MG Changemakers campaign by The Better India and Morris Garages (MG) India wins Silver at The Maddies, 2018
The ‘MG Changemakers’ campaign, created by The Better India in collaboration with Morris Garages (MG) India, has bagged ‘Silver’ under the Marketing Strategy (Gender Equity) category at the Maddies, 2018 held in Mumbai on October 31, 2018.
Campaign Details:
MG is poised to extend its proud legacy to the Indian roads with a vision to build the ‘next generation automotive company’, while empowering people & communities, creating experiences, innovating and ensuring diversity.
The Better India & Morris Garages launched #MGChangemakers, a campaign that uses human storytelling reflecting the brand’s intent, larger purpose and value system for the Indian market.
Conceptualized as a video series, the campaign profiles the stories of those who are fighting all odds, shaping our future, making a difference in the lives of millions & driving India into the future.
Keeping in line with the brand’s diversity pillar, the 2018 edition of ‘MG Changemakers’ recognized India’s women who are breaking new ground every day and making a difference in the lives of countless others theirs through sheer courage, determination, and grit.
These women are setting an unparalleled example of what women can achieve by challenging the status quo, creating a deep and lasting impact on society. These are the women who are ‘Driving India Into The Future’.
The campaign highlights the extraordinary stories of six such change-makers across India who drove positive change in the lives of all around them. These included transgender activist Kalki Subramaniam, Padma Shri awardee Sudha Varghese, rural banking pioneer Chetna Sinha, India’s youngest sarpanch Jabna Chauhan, rural health path breaker Dr. Rani Bang; and the founder of the North-East Network (NEN), Monisha Behal.
This campaign was supported by the UN Women India MCO, which has been championing the cause of gender equality across the Asian Subcontinent.
The final event concluded with a UN conference featuring Nandita Das as the chief guest along with various other women changemakers who attended the event.
On winning Maddies 2018, Dhimant, Co-founder The Better India, said “We are extremely excited to have won the Maddies. Working with Morris Garages gave us the opportunity to give these amazing stories a large platform for the world to see and get inspired. We were excited to use our skill sets dynamically, take risks and build a campaign on a solid foundation. #MGChangemakers will very soon showcase a lot more of such stories and transformations. So stay tuned!”
Award details:
Category: Marketing Strategy
Sub-Category: Gender Equity
This award recognizes and invites entries from brands or companies that have used the most effective way to communicate gender sensitivity/inclusiveness/equitable nature. It could be campaigns that lead to modification of behavior by raising awareness around gender equity concerns and made a remarkable contribution to championing gender balance and equality of opportunity.
There were six shortlisted entries in this subcategory, of which, MG Changemakers won ‘Silver’ for its excellent qualitative and quantitative performance.
About the Awards:
Exchange4media Mobile Awards – The Maddies acknowledges and recognizes all such marketing stories that employ an effective mobile marketing strategy done in India and will be equally judged on innovation, concept, execution, and results by a highly experienced independent panel of the industry. These awards are open to all industries linked to Mobile Marketing (Clients, Creative, Media Agencies, Digital Agencies, and Publishers, etc).
Since Mobile Marketing has become an increasingly important part of the overall marketing mix and experts pointing to the fact that it will overtake any existing marketing model, doubling spends from other digital marketing forms in a couple of years.