth of the mobile marketing industry in India.