As Sumit Kumar, VP Marketing and Customer Services, Bata, put it, “Just when marketers realise they have caught up with the consumer’s preferences, they find he has moved on.” The occasion was the announcement of Pitch Top 50 Brands, the annual list that the marketing magazine Pitch from the exchange4media group releases as its own benchmark of excellence. Customers do move on very quickly but the brands on the Pitch Top 50 list had been able to make a mark on customers through their products, consistent quality and marketing campaigns. The event took place at the Leela in Gurgaon yesterday. The brands featured on the list were chosen by a panel of 9 jury members, each with a wealth of experience behind them. Sifting through the long list of competitive brands was not an easy task for the jury when they met a few weeks back to decide on the 50 brands. The awards were a culmination of the effort put in to choose the 5 most appropriate and deserving brands in each of the 10 categories.
“We do not advertise much and thus never expected to be on a list like this. I always thought that to be on such lists one needed to make an extra effort in advertising oneself.. But I really appreciate the research done. Such recognitions are definitely a boost for the brand,” said Harish Manwani, GM – Rural Operations, Piramal Water Pvt. Ltd. Sarvajal was one of the Social Contributor brands.
The judging process had been enjoyable for the jury but was also challenging in its own way. “The Newsmakers was the most difficult category to choose from, as brands often come into the limelight for wrong reasons,” said Moneka Khurana, Strategic Consultant and Trainer – Digital Services, Independent Consultant and a jury member for the Pitch Top 50 brands 2014.
Rajat Mukarji, Chief Corporate Affairs Officer at Idea Cellular said, “The categories were the most interesting part for me. I think they brought the right flavour to the brand list. It was also interesting that brands did not have rankings.I would definitely look forward to be a part of the list next year too.” Idea was one of the “Master Connector” brands that was shortlisted for its humorous and relatable campaigns.
The list was unveiled by Santosh Desai and other jury members present. Shubodip Pal, Chief Marketing Officer, Micromax, excitedly shared, “It is exciting to share space in the category of Master Connectors with our Prime Minister Narendra Modi.”
The brand of the year – Flipkart also featured in the category of The Newsmakers. “Flipkart was the strongest contender due to their wonderful marketing innovations. They have been on top of the mind with their services,” said Santosh Desai, the jury chairperson and social commentator. Desai is also the Chairman and CEO, Future Brands.
Some of the other brands that were applauded at the event were Bollywood – The Globetrotter, Narendra Modi – The Master Connector, Old Monk – The Evergreen Brand and Paper Boat – The Innovator.